Genna Graves

The campaign drew a large amount of positive media attention, mostly focusing in on HP’s stance promoting for diversity and inclusion.

During the first week of October, CNBC’s Power Lunch highlighted HP’s "All-American Family Portrait" short film in a segment discussing consumers’ preference for brands that “take a stand”.

The film was mentioned on CNN's Quest Means Business

The campaign was featured as Adweek’s “Ad of the Day”

Featured in Fast Company’s “Top 5 Ads of the Week”

The “All-American Family Portrait” film delivered a massive 48% purchase intent for HP printers

See HP’s website here: https://www8.hp.com/us/en/printers/envy-photo-printers/all-american-family.html?jumpid=va_bk9vd15sat

Led by inaugural Camp Director Alyssa Edwards – acclaimed drag star and a cultural figure with their own unexpected journey – Camp TAZO was an open invitation for anyone who needed a get outside of their comfort zone with help from a mentor with a lifetime of experience.

The three-day event brought together 30 campers and select media to participate in a combination of meaningful and playful camp-style activities designed to help them get out of their comfort zones and reconnect with their personal identities – all the while encouraging everyone to truly be themselves.

Following Alyssa’s lead, campers took part in activities like improv classes, axe throwing, dance classes, campfire sing-a-longs, and a talent show – all of which encouraged them to explore new elements of themselves – and all embracing the sentiment of the brand's late founder, Steven Smith, who dedicated his life to traveling the world and uncovering and creating unique blends of tea with surprise and delight in every cup.

149 earned placements

600+ MM earned and social impressions

100% positive sentiment across all campaign coverage

+429% increase in Brand Appreciation mentions on Instagram, with consumers praising TAZO for being so bold

2+ MM launch video views

Covered on Oprah Daily here

Covered by Fast Company here

Kelly Rowland and Dove Team Up for "Crown," an Anti-Bullying Anthem about loving your hair.

Dove partnered with BCW Global to create the Behind the Scenes of the music video to showcase the stories from Kelly and Director, Hannah Lux Davis in what inspired them to create this song and video. The campaign stems from real girls' experiences with hair adversity. The girls who share their experiences star alongside Rowland in the music video which touches on each of their stories.

The Maxx You Project is an ongoing initiative to inspire and help women embrace their individuality. We went across the states to film with real women in TJ Maxx locations to find out what makes them unique. Three women were then chosen to participate in ongoing events to promote the Maxx You Project.

We went to TJ Maxx locations across the US so women could share their unique dreams and aspirations for the chance to get the support to make them a reality. We then coordinated 80 women to attend a workshop led by Ali and Corcoran this summer, where they will offer customized sessions, real world resources, and life lessons to put those goals into action, working with 3 of the selected women to receive funds and a personalized mentoring session with Ali or Corcoran.

Colgate partnered with Michael Phelps, as global ambassador for the brand’s ongoing “Save Water” initiative. Globally, people's actions in response to Colgate's Save Water campaign have led to the potential reduction of 257 billion gallons of water.

Check out more here:

https://www.prnewswire.com/news-releases/michael-phelps-continues-as-global-ambassador-of-colgates-save-water-conservation-effort-with-behavior-change-tips-300836855.html

Caulipower, best known for cauliflower crust pizza, got into the breaded chicken tenders business with the debut of New Chicken On the Block frozen chicken tenders. BCW was tasked with producing digital commercials in a campaign titled “Giving the Internet What It Wants”

Wet Ones and Edelman teamed up with season 13 “Bachelor” stars Molly and Jason Mesnick to #ConfessTheMess behind perfect family photos.

The production was a photoshoot based in Los Angeles, CA.

Wet Ones encouraged moms and travelers to embrace more of life’s messes and join the movement by posting their own photos to Instagram and Facebook.

Photography by Sidney Bensimon

Covered by PR Newswire here

HuffPost RYOT set up a pop-up shop in Brazil through a partnership with Samsung during the Olympics to develop original 360-degree content at the Rio Creator’s Lab for two weeks in Rio De Janeiro during the Olympics to capture 360° content across the city and surrounding areas.

Working with a local fixer we facilitated everything needed to outfit the creators lab, handle day-to-day logistical support including 24 hour concierge, house security, transportation for production, an in-house chef, building out an entire editing suite, and planning an event to host client partners and creators.

Samsung client and RYOT journalists were able to produce 10 videos, one BTS video + capture images for social media.

The Walmart Holiday Hub - one studio, with two celebrity hosts, Melissa Joan Hart and Anthony Anderson. We created a talk show-like format where the hosts talk food, tech, and last minute sales. Hundreds of commercials for broadcast, digital, and in-store for Thanksgiving, Black Friday, Christmas, and for Walmart's digital and social channels, the Holiday Hub was everywhere, across all platforms, and was incredibly effective.

Covered by Ad Age here

Dove is committed to real beauty: Only feature real women, never digitally alter their appearance, and help the next generation develop a positive relationship with their appearance. As Dove entered its 60th year, it wanted to instigate change in the industry by taking this commitment a step further.

