How do you make the world's #1 CRM the world's smartest CRM, too? You build a layer of artificial intelligence into it that can be turned on and off as needed. And you introduce it at Dreamforce.
I was creative lead on the Salesforce Einstein launch, working to figure out how to put the icon who discovered the theory of relativity into a Salesforce brand universe that was built around our National Parks. We decided a "Discovery Center" was the way to go.
Jessica Meek at GPJ did a lot of ground work here, as did Ceverly Strand, AD at Salesforce. Jim Sinai and James Harrison were my Product Marketing partners.
A big dramatic launch deserves a big dramatic entry point.
Theaters of Intelligence
The "Discovery Center" was split up into three main areas to show how sales, service, and marketing are all made smarter with AI.
We integrated demos into the experience as you went through.
Customer Use Cases
How were companies succeeding with Einstein already? We told the story chalkboard style.
To really get people to participate in learning about AI and tell us what they were looking for, we let people draw us a picture. Probably one of the funnest ways to build a product and marketing roadmap.
Einstein Hamster Wheel
You are at the center of power in the Einstein Hamster Wheel which lights up the Deep Neural Network on the wall nearby. Goofy? Sure. But why should CRM be boring?
Knowing Who You Are Selling To
Salesforce is a flexible and extendable platform of cloud software that helps you manage customer relationships (it's the world's #1 CRM, don't you know). And that starts from the very first point of contact with a prospect and continues through customer service, marketing journeys and more. Data.com was a feature that ensured you had the most up-to-date info on your customers even before you said, "Hello."
The work here was all done in my first five months at Salesforce. The Product Marketing team included Tricia Gellman, Jim Sinai, Colin Fleming, and Jamie Domenici.
I was creative lead on all of it, but that also means I had help. Writers Andy Beach and Jack Flynn were indispensable.
Bring Your Data To Life
This was a "sizzle film" that opened the Data.com Dreamforce Keynote. Stardust in LA did the animation. Andy Beach wrote the piece.
Showing how customers succeed is a core selling strategy for Salesforce. Here's how CareerBuilder put people back to work in the years following the great recession using Salesforce and Data.com. It was used in the product keynote at Dreamforce.
What does Data.com really do for you? This is the first in a series to answer that question created by myself and Thomas Broening, an amazing DP.
The doors to a business are beautiful barriers. I wrote and edited this at home.
Behind every door, there is a department. But big businesses have a lot of hallways. Are you in the right one?
Data.com "Doors" Blog
We built blogs and social components around each video to drive interest. I wrote all of it.
Data.com Doors Social
Here's an example of the social which drove to the blog and fed top of funnel interest. It was retargeted to current Salesforce customers who would benefit from adding Data.com to their CRM.
Find, Win, Keep, and Grow — with Salesforce
How do you explain what the world's #1 CRM does for a small business in terms that a small business might understand? Working from scratch, the team I lead from the creative side built a messaging strategy that both highlighted what each of our product suites could help you do, as well as understand how they were connected to each other and your business.
With the "Find, Win, Keep, and Grow" messaging strategy, we wrote a new sales playbook, built out a new website experience, designed a distinct event presence, and created a customer story program lead by "Growth Experts."
It was cross functional, cross product, and cross solutions. No easy feat at Salesforce.
Echo Engineering: Finding More Customers
PENDO: Winning More Customers
PREM GRP: Keeping More Customers
Pley: Growing the Business
Find, Win, Keep, Grow at Dreamforce
Working with IRON Creative, Tricia Gellman (Product Marketer for SMB), Tyler Warrender (AD), and GPJ Events, I lead a team to create a compelling event space at Dreamforce.
8 Game-Changing Small Businesses
We printed an book for Dreamforce to showcase eight companies using Salesforce to find, win, and keep more customers — and grow faster. It was also an ebook which was used in to help close Sales deals and drive interest. Lindsey Selden at IRON was the AD.
It's Your Life In There
The first ad campaign to recognize just what phones mean to us. These ads were inducted into MOMA, won a Bronze Effie, swept the NY Addys and were featured on NBC’s TODAY Show. They started with an idea that wasn't completely understood at the time: Phones were no longer phones but an essential part of ourselves.
The campaign which included national TV, a website, banners, and more, drove sales up by 18%.
Nokia - Ed
Nokia - Jill
Nokia - Kate
Nokia - Konkles
Spread from a book of "What's In Your Phone" stories
Spread from a book of "What's In Your Phone" stories
Spread from a book of "What's In Your Phone" stories
This is how it all started. I just shot and edited my own stories to make the concept clear. A little bit of oomph goes a long way.
It's Your Life In There — Microsite
We cultivated user generated content and sold product at the same time. Who knew? BlueFuseNY built the site and banners.
Salesforce1 Platform Story
Salesforce may have started out as a sales tool, but it rapidly evolved into a complete CRM platform. Explaining what that means and what you can do with it isn't simple.
The Salesforce1 Platform Story
I edited a huge amount to create the montage you see here, which hopefully helps you understand why Salesforce is much more than just a sales force automation product.
Kenandy Salesforce1 Platform story
Kenandy is an ERP company. They built it on Salesforce. Their story explains why anyone who builds on the Saleforce1 Platform builds in advantages that keep them ahead of the curve.
NEB Salesforce1 Platform Story
The cloud platform that connects a business across the globe also helps ensure product integrity, inventory control, sales tracking, and proactive customer service,
Salesforce1 Platform MOS Event Screen
This ran on screens without sound at Dreamforce. Who says you need words to tell a story?
