Role: Creative Director
Team: Stephanie Yun-Ju Mitchell & Kevin Fitz From the insight that there is no one size fits all when it comes to disability — that everyone has their own needs and own way of doing things, we landed on “Play Your Way.”
No matter the disability or level of skill, adaptive athletes and the Facebook Groups that support them are finding innovative ways to enjoy the sports they love. We dug into their stories. Into their passion. Targeting a YA audience, we took a more socially native approach — with a campaign that felt unpolished and raw.
Role: Creative Director
Team: Stephanie Yun-Ju Mitchell & Kevin Fitz From the insight that there is no one size fits all when it comes to disability — that everyone has their own needs and own way of doing things, we landed on “Play Your Way.”
No matter the disability or level of skill, adaptive athletes and the Facebook Groups that support them are finding innovative ways to enjoy the sports they love. We dug into their stories. Into their passion. Targeting a YA audience, we took a more socially native approach — with a campaign that felt unpolished and raw.
Role: Creative Director
Team: Stephanie Yun-Ju Mitchell & Kevin Fitz From the insight that there is no one size fits all when it comes to disability — that everyone has their own needs and own way of doing things, we landed on “Play Your Way.”
No matter the disability or level of skill, adaptive athletes and the Facebook Groups that support them are finding innovative ways to enjoy the sports they love. We dug into their stories. Into their passion. Targeting a YA audience, we took a more socially native approach — with a campaign that felt unpolished and raw.
Working alongside Thad Cox Branding Studio, NYDG (New York Dermatology Group) approached us to create a purpose driven initiative to help those with albinism for their foundation.
We created "ColorFull" - a campaign that celebrated the "albus" skin tone, because having albinism doesn't equal a life without color.
Shot by Pulitzer winning photographer Stephanie Sinclair, we shared the stories supermodels and influencers Diandra Forrest, Stephen Thompson and Justin Bullock.
Launching in Times Square and using the visual language of color swatches, the project included brand positioning and strategy, social activation, print and a microsite.
"ColorFull" became officially endorsed by the United Nations in 2019, and is being implemented around the world today and featured in Forbes, Now This and the Hollywood Reporter.
It also saw a 4000% increase in sales of NYDG’s SPF Cream, which we promoted, giving the profits away to the foundation.
Not bad going for a side-hustle project.
Role: Creative Director
Co-Creative Director: Thad Cox
Photographer: Stephanie Sinclair
