Sara Burke

From scrutinizing media, fierce competitors, or their own physical health, an athlete must endure, battle and overcome to be at the top of their game. In winter sports, the odds are even further stacked against them. 

But we wanted to show when there’s a will, there’s a way to tune out, find focus and rise above the noise. 

Utilizing light as a metaphor for the “noise,” rising steam as a symbol of their spirit and a track speaking to their fight ahead, we wanted to capture our athletes pushing the limits as each defies their own individual fear, doubt, injuries and elements. 

In the end, they rise in their biggest moments yet: high above the world and the noise in the quiet of their own inner peace.

Role: Creative Director and writer / Ideated concept, wrote and executed together with creative partner

Renting a car is always a secondary thought when traveling. 

So, we wanted to make Hertz top of mind by re-strategizing and rebranding it to be the company of choice for the millenial, entrepreneurial-minded professional. 

From there, we created The Goldmember: a social personality + rental program that caters to the goals, dreams, and budgets of like-minded, young businessmen and women. Through aspirational and detail-oriented social content, memes, blog posts and unique promos, we were able to inspire more millenial professionals to drive the part. 

Role: Associate Creative Director / Ideated concept, managed project and helped facilitate execution with junior team 

POP and the sticky song we wrote that launched a thousand Youtube comments.*

*By mostly Bronies. 
 

The intent with this campaign was to become the source of all things Fashion Week with the goal of user engagement, awareness and new user acquisition on all social media platforms. But ultimately, we wanted fashion fanatics across the globe to have the chance to be front row at their favorite designers’ shows without ever leaving their living rooms.

So, we created a microsite hub that housed live video streams from Facebook Live, Facebook 360 and Periscope, featuring on-site and timely street style fashion with a Curalate component, Instagram feed, Snapchat info, live Twitter feed and up-to-date fashion week NM Blog postings.

‘A Coffee With…’ cross channel activation was also created to boost user engagement and acquisition by having followers tweet in questions for their favorite designers to answer live on Facebook and Periscope. Creative was also used to drive from all platforms to the hub and promote live shows, collections and interviews.

We established two major goals from the execution of this brand refresh:

Goal 1: Shift Del Monte's outdated brand perception from overprocessed canned goods to a more fun, vibrant, modern and interactive source for fresh facts and even fresher foods. We did this through an overhaul of their website and social strategy + content.

Goal 2: Stop eating fruit with the stickers still on them (We’re still actively working on this goal).

 Role: Associate Creative Director / Ideated concept, managed project and helped facilitate execution with junior team 

 My Little Pony’s Equestria Girls were releasing their third film about a school talent show where the band gets debut their musical talent. 

We were asked to concept a teaser campaign for the film to get young fans excited. So, we started by creating and writing live-action music videos and dropped them weeks before the release.

The day leading up to the release, we put together a takeover on the Hasbro site for fans to play games, watch exclusive content and participate in a digital premier party before the “Mane Event.”

Role: Senior Writer / Ideated and scripted video and digital content with creative partner, wrote copy for video game and website  

As necessary as they are, people don't get too hot and bothered about buying/receiving home appliances as gifts around the holidays - even with Kenmore Elite's seriously cool new features (an alert that tells you when your beer is cold? I’m sold). So, how did we plan on getting people excited about the new line? 

1. Tap into the pure magic that is felt during the holidays, and explain the features from the perspective of a child.

2. Facilitate a deep passion of our target audience: the care and artistry that goes into making their house a home.

We also created the @kenmoreappliances social media brand by creating a new strategy, ideating a tone of voice and visual language and executing weekly social content – all with a little help from some good lighting and lots of crazy glue.

Role: Senior Writer / Ideated campaign concept, helped create overall social strategy and visual language, as well as wrote and executed scripts, social posts and tagline.

Most tractor ads go as so: a happy, suburban dad takes his favorite garden tool for a spin on a beautiful, blue sky day. What’s that Wife? Chores? I can’t hear you over the sound of this motor.

But the new Craftsman Series wasn’t just any tractor. It had the mind of a mower but the guts of a truck. So, we decided to debut Craftsman’s new Made to Make tagline and the new series with a spot fit for the premium vehicle it was. 

*After release of spot, Craftsman found a 50% increase in tractor sales and named it the most successful TV spot they have launched to date. 

Role: Senior Writer / Ideated, wrote and executed commercial with creative partner

There's nothing worse than planning an outfit, securing a babysitter, and spending a fortune on an Uber only to find out your date wasn't exactly who they said they were.

Nobody likes a Catfish.

So, we created a dating app for like minded individuals who are serious about finding love, but also not wasting any time or energy along the way with misrepresented dating profiles.

Through unique features and profile guidelines, people can be assured that every person you match with is presented as genuinely as possible.