https://haleyray.com Haley Ray Tue, 13 May 2025 14:40:50 +0000 https://haleyray.com en https://haleyray.com/Pika-Pikapocalypse Tue, 13 May 2025 14:40:50 +0000 Haley Ray https://haleyray.com/Pika-Pikapocalypse PIKA ☣︎ PIKAPOCALYPSE &nbsp; ︎ Pika’s fun, dumb, physics-defying AI app won’t save the world, but it promises to make the end more fun.This is the Pikapocalypse. I was brought in by the Head of Brand &amp; Creative, Lindsay Brillson, to team up with in-house Creative Lead &amp; Art Director, Monica Tan, in making Pika’s first-ever brand campaign.&nbsp;From our first script and sketch of a lone house in a dilapidated wasteland to this nearly feature-length brand film brilliantly directed by Marie Schuller, writing and creating this was a thrill. Shot on location in Bucharest with real people in a real house with a real cat and a real fake rat on a stick stuffed with Snickers.Delusions brought to life with a mix of dumb fun Pikaffects powered by Pika's AI video model, traditional VFX, and practical effects. Nearly every TV network rejected it (a compliment, tbh), and AdAge is calling it “insane,” “mind-boggling,” and “the most joyfully oppositional take we’ve seen.” It hit #1 in the AdAge&nbsp;Creativity Top 5, landed on the AdAge list of Best ads of 2025 (so far), was named Ad of the Week by Shots Magazine, and featured on Little Black Book. ︎︎︎ Agency: Internal︎︎︎ Creative Lead - Art: Monica Tan︎︎︎ Head of Brand &amp; Creative: Lindsay Brillson︎︎︎ Founding Creative Director: Matan Cohen-Grumi︎︎︎ Producers: Christina Cooksey &amp; Shelby Vaculin, Ceiling Train︎︎︎ Director: Marie Schuller︎︎︎ DP: Thomas Revington︎︎︎ Production Company: RSA Films︎︎︎ Post Production: Abandon Editorial, The Mill︎︎︎ Editor: Val Thrasher︎︎︎ Color: Mikey Pehanich︎︎︎ Sound Design: Sonic Union︎︎︎ Music by: NightCap Music <img width="672" height="504" width_o="672" height_o="504" 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data-src="https://freight.cargo.site/t/original/i/32cb407413156aa1c3a12cb7a11880c92cc5bc6b53dd54e882f7771ffe27d6f5/A409BC6A-9C2F-4C18-B7A9-984759FB32BC_1_105_c.jpeg" data-mid="233151112" border="0" src="https://freight.cargo.site/w/1000/i/32cb407413156aa1c3a12cb7a11880c92cc5bc6b53dd54e882f7771ffe27d6f5/A409BC6A-9C2F-4C18-B7A9-984759FB32BC_1_105_c.jpeg" /> https://haleyray.com/Target-Holiday Mon, 25 Mar 2024 18:19:45 +0000 Haley Ray https://haleyray.com/Target-Holiday TARGET ❄︎ HOLIDAY &nbsp; ︎ <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/765add9f44feb5f767e495505e77d8c86c19e65ab2243d5efbae5ad18a2af3c1/Nutcracker.gif" data-mid="208150100" border="0" src="https://freight.cargo.site/w/600/i/765add9f44feb5f767e495505e77d8c86c19e65ab2243d5efbae5ad18a2af3c1/Nutcracker.gif" /> <img width="600" height="338" width_o="600" height_o="338" 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data-src="https://freight.cargo.site/t/original/i/2100f53a5f90c7beed103567ad714dca0d8feb863377d00aff753e34eb46be69/NightLights.gif" data-mid="208150099" border="0" src="https://freight.cargo.site/w/600/i/2100f53a5f90c7beed103567ad714dca0d8feb863377d00aff753e34eb46be69/NightLights.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/af6a57fc6a6f6ff016f1cb0a300b7e82b8637afb548636e7f6139782162ca2f3/EndCard.gif" data-mid="208150098" border="0" src="https://freight.cargo.site/w/600/i/af6a57fc6a6f6ff016f1cb0a300b7e82b8637afb548636e7f6139782162ca2f3/EndCard.gif" /> Whether your turkey is a turkey turkey or a turkey sandwich, whether popping bubbly means champagne or just a brand new bottle of dish soap, whether you’re trimming the tree or lighting the menorah, Target puts the magic and meaning of the holidays within reach, whatever that means to you. However you holiday, do it for less. ...The holiday season kicked off in April when I was invited to help lead the team at Mother from brief to ship to bring Target’s biggest campaign of the year to life. Inspired by the idea of interpretation and the delight of finding every possible version of your holiday shopping list at Target, we created a holistic, national campaign of hundreds of assets, including more than 15 spots, dozens of digital :06s and display, and custom Times Square OOH. We also created a comprehensive campaign playbook that made its way into every corner of the Target holiday universe. It was a massive, and massively rewarding, undertaking. Music is always a big deal for the brand, and this year’s track featured Rosemarie covering the iconic "Love Like This", by Faith Evans. She also created an all-Spanish version, “Este Amor” to accompany our Spanish language assets. The track was produced by the legendary Ryan Tedder, taking an R&amp;B classic and giving it a fresh new sound. ︎︎︎ Agency: Mother NY︎︎︎ ECD: Karla Mileski︎︎︎ CD / Art Director: Milo Kossowski︎︎︎ Design Director: Chris Allen︎︎︎ Copywriters: Sydney Pellegrini and Julia Silverman︎︎︎ Spanish Copywriter: Xoch Serrano︎︎︎ Art Directors: Bella Rayknman and Annabel Will︎︎︎ Producers: Kelly Appleton, Jimmy Wade, Noah Decker ︎︎︎ Director: Lacey︎︎︎ DP: Tristan Sheridan︎︎︎ Production Company: Merman︎︎︎ Editing: Graham Patterson, Garrett Tezanos︎︎︎ Color: Tim Massick︎︎︎ Finishing:Framestore <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/0a1edde32a4760513bf28c41d69cdd1385d2fe80625875fd3f6faca3acf1cbdd/AfterParties.gif" data-mid="208148572" border="0" src="https://freight.cargo.site/w/600/i/0a1edde32a4760513bf28c41d69cdd1385d2fe80625875fd3f6faca3acf1cbdd/AfterParties.gif" /> <img width="1920" height="1080" width_o="1920" 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height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/e4cd3a15a24446dd381330c964ffe085598c9b518ea97890795544079a74e47f/style2.gif" data-mid="207588802" border="0" src="https://freight.cargo.site/w/600/i/e4cd3a15a24446dd381330c964ffe085598c9b518ea97890795544079a74e47f/style2.gif" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e89e2dea183d2e070f2f82f033296b8dd03b17f31d477b1d3188db8b9ef119de/family.png" data-mid="207579865" border="0" src="https://freight.cargo.site/w/1000/i/e89e2dea183d2e070f2f82f033296b8dd03b17f31d477b1d3188db8b9ef119de/family.png" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/9fc0a276e7f81b0178025a4376d561295f6ed7e8675c4326e76a9b583c275c47/DriveUp.gif" data-mid="208151191" border="0" src="https://freight.cargo.site/w/600/i/9fc0a276e7f81b0178025a4376d561295f6ed7e8675c4326e76a9b583c275c47/DriveUp.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/a24c02d7ab75c51a1e839244e5d0e2b4cf3755aca89f40df8eeffd670f962ec6/giddyupgif.gif" data-mid="207579860" border="0" src="https://freight.cargo.site/w/600/i/a24c02d7ab75c51a1e839244e5d0e2b4cf3755aca89f40df8eeffd670f962ec6/giddyupgif.