Digital Creative Director + Brand Strategist + Content Architect

I've done a lot of things in my career and been extremely lucky to work with some very talented people on some great brands. My focus? Digital Marketing, User Experience Design, Branding, Promotions and Content Development.

Check out the work, learn more about me and let's talk.


Project: Tidy Cats – No More PU

  • Tidy Cats – No More PU

    The hub of the campaign lived at NoMorePU.com, tying together all the creative efforts. The web series, the PR stunt team, and our online content all lived here with new updates each week.

  • Tidy Cats – No More PU

    Everyone has stinky situations they must deal with. The PU Board was a way to post your "pain" anonymously and then erase it away.

  • Tidy Cats – No More PU

    After sharing your "PU" stink to the wall, you can clean it away with a big Odor Erasers chalk eraser. We also shot cats on green screen, and they would appear randomly to help you enjoy your cathartic release.

  • Tidy Cats – No More PU

    Over the course of many weeks, our team selected our favorite "stinks" and created solution polls from them. Although Tidy Cats wasn't solving these real world problems, they were bring some fun into our little daily PU's.

  • Tidy Cats – No More PU

    Because mobile access was key, my team designed and created a lighter version of the core website. Mobile phones could erase stinks, post to the board, and watch videos from the web series.

  • Tidy Cats – No More PU

    The PU Patrol was the live embodiment of the campaign. The PR team cast Sam and Meg to be the ambassadors of kicking PU to the curb. From free tickets and gas cards to cleaning up community gardens, they hit 8 cities in about 6 weeks.

  • Tidy Cats – No More PU

    Along their 8 city tour, the PU patrol was the face of the campaign, providing good cheer to get rid of PU around the country.

  • Tidy Cats – No More PU

    Though we didn't work on the outdoor advertising, my team worked closely with AFG to make sure the copy and content was in the same tone. We also designed a variety of banners that were unique in different markets.

  • Tidy Cats – No More PU

    AFG worked with Electus to hire Rachael Harris to star and write an online web series. We handled the weekly updates and YouTube channel content.

  • Tidy Cats – No More PU

    I oversaw the photo shoots of the PU Patrol, conducted their bio interviews and hired some fantastic cat wranglers for our green screen cat shoot. And yes, we used a RED camera.

Tidy Cats – No More PU

Year: 2012

As the Digital Agency of Record for Tidy Cats, Infuz became experts at CPG promotions in the pet category. In 2012, Purina Tidy Cats affinity program was an integrated campaign centered around a small idea called “No More PU.” Tidy Cats has solved the problem of PU in the litter box, and now it’s on a mission to help get rid of PU in our everyday lives. The Infuz team came up with the concept of the PU Patrol, a team of stink-busting professionals that travels the country doing good for all. Over the course of many months, we developed the campaign flow, site architecture and engagement application on NoMorePU.com.

This was a fun project because of the inter-agency collaboration between AFG (the above line agency), Cone Communications and Checkmark (handling all PR events ant the mobile tour) and my agency designing and executing all social and digital extensions of the program. As the Digital Creative Director, I was there for every step of the way from concept development to design and program maintenance, I had a hand in almost every aspect of the website and the content being created. Heck, you can check out the campaign video intro I animated in After Effects too. I learned a ton about content development and planning with this campaign and worked with some awesome folks outside of my agency.

RESULTS

  • More than 55 million media impressions
    • 37% above the original goal
    • 100% branded coverage
    • More than 90 local news stories
  • Increased engagement with and followers for @TidyCats
    • Garnered nearly 2 million Twitter impressions
    • Increased followers for @TidyCats by 137%
    • Encouraged consumers to use the #lifestinks hashtag
  • Generated traffic to NoMorePU.com and product sales that directly corresponded with each of the in-market activations
  • Garnered more than 3.5 million vehicle impressions
    • Traveled 7,508 miles
    • Filled 3,334 gallons of gas
    • Surprised and delighted consumers with 4,440 branded items
    • Provided 6,500 coupons to cat owners