Every fitness journey is unique. A lot of fitness advertising isn’t. You know the type: dark intense lighting, pounding agressive music, cool-kids-only vibes, and more than a tinge of judgement around whether your “why” is worthy.

At OrangeTheory, every reason you show up, is the right reason. Whether it's to meet new friends, shed a few pounds, build muscle, or simply enjoying an hour of “me time,” whatever gets you working out works for us.

This campaign also served as a soft launch for OrangeTheory’s brand refresh, which we developed with the amazing team at Design Studio. It was a much anticipated evolution to their look and feel that created a fresh, modern aesthetic while still celebrating the aspects OTF’s brand members know and love.

ROLE: Creative Director/Art Director

A little collaboration on the classic Kit Kat jingle with Chance the Wrapper...err, Rapper. 

The ad was covered in Fast Company Top 5 Ads of the Week, Adage, Adweek, Time, Forbes, Fader, Bustle, Slate, Pitchfork, Hypebeast, Spin, Complex, Independent UK, Uproxx, NY Daily news, Vibe, Vice, Billboard, MTV, Mashable, Eater, NME, EW.com, Business Insider, High Snobiety... to name just a few. 

But the coolest thing was having Fader write an article about all the kids dressed up in Chance's Kit Kat Costume for Halloween this year. See full article here.  Also, the tweet below. 

ROLE: Art Director

Mailchimp believes that corporate responsibility is due for a reboot - that in order to make real impact, we have to change the way we think about how to give.

For the last 6 years, as a company, they’ve been testing a new methodology: Giving to local nonprofits directly, without restriction or regulation, and encouraging others to join in this new approach.

We were tasked with telling the world about this new way of giving. It was a complicated story to tell, but through a fun animated film and a dynamic website, we were able to get across our simple idea: Big Change Starts Small.

The film drove viewers to the campaign microsite to learn all about Mailchimp's method, their partners and ultimately, their impact.

The campaign itself drove +1.2% Awareness Lift & 3.7% AdRecall Lift for Mailchimp brand. Big Change Starts Small caught users attention more than any other 2020 Mailchimp campaign with a CTR of 0.24% versus 0.09%.

ROLE: Creative Director/Art Director

AWARDS:

D&AD - Wood Pencil (Animated)

D&AD - Wood Pencil (Illustration)

D&AD - Wood Pencil (Digital, 2023)

ADC - Gold Cube (Illustration - Animation)

SHORTLIST:

One Show - Shortlist (Craft, Animation)

PRESS:

Adage Creativity - Editors Pick

Adage - Top 5 Creative Brand Ideas You Need to Know Right Now

Forbes

Los Angeles Egotist

Stash Media

LBB

Peloton is full of amazing member stories - unsolicited truths of how the simple act of getting on the bike can do so much more than give you a great workout.

As one of our feature member stories, we were tasked with featuring Cynthia Erivo - Tony Winning, Emmy Winning, Grammy winning, Oscar nominated, Cynthia Erivo. She first came to the bike to prepare for Harriet, where her titular role required hours of running during the filming and being in good shape wasn’t just a nice-to-have, it was necessary. Though she came to the bike for training, she found community and so much more.

Take a listen in her own words.

ROLE: Creative Director

A TV and Facebook campaign for Hotels.com. Thanks, Captain Obvious. 

ROLE: ACD/Art Director

2016 - Winner, One Show, Bronze Pencil 

2016 - Winner, Webby

2016 - Winner, People's Choice Webby, Native Advertising

2016 - Winner, Gold, Facebook Awards

2015 - Winner, Mashies: Best Use of Branded Video within Facebook

2015 - Effies Finalist

2015 - One Show Merit: Cross-Platform Integrated Branding

2015 - Art Director's Club: Merit

2015 - People's Choice Webby Nominee

Press:

AdWeek

Digiday

Creativity

Mashable

Yahoo! News

Agency Spy

Adweek 2

Two Teams. One Battle. All Hustle.

Peloton was introducing it’s first-ever head-to-head competition bike series, The Ride To Greatness. Over the course of 8 weeks, two teams trained together, played together, and strived to win together.

Our job was to help this series debut with a sense of arrival.

We designed every aspect: the name, logos, reversible team jerseys, campaign vis-id and promotional films. The response was overwhelming. The jerseys sold out in almost a day. Restocked, and sold out for a second time. And then for a third time as well.

Decide to ride for #teamActivate or #teamValidate…are you in?

ROLE: Creative Director

The social and political climate was particularly intense coming out of 2020, which meant the message for Black History Month 2021 was more important than ever.

The team worked with Peloton’s DEI teams to create a campaign that reflected what a tremendous and trying year it had been for our Black community while also looking forward with optimism: celebrating and acknowledging the many ways our Black community at Peloton continues to up for each other every day. It, along side our apparel launch, handed the mic over to our Black community rather than speaking for them. It gave a platform for members, instructors, artists, designers and musicians, to share their joy and be in the spotlight.

It’s not every day you’re working with the world’s biggest movie star, especially as both the subject AND client. Who else provides feedback via video message, while eating lunch, between takes on set of yet another blockbuster and after a 5am wakeup for a multi-hour workout? It was clear from the start there are few with stronger vision and harder grind than Dwayne Johnson.

I was brought in to work with DJ’s agency, Seven Bucks Creative, to help launch All Day Hustle, his apparel collection with Under Armour. We created a launch film, social assets and guided the entire style guide from photography to set design to logo lockups to in-store retail placement.

