PROJECT
"The World's Largest Chip Rack"
Experiential
MY ROLE
Creative Lead, Copy
Original Concept
THE BRIEF
Make Valspar impossible to ignore in Chicago.
THE IDEA
Ironically, Valspar, a paint company, had a gray corporate building on one of Chicago’s most congested commutes: the Kennedy Expressway on the way to O’Hare airport.
So why not put some color into everyone's commute?
Why not envision Chicago's new iconic landmark:
"The World's Largest Chip Rack."
The idea was to create a giant chip rack that would be elegible for a Guinness World Record. Through augmented reality, the building would grab people's attention, while presenting Valspar's pantones.
Below is how it would lead different commuters to the building.
The concept reached the prototyping stage before being cancelled after Sherwin-Williams acquired Valspar.
THE HISPANIC DREAM
AFTER THE DREAM COMES TRUE.
PROJECT
La Buena Vida, Kia Telluride
MY ROLE
Associate Creative Director
Original Concept
Editorial & VO Direction
THE BRIEF
Position the Kia Telluride as the pinnacle of modern Hispanic life.
THE IDEA
We ditched the typical Hispanic struggle story and skipped to the good part: La Buena Vida. Inspired by one of my childhood friends, it’s a lush, sun-soaked vision of success, delightfully unburdened by sacrifice.
- 11% sales increase
- 22% engagement increase
- 200% increase in Kia Spanish website visits
- 20x more visits to Telluride's Spanish page
- One of the most viewed videos on Kia’s Youtube Channel
:60 ENGLISH
:30 SPANISH
CASE STUDY
SOCIAL POSTS
#LaBuenaVidaConKia
