TOMS

Art Direction, Concept Creation, Design, Illustration

TOMS

TOMS is the shoe company best known for pioneering the "One for One" business model. Originally, the company donated a pair of shoes to a child in need for every pair sold, and my work there contributed to spreading their charitable messaging.

As part of the Digital Design team, we designed responsive web and mobile experiences, performance marketing assets, display advertising, and custom creative supporting seasonal campaigns and special events.

Most notably, I art directed and illustrated a suite of campaign illustrations for the TOMS Animal Initiative × Oceana partnership, supporting a cross-channel launch across digital, retail, events, press, and marketing collateral to raise awareness and funds for ocean conservation.

Other projects included Harrods UK kids shoe displays, World Sight Day landing pages, scores of holiday assets, and a steady output of weekly web, email, and performance marketing campaigns.

From Election Day bunting to Mother's Day flowers, sea turtle eggs to hand lettering—every week presented a new opportunity to transform products into engaging visual stories while expanding the reach of a forward-thinking brand with a legacy of positive impact.

For the "Your Network" :30 spot airing during the 2016 Academy Awards, I created sketchbook illustrations for prop usage during the shoot. Schematics of the original alpargata shoe model, logo iterations, color ways, and shoe ideas were all a part of the "process work" I created for company founder Blake Mycoskie to use during filming.

Agency: BBDO

TOMS Animal Initiative x Oceana:
• 93 million earned media impressions

TOMS x AT&T:
• Reached audience of more than 34 million viewers
• AT&T was one of the night's top-performing brands on social media—Oscar viewers were nearly 2x as likely to engage with its content compared to other advertisers