BRAND STRATEGY & CREATIVE

Award-winning storytelling and strategy to drive brand awareness, loyalty & growth

Above Average original content; developed programming strategy that generated more than 250M+ views across social channels.
A great example of how a strong programming strategy can and should incorporate repurposed content, Everyone's Upstairs Neighbor was Above Average's most-viewed video and a major traffic driver every time it was promoted. Despite not featuring celebrity or influencer talent, this video garnered nearly 10M views on YouTube and another 200M+ on Facebook. Part of its ongoing appeal is its perfectly executed concept that is both universally relatable and instantly shareable.

Colin is a global brand, communications, and marketing strategist with a background in journalism and multimedia production, delivering best-in-class creative. His work demonstrates the intersection of brand strategy, impactful storytelling, and growth objectives.

CAMPAIGNS & CREATIVE

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Ahead of the 28th Annual GLAAD Media Awards celebrating achievement in the LGBTQ community, Ketel One Vodka partnered with actress and activist, Patricia Arquette, to honor her sister - the late actress and LGBTQ pioneer, Alexis Arquette. The partnership included a private dinner in Los Angeles for key stakeholders and influencers involved with GLAAD, a dedicated toast moment at the awards ceremony, and a video tribute to Alexis to coincide with the unveiling of the Alexis Arquette Family Foundation in honor of her legacy.
The event and all related content reinforced Ketel One's position as an ally to the LGBTQ community. The alignment with Patricia Arquette provided an authentic partner to deliver a key message and create a meaningful brand moment with a valued core audience.

NOTABLE BRAND CREATIVE, ACTIVATIONS & IMPACTFUL PROJECTS

Supported the client’s objective to incorporate comedy into its brand ethos and introduce the Backstreet Boys to the Snackstreet Boys in this branded series.

‍ ‍Led brand, communications, and content strategy for a series of business units across the multi-national organization, serving a broad range of industries including construction products, biopharma, medical, automotive, and industrial markets. Includes creative operations, internal and external comms, brand and product launches, and positioning.

‍ ‍Collaboration with client, editorial, and talent teams to maximize awareness for original web series “As the Fire Pit Burns” starring Niecy Nash; executed launch and programming strategy to optimize viewership and engagement.
The programming and channel strategy was designed to keep viewers engaged across each episode and drive tune-in to the ongoing content. Overall, the series garnered more than 800k views across platforms, surpassing the client's KPI for combined viewership.

‍ ‍Developed & supported media plans around Samsung 837 influencer events & ‘Made for Summer’ concert series, including creative execution, PR/media strategy, and experiential onsite activations

‍ ‍Planned & executed the digital campaign for “Camp Halftime” original series starring Donald Faison, as part of Pepsi’s omnichannel approach in promoting its sponsorship of the Super Bowl Halftime show.
Pepsi partnered with The Kicker to develop and produce an original web series to supplement all the ways the brand was activating onsite and across broadcast. In its fourth year as title sponsor of the event, the client needed a creative concept and digital strategy for driving awareness and excitement for the show, while complementing the brand voice and adding to the entertainment value of the event.
The online series consisted of four weekly webisodes leading up to the game, as well as a teaser trailer and multiple promotional assets designed specifically for social media. Worked directly with Pepsi's brand communications and social media team, as well as the internal creative/production to develop the concept and produce the content. In addition, responsible for developing and executing the channel and programming strategies to maximize reach and audience engagement.

‍ ‍The launch of the reimagined Hardtop 2-Door was a HUGE marketing initiative at MINI USA. Coming off its broad 'Not Normal' campaign, MINI hoped to capitalize on its success in the US market with a fresh take on the classic Cooper Hardtop.
This reimagined product launch was supported by a massive integrated campaign that included PR, experiential, and paid media to reach consumers at every touchpoint. Content was developed and strategically distributed depending on audience type, location, demo and psychographics to drive specific actions related to the new model. As a result, the campaign was one of the brand's most successful initiatives of the past decade.

‍ ‍Instrumental in the development and rollout of “Football Online College,” a digital series by Lenovo and the NFL aimed at millennials to increase brand recognition and promote the latest generation of its Yoga hybrid laptop; Lenovo was the official laptop, notebook, desktop, and workstation sponsor of the NFL

‍ ‍The “Ketel Your Soda” campaign was developed for millennial and female spirit drinkers who were driving a market shift in the premium vodka space. Conceived through data-driven insights and competitive research to guide an online and offline strategy, the campaign's objective was to increase sales and alter purchasing habits among this core consumer group.
Content was developed for print, broadcast, and digital media, with broad distribution strategies created to align with the brand's communications and advertising push. The program kicked-off with an holistic influencer event at New York's Brooklyn Grange, the world's largest rooftop farm and sustainability center.

‍ ‍As part of it’s sponsorship and promotion of Men’s Fashion Week, Amazon produced a video campaign starring SNL’s Fred Armisen providing fashion trends and tips. While produced in-house, the web series was handed-off to Above Average for distribution optimization and viewership strategy.

‍ ‍The Kicker was a sport-themed spinoff of digital web production company, Above Average. Owned by Broadway Video & Lorne Michaels, The Kicker was led by SNL co-head writer, Bryan Tucker. Colin led digital strategy and channel programming/optimization for both original content and branded campaigns

‍ ‍In 2024, Saint-Gobain sponsored the Summer Olympic & Paralympic Games in its home country, which included digital & experiential activations, influencer campaigns & once-in-a-lifetime employee engagement opportunities