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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” Y2 | Integrated Brand Campaign





Role Creative Director
Agency Decoded
Director Gia Coppola @ The Director’s Bureau
          The evolution of the Money is Changing Campaign maintained the content-first approach of Y1 while evolving the visual system to Integrate more of Visa’s brand equity into the work without going full corp-core. We elevated the storytelling through live action narrative and documentary-style films featuring real women, as interviewed by Gia Coppola, talking about their own experiences navigating money issues in Hollywood. This was accompanied by OOH, social, and events and media activations that were executed in-house with our Decoded studio and creative teams, with partnership from Bustle media.

Brand Film



Awards Season: Interview Content


Case Study




NYC OOH








Paid and Organic Social
Mark

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