To acknowledge its growing user community in Asia, Valve ran a surprise Lunar New Year Sale in 2016 (a monkey year on the Chinese zodiac). An interactive choose-your-own-advnture experience created a narrative backdrop for the sale and functioned as a way to introduce users to new games. The story followed our monkey protagonist as he makes his way home for the new year, and incorporated elements from the traditions and mythology of Lunar New Year. The art direction put a modern twist on old tradition, combining a bold street art sensibility with traditional styles and motifs to create a vibrant world full of colorful characters. The sale was a huge success that resonated especially in Valve’s Asian markets.
Role: Concept Development, Art Direction, Illustration
Valve’s winter sale has become a well-known tradition; gamers have come to expect it and know roughly when it will happen every year. To surprise and engage the Steam community, we created a 12-part narrative that was released one page per day for the duration of their 2015 winter sale. The film noir and pulp-inspired comic put a dark twist on holiday traditions, pairing a hard-nosed, gritty tone with fairy tale characters and tropes for comedic effect. Corresponding trading cards released on Steam’s marketplace and an unannounced embedded ARG prompted heated discussion and speculation amongst the community.
Role: Concept Development, Art Direction, Illustration
The Antipodes Collective is a nonprofit organization that promotes literacy and arts education in the rural Cambodian community of Pum Prey. The identity that I created was inspired by the childrens’ own creativity and enthusiasm for learning. The simplified representation of a Cambodian home represents the organization’s role as a nurturing space, while the light symbolizes the intellect and creativity fostered. The color palette combines bright colors with earth tones to reflect the vibrance of the village and convey a sense of optimism. The organization's website was revamped to be a visually rich experience that allows donors to see the exciting work happening.
Role: Art Direction, Design, Photography
For their 2014 university recruitment efforts, Microsoft wanted to attract aspiring makers, hackers, artists and inventors. To catch the interest of this new breed of technologists, this campaign highlights the exciting changes going on at Microsoft, and the real people behind these breakthroughs. The design focuses especially on the maker spirit they want to foster, emphasizing a hands-on collaborative approach and encouraging recruits to dive in and get their hands dirty. Final deliverables included digital and printed assets, including informational brochures and a curated guide to Seattle.
Tableau Software holds an annual conference that brings together thought leaders in the data industry. The company develops data visualization software, with the human-centered goal of making the world of data more accessible to everyone. For their 2014 conference, we created a visual language that highlighted the human side of data with provocative handwritten statements and bright, playful colors and shapes. The goal was to get people excited about the conference and inspire a new way of thinking about data. The visual identity was implemented on the conference’s website, as well as a variety of physical materials used at the event.
Role: Concept Development, Design
In 2013, Digital Kitchen was named digital AOR for Brooks Running Company. To help Brooks bolster their digital presence, DK created a series of social campaigns that utilized both digital content and real-world experiences to engage their community. Central to the Brooks brand is the “Run Happy” mantra that they use to describe the emotional core of the running experience. This spirit of joy and enthusiasm formed the basis of everything we produced for them. These are a couple of the campaigns that I had the pleasure of working on.
Role: Concept Development, Design, Illustration
In celebration of Earth Month, Whole Foods worked with Digital Kitchen to create an integrated online and offline experience centered around strange and curious creatures, known as Earthlings. A microsite acted as the real-time hub of Earthlings in action, hosting a constantly changing flow of ideas and inspiration. The site was populated with a combination of user submissions, original content made by Digital Kitchen, and partner content. Employing a variety of styles and techniques, I created a handful of illustrations and live-action gifs used on the site.
In support of Whole Foods' Earthling Month campaign, we created an influencer kit with personality. The kit came packaged in a handmade crate constructed from sustainable re-used cardboard, and included a fresh pineapple or artichoke, 3D-printed food-safe ceramic parts, and an instruction sheet. When assembled like a Mr. Potatohead, the produce transformed into an Earthling ambassador that delivers a personal message to its recipient. Two dozen customized kits were made and sent to high-profile online personalities, who then posted photos and videos for their audiences. Some even hacked them—finding a red paper heart hidden inside. This project resulted in several million impressions from a new, but like-minded crowd.
Role: Concept, Art Direction, Design
The Translational Genomics Research Institute (TGen) is a non-profit organizaiton that is working to personalize medicine, so that in the future patients receive treatment tailored to their specific needs. This proposed campaign focuses on the diverse individuals who make up the movement to build awareness and create the desire to engage with TGen. Organic calligraphic messaging lends the campaign a human voice. The larger narrative is told through personal stories collected on a microsite that provides a destination that encourages community and ongoing discussion. Web and print extensions serve as additional touch points to drive audiences to the site.
The Harwood District is an up-and-coming neighborhood in Dallas that offers a new, more progressive take on luxury in Texas. Digital Kitchen was tasked with the challenge of developing a holistic branding system that communicates what makes it unique, and what it has to offer that no other neighborhood can. This art direction reflects the district's vibrant and inclusive spirit, and utilizes technology to invite viewers to engage with the community.
Role: Art Direction, Design
Rose.Rabbit.Lie. is an entertainment venue within The Cosmopolitan of Las Vegas. With help from Digital Kitchen, The Cosmopolitan concocted a narrative framework that imagines the club as “A Grand Social Experiment,” where the classic past blends with the distant future. The identity that I developed is loaded with hidden meaning and story. A key loosely conveys membership and exclusivity. The rose element is derived from the ancient “sub rosa” motif, which signifies something secret or confidential. The logical impossibility of this curious key signals that in this realm, all rules and preconceived notions are off the table, and anything can happen.
Role: Concept, Design
To help celebrate the Anti-Defamation League’s 100th year, we crafted a story that invites viewers into a world without hate. For the past 100 years, the Anti-Defamation League has been advocating for tolerence. In partnership with Publicis Kaplan Thaler, we set out to tell a story that would honor the ADL’s mission and spark the imagination of our viewers. The result is a glimpse into a world where our most inspiring leaders were never cut down by hate. The video was featured across dozens of media outlets including Huffington Post, AdWeek, Mashable, and MTV.com. It was YouTube’s 9th most watched in March 2013 and has surpassed one million views.
This is the story of Seattle legend Edith Macefield, who refused to sell her house for a million dollars, even as developers built a mall all around her. The house has since become a symbol of resolve and perseverance that has been personally adopted by many Seattleites in tattoo form. This is the first chapter in the "Steadfast" series presented by Caffe Vita. I created and animated all of the illustrated assets seen in this piece.
Role: Illustration, Animation
As part of Microsoft's The Browser You Loved To Hate campaign, Digital Kitchen created "Things Aren't Always What They Seem" — an original song and hand-drawn animation that encourages its audience to discover the new Internet Explorer for themselves, rather than believe the common misperception that IE hasn't changed since Windows XP. The playful visual aesthetic was inspired by the lighthearted tone of the song.