WINsurance. Your Winning Choice campaign. A multilingual campaign, covered 6 regions within the continental United States. It launched mid-May 2024 and it has already garnered over 200,000 clicks with a 6.5% CTR so far for its digital interactive units and performing well above benchmark.
I led creative strategy and conceptual thinking process. Managed a team of designers, producers, writers and video crew to put this winning vision together.
People love winning and hate loosing. This campaign, focuses on getting flood insurance as your Winning Choice, because protecting yourself from flood loss before hurricane season is a win. To reinforce the winning theme, we brought bright, whimsical, modern, shiny design elements and game-like art direction, such as confetti, oversized doors that add bright colors, and positive, quirky moments to this campaign, emphasizing the ability to bounce back as a win!

VP, CD: Claudia Barac-Roth / Writers ACD: Meredith Friedline / Chethna Suryakumar / Director: Josh Forbes / Executive Producer: Michael Kim / Line Producer: Lynne Quinn / Producer: Alexis McCombs / Video Production House: Alkemy X / Designers: Taylor LeShock / Chuck Livingston/ Art Director: Mike Bendinelli / Animator: Mikayla Brock / Account Manager: Rosie Hutchison /

Creative Ninja and keeper of creative vision for entire campaign. Lead creative strategy, art direction, ideation. Managed team of designers, animators, writers, illustrators, producers and contractors. Maintained holistic approach all cross platforms for social, web, paid media, High impact digital units, audio and OTT/CTV.

Our bilingual, National campaign, covered 8 regions within the U.S., from Texas, Florida, NY, North Carolina, Mississippi, Louisiana, New Jersey to Alabama. It had 679+ million impressions, 30.9k goal conversions, 1.3M people visited landing page and 95% conversions from Hi-impact Digital units. Plus, it aired in CNN, ESPN, USA Today, the Weather Channel and iHear radio.

We used the idea of trusting your natural instincts to protect the life you've built. And getting flood insurance to do so. Borrowing inspiration from Sir David Attenborough in a playful way to handle serious topics such as flooding to educate consumers out there!

Writer: Cara Bloomer / Directors: Bernie Roux, Josh Forbes (AlkemyX) / Director of Production: Michael Kim / Line Producer: Lynn Quinn / Designers: Lauren Budreau, Laura Chwirut, Chuck Livingston, Loren Ilvedson / Account Managers: Jodie Warren, Alex Tzavellas / Illustrator: August Lamm

Held creative reins for campaign's initial creative conceptual direction and strategy. Created and produced graphics in initial phase under very fast turnaround, while collaborating with creative partner and a team of designers for additional phases. Launched campaign nationally in major cities like New York, Chicago, Los Angeles, Dallas and Atlanta. Creative assets include, HTML5 display banners, Social Stories, Native placements, Out of Home, Animated shorts deliverables under a variety of channels. Paid media impressions up to 311.7M in the first few weeks and 1.5M conversions, making this a success!

"All The Feelings." It's a fun way to remind everyone about the excitement and emotions that come with passports and traveling abroad. We're making passport checks as thrilling as the adventures they lead to! Doing so, with punchy colors, bold messages, energetic graphic animated passport visuals to connect consumers on an emotional level.

VP, Creative Director: Claudia Barac-Roth
ACD, Writer: Meredith Friedline
AD: Robert Arthur
Designers: Taylor LeShock/ Mason Pocklington
Production: Chuck Livingston
Animation: Kevin Schmitt
Agency: Yes&
Client: Bureau of Consular Affairs

Collaborated with and managed multi-discipline teams to establish brand vision for Maryland Office of Tourism with consumer “Open For It” campaign. Visual lead, art directed and worked to maintain concept across all platforms. Shared a story of welcoming, open minded experiences.

Director-Photographer: Dean Alexander / Writer: Matthew Ketchum / Designer: Jessica Painter / Digital Designers: Adrian McLoughlin, Kara Siegert

Creative Director for the KEEP HOME National campaign, a Federal Emergency Management Agency (FEMA) initiative. Art directed, and managed a team of designers, writers, illustrators and contractors to develop messaging. Also commissioned local original art that leveraged the love and pride that people feel for their hometowns to raise awareness of flood risk in New York City, Atlanta, Louisiana, Florida and Texas. The fully integrated multi-channel campaign launched in English and Spanish across a range of high-impact media properties including CNN, ESPN, USA Today, The Weather Channel, iHeart Radio, Spotify and The New York Times. Paid media impressions hit more than 638.1 million.

Director: Alkemy X., Rupert Cresswell/ Writer: Josh Golden, Cara Bloomer/ Director of Photography: Mike Kim/ Website Design: Giuseppe Carabelli/ Digital Designer: Amrithi Devarajan/ Account Manager: Jodie Warren/ Illustrators: James Gulliver Hancock (NYC), Stephanie Sanz (Texas), Sean Faieh (Atlanta), Gina Phillips (Louisiana), Allison Gonzalez (Florida)

Creative lead for “Oh,hello” campaign for Optima Health in the Metro DC area. In an industry known for being cold and unwelcoming, we created an introductory ad campaign to show how personal and friendly health insurance can be.
Combined typography, color, anthropomorphism and a bit of curiosity to connect with busy, crowded marketplace. Voted Best OOH by OOH TODAY, with 80+ million impressions, 91.5k new subscribers, 39% increase in organic and direct site traffic during a 4 month timeline.

