john h.

There was no shortage of content throughout this campaign, from videos around the event, to unboxing reviews by team members, imagery that FaZe Clan fans couldn't get enough of, and more FaZe Clan content revolving around LG UltraWide™ monitors. The results speak for themselves.

Conversation on LG UltraWide™ monitors spiked by over +1,000% proving that in the end, authenticity is the big winner.

Impressions: 14,600,000+ (+143% Goal)

Engagements: 262,000+ (+110% Goal)

When Milk and Wu-Tang decided to partner up, I recognized this as an unprecedented opportunity to add another “first” under the Wu-Tang brand. Though I had not been part of the organization in that capacity during the famous 2 million dollar album sale, this was a chance to push the brand into unforeseen territory, and one in which I could take direct participation in.

Working with Ray Acosta, the CMO of Wu Music Group, we developed a comprehensive strategy that would help deliver the most amount of reach and earned media value at a cost that was almost negligible. We utilized Wu-Tang’s own network of movers and shakers in conjunction with an influencer (Teyana Taylor) that really showcased the brand, as well as Milk’s own influencer review team to roll out a campaign that lived almost entirely on Instagram Stories. 

Recognizing that ephemeral content was the new trend, utilizing stories helped to elevate the limited-edition Wu-Tang X Milk lipstick to a place of scarcity and “once it’s gone, it’s gone.” Not only did this benefit the campaign in terms of free press, but it also drove sales through the roof—with 2 colors selling completely out within the first 2 weeks of the lipsticks launching on Milk’s website. It generated so much demand that Milk Makeup regards it as one of their most successful collaborations to date. 

The campaign was an even greater success for Wu-Tang, proving even further that the power of the ‘W’ was real and there was virtually nowhere the brand could venture and not leave a trail of success.

Expanding the Ecosystem

The Wu-Tiger Clan project is the second and most recent NFT project to drop for Wu-Tang Clan and takes everything that we learned from MEFaverse and incorporates it to further push the boundaries of our own mega-verse. MEFaverse remains the primary project with a community that is incredibly strong, however our partner Coinbase, worked with us and used this collection as their FIRST 10K project to be dropped on their newly launched Coinbase NFT platform. Until this collection, they were only selling small 500 and fewer qty collections including the Bill Murray 1000 collection. 

Once again, Wu-Tang positioned itself to make history and my role was as Group Creative Director for the 2D art. I also led social for this project and played a key role in coordinating and building a strong Discord community to serve as the backbone for the collection. 

The MEFaverse

This was the Wu-Tang Clan's FIRST NFT project and introduction into the wonderful world of Web 3/Blockchain/Metaverse. I came onboard as a Group Creative Director and Co-Creator, leading the 2D art department to create likenesses for the characters that I also co-created alongside Ray Acosta, CMO of Wu Music Group. Method Man acts as both main benefactor and ultimate decision maker with regard to all aspects of the project including the art and the writing. Additionally, I am the lead writer with Ray Acosta, as the concept is introducing a graphic novel to the NFT space and taking that IP all the way to a major streaming platform to be produced into a series or movie. 

Project is ongoing but has been widely acclaimed for the uniqueness of the collection (10,000), as base layers weren't recycled and it is virtually a collection of 21 mini-collections for each character.

Perrigo, a company known for manufacturing everything from store-brand allergy relief and ibuprofen to baby formula was ready to branch out and begin showing love to itself as a brand and not simply the brand behind the brands. With that, they honed in on the nutritionals segment of their business, choosing to test pilot baby formula as a proving grounds for other larger initiatives. As part of the online social launch event, a number of videos were produced and dispersed to help educate and target new parents, dermatologists, and larger reaching audiences to communicate the the message. I wrote and developed the script for the above hero video in addition to developing the paid strategy for launch. 

I worked with Executive Travel Editor of Town and Country Magazine, Klara Glowczewska and client, Explore Safaris, to blow the lid off poaching in Africa even more, following the tragic murder of Cecil the Lion. 

Star of Kill Bill, Uma Thurman expressed her interest in helping in the conservation efforts of rhinoceros in Africa, specifically South Africa. Mrs. Thurman would work with leading national rhino coordinator Map Ives, to transport the animals from South Africa to the protected lands of Botswana. The article was critically acclaimed and had a commanding presence as well as the cover exclusive in the October 2015 issue of Town & Country Magazine. The story went on to be covered by the Today Show, People Magazine, ABC News, MTV, Daily Mail, and more. It would spark further volunteer and outreach from concerned people around the world. 

Social Impressions: 24,000,000+

Est. Earned Press Value: $2.1 million

Art Direction, Marketing, Copy, and Packaging

While living and working in Orange County, CA, I had the pleasure of being part of a company that at the time was only one store large. While there, I designed and wrote marketing and advertising material, in-store assets, menus, labels, packaging, and even vehicle wraps. Today, JustFoodForDogs is a national brand, rolled out in Petco's across the country, using my designs and copy to this day. 

What am I most proud of? Implementing color coding into all of their products. It was simple and obvious, but prior to my involvement, everything was black and white. There are a myriad of flavors and recipes yet there was no color or icon system being utilized to differentiate them. Adding a thin color strip to the labeling was just enough visual queue for customers anxious to get in, grab what they needed, and leave, but not intrusive on the main design. Adding icons was a fun way for people to get a better understanding of what exactly they could expect from feeding their furry friend some JustFoodForDogs.