Below are a few featured works I helped bring to life with my creative partner Lea Platz and many other talented creatives, web developers, experience designers, stratagists, production and account folks at Publicis, for our primary client at the time Citibank.

Payce by Citi

Project Info Close

Periodically throughout my 4 year tenure working on digital initiatives for Citibank, we would be challenged to explore new features and opportunities in the Fintech landscape. Enter Payce by Citi. Building around the concept of a few new payment features, Snooze and SuperSnooze, we worked on architecting payment pause solutions housed in the Citibank mobile app experience.

This project also entailed the brand positioning, value prop, and marketing ecosystem around our end-to-end product solution, with UX, UI, and IA overhaul into the existing Citibank App experience. This gave a new feature set to younger Citibank customers so they could plan larger purchases accordingly, and benefit from the Payce experience.

Thankyou.com Redesign

Project Info Close

For over 4 years, I was responsible for maintaining the brand standards and guidelines for Thankyou.com — Citibank’s rewards platform. Establishing a working playbook with my amazing team to help keep us on-brand, ADA compliant and working smoothly to push promotions and new card benefit updates. If you use a Citibank Card, this is the place you go to redeem your rewards on Travel, Gift Cards, Cash Back and more.

The proactive strategy behind this project was to upend the current ThankYou Rewards experience and lead with data-driven insights based on a customer-centric point of view. Machine learning was utilized to provide relevant content to our guests, informed by spending habits and insights that a guest would be able to interact with and explore. We also simplified the site IA to be customer first based on what we know our guests are looking for — How do I EARN, I want to REDEEM, and MY ACTIVITY earning with my Citibank card. Spend based rewards milestones were also cascaded through the experience, should a perk be available to a particular card holder.

By allowing the indivdual user's card benefits to inform the site, we could personalize ThankYou Rewards into a guest-benefit first experience leading to a better relationship with the brand, and therefore encourage Citi to be "top of wallet" at checkout.

Citi Foundation + Girl Scouts

Project Info Close

Getting more girls in goverment. Who would say no to that? As a father to a Girl Scout and the only male on this team, I was honored to do my part in making some powerful work to inspire more women to consider goverment as a way to make a difference. It starts with a question was concieved, approved and produced within the span of 2 weeks, during the pandemic. A true cross country effort as it was shot during the pandemic LA while we sat in-front of our laptops in New York.

This couldn't have happened if it wasn't for our wonderful all Girl Scout cast and our amazing creative team at Publicis — Nicole Zielinski and Hannah Murphy, Deanna Solis, Chloe Grindle, our production by Rachel Tierney, and Directed by the ever talented and former Girl Scout herself, Øcean Vashti Jude.

Awards & Achievements

Gold

Financial Communications Society

Corporate Image | Television

Publicis x Citi

September .21

Silver

Financial Communications Society

Corporate Image | Digital Media - Web Video

Publicis x Citi

September .21

Silver

Financial Communications Society

Corporate Image | Social Media

Publicis x Citi

September .21

Citi Entertainment

Project Info Close

For Citi Entertainment's music offering, we were tasked with trying to capture all the emotions of being on the cusp of great experiences. We collectively channeled our inner concert-goer to help devlop and activate a new positioning platform and the first creative campaign for Citi Entertainment — Designed for more once in a lifetimes.

It also didn't hurt that we were also developing Citi's first voice skill at the same time, so we were able to build very integrated campaign around both our talent in the Entertainment spot as well as have a line of sight into the vocal user experience of the voice skill to connect all the dots on this campaign.

For the second spot in our brand campaign we were asked to focus on Citi's Pro Camp offering. Pro Camps give Citi cardholders the chance to let their children train with their sports heroes — making their parents heroes in turn. We had the privilege to work with Dak Prescott, quarterback of the Dallas Cowboys, as he put on a mini Pro Camp of his own for us. The final, on-air version of Moved did not feature the VFX as intended, but it is available upon request.

For both spots, We had the privilege of working with outstanding dirctor Brian Beletic at Smuggler, to helped hone our vision and make magic out of it. Combine that with our fantastic DP Natashia Braier, our amazing editor Maury Loeb at P.S. 260, Alex Bickle from Color Collective and visual effect wizardry from The Mill, LA we made something really special. Topping this off was the simultaneous release of Zara Larson's unreleased track, WOW, to generate extra intrigue and ear worm recollection.

A special shout out to P!nk for letting us use her light wall and the rest of the Publicis x Citi team for backing and supporting this work, all the way to the front row, VIP.

Citi Canvas x Junior Achievement

Project Info Close

Canvas, Citibank's beta testing community, has an ongoing relationship with Junior Achievement Worldwide — a global effort to build the foundation of tomorrows entrepreneurs. The more sign ups for Canvas, the larger the donation for Junior Achievement. To get the word out, we hit social media channels and tapped illustrator and animator Dirk Jan Haarsma to add the style and life we needed and to extend the Canvas brand footprint.

With the arrival of Covid-19, Fraudsters began to change their tactis on how they take advantage. Citi's Global Fraud Team, although on-call 24/7, was not a very well known offering for Citibank customers. So, we looked to change that by inviting our customers to get to know fraud like we do, so they can better spot fraud themselves — helping the Global Fraud Team and customers around the globe fight fraud, together.

Ⓒ 2024