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/b1ca13f7cc3ae73a2dc867250acc877a2d54c924bd2fb63ae5850ebfc9e4620b/Navidenas.gif" data-mid="208150094" border="0" src="https://freight.cargo.site/w/600/i/b1ca13f7cc3ae73a2dc867250acc877a2d54c924bd2fb63ae5850ebfc9e4620b/Navidenas.gif" /> <img width="3344" height="1864" width_o="3344" height_o="1864" data-src="https://freight.cargo.site/t/original/i/78157b0f9f0e80ba3b816fcbf78a290f5282df9cef6b515b8decceecc6268f29/Screenshot-2024-04-02-at-11.29.46-PM.png" data-mid="208155596" border="0" src="https://freight.cargo.site/w/1000/i/78157b0f9f0e80ba3b816fcbf78a290f5282df9cef6b515b8decceecc6268f29/Screenshot-2024-04-02-at-11.29.46-PM.png" /> Enjoy this selection of :06s, all designed to focus on key products and services while maintaining wordplay as our device to show assortment. <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/6b70877903799fb0b8f39a386f102812022710b3127beb8db7e9dd542597b75c/ShipFree.gif" data-mid="208150147" border="0" src="https://freight.cargo.site/w/600/i/6b70877903799fb0b8f39a386f102812022710b3127beb8db7e9dd542597b75c/ShipFree.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/b90a4cb9a63933a0a5bacaa33a01169bad92e4c8c85b02abc7da8f793c993228/Kendra.gif" data-mid="208150918" border="0" src="https://freight.cargo.site/w/600/i/b90a4cb9a63933a0a5bacaa33a01169bad92e4c8c85b02abc7da8f793c993228/Kendra.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/aa505e80fc8e6de9234a11839975ff0e0a1f58cc661700a230724bb227136108/Decor.gif" data-mid="208150268" border="0" src="https://freight.cargo.site/w/600/i/aa505e80fc8e6de9234a11839975ff0e0a1f58cc661700a230724bb227136108/Decor.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/b0a3832c3084c02f9e621086da4360e00a2faf1d849c8bed1309897a34e5c94a/Cozy.gif" data-mid="208150334" border="0" src="https://freight.cargo.site/w/600/i/b0a3832c3084c02f9e621086da4360e00a2faf1d849c8bed1309897a34e5c94a/Cozy.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/84760dbc32091e931921af47ffa20e066f49b688a4e74a4a7c6c07d82f1949e4/Gingerbread.gif" data-mid="208150873" border="0" src="https://freight.cargo.site/w/600/i/84760dbc32091e931921af47ffa20e066f49b688a4e74a4a7c6c07d82f1949e4/Gingerbread.gif" /> https://haleyray.com/Earthfoam-The-Sleep-Dreams-Are-Made-Of Fri, 03 Feb 2023 16:52:23 +0000 Haley Ray https://haleyray.com/Earthfoam-The-Sleep-Dreams-Are-Made-Of EARTHFOAM ☾ THE SLEEP DREAMS ARE MADE OF &nbsp; ︎ <img width="2492" height="1660" width_o="2492" height_o="1660" data-src="https://freight.cargo.site/t/original/i/5d33668099ddda495359f72e30c7809ac5cfc807295291368765066e2304e0b5/Screenshot-2023-02-03-at-12.30.36-PM.png" data-mid="167167664" border="0" src="https://freight.cargo.site/w/1000/i/5d33668099ddda495359f72e30c7809ac5cfc807295291368765066e2304e0b5/Screenshot-2023-02-03-at-12.30.36-PM.png" /> Earthfoam is a new, sustainable sleep brand that raises the standards of quality, comfort, durability, and transparency. It is a family-run company that truly puts ethics above profits, quality above efficiency, and customers above all. It‘s an inspiring example of what can happen when a small business realizes they have the responsibility and ability to find a better way. From creative strategy to brand guidelines to website copy to packaging, I had the absolute joy of partnering with in-house Creative Director and Designer, Michael Mitzman, to bring this new brand to life from scratch. The tough part about mattress shopping on the Internet is that you can read every review ever written, but you still don’t know how it will feel for you. And that makes the entire experience pretty overwhelming and miserable. Our goal was to help people understand how good Earthfoam feels without being able to feel it at all, and to make the experience of shopping for an Earthfoam mattress feel as delightful as sleeping on one. To do that, we created a brand that looks and sounds like our bedding: dreamy, bouncy, deliciously soft. Inspired by the moment someone drifts off to sleep, we exist a step away from harsh reality (let’s call it soft reality) where everything we say is true, but whimsically so. Visceral language, onomatopoeias, and metaphors help us harness the sleep equivalent of making someone’s mouth water. We were able to share the look and feel of Earthfoam with everyone who works on it - from our factory workers in Sri Lanka to our farmers in New Zealand. They were proud to see their work reflected in our words, and delighted that we were able to capture the essence of the people, land, and animals that make this product possible.&nbsp; See the full site here. Winner: Webby Awards 2023 Shortlist: Dieline Awards 2023 ︎︎︎ Agency: Internal︎︎︎ CD / Designer: Michael Mitzman <img width="1350" height="1284" width_o="1350" height_o="1284" data-src="https://freight.cargo.site/t/original/i/c9423d69a75d6a9a6e3f288037abb5be4f0943ea0d5e4fa89c7efd2d3e104017/Screenshot-2023-02-03-at-12.50.42-PM.png" data-mid="167169877" border="0" src="https://freight.cargo.site/w/1000/i/c9423d69a75d6a9a6e3f288037abb5be4f0943ea0d5e4fa89c7efd2d3e104017/Screenshot-2023-02-03-at-12.50.42-PM.png" /> <img width="2494" height="1656" width_o="2494" height_o="1656" data-src="https://freight.cargo.site/t/original/i/5e40b957b742681f41702f8f93a5e5fa84fea33a5fbb7ebc444a7e2eb102df97/Screenshot-2023-02-03-at-12.33.25-PM.png" data-mid="167167624" border="0" src="https://freight.cargo.site/w/1000/i/5e40b957b742681f41702f8f93a5e5fa84fea33a5fbb7ebc444a7e2eb102df97/Screenshot-2023-02-03-at-12.33.25-PM.png" /> <img width="1232" height="1642" width_o="1232" height_o="1642" data-src="https://freight.cargo.site/t/original/i/a951a0c0e8220d38171d599f7e39ef3b3261660bf02ad5fe98b8b3550421740a/Screenshot-2023-02-03-at-12.31.49-PM.png" data-mid="167167638" border="0" src="https://freight.cargo.site/w/1000/i/a951a0c0e8220d38171d599f7e39ef3b3261660bf02ad5fe98b8b3550421740a/Screenshot-2023-02-03-at-12.31.49-PM.png" /> <img width="2610" height="668" width_o="2610" height_o="668" data-src="https://freight.cargo.site/t/original/i/081a09d955d8f3dda5116af3a631e1ed576bdc04e1996d09424c08b8df15e3c5/Screenshot-2023-02-03-at-12.07.29-PM.png" data-mid="167167003" border="0" src="https://freight.cargo.site/w/1000/i/081a09d955d8f3dda5116af3a631e1ed576bdc04e1996d09424c08b8df15e3c5/Screenshot-2023-02-03-at-12.07.29-PM.png" /> <img width="1572" height="1432" width_o="1572" height_o="1432" data-src="https://freight.cargo.site/t/original/i/99e97399d2add004b9bb86f2783800d2d015d637df774dca69b20a29a3ad2df2/Screenshot-2023-02-03-at-12.52.21-PM.png" data-mid="167169869" border="0" src="https://freight.cargo.site/w/1000/i/99e97399d2add004b9bb86f2783800d2d015d637df774dca69b20a29a3ad2df2/Screenshot-2023-02-03-at-12.52.21-PM.png" /> <img width="1236" height="1646" width_o="1236" height_o="1646" data-src="https://freight.cargo.site/t/original/i/4075d29d10ba6dab9e35a1fd94e7cb046fde5617b862b57b15662c836b21bfc4/Screenshot-2023-02-03-at-12.31.18-PM.png" data-mid="167167649" border="0" src="https://freight.cargo.site/w/1000/i/4075d29d10ba6dab9e35a1fd94e7cb046fde5617b862b57b15662c836b21bfc4/Screenshot-2023-02-03-at-12.31.18-PM.png" /> <img