Background
📈 Marketing Strategy leader with 15+ years of experience driving revenue for world-class brands through digital & mobile storytelling. A master in achieving the "never-been-done-before" from conception to implementation.
🌏 A dynamic blend of left brain creativity and right brain business strategy. Proven success in brand strategy, growing businesses through award-winning & performant creative ideas, public speaking, team management and launching emerging markets. Enterprise and Start-up experience.
🏄♂️ Big fan of new technology, building things, design, DEI, experiencing other cultures, nature, cooking, surfing and anthropology.
Projects
Jordan Brand
Creative Strategy, Production
🏆 Accolades:
- Gold: Brand Experience & Activation: Best Use of AR, VR & Mixed Reality
- Gold: Creative eCommerce: Social Business & Commerce
- Bronze: Creative eCommerce: Consumer Durables
- Bronze: Social & Influencer: Consumer Durables
- Bronze: Mobile: Social Business & Commerce
- Grand: Snapchat AR Specialty Award
- Silver: Digital/Mobile & Social Media Technique
D&AD:
- Wood Pencil: Use of Social Media
- Bronze Pencil: Utility/Ecommerce
Objective:
Jordan Brand was looking to launch a new sneaker on the anniversary of Michael Jordan's iconic dunk while connected with a young, digital audience.
Execution:
Use a Snapchat AR Lens; a feat that for the first time, combined ecommerce with AR to allow fans to purchase a pair of sneakers on the platform. 3D artists developed a replica of Michael Jordan’s NBA 2k slam dunk as an AR lens. Fans clicking on the recreation of Michael Jordan’s could then purchase the shoe directly from Snapchat, with fulfilment in just two hours.
The lens went live at the 2018 NBA All-Star weekend and spread around the world. It registered 4x the normal user engagement. The sneakers sold out in just 23 minutes. It showed how AR could help prompt impulse purchases and generated PR as a trail-blazing example of social commerce.
Jordan Brand
Creative Strategy & Production
Objective:
For 2019 All Star Weekend, Jordan Brand wanted to flex their innovative muscle to standout with Gen Z.
Execution:
Host an immersive, innovative experience at The Mint Museum in Charlotte where fans could stop by a first-of-its-kind workshop and make their own Jordan Brand AR Lens on Snapchat. Guided sessions were led by Snapchat and Jordan Brand, with key visits from athletes such as Kevin Durant and Giannis Antetokounmpo, ensuring a memorable and innovative connection with the brand and fans.
Apple: AirPods
Creative Strategy & Production
Objective: To reinvigorate sales of Apple's AirPods in 2021 through innovative media.
Execution:
Use Augmented Reality to bring to life the brand's iconic jump-roping video in a way that could only be done on Snapchat.
Using a brand new technology (full body tracking) users were able to engage and keep score while listening to the brand's TV anthem.
OnePlus: Diwali 2019
Creative Strategy & Production
Objective:
For Diwali in 2019, OnePlus wanted to connect Indians around the world using innovation.
Execution:
Use brand new Augmented Reality technology (Landmarkers) to map Diwali celebrations onto real world Landmarks in key locations with a high Indian diaspora. The AR Lens allowed Indians to bring Diwali to life in new ways, enabling the moments to be shared with loved ones through Snapchat.
OnePlus Diwali 2020
Creative Strategy & Production
Objective: For Diwali in 2020, OnePlus wanted to connect loved ones safely throughout the Covid-19 pandemic.
Execution:
Use Snapchat's Augmented Reality to connect people and inspire hope. Users were able to make personalized wishes for their loved ones and use hand tracking & sky tracking technologies to release them into the wild.
COVID-19 Community Support, Snapchat
Creative Strategy
Objective:
Increase awareness of credible information about COVID-19 & vaccines to the Snapchat community.
Execution:
In partnership with the White House and the CDC, we created a support channel called Here For You to house credible information in-real time to the community. This encouraged measures like staying safe, protecting your loved ones, and credited information from doctors.
Lens Fest for Business
Produced and starred in a B2B content session to increase awareness and adoption of AR by global advertisers of all sizes. Focused on dispelling myths, this session successfully proved that AR simply solves business problems.
Max Rivera,
Global Expansion,
Snap Inc.
"One of the best people I've worked with hands down. Shawn is an incredible leader, extremely creative, action oriented and diligent. Most importantly, he is kind, empathetic, and brings joy and positive energy. Any company would be lucky to have him on board, and I hope we get to work together again!"
Fritha Hookway,
Head of Strategy,
Initiative
"Shawn is one of the most talented strategists and business minded creatives I've ever worked with. His leadership, professionalism and personality provided the strategy teams he led at Snap with clear direction and motivation that resulted in world class work.
His appointment to leading some of the largest accounts in the organisation is testament to his ability, and the work that came out of these partnerships during this time shows the calibre of his craft.
In addition to the creative side, Shawn understands the necessity of global orchestration and process to scale great work and grow client accounts. He was often the lead on complex projects to bring together tech, innovation, creativity and process, and earned a reputation for being one of the most trusted people to run these programs.
Shawn was a great colleague and friend to me in the time we worked together, I very much hope our career paths cross again in the future."
Paul Ocalian,
Developer,
TBWA\Media Arts Lab (formerly)
"Shawn is a pleasure to work with. He's incredibly smart and very creative. He understands the needs of the client and always guides the team to success."