https://lauraholmesmccarthy.com Laura Holmes McCarthy Creative Wed, 21 Jan 2026 17:08:10 +0000 https://lauraholmesmccarthy.com en https://lauraholmesmccarthy.com/Home Tue, 01 Aug 2023 22:10:35 +0000 Laura Holmes McCarthy Creative https://lauraholmesmccarthy.com/Home https://lauraholmesmccarthy.com/About-Me Wed, 21 Jan 2026 17:08:10 +0000 Laura Holmes McCarthy Creative https://lauraholmesmccarthy.com/About-Me <img width="976" height="628" width_o="976" height_o="628" data-src="https://freight.cargo.site/t/original/i/020d40633cd672ba05042c2ef5786bc32608afbf36880c4cf1724f6c2428a2bc/Screenshot-2026-01-21-at-12.11.17PM.png" data-mid="243749597" border="0" src="https://freight.cargo.site/w/976/i/020d40633cd672ba05042c2ef5786bc32608afbf36880c4cf1724f6c2428a2bc/Screenshot-2026-01-21-at-12.11.17PM.png" /> <img width="782" height="1062" width_o="782" height_o="1062" data-src="https://freight.cargo.site/t/original/i/a8f7dca3da7dfdf67c69a75b14e0d2b2aaf49c97e58411bc9b49731ce9fa5c33/Screenshot-2026-01-21-at-12.09.50PM.png" data-mid="243749595" border="0" src="https://freight.cargo.site/w/782/i/a8f7dca3da7dfdf67c69a75b14e0d2b2aaf49c97e58411bc9b49731ce9fa5c33/Screenshot-2026-01-21-at-12.09.50PM.png" /> <img width="900" height="1176" width_o="900" height_o="1176" data-src="https://freight.cargo.site/t/original/i/186733b6b9721e251a94f3e49958ee3b903150bdfdd7269733fec4098eaaa8cb/Screenshot-2026-01-21-at-1.09.30PM.png" data-mid="243764311" border="0" src="https://freight.cargo.site/w/900/i/186733b6b9721e251a94f3e49958ee3b903150bdfdd7269733fec4098eaaa8cb/Screenshot-2026-01-21-at-1.09.30PM.png" /> Hi, I’m Laura. I’m a person who likes making things. My hands are usually manicured but there’s often a lot of clay stuck in my cuticles. Which seems like it might defeat the point of the manicures but as a successfully-reformed childhood nail biter, I beg to differ. I am not as serious as the above photos make me seem. Things I enjoy professionally: Linguistic branding. Systems thinking and design strategy. Creative directing for comedy. Writing big-feels pitch manifestos. Writing in general. Working with and designing non-traditional creative team structures. Mentoring creatives that need to get better at talking business. Partnering with brands with creative missions. Working with complex brands that need to get simple. Working with fun weirdos who also don’t take themselves that seriously. Things I enjoy unprofessionally: Making weird biomorphic scultpural vessels out of clay in my basement. Reading actual books. Feeding the outdoor cats that occasionally deign to saunter through my backyard. Lamenting the decline of western civilization and Sam Altman’s contribution to it. Post-punk and noise rock bands because they scratch an itch in my brain. If you want to talk about any of the above, particularly if it involves working together on something,&nbsp;please say hello ︎&nbsp;︎︎︎ https://lauraholmesmccarthy.com/CareerBuilder Mon, 31 Jul 2023 13:48:16 +0000 Laura Holmes McCarthy Creative https://lauraholmesmccarthy.com/CareerBuilder CareerBuilder | Brand Campaign and Design System &nbsp;Role Group Creative Director &nbsp;Agency Decoded&nbsp;Director&nbsp;Ben Callner @ Hungry Man &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; CareerBuilder, once a leading job board, had fallen in brand awareness and affinity. But what does it actually mean to be a modern hiring platform? It means acknowledging the truth: people are fed up with settling for jobs that don't match their values or value them. Enter: A new brand strategy focused on closing the gap between cultural definitions of success and what people actually want, accompanied by a revamped, human-centric design system and and audacious 360 campaign to kick it off in style. &nbsp;Press Ad Age Interview: How CareerBuilder is Tapping Into the 'Great Resignation' https://lauraholmesmccarthy.com/T-Mobile-x-Netflix-Bridgerton Tue, 16 Dec 2025 