width="2494" height="1654" width_o="2494" height_o="1654" data-src="https://freight.cargo.site/t/original/i/7cb5e623b63ddfdb018a53a2ebe9910e1986ca2d0147a3ea2e575c5aecfaa7c9/Screenshot-2023-02-03-at-12.33.13-PM.png" data-mid="167167625" border="0" src="https://freight.cargo.site/w/1000/i/7cb5e623b63ddfdb018a53a2ebe9910e1986ca2d0147a3ea2e575c5aecfaa7c9/Screenshot-2023-02-03-at-12.33.13-PM.png" /> <img width="2492" height="1658" width_o="2492" height_o="1658" data-src="https://freight.cargo.site/t/original/i/1017888934f699696de60f093744b4fa2ab20a3bacd6f52e5ae001faf2815f2c/Screenshot-2023-02-03-at-12.31.06-PM.png" data-mid="167167655" border="0" src="https://freight.cargo.site/w/1000/i/1017888934f699696de60f093744b4fa2ab20a3bacd6f52e5ae001faf2815f2c/Screenshot-2023-02-03-at-12.31.06-PM.png" /> <img width="1556" height="1322" width_o="1556" height_o="1322" data-src="https://freight.cargo.site/t/original/i/2c7bb90c98c302819a2cb22f78d7bca5ab513885960a3c90d90fdefe107020cd/Screenshot-2023-02-03-at-12.52.02-PM.png" data-mid="167169870" border="0" src="https://freight.cargo.site/w/1000/i/2c7bb90c98c302819a2cb22f78d7bca5ab513885960a3c90d90fdefe107020cd/Screenshot-2023-02-03-at-12.52.02-PM.png" /> <img width="2490" height="1660" width_o="2490" height_o="1660" data-src="https://freight.cargo.site/t/original/i/6746347a4547f48ada58d4441ead1fa1e6518075e8c5120a085f74eba9e193e2/Screenshot-2023-02-03-at-12.30.52-PM.png" data-mid="167167659" border="0" src="https://freight.cargo.site/w/1000/i/6746347a4547f48ada58d4441ead1fa1e6518075e8c5120a085f74eba9e193e2/Screenshot-2023-02-03-at-12.30.52-PM.png" /> <img width="2020" height="824" width_o="2020" height_o="824" data-src="https://freight.cargo.site/t/original/i/b8b10c1d84625c66b8005a160825f036fb36cbe3e05dd02bb8c6067ebfba8b80/Screenshot-2023-02-03-at-1.23.39-PM.png" data-mid="167178125" border="0" src="https://freight.cargo.site/w/1000/i/b8b10c1d84625c66b8005a160825f036fb36cbe3e05dd02bb8c6067ebfba8b80/Screenshot-2023-02-03-at-1.23.39-PM.png" /> <img width="2492" height="1654" width_o="2492" height_o="1654" data-src="https://freight.cargo.site/t/original/i/f396e946a84b2dbd0fe495821bbf3860f0a9e300e051b8955ada27d8c21d47c8/Screenshot-2023-02-03-at-12.32.47-PM.png" data-mid="167167628" border="0" src="https://freight.cargo.site/w/1000/i/f396e946a84b2dbd0fe495821bbf3860f0a9e300e051b8955ada27d8c21d47c8/Screenshot-2023-02-03-at-12.32.47-PM.png" /> <img width="1362" height="1810" width_o="1362" height_o="1810" data-src="https://freight.cargo.site/t/original/i/a24fcaaad0021a3c1f7b5bc32446111f6680d13e9bbd9a10664302a7487243a8/Screenshot-2023-02-03-at-12.32.04-PM.png" data-mid="167167632" border="0" src="https://freight.cargo.site/w/1000/i/a24fcaaad0021a3c1f7b5bc32446111f6680d13e9bbd9a10664302a7487243a8/Screenshot-2023-02-03-at-12.32.04-PM.png" /> <img width="1362" height="1818" width_o="1362" height_o="1818" data-src="https://freight.cargo.site/t/original/i/26be1d2ac99fe6da181074bbd4eb88fcda70a9d5f11bd49baf49c62fe7e04d23/Screenshot-2023-02-03-at-12.32.28-PM.png" data-mid="167167629" border="0" src="https://freight.cargo.site/w/1000/i/26be1d2ac99fe6da181074bbd4eb88fcda70a9d5f11bd49baf49c62fe7e04d23/Screenshot-2023-02-03-at-12.32.28-PM.png" /> https://haleyray.com/Cider-Get-the-Look Sat, 03 Jun 2023 18:25:52 +0000 Haley Ray https://haleyray.com/Cider-Get-the-Look CIDER ︎&nbsp; GET THE LOOK &nbsp; ︎ <img width="1088" height="612" width_o="1088" height_o="612" data-src="https://freight.cargo.site/t/original/i/bba200155f66dfc524a05670ab1771439b686cccff7c9d3327a8acca703c61a8/Cider16.jpeg" data-mid="180896541" border="0" src="https://freight.cargo.site/w/1000/i/bba200155f66dfc524a05670ab1771439b686cccff7c9d3327a8acca703c61a8/Cider16.jpeg" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/d45d25e2d34d645e3e9e454c967f57bc8dc7dbe57a5e4ef22c0c4117afbe0be2/Cider21.jpeg" data-mid="180896535" border="0" src="https://freight.cargo.site/w/1000/i/d45d25e2d34d645e3e9e454c967f57bc8dc7dbe57a5e4ef22c0c4117afbe0be2/Cider21.jpeg" /> <img width="1088" height="612" width_o="1088" height_o="612" data-src="https://freight.cargo.site/t/original/i/c65bfc8908eb29988ef223822478baa1ad8a3f05d3e465dad7de7600a739652c/Cider2.jpeg" data-mid="180896555" border="0" src="https://freight.cargo.site/w/1000/i/c65bfc8908eb29988ef223822478baa1ad8a3f05d3e465dad7de7600a739652c/Cider2.jpeg" /> <img width="1088" height="612" width_o="1088" height_o="612" data-src="https://freight.cargo.site/t/original/i/46a42a7f3a7926f154e3ad1793d85ca8c407f3f468eba83b1f2dde1ac9abe84a/Cider9.jpeg" data-mid="180896548" border="0" src="https://freight.cargo.site/w/1000/i/46a42a7f3a7926f154e3ad1793d85ca8c407f3f468eba83b1f2dde1ac9abe84a/Cider9.jpeg" /> <img width="600" height="373" width_o="600" height_o="373" data-src="https://freight.cargo.site/t/original/i/cbc9ed056881f6c755570a5ef357a95b51fbad4d13f5d60d13cd47d40e7854b2/ezgif-1-71939dbcf6.gif" data-mid="180903303" border="0" src="https://freight.cargo.site/w/600/i/cbc9ed056881f6c755570a5ef357a95b51fbad4d13f5d60d13cd47d40e7854b2/ezgif-1-71939dbcf6.gif" /> <img width="1088" height="612" width_o="1088" height_o="612" data-src="https://freight.cargo.site/t/original/i/022423e32b12c91e3884779a6b9216a5eea894ba95af51585e2bd03b1d4df76a/Cider13.jpeg" data-mid="180896544" border="0" src="https://freight.cargo.site/w/1000/i/022423e32b12c91e3884779a6b9216a5eea894ba95af51585e2bd03b1d4df76a/Cider13.jpeg" /> Cider is a global, Gen Z fashion brand most people know from their Instagram ads. Like a lot of online-centric companies, they had never done brand- or awareness-level advertising before, and were looking for an agency parter to help them reach an audience who knew about them, but didn’t have any particular loyalty towards them. Decoded was invited to pitch for the business with a focus on creating a campaign that would increase brand credibility and love. I was brought in to crack the creative concept, and the agency won the pitch. The idea: Get the look. Cider’s website invites people to shop by mood. Feeling cute? Feeling grunge? Feeling sad? Feeling Dreamy? Whatever it is, Cider has exactly the right look for you. I decided to take this commonly used fashion phrase and turned it on its head: getting the look doesn’t mean the literal outfits. It means a mood. An aesthetic. A whole vibe. This splashy, weird OOH campaign reflects that brand personality; connecting emotionally with our audience by showing them how, for us, fashion starts with a feeling.