Dana Haddad

Every child deserves a gift to talk about after the holiday school break.

This was a campaign for Globe Santa — The Boston Globe’s charitable initiative that provides holiday gifts to children in need across the Greater Boston area.

Families in need send letters to the Boston Globe, and in return, receive one toy and one book for each child. This campaign follows a letter’s journey from a hopeful child’s mailbox, to the gifts delivered to their family’s doorstep.

Director: Joan Cassin

Goal: Show the potential of an empty lot.

Campaign for the Rhode Island Commerce Corporation’s bid for Amazon's second headquarters location.

The campaign included a hero spot, 10-second retargeting ads, as well as print.

Art Direction & Concept

Produced at Nail

A healthier self-image for the next generation.

A shocking 90% of young women report using beauty filters because they feel pressured to look a certain way on social media. And 85% of women wish there was more transparency when it comes to sharing beauty imagery.

This campaign champions transparency on social platforms and calls for audiences to examine the impact on mental health while urging individuals to disclose whether they are using beauty filters or not.

Art Direction & Concept

Produced at Digitas North America

Goal: Make normal enchanting.

Instead of another campaign highlighting smiling doctors in hospitals, let’s show the reason they became doctors in the first place.

The campaign consisted of a :60 broadcast manifesto, :15 cut-downs, outdoor, print and social video retargeting.

Art Direction, Concept & Design

Produced at Nail

Goal: Show how one device meets all your needs.

Gen Z uses their tech to change the world, but they also use it for the mundane—sometimes within the same day, hour, or moment.

So whether they are using tech to conquer the world or conquer the latest dance trend, it’s all possible without compromising, using the latest tech and widest selection from Lenovo.com

Performance marketing campaign.

Art Direction & Concept

Produced at Digitas North America

Goal: Take the shame out of buying frozen food.

What would your microwave say if it could talk? This was the social campaign that ran for Lightlife: Plant Protein Foods.

Art Direction & Concept

Produced at Nail

Goal: Destroy tech to sell tech.

This year showed how much we relied on our technology. And as a result, our tech has taken a hit. So this Black Friday, Lenovo salutes those who pushed their tech above and beyond by giving them a great deal to help them replace it.

Performance marketing campaign.

Case Study Microsite:
wetechhard.com
(email for password)

Art Direction & Concept

Produced at Digitas North America