17:52:08 +0000 Laura Holmes McCarthy Creative https://lauraholmesmccarthy.com/T-Mobile-x-Netflix-Bridgerton T Mobile x Netflix: Bridgerton | Brand Partnership Role Executive Creative DirectorAgency Monks Director&nbsp;Kinopravda @ Imposter &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; Dearest Gentle Reader: how does one introduce T-Mobile's generous 'Netflix for All' offering to the fairest members of the ton? By revealing that access to life's finer perks is no longer the sole discretion of the favored few. In an alliance most beneficial to both Netflix and T-Mobile, we marked the start of this newest season for Bridgerton with splendor and ceremony, graciously extending T-Mobile’s most coveted perks to any member of the ton who should possess such nerve as to dare ascend to the status of a T-Noble.&nbsp; <img width="554" height="554" width_o="554" height_o="554" data-src="https://freight.cargo.site/t/original/i/a2425393ef77019cccd7cabaadc2d7d378a37eef18a79ea5f27f09a427ba8ee7/TMO_Bridgerton_PerksCarousel_Meta_Awareness_V1_F1_Motion_1080x1080_EL-high.gif" data-mid="244333264" border="0" src="https://freight.cargo.site/w/554/i/a2425393ef77019cccd7cabaadc2d7d378a37eef18a79ea5f27f09a427ba8ee7/TMO_Bridgerton_PerksCarousel_Meta_Awareness_V1_F1_Motion_1080x1080_EL-high.gif" /> <img width="554" height="554" width_o="554" height_o="554" data-src="https://freight.cargo.site/t/original/i/0a7d91143ebd162728034107138da7967b841e75d60071fbc1e59dd6201afc2e/TMO_Bridgerton_PerksCarousel_Meta_Awareness_V1_F2_Motion_1080x1080_EL-high.gif" data-mid="244333265" border="0" src="https://freight.cargo.site/w/554/i/0a7d91143ebd162728034107138da7967b841e75d60071fbc1e59dd6201afc2e/TMO_Bridgerton_PerksCarousel_Meta_Awareness_V1_F2_Motion_1080x1080_EL-high.gif" /> <img width="554" height="554" width_o="554" height_o="554" data-src="https://freight.cargo.site/t/original/i/52b5b469bf1fe341619ddff93cbd20bee946119c97b5bf5a429571a385304b7e/TMO_Bridgerton_PerksCarousel_Meta_Awareness_V1_F3_Motion_1080x1080_EL-high.gif" data-mid="244333266" border="0" src="https://freight.cargo.site/w/554/i/52b5b469bf1fe341619ddff93cbd20bee946119c97b5bf5a429571a385304b7e/TMO_Bridgerton_PerksCarousel_Meta_Awareness_V1_F3_Motion_1080x1080_EL-high.gif" /> <img width="554" height="554" width_o="554" height_o="554" data-src="https://freight.cargo.site/t/original/i/0ec2a032cc8c5cf333c72559fb879ea61fe03af15134f9cbccd3db6962a216af/TMO_Bridgerton_PerksCarousel_Meta_Awareness_V1_F4_Motion_1080x1080_EL-high.gif" data-mid="244333267" border="0" src="https://freight.cargo.site/w/554/i/0ec2a032cc8c5cf333c72559fb879ea61fe03af15134f9cbccd3db6962a216af/TMO_Bridgerton_PerksCarousel_Meta_Awareness_V1_F4_Motion_1080x1080_EL-high.gif" /> &nbsp; Social https://lauraholmesmccarthy.com/FACTOR_ Tue, 16 Dec 2025 17:31:26 +0000 Laura Holmes McCarthy Creative https://lauraholmesmccarthy.com/FACTOR_ FACTOR_ | Brand Campaign<img width="739" height="415" width_o="739" height_o="415" data-src="https://freight.cargo.site/t/original/i/1dca12500d84234c7ab717d39090c91f6ffc724b918c7f3a85bc82afd2160d73/FACTOR_-Hooper-high.gif" data-mid="241868525" border="0" src="https://freight.cargo.site/w/739/i/1dca12500d84234c7ab717d39090c91f6ffc724b918c7f3a85bc82afd2160d73/FACTOR_-Hooper-high.gif" /> Role Executive&nbsp;Creative Director Agency Monks Director&nbsp;Matt Baron @ Partizan&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; We helped FACTOR_ meals launch their new brand platform, “Eat Like a Pro” in record time. From pitch to ship date in two months, we owned concepting and execution of a brand campaign that spans TV, social, and radio. By redefining what it means to be a pro (other than just getting a paycheck to perform), we were able to reposition a brand that needed to move beyond being seen as a quick convenience to part of a ritualized mindset. &nbsp; TV + Programmatic <img