ELLIE LLOYD

My Role: Director / Executive Creative Director
Work: Created a repeatable franchise to help Spotify promote their Kpop On! Playlist and Kpop Artists. We concepted, designed and fabricated a portable set and produced multiple artists shoots to create content for Spotify's social channels.
Success: Our reels for DPR Ian garnered 1.5 M views in the first say and for TWICE 1.2M. Increased followers and listeners for Kpop-On!

ABOUT THIS PROJECT
Spotify tapped our team to help create a repeatable franchise to boost listenership for their Kpop-On! playlist. They also wanted something that could be a rite of passage for artists visiting the LA offices. We gave them Kpop On the Boardwalk! We designed and fabricated a super fun set equipped with working carnival games. Each time a Kpop Artist would stop by, we'd shoot a "game show" piece with them and have some fun getting to know them better. Fans loved the content with view upward of 1M each time.

My Role: Executive Creative Director / Creative Lead
Work: IRL Stunt, OOH, Social Stunt, Film, Social Video Series, Content, Influencer activation
Success: 22k engagements in the first day, Silo became the most talked about “home” on social media and the most watched premiere of any drama ever on AppleTV+ . 2024 CLIOS Shortlist and more TBD.
Press: AdAge

ABOUT THIS PROJECT
AppleTV+ wanted their new post-apocalyptic drama "Silo" to stand out in an over crowded market. They tasked our team to come up with an IRL launch stunt, social stunt, influencer activation and supporting content. Check out the case study video to see how we brought the Silo to life IRL!

My Role: Creative Director, Art Direction, Writing, Director
Work: Film, Broadcast, Social Video Series, Content, 360 launch
Success: Our lead spot went viral reaching over a million views in one hour. Won multiple awards. Clients gave us more business and came back for Season 3.

The critically acclaimed FX series ‘Legion’ is predicated on mocking your cerebral senses, tricking your mind to believe what is, really isn’t.
To tease at the much anticipated second season, we created video content that ended up leading the season 2 campaign on broadcast, social and experiential at ComicCon 2018.

Lenny (Aubrey Plaza) takes on the role of psychiatrist, diagnosing the viewer with a case of insanity, making us believe that the show was nothing but a figment of our warped minds…it was all in our heads.

Our teaser went viral upon launch. After that we released “Where We Left Off" - a Season One recap featuring Dan Stevens as “Rational” and “Irrational” David from the show.

To follow up and keep the hype rolling, we created “Mindhole” videos for the 4 lead characters. Video versions of falling down the rabbit hole of each character’s mind, these included story arc summaries and teaser clips hinting at what was to come in season 2.

Not only was this campaign a joy to work on, it was also a huge success: Viral, tons of press and 4 Clio wins.

My Role: Director / Executive Creative Director
Work: Concepted and produced, including set and production design, all video marketing for the film's promotion. Directing.
Success: The film was AppleTV+'s most popular release premiere weekend with over 200k views in the first 24 hours

ABOUT THIS PROJECT
AppleTV+ wanted to promote Selena Gomez: My Mind and Me in a way that felt special and personal to Selena just as the film was. Our team created beautiful, thoughtful and intimate video pieces that were featured across all marketing channels from broadcast to social to DOOH.

My Role: Director / Executive Creative Director
Work: Pitched and won Global AOR for Jagermeister Social and produced various campaigns throughout 2024
Success: Won first ever spirits client for agency . Grew social engagement and business for client.

ABOUT THIS PROJECT

As Executive Creative Director, I led the creative for the pitch to win Global Social AOR. Our campaign was centered in making Jagermeister relevant for Gen Zers of legal drinking age. It was the agency's first spirits account and from a traditionally entertainment focused agency at that. From there I both oversaw all creative from a high level and then Directed the video shoot for the Ice Cold Shot campaign.

I've included a smattering of some of my favorite pieces from the past year as well as selections from the Ice Cold Shot campaign.

My Role: Creative Director, Art Director, Creative Strategy,
co-Writing
Work: Our team created the MORE initiative, a multifaceted brand campaign & DEI initiative highlighting content that celebrates all cultures and showcases diverse stories and voices. The project began its rollout in September of 2021 with the launch of @MoreFromUs on Instagram and Twitter to create a space committed to telling distinct stories and an anthemic featuring WarnerMedia employees alongside network stars like Tracy Morgan, Da’Vine Joy Randolph and Niecy Nash.
Success: Won a Clio and laid the groundwork for similar DEI initiatives with CW Network, Taco Bell and Google.

