Erica D. Green

Seen as vapid and materialistic, Barbie had a problem with moms. The You Can Be Anything campaign repositioned the brand with purpose–to inspire the limitless potential in every girl–putting the brand back in good graces with mom, and with Cannes jurors.

From dusting off an old brand with a new comedic approach to displaying diversity across sex, race and shape, Men’s Wearhouse showed up for every body, and every occasion.

PAW Patrol had an affinity problem and Chase was on the case. Tasked with getting the Pups into cultural conversation with a social-first approach, the PupTalks campaign was born and delivered in mere weeks.

The result: every KPI record broken. With 100% positive sentiment (no really, 100%), outrageous reach, and the social-sphere abuzz from pop fans to NFL announcers, this campaign drove more than expected at a time the brand needed it most.

With a decision to put the first-ever boy in a Barbie commercial and zero media dollars, this cheeky organic social video became a truly viral sensation with over 3.7 million organic views, including appearances on ABC World News, CNN, BBC and more.

BK wasn’t winning with their King campaign, so we switched it up to shoot with Michael Bay and turn patriotic classics into jingles. The results: putting 4x more people in their drive-thrus than they had seen in years.

In partnership with Mailchimp for their By the Books program, Book Shook takes us on journeys well beyond the page.

The series features Reese Witherspoon, Jameela Jamil and Yara Shahidi as they discuss the books that shook them, changing their lives just when they needed it most.

Starting at age 5, girls start having limiting self-beliefs, and stop believing they can do or be anything. This is known as The Dream Gap, and it flies in the face of the Barbie brand’s purpose. Which is why we launched The Dream Gap Project. An ongoing global initiative dedicated to raising awareness and giving girls the resources and support they need.

In partnership with KitchenAid, Eat The Book paired Reese’s Book Club books and authors with notable chefs to bring each story off the page and into the kitchen.

Hosted by Christina Milian, joined by mixologist Devin Tarby, the series cooked up an appetite for more from fans of both brands.

As one of the first to have NFC capabilities in their devices, Samsung wanted a way to use it to create stronger brand loyalty. Developing the Samsung Rewards on Tap program was the solution. From pre-dropping albums to exclusive perks at events thought Rewards On Tap, the program grew to reach all AEG venues and led to a 200% increase in program registrations.

In celebration of International Women’s Day, we brought six female Reeses Book Club authors and five female animators together all to tell one collective story with women at the center.

In partnership with Lavazza, each author took a chapter. The story unfold as it progressed, then released daily leading into IWD, allowing us to champion these women storytellers one chapter at a time.

The villain’s name in the story is purely coincidental. Likely an “Erika” as no “Erica” is capable of such evil.

Even with a tremendous shift in perception, Barbie wasn’t going to win until it addressed its biggest brand problem: body image. In 2016, #TheDollEvolves campaign launched and addressed it head on by introducing three new body types into the line–curvy, petite and tall. With over 4 billion impressions and 99.9% positive sentiment, it’s no surprise this campaign landed the cover of Time and sent the brand into a hyper-positive trajectory.

With over 2M followers and 49 picks making the NY Times Best Seller’s List, Reese’s Book Club was destined for its next chapter: a full rebrand and its own digital platform.

Leading strategy and creative direction, and forging partnerships with Mother on design and Siberia on development, we embarked on the vision, voice and all of the bells and whistles they would bring. The result: a stunning new look and an app our community was bound to love complete with The Readership – a giveback program that helps to elevate diverse voices in publishing.

With only 6.3% of world leaders being women, Barbie wanted to encourage more girls to lead. Through a partnership with She Should Run, this campaign not only reached girls, it also landed on the desks of female congress women on Capitol Hill with a limited edition Doll Drop kit.

To launch Little Women to Blu-ray, SONY Home Entertainment wanted to do something a little different. In this cliff notes version of the beloved classic novel, Taylor Tomlinson breaks it down with some tongue and cheek perspective. All shot remotely during quarantine to keep things even more interesting.

This digital campaign was for an over-the-counter medicine out of the UK. Targeted at those of us who can’t afford to be sick, we recreated playful scenarios demonstrating what would have happened if the great thinkers and pioneers of the past took a sick day. Because legends don’t do sick. They take Beechams and carry on.

SONOS was launching their best sound bar ever and needed a campaign that showed the power of the product. After one quick demo it was clear – this sound could transport you, leaving you feeling more. That’s when “Through the SONOS” was born.

Barbie wanted to inspire more girls, and the brand’s mantra of “if you can see it, you can be it” helped inspire the solution. Shining a light on #MoreRoleModels around the globe with one-of-a-kind likeness dolls became not only a campaign, but part of the brand’s DNA. Timed to International Women’s Day, the video component won the Shorty for Social Good award and above all, more boundary breaking women got the spotlight they deserved.

Barbie has been inspiring girls since 1959. In honor of her 60th birthday, we created a line-around-the-block experience in the heart of SoHo for her biggest fans: girls. As if that weren’t enough, we continued to celebrate role models, lit buildings around the globe pink in honor of International Women’s Day and threw a star-studded party to kick it all off. All in all, 60 looked good on Barbie.

TNT and TBS were looking to connect with fans beyond their standard sofa time. Brand sponsored second screen games directly connected to each prime time show was the solution.