International Rescue Committee
From Harm To Home
The IRC is committed to arriving on the scene of any of the world’s worst humanitarian crisis within 72 hours to bring supplies, expertise and protection to people caught in chaos. Many of the people they help are refugees who have fled their homes due to conflict and violence.
The goal of this project was to gain awareness in New York. The simple idea of placing messages around areas where people are trying to get home or are looking for new places to live gave us an immediate emotional connection that couldn’t be ignored. City Harvest
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City Harvest Short Documentary
Sidewalks of New York.
Produced, directed and shot a short documentary for City Harvest that debuted during their annual gala event. The initial viewing led to record-setting donations, tears, and was shared with partnering companies for additional fundraising efforts. The short was later featured during the previews in select cinemas across the city.
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City Harvest
Rescuing Food For New York's Hungry
After creating an award-winning print campaign for City Harvest using celebrity spokespeople showing how they “will work for food," the focus was turned to City Harvest’s most recognizable icon and strongest asset — the City Harvest Truck.
In addition to a Truck photo shoot by celebrity photographer Timothy White, videos that were created using existing assets to minimize costs ran all over the city including, the Times Square Jumbotron, taxis, elevators and on TV. Aside from raising brand awareness of the charity by over 42%, the City Harvest truck itself is now seen throughout the five boroughs as a symbol of your donations hard at work. We also created a short documentary so people who gave can see the difference they are making.
The campaign also successfully raised over $2.7 million to help feed New York’s hungry men, women and children.
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LUTA Sportswear
#TheLifeChangingProject
To launch the LUTA sportswear brand in the states we needed to rethink how they went to market. Born in the favelas of Brazil, one of the toughest places on earth to grow up, the LUTA mission is clear, give these young kids an outlet and a choice, so they didn't turn to gangs and drugs. LUTA did this through sales of its "life changing" sportswear to supporting their program.
To deliver this message, we created The Life Changing Project. This idea centers around a clear, "We Give Half" business model and is supported by a transparent e-commerce strategy, that shows exactly where how your money goes. We used non-traditional outdoor experiences, social media (aggregated into our site) and exclusively created content around revitalizing several New York gyms, to make the communication relevant and hit closer to home.