width="554" height="554" width_o="554" height_o="554" data-src="https://freight.cargo.site/t/original/i/94070fadf085aa6308ef23803762c18ee45957c424690825cbf351b9f2fa7ff3/Factor_Social_02_Meals-that-match_1x1-high.gif" data-mid="242468599" border="0" src="https://freight.cargo.site/w/554/i/94070fadf085aa6308ef23803762c18ee45957c424690825cbf351b9f2fa7ff3/Factor_Social_02_Meals-that-match_1x1-high.gif" /> <img width="415" height="739" width_o="415" height_o="739" data-src="https://freight.cargo.site/t/original/i/5d6b5324d1b8682537bfe36816343964649277849981bc77963bc381d9305288/Factor_Social_03_Howyoueat_9x16-high.gif" data-mid="242468678" border="0" src="https://freight.cargo.site/w/415/i/5d6b5324d1b8682537bfe36816343964649277849981bc77963bc381d9305288/Factor_Social_03_Howyoueat_9x16-high.gif" /> <img width="415" height="739" width_o="415" height_o="739" data-src="https://freight.cargo.site/t/original/i/79dfcd18aa0a316f037ad703339af5faca52b144f5e2d944a8d50ed1f5212a19/Factor_Social_04_Clean-eating_9x16-high-2.gif" data-mid="242468684" border="0" src="https://freight.cargo.site/w/415/i/79dfcd18aa0a316f037ad703339af5faca52b144f5e2d944a8d50ed1f5212a19/Factor_Social_04_Clean-eating_9x16-high-2.gif" /> <img width="554" height="554" width_o="554" height_o="554" data-src="https://freight.cargo.site/t/original/i/3518084f925eecb3bc4eeb21dfc12de2c65b93feeef8600dae5c75ef3b19c883/Factor_Social_01_We-prep_1x1-high.gif" data-mid="242468672" border="0" src="https://freight.cargo.site/w/554/i/3518084f925eecb3bc4eeb21dfc12de2c65b93feeef8600dae5c75ef3b19c883/Factor_Social_01_We-prep_1x1-high.gif" /> &nbsp; Paid Social &nbsp; TV + Programmatic https://lauraholmesmccarthy.com/Capital-One-Technology-That-s-How-We-Stack Thu, 13 Mar 2025 20:26:16 +0000 Laura Holmes McCarthy Creative https://lauraholmesmccarthy.com/Capital-One-Technology-That-s-How-We-Stack Capital One Technology “That’s How We Stack” | B2B Integrated Brand Platform <img width="739" height="415" width_o="739" height_o="415" data-src="https://freight.cargo.site/t/original/i/9f967a716f84f3a93e0eab4248780ef916c4205f65c6ffbe23f8f00998614810/Capital-One-Technology_-Interruptions-high.gif" data-mid="228366446" border="0" src="https://freight.cargo.site/w/739/i/9f967a716f84f3a93e0eab4248780ef916c4205f65c6ffbe23f8f00998614810/Capital-One-Technology_-Interruptions-high.gif" /> &nbsp;Role Group Creative Director &nbsp;Agency Monks&nbsp;Director&nbsp;Steve Mapp @ Fancy&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Capital One isn’t just a bank, it’s a technology leader. And while people in the know think of them as an innovative bank, they don’t yet see them as an innovator, period. We developed “That’s How We Stack” as a multi-year platform to support a two pronged approach: digital films and OOH starring Capital One’s own technologists, created to establish their credibility with potential recruits; and two years of Vegas-sized AWS takeoevers, including an execution on the Sphere, which have helped boost the brand’s reputation among other technology leaders. Recruiting Campaign<img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/da954a6ebb3dc9d814cdb7ae6c39609e8f92e5bd801a1122cfbe4bc24b87d241/CapitalOne_Push_Sphere.Still001.jpg" data-mid="240810673" border="0" src="https://freight.cargo.site/w/1000/i/da954a6ebb3dc9d814cdb7ae6c39609e8f92e5bd801a1122cfbe4bc24b87d241/CapitalOne_Push_Sphere.Still001.jpg" /> AWS Year One AWS Year Two133% Increase in brand perception as a tech leader 100% more memorable than Google, with 3rd highest recall overall 50% higher consideration of Capital One as a potential employer from those already aware of the brand https://lauraholmesmccarthy.com/Visa-Money-is-Changing-Y1 Mon, 31 Jul 2023 13:48:17 +0000 Laura Holmes McCarthy Creative https://lauraholmesmccarthy.com/Visa-Money-is-Changing-Y1 Visa “Money is Changing” Y1 | Integrated Social Campaign &nbsp;Role Creative Director&nbsp;Agency Decoded &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 