Olay launched a 28-day product regimen designed to make women feel more confident in their own skin without makeup, and we wanted to celebrate their journey in a big way.
Women everywhere are put through a lens of pre-conceived judgements, stopping people from seeing who they truly are. So, we designed a dress to blend in with its surroundings, enabling the wearer’s true personality to stand out. We then asked 19 fearless women to walk in one of the most judgmental events on Earth — New York Fashion Week.
PRESS: A.List Business Journals Bustle Daily Mail Elle Essence Forbes Glamour Glossy People Refinery 29 Shape SHE Canada The Current Daily The Cut The Drum TODAY Trend Hunter w24 Women’s Wear Daily Yahoo
CD – Nicole Miller ACD – Teo Bazgu, Kassandra Pollard CW + AD - Paul Boupha & Valeri Schwartz
OLAY FACE ANYTHING CASE STUDY
Coke Zero Sugar
AGENCY: Momentum, NYC
No sight. No sound. All taste. We created a sensory deprivation taste test and toured it across the country.
GCD - Kevin Gosselin
CDs - Sam Resta and Arye Dworken
AD - Valeri Schwartz
CW - Paul Boupha
Coke Zero Taste Isolation Tank
Coca-Cola Zero Sugar: Taste Isolation Tank Teaser
HACKmarriage was a collaboration by myself, Pedro Sampaio, Ivan Cash, and Nick Cade, launched in July, 2013, attempting to update the definition of marriage from "The union between a man and a woman" to "The union between two people". We went around San Francisco and entered libraries and bookstores, replacing the old definition with the updated one. Then, we posted the video online and invited others to download the stickers themselves and hack dictionaries in their cities.
On August 23rd, 2013, Oxford Dictionary's officially changed their definition of marriage.
CREDITS: Ivan Cash, Valeri Schwartz, Nick Cade & Pedro Sampaio
HACKmarriage Case Study
American Express | Justin Timberlake
CLIENT: American Express
In the beginning of 2018, Justin Timberlake came out with a new album – Man of the Woods. With every large album release, there are a lucky few who get to hear it before anyone else. This time, those lucky few were American Express Card members.
We transformed the average album listening party into an American Express Listening Experience, an environment that overwhelmingly complemented and enhanced the first-time experience of hearing Justin’s new album.
How? We took over spaces in NYC and Paisley Park, yes Prince’s house, and transformed them into immersive and interactive forests – the ideal environment to hear Man of the Woods.
The results were insane, with articles in every major entertainment publication leading to over 2 billion impressions from three activations.
We activated for 2 nights in NYC, taking a blank space and creating an actual forest with real trees, bird and stream sounds, and a real cabin.
At each event we custom-cut wooden vinyl of Justin Timberlake’s first single, Filthy. Only 1,000 were made for guests, and they were immediately put up on eBay with prices fetching up to $75.
We got the guys from Noma, one of the best restaurants in the world, to curate a menu for the guests that included ants with black garlic and rose oil and grasshopper pancakes. And yes, Justin really ate bugs.
Prince’s house. Prince’s house. Prince’s house. For the second round of listening parties, and what acted as his album release party, we brought the forest to Paisley Park.
This time we create a digital version of the forest and projected it all over the walls, completely surrounding guests with a forest in the middle of Prince’s very own in-home venue.
We also created loads more exclusive merch/activities for guests, including silkscreen shirts, which have become official JT tour merch, a custom forest scent creator and even a place to roast marshmallows, inside.
For additional scale, we created streamed out the album release event on American Express and Justin’s social networks, a first for American Express.
Facebook | Storyteller Kit
AGENCY: Momentum, NYC
GCD - Kevin Gosselin
Senior CW + AD - Greg Weber & Mike Costa
CW + AD - Paul Boupha & Valeri Schwartz
American Express | Yellow Ball
CLIENT: American Express X Pharrell
AGENCY: Momentum Worldwide (NYC)
The US has a $3.9 trillion budget. Unfortunately, only .0038% goes into arts and education. Worse yet, programs have to relentlessly fight for a piece of the pie as their funding continues to be cut.
Being a huge supporter of arts programs for our youth, we teamed up with Pharrell Williams to throw the Yellow Ball, a charity gala meets experiential journey where everything our guests encountered was designed to inspire a sense of childlike curiosity, showing them the value of instilling that quality for the next generation.
Billboard Departures Essence Fashion Week Daily Forbes Hip-Hop Wired Hollywood Reporter iHeart OK Magazine Page Six People The Points Guy The Source Vibe Vogue XXL Mag
CD – Arye Dworken, Sam Resta CW + AD – Paul Boupha & Valeri Schwartz
Guests first walked through custom art exhibits by Daniel Arsham, telling the story of a dystopian world devoid of color before transitioning into a warmer, more hopeful scene.
We worked with Michelin Star Chef Dominique Crenn to create a multi-course menu where you didn’t know what you were ordering. You just had to trust your curious intuition.
Guests walked past a series of light boxes that told the story of a dire need for arts education.
The ballroom and performances grew increasingly yellow as the night went on, until the entire atmosphere was bathed in the color of curiosity.
The night culminated with a performance by Missy Elliott.
CREDITS: CCO - Omid Farhang, GCD - Joe Kantrowitz, CDs - Aaron Alamo & Ralph Calderon, Sr. CW & Sr. AD - Gregory Weber & Mike Costa, ADs - Valeri Schwartz, Shanan McKeaney, Oscar Ma, CWs - Paul Bopha, Craig Seyboth
Virtual Gridiron Case Study - Verizon
AGENCY: Publicis North America, NYC
Snippets from our creations for LG's CRM world, their monthly newsletter, emails, Facebook games, direct mail, early engagements, and more.
AD – Valeri Schwartz
CW – Paul Boupha
LG G4 Photography Infographic
The LG G4 is a revolutionary smartphone because it features a manual camera - allowing owners to adjust things like shutter speed, ISO, and aperture, previously something that could only be done with SLR, Manual, and DSLR cameras.
To celebrate this achievement, we created an infographic for LG teaching readers about photography, and the benefits of a manual system.
To promote LG's new phone, the LG G5, we created a Facebook game called the LG G5 Friend Factory. A huge part of the LG G5 launch was spreading the word about the phone's accessories, known as the LG G5 friends.
Our game was set in the factory of a friendly robot named Goodbee, where players move the LG G5 from left to right to catch the different "LG G5 Friends."
I created the game pieces and setting with custom illustrations.
LG Newsletter: Your horoscope is telling you to go camping
In this newsletter article, we gave camping recommendations for National Camping Month - based on horoscope sign! I made custom illustrations for each sign. See all of the illustrations and the full article here.