&nbsp; The campaign was executed by the full time team, and has graced the streets of NYC and LA. Butterflies, snails, and aliens were even plastered all over Hudson Yards in a digital OOH takeover. I’m delighted to have been a part of a campaign that brought the joy of pear butts and fancy dogs to millions of people. Covered by Glossy. ︎︎︎ Agency: Decoded︎︎︎ GCD: Laura Holmes︎︎︎ Design Director: Josh Graver︎︎︎ Associate Design Director: LaMae Nembhard <img width="3264" height="4928" width_o="3264" height_o="4928" data-src="https://freight.cargo.site/t/original/i/f20c52144a66e4948b307be3aaed607344dc653f3467ef7872e45ce84ef48cc4/R0307671.JPG" data-mid="180901357" border="0" src="https://freight.cargo.site/w/1000/i/f20c52144a66e4948b307be3aaed607344dc653f3467ef7872e45ce84ef48cc4/R0307671.JPG" /> <img width="4173" height="2674" width_o="4173" height_o="2674" data-src="https://freight.cargo.site/t/original/i/41df5792eb49b26e416efa5ad2d01b3f6a7328e40e9fa65ae179d2ffbd4bb70d/R0307697.JPG" data-mid="180901355" border="0" src="https://freight.cargo.site/w/1000/i/41df5792eb49b26e416efa5ad2d01b3f6a7328e40e9fa65ae179d2ffbd4bb70d/R0307697.JPG" /> <img width="3232" height="2135" width_o="3232" height_o="2135" 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height="4160" width_o="6240" height_o="4160" data-src="https://freight.cargo.site/t/original/i/27e3828216e24a951f875f5cb28d611f33a66e61b53144251603952f116f1f59/DSCF2145.jpeg" data-mid="180901485" border="0" src="https://freight.cargo.site/w/1000/i/27e3828216e24a951f875f5cb28d611f33a66e61b53144251603952f116f1f59/DSCF2145.jpeg" /> <img width="1376" height="1878" width_o="1376" height_o="1878" data-src="https://freight.cargo.site/t/original/i/b65f063cbb02d5022b874e6ef37f3df696065bd40cc81614cdbb8b98274834ac/Screenshot-2023-06-03-at-5.56.45-PM.png" data-mid="180905092" border="0" src="https://freight.cargo.site/w/1000/i/b65f063cbb02d5022b874e6ef37f3df696065bd40cc81614cdbb8b98274834ac/Screenshot-2023-06-03-at-5.56.45-PM.png" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/17f9c9f66c763056e5f5f60ebb599c541aa5ac95986f8437fafa0902e7436d25/Cider24.jpeg" data-mid="180896532" border="0" 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data-src="https://freight.cargo.site/t/original/i/deb032ea3624942ed08dd2074d4f86f3a5b9d7f785466fe767851d6cc8aa6d7f/Cider3.jpeg" data-mid="180896554" border="0" src="https://freight.cargo.site/w/1000/i/deb032ea3624942ed08dd2074d4f86f3a5b9d7f785466fe767851d6cc8aa6d7f/Cider3.jpeg" /> <img width="1088" height="612" width_o="1088" height_o="612" data-src="https://freight.cargo.site/t/original/i/d787d1f2c99e1052a86a766c81d0de148a1ada89dd7df23e3009f5d155d4e543/Cider7.jpeg" data-mid="180896550" border="0" src="https://freight.cargo.site/w/1000/i/d787d1f2c99e1052a86a766c81d0de148a1ada89dd7df23e3009f5d155d4e543/Cider7.jpeg" /> <img width="600" height="373" width_o="600" height_o="373" data-src="https://freight.cargo.site/t/original/i/5166de3ff7e43d538ddd062a928bacbfee43ecef708986333c4290006332ef73/ezgif-1-37afc50f44.gif" data-mid="180902985" border="0" src="https://freight.cargo.site/w/600/i/5166de3ff7e43d538ddd062a928bacbfee43ecef708986333c4290006332ef73/ezgif-1-37afc50f44.gif" /> <img width="600" height="373" width_o="600" height_o="373" data-src="https://freight.cargo.site/t/original/i/4dc6a7edb81f30b763f4bb4a6dab825f6fc12989e7369b708a73b288b5ab659d/ezgif-1-0587792bf5.gif" data-mid="180903304" border="0" src="https://freight.cargo.site/w/600/i/4dc6a7edb81f30b763f4bb4a6dab825f6fc12989e7369b708a73b288b5ab659d/ezgif-1-0587792bf5.gif" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/009cb254eee362044dcf0cf3e48f944f7b6cef767f6c7855d2c7e646bdf8c120/Cider25.jpeg" data-mid="180896531" border="0" src="https://freight.cargo.site/w/1000/i/009cb254eee362044dcf0cf3e48f944f7b6cef767f6c7855d2c7e646bdf8c120/Cider25.jpeg" /> https://haleyray.com/Rent-The-Runway-Era-of-Extra Sun, 04 Jun 2023 04:00:22 +0000 Haley Ray https://haleyray.com/Rent-The-Runway-Era-of-Extra RENT THE RUNWAY ☆ ERA OF EXTRA &nbsp; ︎ <img width="2895" height="902" width_o="2895" height_o="902" data-src="https://freight.cargo.site/t/original/i/2e64326811564e3a7d06af8f931c00c1511f4bac956ab1e6bbee769020082b47/Screenshot-2023-04-02-at-10.33.11-PM.png" data-mid="180918062" border="0" src="https://freight.cargo.site/w/1000/i/2e64326811564e3a7d06af8f931c00c1511f4bac956ab1e6bbee769020082b47/Screenshot-2023-04-02-at-10.33.11-PM.png" /> <img width="600" height="929" width_o="600" height_o="929" data-src="https://freight.cargo.site/t/original/i/785a91da08bd5c679c728e8fc52321474da3e939cc53b8cafc3f8b361784afb9/RTR8.gif" data-mid="180918054" border="0" src="https://freight.cargo.site/w/600/i/785a91da08bd5c679c728e8fc52321474da3e939cc53b8cafc3f8b361784afb9/RTR8.gif" /> <img width="1575" height="1573" width_o="1575" height_o="1573" data-src="https://freight.cargo.site/t/original/i/78dd24c66e65ecb1fece57301e34f5b9dd693912f93945b671def746e4398ace/Screenshot-2023-04-03-at-8.28.07-AM.png" data-mid="180918082" border="0" src="https://freight.cargo.site/w/1000/i/78dd24c66e65ecb1fece57301e34f5b9dd693912f93945b671def746e4398ace/Screenshot-2023-04-03-at-8.28.07-AM.png" /> <img width="1200" height="1750" width_o="1200" height_o="1750" data-src="https://freight.cargo.site/t/original/i/045f3dafd9fa67cb17e8991050cf8df70e682d1001fcee05e7c6ab502fa88264/RTR16.jpeg" data-mid="180918046" border="0" src="https://freight.cargo.site/w/1000/i/045f3dafd9fa67cb17e8991050cf8df70e682d1001fcee05e7c6ab502fa88264/RTR16.jpeg" /> Rent the Runway was created by fashion lovers who didn’t want to compromise based on what they could afford (or fit) in their closets. But what started as a solution for special occasions has evolved to be so much more than that. Perception of it, however, has stayed the same. As the brand was undergoing a huge change (more items in every shipment for the same price, more designers, more exclusive partnerships, and more occasions to rent), they needed a campaign that harnessed this energy of abundance and made people rethink how they think about Rent the Runway. Enter the Era of Extra.