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. <img width="450" height="600" width_o="450" height_o="600" data-src="https://freight.cargo.site/t/original/i/44516dc85cd51d1fd5ba7b5f6767d6797005354c1efb653e89bcaf8889ee3704/ezgif-2-eb09868569.gif" data-mid="186583928" border="0" src="https://freight.cargo.site/w/450/i/44516dc85cd51d1fd5ba7b5f6767d6797005354c1efb653e89bcaf8889ee3704/ezgif-2-eb09868569.gif" /> <img width="450" height="600" width_o="450" height_o="600" data-src="https://freight.cargo.site/t/original/i/38d1bf6ce8debbeb12618122bb6aacd27b54b132e907a5cb0063e5e1a0b8cce7/ezgif-2-6e7e46883b.gif" data-mid="186583941" border="0" 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data-src="https://freight.cargo.site/t/original/i/558baf5124ba797e49863ad355e70fa7453a24bbc7f8d6c037f909331d1a5ad8/ezgif-2-8062b9057f.gif" data-mid="186583836" border="0" src="https://freight.cargo.site/w/450/i/558baf5124ba797e49863ad355e70fa7453a24bbc7f8d6c037f909331d1a5ad8/ezgif-2-8062b9057f.gif" /> <img width="450" height="600" width_o="450" height_o="600" data-src="https://freight.cargo.site/t/original/i/5480c7c74afa7b95930a99e26eb7538d33e15c97356cff4112f10cd8a8a2d6e8/ezgif-2-d25bba1695.gif" data-mid="186583824" border="0" src="https://freight.cargo.site/w/450/i/5480c7c74afa7b95930a99e26eb7538d33e15c97356cff4112f10cd8a8a2d6e8/ezgif-2-d25bba1695.gif" /> <img width="450" height="600" width_o="450" height_o="600" data-src="https://freight.cargo.site/t/original/i/1344b66a77be873d762012e82758d216ad101653c57999b15b61f1027f3d2253/ezgif-2-e170a4d4ae.gif" data-mid="186583785" border="0" 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data-src="https://freight.cargo.site/t/original/i/cee97e4582eff06f3c6d2a1a3d88de0e47bba366d62b56d4e1e3ac2c2cdf42ad/Polling-animated.gif" data-mid="186599136" border="0" src="https://freight.cargo.site/w/1000/i/cee97e4582eff06f3c6d2a1a3d88de0e47bba366d62b56d4e1e3ac2c2cdf42ad/Polling-animated.gif" /> <img width="500" height="889" width_o="500" height_o="889" data-src="https://freight.cargo.site/t/original/i/3d69a04a00f42a06953e4ab0641ec088069be0196f38ada339993814054b27c2/PA-2-Plant-Baby.gif" data-mid="186584096" border="0" src="https://freight.cargo.site/w/500/i/3d69a04a00f42a06953e4ab0641ec088069be0196f38ada339993814054b27c2/PA-2-Plant-Baby.gif" /> <img width="500" height="889" width_o="500" height_o="889" data-src="https://freight.cargo.site/t/original/i/1386377e269c8465e05dfc3d3164b397de8321f3be21777073303a58756bb028/PA-4-Onion-Rings.gif" data-mid="186584150" border="0" src="https://freight.cargo.site/w/500/i/1386377e269c8465e05dfc3d3164b397de8321f3be21777073303a58756bb028/PA-4-Onion-Rings.gif" /> <img width="500" height="889" width_o="500" height_o="889" data-src="https://freight.cargo.site/t/original/i/2f1171373bb1720531677d79ef2e230baa9973f5c7600c466496d7d9fc6646c1/PA-3-She-s-got-this.gif" data-mid="186584086" border="0" src="https://freight.cargo.site/w/500/i/2f1171373bb1720531677d79ef2e230baa9973f5c7600c466496d7d9fc6646c1/PA-3-She-s-got-this.gif" /> &nbsp;Instagram Stories <img width="1964" height="1104" width_o="1964" height_o="1104" data-src="https://freight.cargo.site/t/original/i/2b3c2d3df1b6a871007b70873a32f063fbbbfbfedbd4d8e183faefcd35b3e4d8/Rulebreakers-1.jpg" data-mid="186584217" border="0" src="https://freight.cargo.site/w/1000/i/2b3c2d3df1b6a871007b70873a32f063fbbbfbfedbd4d8e183faefcd35b3e4d8/Rulebreakers-1.jpg" /> <img width="2000" height="1333" width_o="2000" height_o="1333" data-src="https://freight.cargo.site/t/original/i/56a5abeb2ac5414c5fdfe27f1bfc6bf58ecdb03d88d5a07debc9bc04352f60e4/_Y5A8347.jpg" data-mid="186584209" border="0" src="https://freight.cargo.site/w/1000/i/56a5abeb2ac5414c5fdfe27f1bfc6bf58ecdb03d88d5a07debc9bc04352f60e4/_Y5A8347.jpg" /> <img width="2000" height="1333" width_o="2000" height_o="1333" data-src="https://freight.cargo.site/t/original/i/3c8dd7bd0b88b9339c1c8b0254834187cf6630198f086642df177af54ed36f46/_Y5A8774.jpg" data-mid="186584211" border="0" src="https://freight.cargo.site/w/1000/i/3c8dd7bd0b88b9339c1c8b0254834187cf6630198f086642df177af54ed36f46/_Y5A8774.jpg" /> &nbsp;Event