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Laura Holmes McCarthy
Advertising and Branding
Creative Direction
  1. CareerBuilder
  2. T-Mobile x Netflix: Bridgerton
  3. FACTOR_
  4. Capital One Technology “That’s How We Stack”
  5. Visa “Money is Changing” Y1
  6. Visa “Money is Changing” Y2
  7. Cider
  8. D’Addario NYXL
  9. RedDrop
  10. Evans UV1
  11. Tide “Break the Rules of Wearing White (with Betty White)”
  12. Tide “Uniforms”
  13. Visa Tap To Pay
  14. El Camino Travel
  15. Cleo AI
  16. Resumé
  17. Additional Clients
  18. About Me

Ceramics
Portfolio + Practice
  1. Form + Dysfunction (2024)
  2. The Beck (2023) 
  3. Idle Haus (2024)
  4. Raw Matter (2022)
  5. Deoptimization (2022)
  6. Edition for Mara Hoffman NYC (2022)
  7. Rescue Cats
  8. Instagram
  9. Shop
  10. CV

Laura Holmes McCarthy —
Info
  1. Strategically-minded Executive Creative Director with a generative, experimental, and empathetic creative philosophy.
  2. Copywriter by trade, with an expanded focus on brand architecture, brand voice and guidance, and holistic full-funnel advertising approaches.
  3. Ceramic artist with an active practice in downstate NY.
Mark

Visa “Money is Changing” Y1 | Integrated Social Campaign







 Role Creative Director
 Agency Decoded
            Millennial women would rather talk to their friends about their sex lives than their salaries. We found this out when we worked with Visa to conduct a comprehensive study around women's real thoughts and feelings when it comes to money. So what do you do when a generation is comfortable talking about everything from sexual harassment to period panties in public, but still won't talk openly about money? We created a campaign designed to start the conversation. The findings from our study informed every piece of content, and the content-centric approach was designed to use Visa's reach and partnerships to elevate women's voices, living firmly in her world, and speaking her language--a sharp departure from Visa's previous approach to brand voice.



 Print ad in New York Magazine


 Instagram Stories

 Event activation at Bustle Rulebreakers festival

Award Winner, 2018 Shorty Social Good Awards, Best in Financial Services
 Award Gold, 2018 Midas Awards, Illustration
Award Silver, 2018 Midas Awards, Social Media
Finalist 2018 Shorty Social Good Awards, Gender Equality category
Honoree 2019 Webby Awards, Advertising Products & Services category
Finalist 2019 Shorty Awards, Consumer Goods and Financial Services categories
Finalist 2019 Marketers That Matter, Larger Company Building Brand B2C category

Press Campaign Live Interview : Women and money take center stage in Visa's marketing rewrite

Mark

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