&nbsp; The good news was picked up by almost every fashion outlet there is. And the campaign was immediately successful, pulling in new subscribers through paid and organic channels.I developed the concept and messaging, and it was executed internally. ︎︎︎ Agency: Internal︎︎︎ ECD: Suzi Jones <img width="2821" height="1402" width_o="2821" height_o="1402" data-src="https://freight.cargo.site/t/original/i/39e13d9d7c4e6c9debd8d694bd6117a176f47a6075bb4168b9bb444324bdbf95/Screenshot-2023-04-02-at-10.34.58-PM.png" data-mid="180918072" border="0" src="https://freight.cargo.site/w/1000/i/39e13d9d7c4e6c9debd8d694bd6117a176f47a6075bb4168b9bb444324bdbf95/Screenshot-2023-04-02-at-10.34.58-PM.png" /> <img width="1758" height="1670" width_o="1758" height_o="1670" data-src="https://freight.cargo.site/t/original/i/1f6a8007c6f927bd7be9df1f5d07d38549b00e663d5fc56c4dd4e571713e20c3/Screenshot-2023-06-04-at-1.37.13-AM.png" data-mid="180919048" border="0" 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<img width="1200" height="1664" width_o="1200" height_o="1664" data-src="https://freight.cargo.site/t/original/i/a69b5fe3884654df55b3ad64da1ed85d19573be0f538ec86bd8eb8f21813084b/RTR19.jpeg" data-mid="180918043" border="0" src="https://freight.cargo.site/w/1000/i/a69b5fe3884654df55b3ad64da1ed85d19573be0f538ec86bd8eb8f21813084b/RTR19.jpeg" /> <img width="1200" height="1694" width_o="1200" height_o="1694" data-src="https://freight.cargo.site/t/original/i/ea3c97978f0938590d89d5b2f83927d822115378e6d3ff7ae4eea062f981a21b/RTR20.jpeg" data-mid="180918042" border="0" src="https://freight.cargo.site/w/1000/i/ea3c97978f0938590d89d5b2f83927d822115378e6d3ff7ae4eea062f981a21b/RTR20.jpeg" /> <img width="1200" height="1706" width_o="1200" height_o="1706" data-src="https://freight.cargo.site/t/original/i/edce30c7baab5607f09c26b755ed6247e5cc910dc581efa0a68146780ffc2bbd/RTR18.jpeg" data-mid="180918044" border="0" src="https://freight.cargo.site/w/1000/i/edce30c7baab5607f09c26b755ed6247e5cc910dc581efa0a68146780ffc2bbd/RTR18.jpeg" /> https://haleyray.com/Rent-The-Runway-Put-On-A-Show Fri, 03 Feb 2023 19:07:07 +0000 Haley Ray https://haleyray.com/Rent-The-Runway-Put-On-A-Show RENT THE RUNWAY ✦ PUT ON A SHOW &nbsp; ︎ <img width="980" height="602" width_o="980" height_o="602" data-src="https://freight.cargo.site/t/original/i/d76b8f7465e1b3b2a120f6eb16a01b0a9334583b7a29d6fe1fe475784a0a1e19/221007-00020-023-1668524433.jpg" data-mid="167186345" border="0" src="https://freight.cargo.site/w/980/i/d76b8f7465e1b3b2a120f6eb16a01b0a9334583b7a29d6fe1fe475784a0a1e19/221007-00020-023-1668524433.jpg" /> Collaborating with Emily in Paris and Broadway star Ashley Park, Rent the Runway unveiled a stunning, shimmering capsule collection right in time for the most festive season of the year.Ashley was heavily involved in the creation of the collection, and it exuded her personality and style. We created a campaign that would do the same. Leaning into her prowess on the stage, we helped Ashley and a group of her real life friends Put On A Show - celebrating the collaboration by bringing it straight into the spotlight. With coverage from Refinery29, The Zoe Report, People, Cosmo, Elle, and so many more, plus high profile OOH placements including Times Square, the collection was one of Rent the Runway’s most coveted in history.I developed the concept and messaging alongside CD/Art Director Veronique Halbrey, and it was executed internally. ︎︎︎ Agency: Internal︎︎︎ CD/Art: Veronique Halbrey︎︎︎ ECD: Suzi Jones <img width="460" height="758" width_o="460" height_o="758" data-src="https://freight.cargo.site/t/original/i/27ae19c9850fbd6fa1c499286b2af07460f24c89f53025ed6a55400f03f10025/Feb-03-2023-15-11-40.gif" data-mid="167188070" border="0" src="https://freight.cargo.site/w/460/i/27ae19c9850fbd6fa1c499286b2af07460f24c89f53025ed6a55400f03f10025/Feb-03-2023-15-11-40.gif" /> <img width="1332" height="1630" width_o="1332" height_o="1630" data-src="https://freight.cargo.site/t/original/i/cdb0970016326d50dca177f285107ba8a81a81818a31c84215d078f7e92df077/Screenshot-2023-02-03-at-2.52.59-PM.png" 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height_o="1470" data-src="https://freight.cargo.site/t/original/i/eb64be10bac75e2d010cbb4a03d340f85a216879adb140ad5990395d98ceca6c/221007-00010-084-1668461219.jpg" data-mid="167186347" border="0" src="https://freight.cargo.site/w/980/i/eb64be10bac75e2d010cbb4a03d340f85a216879adb140ad5990395d98ceca6c/221007-00010-084-1668461219.jpg" /> <img width="1080" height="1620" width_o="1080" height_o="1620" data-src="https://freight.cargo.site/t/original/i/af8d53c9012a006e1bde4b143523743f193cce62f0542a583700bf577d86577a/221007-00050-063-1668461139.jpg" data-mid="167186348" border="0" src="https://freight.cargo.site/w/1000/i/af8d53c9012a006e1bde4b143523743f193cce62f0542a583700bf577d86577a/221007-00050-063-1668461139.jpg" /> <img width="1358" height="1618" width_o="1358" height_o="1618" data-src="https://freight.cargo.site/t/original/i/7f73ddba6502552a7ac53d15b039ab0dd331118d3a2bc21dc0b0f6dd4b09fe44/Screenshot-2023-02-03-at-2.52.39-PM.png" data-mid="167186598" border="0" src="https://freight.cargo.site/w/1000/i/7f73ddba6502552a7ac53d15b039ab0dd331118d3a2bc21dc0b0f6dd4b09fe44/Screenshot-2023-02-03-at-2.52.39-PM.png" /> <img width="460" height="780" width_o="460" height_o="780" data-src="https://freight.cargo.site/t/original/i/09500fd1d5894f07ed9f853d8d766be71e4d668b7e17286361ffbf91dcf22690/Feb-03-2023-16-06-30.gif" data-mid="167192438" border="0" src="https://freight.cargo.site/w/460/i/09500fd1d5894f07ed9f853d8d766be71e4d668b7e17286361ffbf91dcf22690/Feb-03-2023-16-06-30.gif" /> <img width="2030" height="976" width_o="2030" height_o="976" data-src="https://freight.cargo.site/t/original/i/13a8d6a320667f964c9f18dbba8766e814af177ffe29a89903c94119d7d5712f/Screenshot-2023-02-03-at-2.51.38-PM.png" data-mid="167186599" border="0" src="https://freight.cargo.site/w/1000/i/13a8d6a320667f964c9f18dbba8766e814af177ffe29a89903c94119d7d5712f/Screenshot-2023-02-03-at-2.51.38-PM.png" /> <img width="460" height="758" width_o="460" height_o="758" data-src="https://freight.cargo.site/t/original/i/49d4b238320e4bd3d84cecea245e93b7ed5172f8330647242cdf481a3671e27d/Feb-03-2023-15-13-05.gif" data-mid="167188069" border="0" src="https://freight.cargo.site/w/460/i/49d4b238320e4bd3d84cecea245e93b7ed5172f8330647242cdf481a3671e27d/Feb-03-2023-15-13-05.gif" /> <img width="980" height="1470" width_o="980" height_o="1470" data-src="https://freight.cargo.site/t/original/i/8527c7bd4608f9c8a1877536594ccca87316fe512f964e7541f851282ab69035/221007-00080-088-1668461393.jpg" data-mid="167186346" border="0" src="https://freight.cargo.site/w/980/i/8527c7bd4608f9c8a1877536594ccca87316fe512f964e7541f851282ab69035/221007-00080-088-1668461393.jpg" /> <img width="956" height="1092" width_o="956" height_o="1092" data-src="https://freight.cargo.site/t/original/i/ea23d92acfa573bc637dd5bdfa141033276b4254994cad0cba167a7193d8e7bc/Screenshot-2023-02-03-at-3.59.17-PM.png" data-mid="167191718" border="0" src="https://freight.cargo.site/w/956/i/ea23d92acfa573bc637dd5bdfa141033276b4254994cad0cba167a7193d8e7bc/Screenshot-2023-02-03-at-3.59.17-PM.png" /> <img width="1050" height="1618" width_o="1050" height_o="1618" data-src="https://freight.cargo.site/t/original/i/dc058c93690adcd42c95b40ac8084e988197a2ca5fd5ba3320a062f7b921eb8a/Screenshot-2023-02-03-at-3.55.27-PM.png" data-mid="167191539" border="0" src="https://freight.cargo.site/w/1000/i/dc058c93690adcd42c95b40ac8084e988197a2ca5fd5ba3320a062f7b921eb8a/Screenshot-2023-02-03-at-3.55.27-PM.png" /> <img