Covered Radio, OTT, Broadcast TV, Out of Home, High Impact Digital Units and Social media in Facebook and LinkedIn.

Creative Director: Claudia Barac-Roth / ACD, Writer: Cara Bloomer Director: Ruppert Cresswell / Director of Production: Mike Kim / Designer: Lauren Budreau / Animation +: Sound: Alkemy X, Inc. / Producer: Alexis McCombs / Agency:Yes& agency

Worked with hoteliers to build a new kind of business casual, luxury hotel brand within the Choice Hotel family. Playful, casual and targeted to millennials. Participated and helped develop strategy and branding concept. Extended and developed luxury lifestyle tone and feel to a set of brand guidelines. Art directed ad campaign and hotel elements.

Photography: Amanda Marsalis / Writers: Joe Pistone, David Bonner, Danielle Sirk / Designer: Jessica Painter

Art directed and lead visual tone and concept for Dannon’s foodservice, “Inspire Goodness” campaign. The clean look brings clarity to the cluttered world of foodservice marketing materials and creates consistency among all pieces for a uniform look and tone—something Dannon Foodservice had been lacking. Together, the pieces work to reflect the brand’s deeply engrained belief that food can do a world of good.

Writer: Matthew Ketchum, Danielle Sirk / Designer: Jessica Painter / Digital designer: Jordan Walz, Tim Shanley

Art directed and worked on rebranding team for The Campbell Soup Company on their frozen soup journey. Visual identity developed featured food at the forefront. The hands brought in humanity, and the tone was meant to capture humility and empathy. Organized photoshoots and art directed photography. Set visual tone for the rest of the campaign.

Writer: Matthew Ketchum / Designer, Art Director: Mike Sidlowski / Photography: Helen Norman

Cholula. It’s not hot sauce. Ad campaign.

Directed and worked with team to develop concept that takes the cult-like love that Chefs have for this sauce from home to their kitchens at work. Art directed in your face bold typography, photography and graphics that punctuate the flavor and message throughout all platforms. From printed collateral pieces to print ads, social media and landing pages.

Writer: Matthew Ketchum, Reese Cassard / Designer: Jessica Painter / Digital Designers: Kara Siegert, Adrian McLoughlin / Photography: CSSI

This campaign is all about pride, moxy and americana feel-good style. It speaks to chefs that have a passion and dedication for the best american turkey around. So who else can say: serve with confidence...but Butterball! Developed and worked in collaboration with team of designers, writers and digital members. Concepted and art directed brand tone and style. Involved from initial branding stages to presentation, photo shoots and digital work.

Writer: Jeff Grutkowski, Joe Pistone, Danielle Sirk / Designer: ErinJewell / Digital Designer: Jordan Walz / Photography: Renee Comet / Food Styling: Lisa Cherkasky, Jen Crovato

Created and developed brand identity and ad campaign for Victoria Gastro Pub restaurant. Helped launch this independent restaurant. Designed their brand identity. Visual I.D. is carried on logo design, stationery system, menus, outdoor signage,website and ad campaign. 

Writer: Jeff Grutkowski / Photography: Michael Pohuski 

Developed a campaign for Phillips Seafood, Inc. that highlights chefs and their craft. Art directed all people and food photography. Carried the black and white images throughout to carry the creative side and better quality of Phillips seafood. Bold, strong typography added to match the level of creativity of the chefs and their love of food.

Writer: Jeff Grutkowski / Photography: Chris Hart Love 

Worked on branding and initial strategic thinking for brand positioning of Segafredo, Crafted like no other campaign. Art directed and designed brand guidelines for retail and trade. Art directed photo shoots, plus worked with digital team to develop interactive work.

Writer: Rob Ringle / Photography: Dan Whipps

Developed and designed brand identity for this family-owned, farm-brewery in Howard County, Maryland.

Creator, illustrator, window designer, manager and bearer of #csLightTheWayForward.

This cross-platform end-of-the year campaign for Carpenter’s Shelter, makes this non-profit homeless shelter a symbol of light for the holidays, that reached its residents during a time of darkness, and a metaphor to bring a community together.

A variety of messaging in direct mail, social media and outdoor marketing made this a successful campaign. Native social posts helped increase audience and the creation of a branded hashtag, #cslightthewayforward helped monitor performance and help boost presence.

A festive mailer is sent along with a pop-up paper lantern. This kit turns into a public display of support—both for Carpenter’s Shelter and for the people of the Alexandria community. Window panes filled with these decorative mailers.

Outdoor graphics extended this campaign by using large window installations to carry on the inspirational giving spirit. This was also a great opportunity to show off team bonding of staff and volunteers at Carpenter’s Shelter’s newly completed building, by cutting out and DIY stencils picked up from creative. Lots of love all around towards mission, fundraising and community.

Art directed and created this high visibility concept to reflect the decadent indulgence of The Ritz-Carlton cuisine.
Directed photography and designed coffee table book for The Ritz-Carlton. This piece was also sold in retail to every day consumers.

Writer: Rob Ringle / Photography: Renee Comet

Art directed and created concept for a digital book plus video for The Ritz-Carlton’s Luxury Bar Experience. It includes an innovative training manual for mixologists. Published as Apple iBooks, hosts photo slideshows, how-to videos and text pop overs, all in keeping with the brand’s sophisticated style.

Writer: Rob Ringle / Video Production: Shine Creative