The U.S. Women’s Soccer Team had won the World Cup. A ticker tape parade was scheduled to happen on Wall Street to celebrate. Megan Rapinoe had led her team to victory and made a stand for equal pay for women soccer players.

Consequently, I’d just gotten back from a trip to Boston where I met with the Boston Beer Company President who shared they had an issue with the relevancy of Sam Adams in social media and introduced me to the Marketing Manager.

I approached an AD I’d been working and we quickly came up with a social media campaign pitch that played off the “American Revolutionary” narrative previously established by the brand. The Marketing Manager loved it and greenlighted the project.

The idea – #RevolutionaryWomen – was to leverage the win of the U.S. Women’s Soccer Team as a win for all women. Who better to celebrate that than the American Revolutionary brand, Sam Adams, at bars along the parade route. We assembled a small crew and hit the parade the next morning to interview, film, and photograph women celebrating over a beer. Sam Adams was able to post the campaign and tap into this exciting current event in real-time.

.CD/CW: Paula Dombrow  CD/AD: Jacqueline Leak  AGENCY: Truth Beauty Now LLC.

In this pitch we were charged with helping Juice Press create a campaign that generated buzz, increased new users and convinced current users to drink more juice, all on a shoestring budget. They asked that our idea include sampling. 

Juice Press was and is one of the last holdouts using only local organic ingredients and not using high pressure processing (HPP) which can neutralize the nutritional benefits of raw, unpasteurized juice. The idea: In a world where everything is processed, Juice Press stands for living an unprocessed life.

CD/CW: Paula Dombrow, Designer: John Malcomson, Agency: Oberland

“THE UNPROCESSED NEWS” FREE TABLOID

“The Unprocessed News” is a free press handed out monthly at entrances to NYC subways along with samples of Juice Press. The content is curated each month to contain cheeky editorial on living an unprocessed life. The tabloid shown here was printed on newsprint and used in the pitch.

Each free press issue is tied in with a monthly calendar event like the one shown below right celebrating infamous “processed moments” in history like “the day yoga was trademarked” or “the day of the first mobile text break up”. These monthly events tie in with promotional discounts in store.

GUERILLA POSTERS

Guerilla poster teases Live “Press Feeding” Event which includes live nursing moms in Times Square, Central Park and Grand Central Station nursing their babies publicly while drinking raw, unpasteurized Juice Press.  Of course, the other press is invited to cover the event.

Other guerilla postings raise awareness that Juice Press locations are like a modern-day “fall out shelter” where anyone can duck inside when feeling overwhelmed by the processed world. An accompanying branded map of NYC is handed out in-store and with outdoor sampling as a guide to all Juice Press locations (indicated by a fall out shelter symbol).  

IN-STORE POSTER

In-store poster combined with sampling invites virgin juice drinkers to explore and prompts experienced juice consumers to be more adventurous.

Grace Farms Foods was a startup, launching a line of indigenous female-grown coffees, organic artisanal teas, and chef-inspired chocolate chip cookies. The purpose of the brand is to donate 100% of its profits to the Grace Farms Foundation, which addresses various humanitarian injustices and empowers female entrepreneurs. The business model is similar to Paul Newman’s “Newman’s Own” brand. 

GFF approached Truth Beauty Now, my company, to create several social media campaigns that would help build awareness for the brand. We created three campaigns for Facebook and Instagram as well as three stop-motion videos for both platforms. All was done on a shoestring.

The insight: many do-gooder brands advertise donating a fraction of their profits to a cause so consumers can feel good about their purchase.  The brand truth to communicate: Grace Farms Foods donates 100% of its profits to make a difference, from abolishing modern slavery to helping empower female coffee growers.

The Concept: Is your coffee (tea, cookie) doing good? Or doing something greater?

CD/CW: Paula Dombrow  AD: Florence Buchanan  Designer: Patrick Langschwager  COMPANY: Truth Beauty Now LLC.

“SHARE IN SOMETHING GREATER”

“GOOD TO GREATER”

“100% IS GREATER”

OK, so some of the work on my site was done a while ago. As those of us in our business know, it’s not easy to get highly visible work sold as a freelancer and it’s extremely rare to get hired back by an ad agency to produce your idea if it's chosen by their client.  In this case, the stars aligned.

We were hired by Wieden+Kennedy, Portland, along with many other freelance teams across the country to come up with an “Enjoy the Moment” Coke spot that worked in 80 countries for the Summer Olympics. The agency had been working on the assignment for a few months and the client wasn’t buying anything. Not sure how many spots were presented to Coke, but our idea won. We were hired to produce it in collaboration with W+K. 

CW: Paula Dombrow, AD: Andrea D’Aquino, Agency: Wieden+Kennedy, Portland

My company, Truth Beauty Now, was hired by my friend Kara Bauer, an entrepreneur chef of Cocina Verde, the first and largest gourmet, vegan meal delivery company in Buenos Aires at the time, to brand her company and help launch it.

The challenge: in Argentina beef is king.  There was no budget for high-end appetite appeal photography.  Everything needed to be produced in Spanish and English. We created a complete graphic branding system and applied it to sustainable packaging, the website, table tents, posters, fridge magnets and other giveaways, stationery, biz cards, delivery bags, you name it.

Since the food at Cocina Verde was all homemade and raw we went for a homemade, raw look creating custom wood cuts as imagery, including the logo. We decided to let the raw food speak for itself, literally. The campaign, website, and collateral materials featured talking bilingual fruits and vegetables. 

CD/CW: Paula Dombrow, AD/Illustrator: Ann Lemon, Agency: Truth Beauty Now

LOGO

COLOR PALETTE

WEB DESIGN

BUSINESS CARDS + STATIONERY

COLLATERAL MATERIALS

SUSTAINABLE FOOD PACKAGING

LETTERPRESS POSTER

This poster was displayed at food shows in Buenos Aires. Credit to the AD/Illustrator, Ann Lemon, who found some 50-year-old Argentinian newspapers on eBay. She handmade a bunch of posters, each unique, on a vintage letterpress machine at Lead Graffiti in Delaware. She’s my crafty genius BFF..

FRIDGE MAGNET

(Translation: I stick to your fridge not your hips.)
A fridge magnet giveaway went in delivery bags of new Cocina Verde customers and in Cocina Verde event dinner gala swag bag. 

William Grant & Sons tasked us with communicating their centuries-old, single malt scotch is smooth beyond comparison. We used a bit of high-brow hyperbole creating a series of print ads with exaggerated stories of people who go to extremes to achieve a level of smoothness that doesn't measure up as revealed by the Glenfiddich drinker. 

CW: Paula Dombrow, AD: Ann Lemon, Photographer: Nadav Kander, Agency: Chiat/Day

PRINT