Dove engaged Shonda Rhimes’ network of loyal fans, social influencers and women in the entertainment industry to bring the conversation to the forefront.

We employed a 100 percent female crew to ensure a real women's perspective shaped each of the three films produced from every angle - in front of and behind the camera.

We worked on a very truncated timeline with director Debbie Allen to tackle pre-production, film, and expedite post production to showcase the film at one of Dove’s biggest media events - the Mom 2.0 Summit, with an audience of over 800 digital influencers.

Covered by PR Newsweek here

Generated submissions from +4,000-real women

Garnered +3.3 billion earned media impressions across national media, with more than +26.6MM views

Named Best in Class long form content by YouTube

Film series featured women who don’t fit the mold of stereotypical beauty as usually seen in ads, which resonated with Millennial women and increased Brand Favorability lift: Film #2 – +1.7%, Film #3 – +3.1%

99% positive conversation rate

98% of editorial coverage were feature stories

100% share of voice in coverage owned by Dove

The first cover story for the brand in print in Fast Company

Earned national morning show coverage on TODAY – despite earned branded content being increasingly difficult to land

Comcast was launching Xfinity Mobile, a new kind of mobile network combining America's largest, most reliable 4G LTE with the most WiFi hotspots nationwide. In order to cut through the noise in one of the most competitive industries in advertising, we needed a bold, transparent activation to prove to skeptics that Xfinity Mobile was the future of mobile technology. We decided to put the new network to the test with a 45-minute, city-spanning, unrehearsed Facebook Live stream hosted over Xfinity Mobile.

Over 290k fans watched Reggie's livestream. In the weeks that followed, videos from the livestream reached an additional 5 million viewers, creating 27.6 million impressions and thousands of overwhelmingly positive comments and reactions.

Viewers from across the country tuned in for the first of its kind comedy special. Reggie interacted directly with the viewers, recreating the intimate feeling of watching your favorite stand-up comedian in a dingy club, except on a national scale. And like a real-life performance, fans stayed engaged throughout his set: or as Facebook user Krista Lewandowski put it, "I can't believe this is keeping my attention. Genius."

The event not only showed off the capabilities of the network, it created a surge of awareness and positive sentiment for the newly established brand. One fan even went as far as to describe Xfinity Mobile as "dope."

Awards: Shorty Awards

Actor Anthony Anderson partnered with Novo Nordisk to create the “Get Real About Diabetes” disease awareness campaign. The campaign showcased Anthony’s daily life highlighting his personal story with diabetes to educate, engage and motivate people who may struggle with their daily diabetes management.

The WNBA Invited Fans to “Take A Seat, Take A Stand” for Women and Girls During 2018 Season.

The WNBA launched “Take a Seat, Take a Stand,” a new women and girls empowerment program for the 2018 season.  Tickets will do more than support women’s sports – when fans take a seat at a WNBA game, they will also have the chance to support several organizations that are changing the game for women and girls.

For each ticket purchased, the WNBA will donate $5 to one of six organizations of the fans’ choosing in addition to a ticket to send a young woman or girl to a game!

Within just a couple weeks, Take a Seat, Take a Stand garnered hundreds of pieces of earned media coverage in outlets such as the Associated Press, ESPN, The New York Times, USA Today, ABC News, The Washington Post, FOX Sports, Complex, Ebony, Vibe and Global Citizen, most of which widely praised the league's bold stance and featured the anthem video and playback of its key messages.

• Increased opening weekend attendance by 15%

• Increased viewership by 35%

• Increased reach by 207%

• Increased engagement by 129%

We also re-energized existing WNBA fans, resulting in significant increases in merchandise sales on WNBA platforms:

•Increased merchandise sales by 66%

But most importantly, the WNBA inspired meaningful support for women and helped a new generation of fans raise their voices for change.

AWARDS:

SHORTLISTED | PR LIONS: CORPORATE IMAGE, COMMUNICATION & REPUTATION MANAGEMENT

Shorty Awards

Effie Awards - GOLD

One Show - BRONZE - WNBA Take a Seat, Take a Stand

The goal of the Hilton Passport Project was to encourage the 60% of Americans without passports to apply for one.

To bring the research to life and motivate travelers to pursue that next stamp in their passport, Hilton partnered with Zach Houghton, founder of Passion Passport. A core mission for Houghton—and the Passion Passport community—is to connect travelers and potential travelers who are seeking new experiences and perspectives.

Houghton will teamed up with Hilton in fall of 2017 to invite his followers to a live event in New York City, which guided people through the process of getting a passport, immersed them in cultures and destinations from across the world and give them a chance to win a once-in-a-lifetime trip to one of those destinations.

Covered by Bloomberg here

Covered by Business Wire here

State tourism and Edelman created a new meaning for 'WFH'. Hawaii Tourism United States (HTUSA) set out to invite six millennials who live and work in and around NYC to spend a week working remotely on one of the state’s six islands to get energized and broaden their professional experience.

We created six bespoke residences – one on each of Hawaii’s six islands – curated and designed specifically to entice New York’s top six professional industries. Then we advertised the residencies in places where workaholics frequent most: LinkedIn, WeTransfer, WeWork spaces and OOH ads directly on their commutes.