ABOUT THIS PROJECT
Warner media's TNETS tasked our team with helping them find a way to celebrate and showcase diverse cultures and stories across all channels, including in their corporate offices. We gave them the "MORE" campaign. Sometimes one word says it all. "More from us. More for you" was a promise made by Warner Media to their talent and culture at large.

My Role: Creative Director, Art Direction, Writing
Work: Film, Social Video Series, Content, Key Art, 360 launch
Success: Millions of views/ impressions, multiple awards including Grand Clio

ABOUT THIS PROJECT
Due to the massive success of our Legion S2 campaign, FX wanted a repeat for S3, the final season for Legion.

FX wanted to create a campaign that was visually stunning and that also alluded to themes and teased major twists to come (Spoiler alert- David is not the hero, he is Legion, World Killer).

As Creative Director, I concepted overarching creative themes, visual mood and elements as well as individual videos and pieces. For the “World Killer” series which premiered on Marvel’s social channels I doubled as CD and writer in collaboration with the team at FX and show-runner Noah Hawley.

This campaign brought home a Grand Clio as well as multiple gold, silver and bronze Clios.

My Role: Creative Director
Work: Nordstrom Rack rebrand campaign to launch as "RACK." We created a 360 campaign (including a custom song) for launch followed by a holiday campaign.
Success: Boosts in sales and happy clients = return business year after year. "The refreshed Nordstrom Rack brand identity reflects the authentic, empowered and expressive spirit of our customers and communicates the ‘more-ness’ of the Rack — more fashion, more of their favorite brands, more deals, more access in store and online,” Red Godfrey, VP of creative at Nordstrom.

ABOUT THIS PROJECT
Our team helped Nordstrom Rack reinvent itself as "Rack." This rebrand campaign positioned Rack as the go to place for whatever your personal style may be - you can Rack your way. We created a custom song and used dance and TikTok transitions to make this campaign extra catchy and fun.

My Role: Creative Director, Strategy, Art Direction, Design
The Work: Social Video Series, Content, Experiential, Social Holiday + PR launch activation
Success: Turned on a whole new diverse audience to Star Wars, launched a new social media holiday that spontaneously and organically became a trending topic across platforms, garnered millions of impressions and took home a Webby as well. And the clients came back again and again with new biz.

ABOUT THIS PROJECT
How do you follow up one of the most successful films of all time? Expectations are impossibly high, fans are nervously excited, and the studio is looking to expand an already massive global audience.

With this much riding on the next chapter in the Saga, where do you go? Disney and Lucasfilm wanted to tap into the potential of millennial females and multicultural families, reignite fan excitement, overcome skepticism, create compelling and beautiful imagery to promote the film across social channels, and find ways to surprise everyone with limited assets and unprecedented spoiler-free storytelling.

Our social campaign was built on the idea that we should not avoid the big questions going into this sequel, but lean into them without giving any answers so as not to spoil the fun of discovery.

We concepted, designed and executed social content that engaged audiences by raising those questions while deepening their connection with the film’s characters, settings and themes.

Along the way, we inspired fans to mimic our social design, saved them from Stormtroopers at NY Comic-Con, and launched a new social media holiday that spontaneously and organically became a trending topic across platforms. We garnered millions of impressions and took home a Webby as well.

My Role: Executive Creative Director

ABOUT THIS PROJECT
I Can’t Believe It’s Not Butter! tapped our team to help get your spraying finger in tip top shape for the summer season. We produced a video spot just in time for summer BBQs, parodying classic infomercials with the fictional exercise series: The 5 Minute Finger; a workout specifically designed for your finger’s spraying muscles. The infomercial encourages summer BBQers to get their fingers ready to spray the new cookout product of the summer, I Can’t Believe It’s Not Butter! Spray.

My Role: Executive Creative Director
Work: Won Social AOR Business and took Roku from #5 on the streamer list to #1. Executed various successful title campaigns as well, including WEIRD.
Success: In addition to elevating the Roku Channel into mainstream streaming culture, our campaign for WEIRD ensured that it had the biggest opening weekend in the history of The Roku Channel with over one BILLION impressions. Clients renewed contract 2 times.

ABOUT THIS PROJECT
After pitching and winning social AOR for The Roku Channel, our goal was to make Roku the go-to streamer of choice like a favorite snack. With a focus on culturally relevant content and fostering fandom conversations across social channels combined with title supporting content that fan's couldn't help but devour, we elevated TRC to the top of the streamers. The Weird campaign case study details our winning approach.

My Role: Global Creative Manager/ Creative Lead/ Director
Work: Film, Creative Platform Building, Content, Key Art, 360 launch, Influencer partnerships, Audience building
Success: Lead creative marketing for multiple Netflix films and series, Directed promos, helped launch Netflix Jr.s Youtube Channel which reached a following of 2M in the first year and now has over
8M subscribers.