activation at Bustle Rulebreakers festival Award Winner, 2018 Shorty Social Good Awards, Best in Financial Services Award Gold, 2018 Midas Awards, IllustrationAward Silver, 2018 Midas Awards, Social MediaFinalist 2018 Shorty Social Good Awards, Gender Equality categoryHonoree 2019 Webby Awards, Advertising Products &amp; Services categoryFinalist 2019 Shorty Awards, Consumer Goods and Financial Services categoriesFinalist 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 https://lauraholmesmccarthy.com/Visa-Money-is-Changing-Y2 Mon, 31 Jul 2023 17:49:49 +0000 Laura Holmes McCarthy Creative https://lauraholmesmccarthy.com/Visa-Money-is-Changing-Y2 Visa “Money is Changing” Y2 | Integrated Brand Campaign Role Creative Director Agency Decoded Director Gia Coppola @ The Director’s Bureau &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 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 <img width="2120" height="1368" width_o="2120" height_o="1368" data-src="https://freight.cargo.site/t/original/i/9220d29970f8faf7ae88749915e19aa02b20bead9222e72a8c397afc0a75e403/Screen-Shot-2023-07-31-at-3.48.41-PM.png" data-mid="186601077" border="0" src="https://freight.cargo.site/w/1000/i/9220d29970f8faf7ae88749915e19aa02b20bead9222e72a8c397afc0a75e403/Screen-Shot-2023-07-31-at-3.48.41-PM.png" /><img width="1500" height="2000" width_o="1500" height_o="2000" data-src="https://freight.cargo.site/t/original/i/649f85ac435b5ad245def5813f451e462a736393c4dcef40e9a757d3d4d2e36b/IMG_1611-copy.jpg" data-mid="186599443" border="0" src="https://freight.cargo.site/w/1000/i/649f85ac435b5ad245def5813f451e462a736393c4dcef40e9a757d3d4d2e36b/IMG_1611-copy.jpg" /><img width="1500" height="2000" width_o="1500" height_o="2000" data-src="https://freight.cargo.site/t/original/i/d1ef920364e430794429d096b8c2b95ae2bb39414123019685d60c6eac577467/IMG_1649-1.jpg" data-mid="186601101" border="0" src="https://freight.cargo.site/w/1000/i/d1ef920364e430794429d096b8c2b95ae2bb39414123019685d60c6eac577467/IMG_1649-1.jpg" /><img width="2120" height="1368" width_o="2120" height_o="1368" data-src="https://freight.cargo.site/t/original/i/9220d29970f8faf7ae88749915e19aa02b20bead9222e72a8c397afc0a75e403/Screen-Shot-2023-07-31-at-3.48.41-PM.png" data-mid="186601077" border="0" src="https://freight.cargo.site/w/1000/i/9220d29970f8faf7ae88749915e19aa02b20bead9222e72a8c397afc0a75e403/Screen-Shot-2023-07-31-at-3.48.41-PM.png" />NYC OOH <img width="1650" height="2931" width_o="1650" height_o="2931" data-src="https://freight.cargo.site/t/original/i/2247d9b2305db049665c04c7d3d3108ccdce5af116e6cbb3a49491abefa97edf/product-ad-headlines-4.26-2.jpg" data-mid="186599527" border="0" 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data-src="https://freight.cargo.site/t/original/i/296c0287696ba65ea6e8b599b3812abb0b4250ba4cd8aceeb41d04a7cdf2491c/undefined-high-3.gif" data-mid="187019600" border="0" src="https://freight.cargo.site/w/739/i/296c0287696ba65ea6e8b599b3812abb0b4250ba4cd8aceeb41d04a7cdf2491c/undefined-high-3.gif" /> <img width="739" height="415" width_o="739" height_o="415" data-src="https://freight.cargo.site/t/original/i/e8ee1a77e9465c667da769f18318da25f88555426b8c782e2218f55f8d88b229/undefined-high-3-copy.gif" data-mid="187019749" border="0" src="https://freight.cargo.site/w/739/i/e8ee1a77e9465c667da769f18318da25f88555426b8c782e2218f55f8d88b229/undefined-high-3-copy.gif" /> <img width="394" height="700" width_o="394" height_o="700" data-src="https://freight.cargo.site/t/original/i/6d8aaa12f33f61b023efab8e9c91649ee5cc782cbd3e1c0079604df690a14f5d/SlateDonaldson_Visa_MonetarySelfCare.gif" data-mid="187023401" border="0" src="https://freight.cargo.site/w/394/i/6d8aaa12f33f61b023efab8e9c91649ee5cc782cbd3e1c0079604df690a14f5d/SlateDonaldson_Visa_MonetarySelfCare.gif" /> <img