width="992" height="1620" width_o="992" height_o="1620" data-src="https://freight.cargo.site/t/original/i/88887c6383eb7c6b5edbee200adf0543638e59355c86f9cfa9a7b1277aa76266/Screenshot-2023-02-03-at-3.55.49-PM.png" data-mid="167191538" border="0" src="https://freight.cargo.site/w/992/i/88887c6383eb7c6b5edbee200adf0543638e59355c86f9cfa9a7b1277aa76266/Screenshot-2023-02-03-at-3.55.49-PM.png" /> https://haleyray.com/Prose-For-Your-Hair-Only Thu, 17 Feb 2022 02:15:33 +0000 Haley Ray https://haleyray.com/Prose-For-Your-Hair-Only PROSE ︎FOR YOUR HAIR ONLY &nbsp; ︎ According to the drugstore aisle, there are four hair types. And none of them feel quite right to most people.Prose creates formulas so custom there are billions of possible outcomes. And that means it's for your hair only. This campaign visually played with expectations - showing hair that the drugstore treats the exact same way, but that Prose sees as entirely unique. Same waves, different weather. Same genes, different moves.I came up with the concept and script for this campaign and worked on it through the start of pre-production,&nbsp; where it was brought to life beautifully by the full-time team. ︎︎︎ Agency: Red Antler︎︎︎ Art Director: Elisa Werbler︎︎︎ Copywriter: Cat Williams︎︎︎ ECD: Lindsay Brillson <img width="600" height="1067" width_o="600" height_o="1067" data-src="https://freight.cargo.site/t/original/i/4961da02114c1cb867dca3c16076bcb7f5a3aa941777bd0382f2900ef5b78839/ezgif-5-a7de2b0b7e.gif" data-mid="133783618" border="0" src="https://freight.cargo.site/w/600/i/4961da02114c1cb867dca3c16076bcb7f5a3aa941777bd0382f2900ef5b78839/ezgif-5-a7de2b0b7e.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/351350d063a7bed0c43eb18c55a315fd28557e1faa3f318a0e92da894aa7b9d2/ezgif-5-a9d7a8b073.gif" data-mid="133783596" border="0" src="https://freight.cargo.site/w/600/i/351350d063a7bed0c43eb18c55a315fd28557e1faa3f318a0e92da894aa7b9d2/ezgif-5-a9d7a8b073.gif" /> <img width="600" height="400" width_o="600" height_o="400" data-src="https://freight.cargo.site/t/original/i/d03153c50a59488404a1c1b74d405db47d0ef4841306c3f960b097268fe5f2c9/ezgif-5-a5242dbb4e.gif" data-mid="133783623" border="0" src="https://freight.cargo.site/w/600/i/d03153c50a59488404a1c1b74d405db47d0ef4841306c3f960b097268fe5f2c9/ezgif-5-a5242dbb4e.gif" /> <img width="600" height="400" width_o="600" height_o="400" data-src="https://freight.cargo.site/t/original/i/2b58d331e8c4de1515daad0e3e3efb3aab932c6b65912e5250926f6c838805e0/ezgif-5-ab30fd5b03.gif" data-mid="133781677" border="0" src="https://freight.cargo.site/w/600/i/2b58d331e8c4de1515daad0e3e3efb3aab932c6b65912e5250926f6c838805e0/ezgif-5-ab30fd5b03.gif" /> <img width="1920" height="1265" width_o="1920" height_o="1265" data-src="https://freight.cargo.site/t/original/i/6a8ad7ba443a34125892be54b479ad6b4d1e08acae339c8d3061d802a0afdc96/prosesubway1.jpeg" data-mid="133772338" border="0" src="https://freight.cargo.site/w/1000/i/6a8ad7ba443a34125892be54b479ad6b4d1e08acae339c8d3061d802a0afdc96/prosesubway1.jpeg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2abc656a38e59d021a4fcd5dee76b2f04949da02611fb31698e83ad232f9c0c7/prosesubway3.jpeg" data-mid="133772335" border="0" src="https://freight.cargo.site/w/1000/i/2abc656a38e59d021a4fcd5dee76b2f04949da02611fb31698e83ad232f9c0c7/prosesubway3.jpeg" /> <img width="1920" height="964" width_o="1920" height_o="964" data-src="https://freight.cargo.site/t/original/i/c4972555f4e0f8bfc02fefcfeb9784249cfb8835aaba4f4e0c4aa248929ea740/prosesubway2.jpeg" data-mid="133772337" border="0" src="https://freight.cargo.site/w/1000/i/c4972555f4e0f8bfc02fefcfeb9784249cfb8835aaba4f4e0c4aa248929ea740/prosesubway2.jpeg" /> <img width="600" height="600" width_o="600" height_o="600" data-src="https://freight.cargo.site/t/original/i/c09fea2699f68d60d0468ddea076e40742630918c36d2b2c1293d8609308cab2/ezgif-5-7c45b1efe7.gif" data-mid="133783614" border="0" src="https://freight.cargo.site/w/600/i/c09fea2699f68d60d0468ddea076e40742630918c36d2b2c1293d8609308cab2/ezgif-5-7c45b1efe7.gif" /> <img width="600" height="600" width_o="600" height_o="600" data-src="https://freight.cargo.site/t/original/i/8e32b19e275637549fed1860ae4d6221bb5960c6dcbe5577a1a55ebf14a79830/ezgif-5-e15ccc4c6c.gif" data-mid="133783610" border="0" src="https://freight.cargo.site/w/600/i/8e32b19e275637549fed1860ae4d6221bb5960c6dcbe5577a1a55ebf14a79830/ezgif-5-e15ccc4c6c.gif" /> <img width="600" height="600" width_o="600" height_o="600" data-src="https://freight.cargo.site/t/original/i/b83d02170587eff9e892a3ded7f1daaf1585dbec2f4794f02988dc20b9b415d9/ezgif-5-99fca4f2f9.gif" data-mid="133783612" border="0" src="https://freight.cargo.site/w/600/i/b83d02170587eff9e892a3ded7f1daaf1585dbec2f4794f02988dc20b9b415d9/ezgif-5-99fca4f2f9.gif" /> <img width="600" height="600" width_o="600" height_o="600" data-src="https://freight.cargo.site/t/original/i/802b3c21acd07cae4e85f20095f906b6947d6149df8af523d896c2b965b02749/ezgif-5-9ce431ffaa.gif" data-mid="133783608" border="0" src="https://freight.cargo.site/w/600/i/802b3c21acd07cae4e85f20095f906b6947d6149df8af523d896c2b965b02749/ezgif-5-9ce431ffaa.gif" /> <img width="2480" height="1860" width_o="2480" height_o="1860" data-src="https://freight.cargo.site/t/original/i/9caebb80263c4637f769c04636b77cb4536cc6b0b94499bcaaf5b9a8ef162a8d/ProseGif.gif" data-mid="133772339" border="0" src="https://freight.cargo.site/w/1000/i/9caebb80263c4637f769c04636b77cb4536cc6b0b94499bcaaf5b9a8ef162a8d/ProseGif.gif" /> <img width="960" height="960" width_o="960" height_o="960" data-src="https://freight.cargo.site/t/original/i/3322132511f9670b9db632d8d5afaa438df52d688ff66d343ad25f57a3f74d57/prose4.jpeg" data-mid="133781668" border="0" src="https://freight.cargo.site/w/960/i/3322132511f9670b9db632d8d5afaa438df52d688ff66d343ad25f57a3f74d57/prose4.jpeg" /> https://haleyray.com/Clear-You-Get-You-Places Thu, 17 Feb 2022 05:30:36 +0000 Haley Ray https://haleyray.com/Clear-You-Get-You-Places CLEAR&nbsp;︎ YOU GET YOU PLACES ︎ Having to show your ID just to prove you're you can be dehumanizing. Yes. It's me. I just didn't wear contacts today. Yes. It's me. I just didn't shave in a while. CLEAR uses biometrics, so your eyes and fingertips confirm your identity. That means you don't need your ID. All you need is you. And that makes getting through security way more human. The brand was expanding into more airports and venues across the country, and needed to boost understanding of what it is they offer, and how they differ from TSA pre-check. This campaign lived across broadcast, digital, and massive OOH placements that are still around. I created the concept, tagline, and initial scripts for this campaign, which was then blown out and executed by a full-time team. ︎︎︎ Agency: Red Antler <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/8cb16294322b72bddc1596e0157b635a8cc630fa53975bf12c5cc97821eb02b2/Cleargif.gif" data-mid="133779733" border="0" src="https://freight.cargo.site/w/600/i/8cb16294322b72bddc1596e0157b635a8cc630fa53975bf12c5cc97821eb02b2/Cleargif.gif" /> <img width="600" height="408" width_o="600" height_o="408" data-src="https://freight.cargo.site/t/original/i/7a107908b744064a8d19ba9da3b77d6917536047a22e097da3dcf52d9139f911/ezgif-5-f2b9e61d04.gif" data-mid="133781472" border="0" src="https://freight.cargo.site/w/600/i/7a107908b744064a8d19ba9da3b77d6917536047a22e097da3dcf52d9139f911/ezgif-5-f2b9e61d04.gif" /> <img width="600" height="354" width_o="600" height_o="354" data-src="https://freight.cargo.site/t/original/i/a11e99ec5be6ec27cfb04b77166bfcd8fb8ec55f3fbb1541cb62369f585fcdd2/ezgif-5-0014399946.gif" data-mid="133781471" border="0" src="https://freight.cargo.site/w/600/i/a11e99ec5be6ec27cfb04b77166bfcd8fb8ec55f3fbb1541cb62369f585fcdd2/ezgif-5-0014399946.