Award-Winning Projects
The Eggshell Mayo
Client: Hellmann’s
For the D&AD New Blood Awards, Hellmann’s and WPP set the challenge of tackling food waste through a branded idea, product, or service that could inspire more sustainable behaviors and position the brand as a champion of food’s goodness.
My response was The Eggshell Mayo, a concept that reimagined discarded eggshells as a source of added nutritional value.
By incorporating eggshell powder into Hellmann’s mayonnaise, the idea reduced industrial food waste while providing consumers with extra calcium, addressing both environmental and public health concerns.
This project was awarded a D&AD New Blood Award, one of the most prestigious and competitive honors in the creative industry.
Hooked
Client: Netflix
The brief was to raise awareness about the opioid epidemic and reduce the stigma around addiction.
Our solution was Hooked, a campaign that created a parallel between opioid dependency and binge-watching. By repurposing familiar spaces on Netflix’s platform — the episode countdown and the “Are you still watching?” window — we reframed everyday streaming habits to highlight the cycle of addiction and spark awareness.
The project received major recognition, including a Clio Health Bronze and a Young Ones One Show Merit, as well as multiple ADDY, Graphis, and Summit Creative Awards.
Search
Responsibly
Client: Life After Hate
The brief was to intercept people searching for extremist content online and redirect them toward resources that could help them disengage from hate groups.
Search Responsibly achieved this by placing Google Search ads written in the same language used in extremist forums, leading users to WeAreFreeRadicals.net — a site designed to introduce doubt and provide alternative perspectives.
The campaign extended to social media through retargeting, replicating extremist-style visuals and reframing them with constructive messaging.
Search Responsibly was honored with two Webby Award nominations, double gold at Adweek’s Project Isaac Awards, and a One Show award for Creative Use of Data.