width="394" height="700" width_o="394" height_o="700" data-src="https://freight.cargo.site/t/original/i/12881ba7cab2282dc5bede60475f819ed3bee122be25bf1f18ae6ad70d216024/SlateDonaldson_Visa_PayBias.gif" data-mid="187023549" border="0" src="https://freight.cargo.site/w/394/i/12881ba7cab2282dc5bede60475f819ed3bee122be25bf1f18ae6ad70d216024/SlateDonaldson_Visa_PayBias.gif" /> <img width="394" height="700" width_o="394" height_o="700" data-src="https://freight.cargo.site/t/original/i/10cb2c63bed7531aa0b3c808d0295256ce29317243887d8d474ceb322456c438/SlateDonaldson_Visa_InvestmentGap.gif" data-mid="187023425" border="0" src="https://freight.cargo.site/w/394/i/10cb2c63bed7531aa0b3c808d0295256ce29317243887d8d474ceb322456c438/SlateDonaldson_Visa_InvestmentGap.gif" /> <img width="394" height="700" width_o="394" height_o="700" data-src="https://freight.cargo.site/t/original/i/be9e00c475b22658fe451334137651e9d9f98a6a2bfd7b1cd3d61548b282d31c/SlateDonaldson_Visa_RiskAware.gif" data-mid="187023541" border="0" src="https://freight.cargo.site/w/394/i/be9e00c475b22658fe451334137651e9d9f98a6a2bfd7b1cd3d61548b282d31c/SlateDonaldson_Visa_RiskAware.gif" /> Paid and Organic Social https://lauraholmesmccarthy.com/Cider Mon, 31 Jul 2023 13:48:15 +0000 Laura Holmes McCarthy Creative https://lauraholmesmccarthy.com/Cider Cider | Brand Social + OOH Campaign <img width="1088" height="612" width_o="1088" height_o="612" data-src="https://freight.cargo.site/t/original/i/1fe4573b48403d0cfd00afa75548f48addf0573538020c1c83d9e6c72ac17a7f/Cider_Fancy-Landscape-1088x612_05.10.23.png" data-mid="242567244" border="0" src="https://freight.cargo.site/w/1000/i/1fe4573b48403d0cfd00afa75548f48addf0573538020c1c83d9e6c72ac17a7f/Cider_Fancy-Landscape-1088x612_05.10.23.png" /> Role Group Creative Director Agency media.monks &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; When growth hacking stopped hacking it for Gen Z fashion startup Cider, we created a brand campaign that focused on helping the audience dress how they feel (instead of how a faceless CMO wants them to want to feel). The out of home campaign took over NYC with a concentrated effort in Hudson Yards, and was accompanied by a large digital push.<img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/d8a69e996a8669a7ef9a25a13bfad4a1c11786209fb5fffd3fbcd31f228359d3/IMG_6236.jpg" data-mid="186573012" border="0" src="https://freight.cargo.site/w/1000/i/d8a69e996a8669a7ef9a25a13bfad4a1c11786209fb5fffd3fbcd31f228359d3/IMG_6236.jpg" /> <img width="1238" height="698" width_o="1238" height_o="698" data-src="https://freight.cargo.site/t/original/i/5770b9789eb7597926a43f02d7da0984fcefbb680b009bf2f4027c3211eca442/Screen-Shot-2023-07-31-at-11.34.10-AM.png" data-mid="186576893" border="0" src="https://freight.cargo.site/w/1000/i/5770b9789eb7597926a43f02d7da0984fcefbb680b009bf2f4027c3211eca442/Screen-Shot-2023-07-31-at-11.34.10-AM.png" /> <img width="3840" height="4320" width_o="3840" height_o="4320" data-src="https://freight.cargo.site/t/original/i/ac5f1e88becf11ec0fa36426decff52bb3df4b80237e9745fae32f33d5132097/Cider_HudsonYards-_SW-Lobby-LCD_5.15.png" data-mid="242567247" border="0" src="https://freight.cargo.site/w/1000/i/ac5f1e88becf11ec0fa36426decff52bb3df4b80237e9745fae32f33d5132097/Cider_HudsonYards-_SW-Lobby-LCD_5.15.png" /> <img width="400" height="730" width_o="400" height_o="730" data-src="https://freight.cargo.site/t/original/i/06feddffc19962609fdf288d787ecbf4cfe46111c88176b5772f043f02eddaa2/Screen-Shot-2023-07-14-at-4.51.58-PM.png" data-mid="187030118" border="0" src="https://freight.cargo.site/w/400/i/06feddffc19962609fdf288d787ecbf4cfe46111c88176b5772f043f02eddaa2/Screen-Shot-2023-07-14-at-4.51.58-PM.png" /> <img width="1088" height="612" width_o="1088" height_o="612" data-src="https://freight.cargo.site/t/original/i/6a76614282c5ea2348ce3863ad7530408c8e2d39d615c1d710404e40a220486e/Cider_Dreamy-Landscape-1080x612_05.10.23.png" data-mid="242567239" border="0" src="https://freight.cargo.site/w/1000/i/6a76614282c5ea2348ce3863ad7530408c8e2d39d615c1d710404e40a220486e/Cider_Dreamy-Landscape-1080x612_05.10.23.png" /> <img