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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 Tap to Pay | Performance Campaign





 Role Creative Director
 Agency Decoded
 Director Terri Timely @ Park Pictures
          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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