Behind the Label is a multi-year HEINEKEN USA thought leadership initiative that takes a closer look at the varied people and processes in the alcoholic beverage industry. Through interviews with women and other minority groups working in beer, wine, and spirits, the reports identify challenges and reveal opportunities for greater inclusion. Download the fully designed annual whitepapers here.
Harry Potter New York Social Media
Art direction, production and styling for various photoshoots and media events supporting Warner Brothers’ Harry Potter New York flagship store.
Art Director + Assistant Producer: Kathryn McCambley
Photographer: Jose Aguirre + Ryan Laux
Gaffer: Chris Lundy
Executive Producer: Daniel Kennedy
Big Ass Fans Comfort Revolution
Big Ass Fans told us they wanted to stir things up, so we flipped the switch to the highest setting. With brand new messaging inspired by a parallel thought leadership campaign, we specifically targeted California and Texas during their hottest months. In addition to driving leads, we needed to drive brand recognition and consideration of the brand as a champion of the front-line worker. Through geo-located, weather-triggered, hyper-targeted ads, we reached the specific people influencing and making purchase decisions— at the time of the latest wrap report, there were 830 leads which was a 134% increase in total leads from June, increasing from 354 to 830 by the end of July.
Art Direction and Copywriting: Kathryn McCambley
Executive Creative Director: Carl Sorvino
Production Design: Ellie Buck, Anneleen Boonan, and Ryan Laux
Compete Mental Performance Training
Mental Performance Training (sometimes referred to as sport psychology) is the multifaceted approach of harnessing the power of the mind to maximize performance. As the Creative Director at Compete Mental Performance Training, I led the development of a unique brand identity, utilizing insights from a competitor audit to craft a distinctive narrative. This comprehensive approach extended to the creation of a visual brand system encompassing a unique logo, dynamic color palette, and website.
Dairy Queen Fall Blizzard Beanies
In celebration of the Fall Blizzard® Treat Menu, American Dairy Queen Corporation created an exclusive accessory that fans – and their Blizzard Treats – could wear with flair; the Blizzard Beanie. The exclusive merch sweepstakes allowed consumers to continue to enjoy frozen Blizzards even as the temperatures gave way to the cooler fall season.
Producer: Kathryn McCambley
Director: Dina Graham
Photography: Jose Aguirre
Beanie Design: Kathryn Viggiano, Anneleen Boonan + Ellie Buck
Executive Producer: Daniel Kennedy
Executive Creative Director: Carl Sorvino
Bash Advisory
A distinctive brand identity for an all-female consultancy utilizing the Arabic alphabet as a tribute to the founder's Egyptian heritage. The project encompassed the development of a unique color palette and clean, cohesive website, culminating in a sophisticated and culturally resonant brand presence.
Whole Foods Market Global Press Kit
Stolichnaya National Mezcal Day
Infographic and media mailer educating on the differences between mezcal and tequila for National Mezcal Day.
#SeeJC Jersey City Tourism Campaign
Using the inherent richness, texture, and diversity of Jersey City, we created a statewide advertising campaign that celebrated the accomplishments of the current administration through the lens of the successes of the city. In total, the campaign drove 34.1m+ impressions across all channels, exceeding our initial goal by 121%.
Art Director + Copywriter: Kathryn McCambley
Executive Creative Director: Carl Sorvino
Production Design: Jadeh Stevens, Ellie Buck + Anneleen Boonan
Red Lobster Cheddar Bay Biscuit Marketing
Keeping Red Lobster top of mind as an integral part of culture through content pieces and LTO merch for National Biscuit Day, Super Bowl, Cheddar Bay Biscuit’s 25th anniversary and more.
Art Direction: Kathryn McCambley
Animation: Jose Kooda Aguirre
Producer: Daniel Kennedy
Harry Potter New York E-Commerce Launch Photoshoot
Harry Potter New York is the first official Harry Potter flagship store, located in the heart of New York City next to the iconic Flatiron building at 935 Broadway. MWW was tasked with generating excitement for the store’s launch through an e-commerce focused photoshoot to be used across the HPNY website and socials.
Art Director + Producer: Kathryn McCambley
Photography: Ryan Laux
Executive Producer: Daniel Kennedy
Harry Potter New York Butterbeer Ice Cream Truck
Truck wrap, signage and additional design support for Harry Potter New York’s National Ice Cream Day Butterbeer Ice Cream Truck activation.
