Management

Stories Can Do It Wall
Copper Creek Resort
Movie Cross-Promotion
Member Referral Program

PROBLEM: Upon introducing Stories to potential business partners at Meta, we needed to show just how impactful the use of Stories can be for small businesses. Because this was a conversation that needed to take place in real life, we had to make it fun, simple, interactive and easy to explain. 
INSIGHT: Discovery by play is far more effective and meaningful than reading facts. 
SOLUTION: We created an analog version of Stories to physically showcase its benefits, allowing clients and potential business partners to interact and discover these benefits for themselves while revealing the incredible possibilities of this medium.

MY ROLE: Concepting + Creative Direction
My partner and I came up with the concept. We then paired with Elen and Giulia, two incredible artists, to help us bring this to life. The fun part of this was that as people interacted with a life-sized version of Stories, they could move and push buttons that unlocked fun facts on the power of Stories. This made the difference between it being just a photo-op and a more meaningful tool to persuade people to use Stories more. We divided the benefits of Stories into three categories: Impact on businesses, personal lives, and community. 

CREDITS:
AD: Ceci Bergier
CW: Cory Bortnicker
CD: Kate Daggett

ARTISTS:
Ellen Porteus
Giulia McGauran

PRODUCTION:
One Hat One Hand

OVERVIEW: Disney Vacation Club was launching its newest resort, Copper Creek Villas and Cabins. As a result, it needed a new brand identity along with multiple communication pieces to promote sales. This process took between 6-8 months from conception to final development.

For the deliverables, the following elements were created:
Logo/brand style guide, product brochure, brand video, in-room displays, email templates, DM pieces and banners.

MY ROLE: I was in charge of supervising the project every step of the way, managing up to four designers at a time while dealing with day-to-day operations and rounds of approvals.

CREDITS:
ACD/Art: Ceci Bergier
ACD/Copy: Lisa Melillo
ACD/Copy: Carolyn Bergier
Design: Rosa Odenwalder
Design 2: Katie Lafferty
CW: Sean Ready
CW 2: Katie Cascio
CD: Chris Bean

OVERVIEW: As part of the Disney brand, when certain movies or spots are made, we have the opportunity to use the content to create something that promotes Disney Vacation Club resorts. This meant we had to work from existing footage and follow strict guidelines about how to use the movie assets. 

MY ROLE: For these spots, I managed the day-to-day operations, providing creative input and feedback on concepts, storytelling, storyboard, art cards visual transitions and edits.

COCO PROMOTION:
We used the release of Coco to promote the Copper Creek resort. There wasn't an obvious tie between the movie and the wilderness-themed Resort, so we focused on the theme of enjoying family traditions:

CREDITS - COCO:
ACD/Art: Ceci Bergier
ACD/Copy: Lisa Melillo
AD: Katie Lafferty
CW: Sean Ready
CD: Chris Bean

MOANA PROMOTION:
We used the release of Moana to promote Disney’s Polynesian Villas & Bungalows.

HOLIDAY SPOT:
We leveraged content from Disney's national holiday spot to create a special cross-promotion for Disney Vacation Club. This spot also served as a soft introduction to the brand's new tagline.

OVERVIEW: Member referrals generate a substantial number of qualified leads for Disney Vacation Club. We needed to design a program that made it easy and rewarding for members to refer friends and family. Our solution: ask members to "Dream it Forward."

MY ROLE: For this campaign, I managed the day-to-day operations and provided creative direction.
 

PROGRAM ELEMENTS:  
Included deliverables: a launch video, rewards landing page, thank you video, several DM pieces for members and prospects, as well as a series of emails.

1. Launch Video:
To engage current members, we were tasked to create a low-budget video that had an "insider's" feel to be sent out via email. We leveraged a new part of the theme park to generate excitement.

2. Rewards Landing Page:
The direct mail piece and supporting emails directed members to a special landing page
designed to make referring friends and family a breeze.

3. Thank you video:
We created this video as a way to thank current members who responded to the "Dream it Forward" referral campaign.

CREDITS:
ACD/Art: Ceci Bergier
ACD/Copy: Carolyn Bergier
AD: Katie Lafferty
CW: Naari Edinger
CW 2: Dion Warrick
CD: Chris Bean