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Laura Holmes McCarthy
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


Advertising and Branding
Creative Direction
  1. CareerBuilder
  2. Cider
  3. Visa “Money is Changing” Y1
  4. Visa “Money is Changing” Y2
  5. Athletic Greens
  6. Google Workspace
  7. RedDrop
  8. UV1 Drumheads
  9. NYXL Guitar Strings
  10. Visa Tap To Pay
  11. El Camino Travel
  12. Tide Vivid White
  13. Additional Clients
  14. Resumé


Laura Holmes McCarthy —
Info
  1. Strategically-minded Group 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. Emerging ceramic artist with an active practice in downstate NY.
Mark

10. Visa Tap to Pay | Social Campaign





 Role Creative Director
 Agency Decoded
          Visa was struggling to get people to adapt their contactless Tap to Pay technology in the US. And they didn't entirely know why. It was really big in Europe, so why not here? We didn't just need a brand awareness campaign. We needed a real-time learning engine. So we worked with directing team Terri Timely to create a set of modular videos. With a library of mix-and-match scenes, we created work that could be optimized to gain new insights in perpetuity. Seriously. We tried doing the math. We're not math people. But pretty sure it's in the thousands. This made it possible for us to make ads that could be optimized to perform, but not in the typical “performance advertising” way.
Mark

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