ABOUT THIS PROJECT
I worked on so many titles at Netflix that I could make an entire site dedicated to Netflix alone.

In order to recognize that work and highlight my unique experience there, but not overwhelm my site with all Netflix, I decided to throw in sort of an overview page that touches on a variety of projects I worked on, in addition to the stand-alone titles showcased with their own pages which were some of my favorites.

I was somewhat of a creative mercenary when Netflix brought me in to work on their internal team. As an internal creative ideator, my partner and I took the helm as Creative Leads on various films, series and brand campaigns. From overarching creative strategy to writing and directing promos to naming shows (The GOOP Lab and Don’t F**k with Cats) to designing content, we churned out tons of creative for the Unscripted, Original Series, Original Film, Comedy and Kids & Family verticals.

After some time I was asked to take on the role of Global Creative Manager for Netflix Original Series under the Comedy and Kids & Family verticals. In this role I was a one woman show overseeing all creative marketing for my given slate of titles. Sometimes this meant hiring an awesome agency partner and overseeing their work and sometimes it meant coming up with everything on my own from concept to production. I was even given the amazing opportunity to direct promos, trailers and content on a few of my titles as well. There weren’t many hats I didn’t wear in this role and I learned so much from the very smart and talented folks at Netflix.

My Role: Art Director
Work: 360 campaign
Success: raised $3.5 million dollars for the Kids in Need Foundation, got shout outs from Ellen.

ABOUT THIS PROJECT

Target makes Back to School Shopping easy as 1-2-3 and gives back to kids in need.

Just like kids on their first day of school, our back to school campaign aimed to stand out from the crowd with its heavy-on-style visuals and sticky soundtrack that felt undeniably “Target.” We partnered with music video director Diane Martel and up-and-coming pop sensation, Tori Kelly, to remake Jackson Five’s “ABC” for our Anthem TV Spot and get kids pumped for the new year ahead.

In a Target first, we released the free, full-length track on Soundcloud, and for every download, donated $5 in school supplies to the Kids In Need Foundation and raised $3.5 million dollars. We also enlisted the social power of talented kid influencers including Maddie Ziegler, Aidan Prince, Kida The Great, Heaven King and EvanTube.

My Role: Art Director
Work: Film, Social, Pinterest integrated shopping
Success: Created a smart and moving campaign and shopable pinterest experience.

ABOUT THIS PROJECT
Worked with the wonderful team at 72andSunny to create this sweet campaign for Target Baby telling unexpected stories about couples who are expecting.

In addition to featuring unique family stories, we also created an

My Role: Senior Art Director
Work: Global 360 campaign
Success: Helped Toshiba reach millennials and earned an Effie and getting to work with both Vashtie and Chris Robinson was wonderful.

ABOUT THIS PROJECT
This global campaign was so much fun to make. Toshiba wanted to market their new Satellite Radius - a five mode device to millennials who are known to not just do or be one thing anymore and would pair perfectly with the Radius. We wanted to show how the Satellite Radius is the ideal device that has as many different modes as you do- It's the Slash device for the Slash generation.

Broadcast
We got amazing talent on-board with the lovely and multi-talented Vashtie Kola who is a director, dj, designer, advocate and entrepreneur. We worked with renowned director Chris Robinson. Shot in New York at authentic locations for Vashite and the story. We also shot a music video for the talent featured in the director spot- A La Sole.

Digital and Social
To pivot off of the success of the broadcast campaign, we kept fans engaged with a network of Slash influencers. Our influencers were a diverse group of people ranging from a SUP Surfer to a clothing maker in Ohio. We featured social posts showing their Slashes and how they use the Radius to help them conquer everything they do. 

We asked fans to share their slashes with us as well turned the into UGC posts. 

 I had a blast working with the crew at Deep Focus on this campaign. 

My Role: Senior Art Director
Work: 360 campaign
Success: Personally, being a Married With Children fan, I was the most thrilled to work with Christina Applegate.

ABOUT THIS PROJECT
Coca-Cola owned Glaceau's fruitwater launched in 2013 with a beautiful print ad and digital pieces which won the agency AOR status. For 2014 we delivered complete, integrated campaign to boost awareness and trial. We created the #getsparkling campaign with the core idea that fruitwater is a tasty treat that makes your moments more sparkling. The campaign was social centric, with a hub on tumblr and extensions on Facebook, Instagram and Twitter. We also created a social contest to engage fans to share how they would steal a moment with fruitwater.