Our campaign launched and the collection sold out immediately. Build the Belief.

ROLE: Creative Director/Art Director/Designer

PRESS:

Fast Company

Uproxx

The Jealous Mistress - Pottery by Nicole Karalekas

Take a peek at some of my favorite pieces so far. Wheel thrown and hand-built in stoneware clay.

My home studio is located in our 165 year old barn in rural Connecticut. As as soon we finish setup and confirm I won’t burn the place down (kidding), I will begin taking commissions and sales, est. Spring/Summer 2023.

We created a fake commercial for a fake brand, to help promote a real product that has a real positive impact on the environment. 

ROLE: ACD/Art Director

AWARDS:

AICP Shortlist

Coverage:

FastCo Create Front page story

FastCo - Top 5 Ads of the Week

AdAge Front Page

AdWeek

Creativity Online - Editor's Pick

Mashable

Design Taxi

The Inspiration Room

I also work as a freelance illustrator/lettering artist.

While at Anomaly, I organized an art show/auction for charity. We curated work from 30 artists from all departments in the agency. Every piece was sold we raised $3500 for the ACLU in the process. 

If you'd like to see more of my illustrations/process you can follow me on instagram, @thejealousmistress.

Incredibly proud of our collaboration with YouTube to make a video for Pride week 2017.  We received 4 Million views in the first 36 hours of the campaign. 

ROLE: ACD/Art Director

Move over cable TV. A new way to get your live TV fix is here. 

ROLE: ACD/Art Director

Chromebooks are an incredible resource for any classroom, but it takes more than tools to make a classroom special. It takes a teacher. 

Google wanted to create a campaign that celebrated the real star of any great classroom: great teachers. We traveled around the country and documented the stories of 4 special teachers: Teachers who teach engineering by building prosthetic hands for kids in need. Teachers who help students understand physics by creating a soap company. Teachers who explain the hero's journey by creating coloring books. Teachers who make art relevant by finding a canvas her students relate to. 

We launched the campaign on World Teacher's Day with a sponsorship on Google's Homepage and in the first day alone achieved 60 million impressions of #ItTakesATeacher. 

 ROLE: ACD/Art Director

“Nice girls bake”. So, I am doing exactly what my mother envisioned when she gave me my first piping tips: Daddy Complex Cookies.

I also baked a cake for Sir Paul Smith once featuring his iconic stripes. Here's a photo of him taking a slice. 

I also make a mean babka or rugelach (My Grandmother’s recipe of course), and my favorite cake of all time is a Chocolate Guinness Cake, followed by Gingerbread Cake during the holidays. I will talk your ear off about either with pleasure.

ROLE: Art Director/baker/feeder/taste-tester

Once upon a time I had a scholarship to sing in college. Then I discovered a little thing called advertising, and music became my mistress.

So for now, it's covers just for fun with my piano and guitar. You can see them on the YouTube channel I made for highlights (and my mother). Click here to view. 

Finding morning motivation is tough, unless you're Jane Lynch (or a Belvita Breakfast Biscuit).  We created an internet talk show for Jane featuring guests who have especially tough mornings and helped them find steady energy to take on their day with belVita Breakfast Biscuits. 

We then took Jane to the streets of New York and LA for the Steady Energy Tour - and brought Belvita to masses to conquer the toughest mornings in the country.

ROLE: Art Director

"WHAT'S IN YOUR NATURE"
No matter what kind of athlete you are, one thing is universally true for us all: it’s in our nature to perform. 

For our print campaigns, we wanted to bring The Nature of Performance to life visually, and challenged ourselves to create visuals with total authentication, by capturing every image 100% in-camera. And yes, this included a crash-course in "Throwing Pigeons in front of cameras: 101"

ROLE: Art Director/Designer

"WHAT'S IN YOUR NATURE"
No matter what kind of athlete you are, one thing is universally true for us all: it’s in our nature to perform. 

For our print campaigns, we wanted to bring The Nature of Performance to life visually, and challenged ourselves to create visuals with total authentication, by capturing every image 100% in-camera. 

 ROLE: Art Director/Designer

THE BRIEF

James Ramsden was an up-and-coming foodie, chef and writer. Our task was to examine the current celebrity chef landscape, identify the holes, and position James to fill the gap. The goal is not to create another celebrity chef, but to create someone who brings something new and different to foodie culture. First we'd develop “Brand James” in the digital market, and then expand to TV and book publishing.

As of 2016, James is a successful food blogger/contributor to The Times, The Guardian, and is the owner of a wildly successful restaurant, Pidgin, which just received its first Michelin Star. 

 ROLE: Art Director

ARTICLES & PRESS:
James has written articles for The Times, Waitrose Food, and now has consistent food commentary in The Guardian.

• The Independent:  "50 Best Cookbooks"

• The Independent: "Young Blades: The Next Generation of Kitchen Creatives"

• Times: "40 Bloggers Who Really Matter"

James published his first book, "Small Adventures in Cooking", which can be bought here. His second book was released August 2013.
 

James' pop-up restaurant called "The Secret Larder" hosted a dinner party every two weeks. Spaces at the supper club sold out the first 6 months it was open (spring 2010). July 2014 was James' last Secret Larder dinner, after 4 years, 3 venues and almost 3,000 guests over the years. His new restaurant, Pidgin is now open with rave reviews and just received its first Michelin Star.