From the thousands of applications we received, we selected our ideal first residents and followed them to Hawaii to capture their transformative experiences. Then using highly targeted ads across each social platform, we shared each of our residents’ stories to peers directly in their fields. At the end of each inspiring ad, we gave our viewers exactly the tools they needed to book their very own WFH trip.

The WFH project inspired 61,000+ first-time visitors to Hawaii

The campaign was covered by over 300 media organizations from newspapers, national talk shows, top tech and lifestyle sites, and even the local weather

Generated more than 50 million earned media impressions

Over the course of the entire campaign, in addition to our paid views, we garnered 505,887,039 earned impressions

53% increase in New York City travel inquires

Helped generate $342 million increase in U.S. East visitor spending across the Hawaiian Islands

More than 2,000 New Yorkers applied to be a part of the residencies

AWARDS:

2019 Shorty Awards - Winner in TRAVEL & TOURISM and Gold Distinction in CONTEST OR PROMOTION - WFH - WORK FROM HAWAII - Link here

2019 Webby’s - Winner in Tourism & Leisure and Digital Campaigns for WFH - WORK FROM HAWAII / Link here

THE PHONE CLEANSE Experience here

As a newcomer to the tech & wireless category, Xfinity Mobile (XM) was looking for a way to raise their profile in key markets around the country. Despite launching a year earlier, the brand was still getting overlooked in a crowded field of mobile carriers. Our goal was to make them stand out—not just through paid media, but with a concept that would capture the attention of smartphone users across the U.S. No big deal.

It came to life in many forms, most notably a book and mobile-first website, both of which encouraged users to BYOD their post-cleanse device to a more modern network, along with supporting CGI/Animation videos on Facebook and Snapchat

From the outset, we wanted to make people aware of the Xfinity Mobile brand. The popularity of the Phone Cleanse on earned and paid media did just that.

There was a 13-point lift in ad awareness (220% above the tech vertical benchmark)

We saw an 11-point lift in top of mind awareness (400% above the tech vertical benchmark)

81% increase in social conversation about Xfinity Mobile compared to 2017

5.5 million people viewed our Phone Cleanse content

We got earned media placements in national pubs like Fox Business News, AARP, the Verge and the Washington Post, where a reporter took the cleanse and wrote about her experience.

We garnered local stories in key Xfinity markets like Denver, Seattle, San Antonio and Washington D.C.

Our team of influencers (with a combined 3.1 million followers) resulted in 85 unique posts, 579,405 impressions and 28.9K public engagements.

In less than three months, our program became the cleanse of the summer. Nearly 600,000 people attempted the Phone Cleanse, giving our young, upstart brand the attention and awareness it was looking for.

AWARDS:

2019 Shorty Awards - Gold Distinction in TECHNOLOGY - Phone Cleanse by Xfinity Mobile - Link here

Chelsea Lately was an American late night comedy talk show hosted by comedian Chelsea Handler which was broadcast on E!

I produced daily celebrity segments, with high profile names such as - William H Macy, Ethan Hawke, Cameron Diaz, Charlize Theron. While also being responsible for overseeing production of on-air bump out to commercials. Supervised the editorial process, avid selects, and string outs, and managed social media accounts (Facebook, Twitter, Instagram, YouTube); as well as redesigned show website: www.chelsealately.com

The final episode of Chelsea Lately aired on August 26, 2014 which concluded my 8 years with the show and my jump into freelancing.

We were tasked with determining how to elevate the Samsung x Kith partnership in a  multidimensional way to support a fashion show at 837, interactive VR experiences in-stores in NYC, and the launch of the Kith pop-up shop in Miami and Colorado.

Designed multiple KITH experiences including activations, personalized headphones, and VR engagements related to specific events and store openings across the county.

For KITH Aspen we built an experiential event for fashion editors, celebrities, and notable industry insiders. We provided them with entire collection of Samsung product which unlocked a story related to their Kith weekend- creating a wholly unique tech experience .

With the help of celebrity hairstylist, Justine Marjan, TRESemme set out to surprise 5 of her her Instagram followers with a trip to Los Angeles, and the opportunity to be styled by Justine herself.

Justine sent out a call to action on her IG, in which we chose 5 followers who were hair spray haters, to change the way they viewed hair spray. We secured Mare Salon in West Hollywood and captured beautiful footage in the sun-kissed salon during the makeovers, cutting together a fast, fun, stylish montage of the looks in progress.

Link to article here: https://www.bustle.com/p/tresemmes-new-compressed-micro-mist-is-not-your-grandmas-stiff-sticky-hairspray-9288367

American Lung Association came to us wanting a Call to Action for people to #ShowYourLUNGFORCE in support of the movement to raise awareness of lung cancer, knowing together we will be the FORCE that defeats lung disease

Samsung Home Appliances teamed up with social media influencer Oh Joy! to produce long form animated videos showcasing her favorite holiday memories. We then sent out a call to action, asking Samsung fans for their most original holiday traditions, and turned several of them into GIFs