width="1262" height="838" width_o="1262" height_o="838" data-src="https://freight.cargo.site/t/original/i/32de41918863445a8f2dcbec5e6ce1e2b0f1c3be2336ee9d42f34764cb391169/Screen-Shot-2023-08-02-at-5.30.55-PM.png" data-mid="187030240" border="0" src="https://freight.cargo.site/w/1000/i/32de41918863445a8f2dcbec5e6ce1e2b0f1c3be2336ee9d42f34764cb391169/Screen-Shot-2023-08-02-at-5.30.55-PM.png" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/060a7337feb8ec6ac61dc09369a4c886038c0a684bd18662feea89a5725cc9ec/Cider_Dreamy-Portrait-1080x1920_05.10.23.png" data-mid="242567243" border="0" src="https://freight.cargo.site/w/1000/i/060a7337feb8ec6ac61dc09369a4c886038c0a684bd18662feea89a5725cc9ec/Cider_Dreamy-Portrait-1080x1920_05.10.23.png" /> <img width="2000" height="1331" width_o="2000" height_o="1331" data-src="https://freight.cargo.site/t/original/i/592551f8e65624b0724ead7570e1b94d7d8d3bf1193da8897037dcafede4bb93/Bus_Tubeguy2.jpg" data-mid="186573055" border="0" src="https://freight.cargo.site/w/1000/i/592551f8e65624b0724ead7570e1b94d7d8d3bf1193da8897037dcafede4bb93/Bus_Tubeguy2.jpg" /> <img width="415" height="739" width_o="415" height_o="739" data-src="https://freight.cargo.site/t/original/i/809ec9077aef2a42d40f350546cf661e0ed3d6c7e94e3daa8e9f22759a06caba/undefined-high-3-copy-3.gif" data-mid="187029854" border="0" src="https://freight.cargo.site/w/415/i/809ec9077aef2a42d40f350546cf661e0ed3d6c7e94e3daa8e9f22759a06caba/undefined-high-3-copy-3.gif" /> <img width="1792" height="3888" width_o="1792" height_o="3888" data-src="https://freight.cargo.site/t/original/i/923ed655f082b4d2c84a0c75d472a203755046dcabb22347cd9f1c0f207bd099/Cider_HudsonYards-_NELobby_5.15.png" data-mid="242567246" border="0" src="https://freight.cargo.site/w/1000/i/923ed655f082b4d2c84a0c75d472a203755046dcabb22347cd9f1c0f207bd099/Cider_HudsonYards-_NELobby_5.15.png" /> <img width="522" height="588" width_o="522" height_o="588" data-src="https://freight.cargo.site/t/original/i/b793be470cec5d4d8ab6cc0b7a8b6e9f2b3dfd147b16ded9ca5dc67866164799/CIDER-HY-DIGITAL_WALLS-SE_LOBBY-01-high.gif" data-mid="242568731" border="0" src="https://freight.cargo.site/w/522/i/b793be470cec5d4d8ab6cc0b7a8b6e9f2b3dfd147b16ded9ca5dc67866164799/CIDER-HY-DIGITAL_WALLS-SE_LOBBY-01-high.gif" /> <img width="486" height="688" width_o="486" height_o="688" data-src="https://freight.cargo.site/t/original/i/8d31b5104c6f02173d751fea7c9562269d20e12d789b524f9ebfdee59a25852a/Screen-Shot-2023-07-31-at-11.36.22-AM.png" data-mid="186576888" border="0" src="https://freight.cargo.site/w/486/i/8d31b5104c6f02173d751fea7c9562269d20e12d789b524f9ebfdee59a25852a/Screen-Shot-2023-07-31-at-11.36.22-AM.png" /> <img width="415" height="739" width_o="415" height_o="739" data-src="https://freight.cargo.site/t/original/i/390f9fe1c156f5004dbbbcfb7921c2fdef48d2143fb6157587c75ac387bd7fc0/CIDER-HY-DIGITAL_KIOSKS-EXTERIOR-01.mp4-high.gif" data-mid="242568380" border="0" src="https://freight.cargo.site/w/415/i/390f9fe1c156f5004dbbbcfb7921c2fdef48d2143fb6157587c75ac387bd7fc0/CIDER-HY-DIGITAL_KIOSKS-EXTERIOR-01.mp4-high.gif" /> <img width="415" height="739" width_o="415" height_o="739" data-src="https://freight.cargo.site/t/original/i/a953a6cfb282768a5b39f45dcf2b8fb05fc821ab1a369929b2dfc7ba6db31c01/undefined-high-4-copy.gif" data-mid="187028783" border="0" src="https://freight.cargo.site/w/415/i/a953a6cfb282768a5b39f45dcf2b8fb05fc821ab1a369929b2dfc7ba6db31c01/undefined-high-4-copy.gif" /> <img width="739" height="415" width_o="739" height_o="415" data-src="https://freight.cargo.site/t/original/i/25780287c9f7afdeaf547dffc9757a727ca089941888afc49db4d474697f74e8/undefined-high-4.gif" data-mid="187031137" border="0" src="https://freight.cargo.site/w/739/i/25780287c9f7afdeaf547dffc9757a727ca089941888afc49db4d474697f74e8/undefined-high-4.gif" /> <img