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/562c46e19d1c481690e5479ef9a1b62b77672485864c17276e70a25237bd040c/Cleargif2.gif" data-mid="133779912" border="0" src="https://freight.cargo.site/w/600/i/562c46e19d1c481690e5479ef9a1b62b77672485864c17276e70a25237bd040c/Cleargif2.gif" /> https://haleyray.com/Burrow-Good-For-Nothing Thu, 17 Feb 2022 06:29:45 +0000 Haley Ray https://haleyray.com/Burrow-Good-For-Nothing BURROW ☁︎ GOOD FOR NOTHING ︎ <img width="1500" height="356" width_o="1500" height_o="356" data-src="https://freight.cargo.site/t/original/i/b6bf8ffdb41ce0744492583d9d5a8fc1a0cc1f9749dbea1e5c73eccd011116f3/06_Burrow_SubwayPanel_Lava_Short_OL_Marks_07.13.jpg" data-mid="133784288" border="0" src="https://freight.cargo.site/w/1000/i/b6bf8ffdb41ce0744492583d9d5a8fc1a0cc1f9749dbea1e5c73eccd011116f3/06_Burrow_SubwayPanel_Lava_Short_OL_Marks_07.13.jpg" /> Burrow is serious about leisure. They are also a furniture startup cool enough to let me say their couches are Good for Nothing, because they are.We brought the concept to life through a series of spots and photographs heroing the couch, each one draped with humans heroically doing nothing.The campaign included OOH, national broadcast distribution, system-wide NYC subway ads, and an entire wrapped subway complete with Burrow “seats.”&nbsp; And IT WORKED. In a post-transaction survey, a whopping 60% of people attributed their Burrow purchase to the brand’s subway ads.&nbsp; ︎︎︎ Agency: Red Antler︎︎︎ Art Director: Elisa Werbler︎︎︎ Designer: Jeremy Turner︎︎︎ ECD: Lindsay Brillson︎︎︎ Director: Amber Schaefer︎︎︎ Photographer: Meredith Jenks <img width="1500" height="233" width_o="1500" height_o="233" data-src="https://freight.cargo.site/t/original/i/95a9beef7fb943737a1a3e206b361d05efca8fc7315de0d15b088b61a05f1bc7/07_Burrow_SubwayPanel_Murders_Long_OL_Marks_07.13.jpg" data-mid="133784306" border="0" src="https://freight.cargo.site/w/1000/i/95a9beef7fb943737a1a3e206b361d05efca8fc7315de0d15b088b61a05f1bc7/07_Burrow_SubwayPanel_Murders_Long_OL_Marks_07.13.jpg" /> <img width="1500" height="233" width_o="1500" height_o="233" data-src="https://freight.cargo.site/t/original/i/13da1ffaa45c469cfdfc1090118a43bb63f5d3de4fa5dd20476c9ea934776a15/04_Burrow_SubwayPanel_IYNM_Long_OL_Marks_07.13.jpg" data-mid="133784290" border="0" src="https://freight.cargo.site/w/1000/i/13da1ffaa45c469cfdfc1090118a43bb63f5d3de4fa5dd20476c9ea934776a15/04_Burrow_SubwayPanel_IYNM_Long_OL_Marks_07.13.jpg" /> <img width="750" height="786" width_o="750" height_o="786" data-src="https://freight.cargo.site/t/original/i/dd0295c881b976080894f2a66949376441ae144fa12cbeaa9050ea5785f8d92f/12_Burrow_SubwayPanel_Square_Supportive_OL_7.13.jpg" data-mid="133784307" border="0" src="https://freight.cargo.site/w/750/i/dd0295c881b976080894f2a66949376441ae144fa12cbeaa9050ea5785f8d92f/12_Burrow_SubwayPanel_Square_Supportive_OL_7.13.jpg" /> <img width="750" height="786" width_o="750" height_o="786" data-src="https://freight.cargo.site/t/original/i/15c0a5ab2c48098c2d62bc9973994af8647372e79adad0066e4cad767cab2105/11_Burrow_SubwayPanel_Square_Scratch_OL_Marks_07.13.jpg" data-mid="133784298" border="0" src="https://freight.cargo.site/w/750/i/15c0a5ab2c48098c2d62bc9973994af8647372e79adad0066e4cad767cab2105/11_Burrow_SubwayPanel_Square_Scratch_OL_Marks_07.13.jpg" /> <img width="600" height="436" width_o="600" height_o="436" data-src="https://freight.cargo.site/t/original/i/af2fb8c75b72a1b8ee8d232d2fda448d070292070434885d95da8d5657400ecd/ezgif-5-8c4d6ca24c.gif" data-mid="133784326" border="0" src="https://freight.cargo.site/w/600/i/af2fb8c75b72a1b8ee8d232d2fda448d070292070434885d95da8d5657400ecd/ezgif-5-8c4d6ca24c.gif" /> <img width="1300" height="975" width_o="1300" height_o="975" data-src="https://freight.cargo.site/t/original/i/84f24ba926b7d8058078e6f2cda332553f78d33859bece94adaaf89cce3f1774/burrow1.jpg" data-mid="133784322" border="0" src="https://freight.cargo.site/w/1000/i/84f24ba926b7d8058078e6f2cda332553f78d33859bece94adaaf89cce3f1774/burrow1.jpg" /> <img width="1500" height="356" width_o="1500" height_o="356" data-src="https://freight.cargo.site/t/original/i/2292a82b2f9d64e17a445b383a8f6bf58a281e4d1c24ef8ab28f5e11eb57fcb5/08_Burrow_SubwayPanel_NoPlans_Short_OL_Marks_07.13.jpg" data-mid="133784303" border="0" src="https://freight.cargo.site/w/1000/i/2292a82b2f9d64e17a445b383a8f6bf58a281e4d1c24ef8ab28f5e11eb57fcb5/08_Burrow_SubwayPanel_NoPlans_Short_OL_Marks_07.13.jpg" /> <img width="1500" height="233" width_o="1500" height_o="233" data-src="https://freight.cargo.site/t/original/i/c5c02f8e242206c00e0b708253fd5b551ff1c59fc7a73451b8685d54de9bdf2b/05_Burrow_SubwayPanel_Jomo_Long_OL_Marks_07.13.jpg" data-mid="133784291" border="0" src="https://freight.cargo.site/w/1000/i/c5c02f8e242206c00e0b708253fd5b551ff1c59fc7a73451b8685d54de9bdf2b/05_Burrow_SubwayPanel_Jomo_Long_OL_Marks_07.13.jpg" /> <img width="750" height="786" width_o="750" height_o="786" data-src="https://freight.cargo.site/t/original/i/c5ffd5e68ccbe8d292f1e56a846abeca49e9024c8fc915bbb06440d3ff095b18/10_Burrow_SubwayPanel_Square_Recharging_OL_Marks_07.13.jpg" data-mid="133784292" border="0" src="https://freight.cargo.site/w/750/i/c5ffd5e68ccbe8d292f1e56a846abeca49e9024c8fc915bbb06440d3ff095b18/10_Burrow_SubwayPanel_Square_Recharging_OL_Marks_07.13.jpg" /> <img width="1500" height="356" width_o="1500" height_o="356" data-src="https://freight.cargo.site/t/original/i/7404a4bf62693cf4e63f92266a4e8f54f2487e3aa8711c84e780186df0dbf0f4/03_Burrow_SubwayPanel_Hibernating_Short_OL_Marks_07.13.jpg" data-mid="133784287" border="0" src="https://freight.cargo.site/w/1000/i/7404a4bf62693cf4e63f92266a4e8f54f2487e3aa8711c84e780186df0dbf0f4/03_Burrow_SubwayPanel_Hibernating_Short_OL_Marks_07.13.jpg" /> <img width="2800" height="1867" width_o="2800" height_o="1867" data-src="https://freight.cargo.site/t/original/i/86fc9240fce116ddd02743deaf4cd7f07038f461789b11f42bdbe15cc30fc5ac/burrow4.gif" data-mid="133784324" border="0" src="https://freight.cargo.site/w/1000/i/86fc9240fce116ddd02743deaf4cd7f07038f461789b11f42bdbe15cc30fc5ac/burrow4.gif" /> <img