Not the Same Old Boring Yogurt
When White Wave Foods moved into the yogurt category the women who made up the target audience had one thing to say about this dish: "I might eat it because it's healthy, but man, am I bored." This campaign introduced combinations of flavors that the yogurt world had never seen before.
Three ads highlighted the flowers from the unique packaging. Three ads highlighted the fruit combinations that made it all amazing.
Gregg Foster was the art director.
JMX NY was the creative and production partner on the website.
We built digital banners and outdoor work to feature the new flavors. This ran in Times Square during a Rachel's event that included a "Yoga Flash Mob."
Halloween Is Here
"Brand-tailing" -- it's where a brand ad meets retailing. When I worked on K-Mart, the brand voice had been well established as having a funny, real-world voice that understood "value" and could serve up entertainment and a deal at once. "Brand-tailing."
Doug Fallon was my art director partner here.
K-Mart - Superman
K-Mart - The List
K-Mart - 3rd Time
It's Camry. It's a Hybrid. It's What You Want.
When Toyota introduced the Camry Hybrid, the Northern California Dealer's association thought it was perfect for people who people want a hybrid, but hate the Prius. But how do you advertise it without turning off hardcore Camry drivers who didn't consider a hybrid a car worth driving? Talk to both worlds about the best of both worlds.
Dave Popino was the art director for this outdoor campaign.
The Soul Is The Thing
In focus groups, gamers told us that simply taking a life in a game had become boring. But in Legacy of Kain, you don't just kill your opponents, you feed off their souls. We crossed that idea with stories from the Darwin Awards. Dark creative for a dark game by Eidos.
Directed by Tim Abshire.
Legacy of Kain - Rocket Car
Legacy of Kain - BBQ
Legacy of Kain - Bathtub
Business in the Cloud
The Internet wasn’t always the reliable place it is today. But AboveNet was one of the first hosting companies to change that by delivering on promises for business that we take for granted in our cloud-enabled world.
Destroying the Category
Research showed people hated their laptops. Too heavy. Too slow. Not flexible. They said they wanted something more like a slate. And then they told us what they'd like to do their tablet. Those user suggestions were made real in this campaign made for tech review bloggers. And then, to make it as authentic as possible, they were purposefully edited using iMovie. On a bench. In my living room.
We had over 200,000 hits in 24 hours.
Gregg Foster was the art director on this.
Dell - Saw
Dell - Office Picnic
Dell - Blast
Not everything I've done fits neatly into a category. Plus, there's old stuff I love that is fun and tells you a little bit about me as a writer and a person. So here is the stuff that didn't fit neatly into anything else.
Salesforce empowers people to take their own path. Which is why we supported Indy car driver, JR Hildebrand.
Principal for a Day
Direct Mailer, Front
Principal for a Day Direct Mailer, Inside
Pandesic - Reality
One of four. The set won a bronze Effie, driving all kinds of business for this business software solution launched at the beginning of the e-commerce revolution in 1998.
No budget. No art. No help. No problem.
From my student days. Plus, the Washington Post was my first job out of college.
It went out of business when the cantankerous owner and bartender died. But it was a real place. And the ads portrayed it correctly. Debbie Kroh, Art Director.
St. Paul Insurance Company
Symphony Program Insert, Front
St. Paul Insurance Company, Symphony Program Insert, Inside
At CBSi, I helped drive a project to reward Fantasy Baseball managers for organizing and building enthusiasm for the season. The project was finished by the team after I left for Salesforce but the Bobble-head lives on.
"No one knows except the one who does it."
A short documentary about one woman's journey to a family.
I’ve been told I should enter it in film festivals. But that isn’t why I made it.
A Single Woman
What's more important? Remembering? Or forgetting?
Made by three guys in a basement. By hand.
Scary Cow Screening at the Castro Theatre
Chicago Film Festival
Portland Film Festival
Oakland Animation Film Festival
Playground Best of Film Festival
I have a MFA in playwriting. This is an NPR review of one of them from some years back in Minneapolis.
Here's the full list of stuff:
Finalist for the Princess Grace Award
NJ Rep - staged reading, directed by Matthew Arbour
John Golden Award for Playwrighting
DR 2, NY - staged reading with Billy Crudup, Estelle Parsons, John Seitz, directed by Trip Cullman
Magic Theatre, SF - staged reading at monthly Lit Committee Series -
Nominated for the 2005 Cherry Lane Mentor Project by Eduard Machado, NY
Dressing the Girl
Neighborhood Playhouse staged reading, directed by Chuck Maryan -
78th Street Theatre Lab - workshop presentation, directed by Matthew Arbour -
Soho Think Tank - staged reading at the 6th Floor Series, Ohio Theatre, NY
Nominated for the Cherry Lane Mentor Project by Frank Pugliese, NY
Magic Theatre, SF, inaugural script stage read at monthly Lit Committee Series
Christina Walters is a Blowjob Whore
Playwright Commission from Playground
Thick House Reading
Beyond the Owing
Redeye Theatre, MPLS, prodcution
Oregon Shakespeare Festival Midnight Reading Series
Clubbed Thumb Summerworks
Theatre Noh Space, SF, production
NY International Fringe Festival, Relentless Theatre, NY - production - Excellence in Playwrighting Award
Hangar Theatre Lab, Summer Play Lab winner, Ithaca, NY - production
Bay Area Playwrights Festival, SF - Honorable Mention
Patricia Neal Award for Emerging Writers, National Arts Club, NY