width="739" height="415" width_o="739" height_o="415" data-src="https://freight.cargo.site/t/original/i/d2c622bf0b662ad7767912d2d6bc4a0bcf79bd9226b55aaad3e1d982a326f209/undefined-high-3-copy-2.gif" data-mid="187029105" border="0" src="https://freight.cargo.site/w/739/i/d2c622bf0b662ad7767912d2d6bc4a0bcf79bd9226b55aaad3e1d982a326f209/undefined-high-3-copy-2.gif" /> &nbsp;Impressions 7 million in 1 month &nbsp;Aided Brand Awareness&nbsp;+55% &nbsp;Improved favorability for&nbsp;76% of respondents&nbsp;Ads were liked by 86% of respondents &nbsp; &nbsp;Consideration +25%&nbsp;Purchase Instent&nbsp;+19% Press Glossy.co interview: Cider launches its first Gen Z-focused out-of-home campaign https://lauraholmesmccarthy.com/D-Addario-NYXL Tue, 01 Aug 2023 16:47:06 +0000 Laura Holmes McCarthy Creative https://lauraholmesmccarthy.com/D-Addario-NYXL D’Addario NYXL Guitar Strings | Launch Campaign + Social Content<img width="1340" height="1734" width_o="1340" height_o="1734" data-src="https://freight.cargo.site/t/original/i/c0aa897f18989d689a0b346edf666975aeae6de2289e4862b43f38d819b15afc/NYXL-Final-2_Page_1_1340_c.png" data-mid="186688574" border="0" src="https://freight.cargo.site/w/1000/i/c0aa897f18989d689a0b346edf666975aeae6de2289e4862b43f38d819b15afc/NYXL-Final-2_Page_1_1340_c.png" /> Role Brand&nbsp;Creative DirectorAgency D’Addario In House&nbsp;&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; I lead the concepting, production, and interviews for the campaign to launch D’Addario’s most high-end electric string brand, positioning them as the only string with the sound, engineering, and strength to live up to the standards of the world’s most committed players. &nbsp; &nbsp;Anthem Video <img width="1340" height="1734" width_o="1340" height_o="1734" data-src="https://freight.cargo.site/t/original/i/09de4995d2adfc4790d725cdd7817f325d8d4f457e1ae4886ef2021ac1f0615b/NYXL-3_First_artists_yz_Page_1_1340_c.png" data-mid="186688611" border="0" src="https://freight.cargo.site/w/1000/i/09de4995d2adfc4790d725cdd7817f325d8d4f457e1ae4886ef2021ac1f0615b/NYXL-3_First_artists_yz_Page_1_1340_c.png" />&nbsp;Nile Rodgers Guitarist for Chic and legendary producer <img width="1340" height="1734" width_o="1340" height_o="1734" data-src="https://freight.cargo.site/t/original/i/724811bf0bd3a26966765b3dca477cf16cc724fd6e8ffac6db35a30b605baeae/NYXL-3_First_artists_yz_Page_2_1340_c.png" data-mid="186688664" border="0" src="https://freight.cargo.site/w/1000/i/724811bf0bd3a26966765b3dca477cf16cc724fd6e8ffac6db35a30b605baeae/NYXL-3_First_artists_yz_Page_2_1340_c.png" />&nbsp;Tosin Abasi Guitarist for Animals As Leaders <img width="1340" height="1734" width_o="1340" height_o="1734" data-src="https://freight.cargo.site/t/original/i/b24dd3b649dedbbcf44585f3cb27884f0c938f1934ea1ceff4ceabb3af95df86/NYXL-3_First_artists_yz_Page_3_1340_c.png" data-mid="186688687" border="0" src="https://freight.cargo.site/w/1000/i/b24dd3b649dedbbcf44585f3cb27884f0c938f1934ea1ceff4ceabb3af95df86/NYXL-3_First_artists_yz_Page_3_1340_c.png" />Chris Sholar Guitarist for Solange, A Tribe Called Quest, Kanye West <img width="1000" height="1294" width_o="1000" height_o="1294" data-src="https://freight.cargo.site/t/original/i/6fba2bd941e77ed3ba5266e3b0f11c578f50d1719002620b6c4c49c02e363a9b/DAAD_xxxx_NYXL_Commit_Pink_1000.png" data-mid="186688702" border="0" src="https://freight.cargo.site/w/1000/i/6fba2bd941e77ed3ba5266e3b0f11c578f50d1719002620b6c4c49c02e363a9b/DAAD_xxxx_NYXL_Commit_Pink_1000.png" /> <img width="1000" height="1294" width_o="1000" height_o="1294" data-src="https://freight.cargo.site/t/original/i/9caa746e4a05ccf4fc937fa15861529f8ac8f7d717479f7772d41f48e377a549/DAAD_xxxx_NYXL_Commit_Red_1000.png" data-mid="186688704" border="0" src="https://freight.cargo.site/w/1000/i/9caa746e4a05ccf4fc937fa15861529f8ac8f7d717479f7772d41f48e377a549/DAAD_xxxx_NYXL_Commit_Red_1000.png" />