width="1080" height="803" width_o="1080" height_o="803" data-src="https://freight.cargo.site/t/original/i/e3480a9e6c177912c0975b07db6cda5290dae11b81954a0b91997c0ea4a3d9a5/burrowint2.jpeg" data-mid="133824745" border="0" src="https://freight.cargo.site/w/1000/i/e3480a9e6c177912c0975b07db6cda5290dae11b81954a0b91997c0ea4a3d9a5/burrowint2.jpeg" /> <img width="1080" height="803" width_o="1080" height_o="803" data-src="https://freight.cargo.site/t/original/i/74bdf4c6fcf0131bb7a904d6e413a728084811b9b450360a0e9078bd50b94f49/burrowint5.jpeg" data-mid="133824748" border="0" src="https://freight.cargo.site/w/1000/i/74bdf4c6fcf0131bb7a904d6e413a728084811b9b450360a0e9078bd50b94f49/burrowint5.jpeg" /> <img width="1080" height="803" width_o="1080" height_o="803" data-src="https://freight.cargo.site/t/original/i/5967c841a30c73975c91ee6e8a0cb243ab08ff4dd65c5158f535ef8f19e9a236/burrowint1.jpeg" data-mid="133824744" border="0" src="https://freight.cargo.site/w/1000/i/5967c841a30c73975c91ee6e8a0cb243ab08ff4dd65c5158f535ef8f19e9a236/burrowint1.jpeg" /> <img width="1080" height="803" width_o="1080" height_o="803" data-src="https://freight.cargo.site/t/original/i/799bc2994961239b87fb87161dadc61c365bac84009f06f7498487ef981663bd/burrowint6.jpeg" data-mid="133824749" border="0" src="https://freight.cargo.site/w/1000/i/799bc2994961239b87fb87161dadc61c365bac84009f06f7498487ef981663bd/burrowint6.jpeg" /> <img width="1080" height="803" width_o="1080" height_o="803" data-src="https://freight.cargo.site/t/original/i/4dde65a767f900a4b52047c27fdcbc6fd21214b4d97d4605e06d997e71223d05/burrowint3.jpeg" data-mid="133824746" border="0" src="https://freight.cargo.site/w/1000/i/4dde65a767f900a4b52047c27fdcbc6fd21214b4d97d4605e06d997e71223d05/burrowint3.jpeg" /> <img width="1080" height="803" width_o="1080" height_o="803" data-src="https://freight.cargo.site/t/original/i/f5bc548d07722d81be791286642ec658580d82127d3c804597862aa4dffb88c4/burrowint4.jpeg" data-mid="133824747" border="0" src="https://freight.cargo.site/w/1000/i/f5bc548d07722d81be791286642ec658580d82127d3c804597862aa4dffb88c4/burrowint4.jpeg" /> https://haleyray.com/Black-Kids-Predict-1 Thu, 17 Feb 2022 19:11:46 +0000 Haley Ray https://haleyray.com/Black-Kids-Predict-1 BLACK KIDS PREDICT ︎ ︎ <img width="2214" height="1242" width_o="2214" height_o="1242" data-src="https://freight.cargo.site/t/original/i/9b519013ac5f10563e25999094f111ecc674ecdcaf02cbd98ba33cab26db284d/Screen-Shot-2022-02-17-at-2.17.43-PM.png" data-mid="133849416" border="0" src="https://freight.cargo.site/w/1000/i/9b519013ac5f10563e25999094f111ecc674ecdcaf02cbd98ba33cab26db284d/Screen-Shot-2022-02-17-at-2.17.43-PM.png" /> Data science has a pipeline problem. At all levels, Black students are less likely than white students to have access to any kind of data or computer science curriculum at school. As a result, Black people are underrepresented in all related fields.&nbsp; At a time when data is getting bigger, more powerful, and more ingrained in everything we do (no matter what you do), it is even more urgent to close the data gap in schools in an effort to disrupt the pipeline of talent. A group of alumni from Northwestern University came together out of a shared passion for getting this done. The goal? Get as many kids as they could interested in data by showing how data fuels everything we do, and makes whatever you’re into more fun. They created a platform of pilot programs empowering college and graduate students to mentor and teach kids to predict real world outcomes in areas they already love - tech, music, sports, gaming, etc. I worked with them to name the program and create the voice and positioning, leading to the creation of an investor pitch deck and microsite. I worked alongside killer designer Shaung Wan to give this program a tone, look, and feel worthy of the mission and vision of the program.You can learn more about BKP and support their mission on their website. ︎︎︎ Partners: Northwestern Alumni︎︎︎ Designer: Shaung Wan ︎︎︎ Learn more about BKP&nbsp;here. <img width="3360" height="1092" width_o="3360" height_o="1092" data-src="https://freight.cargo.site/t/original/i/b69bb6b5c14d71e4defe6b25d97c453310953547556c535b8c4938952ba03ea6/Screen-Shot-2022-02-17-at-2.18.12-PM.png" data-mid="133849418" border="0" src="https://freight.cargo.site/w/1000/i/b69bb6b5c14d71e4defe6b25d97c453310953547556c535b8c4938952ba03ea6/Screen-Shot-2022-02-17-at-2.18.12-PM.png" /> <img width="1816" height="546" width_o="1816" height_o="546" data-src="https://freight.cargo.site/t/original/i/67aebc9929f1c19feffee4f29ff1b4673fbe39c72cef8ec09d63e530c4a1a4e3/Screen-Shot-2022-02-17-at-2.24.24-PM.png" data-mid="133849611" border="0" src="https://freight.cargo.site/w/1000/i/67aebc9929f1c19feffee4f29ff1b4673fbe39c72cef8ec09d63e530c4a1a4e3/Screen-Shot-2022-02-17-at-2.24.24-PM.png" /> <img width="1820" height="792" width_o="1820" height_o="792" data-src="https://freight.cargo.site/t/original/i/433eab9350fb34fbb3cf61426279b74b6d7dde2cc76fe3126541e14536446aa9/Screen-Shot-2022-02-17-at-2.24.17-PM.png" data-mid="133849610" border="0" src="https://freight.cargo.site/w/1000/i/433eab9350fb34fbb3cf61426279b74b6d7dde2cc76fe3126541e14536446aa9/Screen-Shot-2022-02-17-at-2.24.17-PM.png" /> <img width="1622" height="906" width_o="1622" height_o="906" data-src="https://freight.cargo.site/t/original/i/a712c40dccdf38539f9cd3d6df4ab51c1da68fa0c9cec179bee794018d1ec99b/Screen-Shot-2022-02-17-at-2.27.49-PM.png" data-mid="133850048" border="0" src="https://freight.cargo.site/w/1000/i/a712c40dccdf38539f9cd3d6df4ab51c1da68fa0c9cec179bee794018d1ec99b/Screen-Shot-2022-02-17-at-2.27.49-PM.png" /> <img width="2216" height="1242" width_o="2216" height_o="1242" data-src="https://freight.cargo.site/t/original/i/928253560f2c8b92d1ba47792df9d70c1e55bd55740256c3625e958eaadfdbc5/Screen-Shot-2022-02-17-at-2.17.58-PM.png" data-mid="133849417" border="0" src="https://freight.cargo.site/w/1000/i/928253560f2c8b92d1ba47792df9d70c1e55bd55740256c3625e958eaadfdbc5/Screen-Shot-2022-02-17-at-2.17.58-PM.png" /> <img width="1792" height="980" width_o="1792" height_o="980" data-src="https://freight.cargo.site/t/original/i/812e02e29a3af88287c338b85861bc865fe9c681693ec8a3c6b851c8a5104ec5/Screen-Shot-2022-02-17-at-2.16.53-PM.png" data-mid="133849414" border="0" src="https://freight.cargo.site/w/1000/i/812e02e29a3af88287c338b85861bc865fe9c681693ec8a3c6b851c8a5104ec5/Screen-Shot-2022-02-17-at-2.16.53-PM.png" /> <img width="2004" height="702" width_o="2004" height_o="702" data-src="https://freight.cargo.site/t/original/i/023264dec4caed267055b21a8b76285f57994f1c3de86846e6c212a65e7406b0/Screen-Shot-2022-02-17-at-2.17.09-PM.png" data-mid="133849415" border="0" src="https://freight.cargo.site/w/1000/i/023264dec4caed267055b21a8b76285f57994f1c3de86846e6c212a65e7406b0/Screen-Shot-2022-02-17-at-2.17.09-PM.png" />