Abbey Nield

Allstate were looking to develop and test multiple blog page designs among audiences to see which had the greatest positive impact on click-through-rates.

Acting as lead Art Director on the project, I worked alongside my copywriter to brainstorm and develop wireframes to solve current click-through pain points. Upon approved concept and wireframe discovery, I then refreshed the overall look of the site for handoff to development.

CW: T. Clayton

The Dell Technologies brand governance and social team approached us to develop social video guidelines for the global Dell team’s internal training.

After developing a best practice document, my copywriter and I worked to create four bite-sized videos highlighting the top takeaways.

Role: Storyboarding, animation, video editing

Copywriter: S. Rostohar

Trailblazers is an original podcast from Dell Technologies that tells the stories of unexpected digital disruption, with Walter Isaacson as host.

Our first step in promoting the show was to create a visual for the audio-based content. Our trailer focused on the individual, teasing the idea that anyone can be a trailblazer.

Role: Senior Art Director in charge of concept, storyboard, pre-pro materials, wardrobe and set boards, along with creative direction while on set and during the editing process. CW: S. Rostohar

Awards:

2018 Addy: Bronze

2018 Creative Pool Annual: Shortlist

To extend the show outside of podcast apps and car speakers, we developed a social strategy and implemented a content plan for each episode going live every 2 weeks. Through a mix of Twitter, LinkedIn, Instagram and Facebook posts, we surged past the 2 million download mark and secured a spot among the top 1% of podcasts.

Role: Developed social strategy and content plan. Designed, animated and edited all social posts. CW: S. Rostohar

Awards:

2018 Creative Pool Annual: Shortlist

2019 GDUSA: Internet Design

We Summoned a Demon is an 80’s style comedy gore short film that I had the privilege of working on as Lead Production Designer. I was in charge of set design, prop creation and on-set direction. Director: Chris McInroy

Role: Lead Production Designer

To help inform our target of what Dell Technologies is, and how they are leading digital transformation in a variety of industries, we partnered with current customers to create a social campaign telling the human side of technology.

Here is a small collection of the campaign.

Role: Designing, animating and editing all assets related to the customer story campaign. CW: S. Rostohar

Awards:

2019 GDUSA: Internet Design

Creating a campaign that gave an overall positive brand message for two very different cards was no easy task. We took to social to tap into loyal customers' love of their cards and then branched out onto the streets of LA with beloved celebrity, Ross Mathews. Playing fun quick-fire personality driven games and surprising unsuspecting cardholders with miles or cash back, depending on their preference. Those in the social sphere were also encouraged to take part with a $10k prize going out to the most loyal cardholder.
CW: B. Lenzen

Results:

11 point lift in campaign awareness

14 point lift in ad recall

9,541 contest entries

609k total social engagements

We developed the campaign #JustGotBetter to highlight how life's everyday activities could be just that bit better with the Capital One Quicksilver card. Concepted and directed a three day photoshoot around common interest activities for the target audience. In order to increase the interest factor among the social posts we developed a more unexpected medium - cinemagraphs. 

CW: S. Youngblood

Developed a series of practical and timely tips to eliminate needless complexities from everyday life and celebrate simplicity. During the holiday season we worked to develop valuable tips to help make the busiest time of year more manageable. Launched Capital One Vine channel to extend our audience and highlight life's moments. During the campaign, we also leveraged UGC that was offered up in response to our social messaging, creating short videos and fan callouts deepened fan engagement. Our final approach was taking it one step further through social listening on Twitter, and delivering simplicity directly. CW. S. Youngblood

Role: Art Director in charge of concept, design and photography of all assets created, including the storyboard and edit of this case study video.

Results:

115 million impressions

2.5 million video views

2 million+ engagements

Fun Fact: I designed, sanded, stained and helped build the shelf shown in this case study video.

In order to grow and engage fans in meaningful, brand-related ways across all social platforms, we created culturally-relevant content that did more than just talk at fans. We engaged through moments and unexpected executions.

CW: S. Youngblood

Results:

100k Tumblr reblogs in first year of launch

300% Twitter follower growth

Increased Facebook fan base from 1.5 to 11 million

9% of total audience avg. engagement rate

An on-the-ground social campaign to grow and engage Capital One SPARK's social audience.

Over the course of 10 weeks we 'traveled' the US with two filmmakers to amplify video interviews, photography, and insights across Capital One social channels. Along the way we inspired small business owners and rallied support by tapping into local pride for each stop along the way.

Results:

1.2 million social engagements 

59 million impressions

57% increase on Twitter

272% increase on Facebook

34K new followers in 10 weeks

A collection of social videos created for various Capital One campaigns, including the college football playoffs Orange Bowl.