Arthaus is the towering pinnacle of luxury condominium living, constructed of concrete and glass, located in the epicenter of the Philadelphia arts district across the street from the famed Kimmel Center. Built by visionary developer, Carl E. Dranoff, it boasts over 36,000 square feet of lavish amenity space, including an indoor lap pool, an outdoor reflecting pool, a rooftop greenhouse, individual planting gardens, and a dog spa.

The assignment kicked off before the ground was broken, and the ask was to name the building and create a tone of voice that would help Dranoff Properties sell as many of these multi-million-dollar condos as possible before the building was completed two years later.

Dranoff went with our first recommendation to name the building Arthaus. They liked that the name captured the spirit of the building on several levels. First, the location is in the heart of the arts district of Philadelphia. Second, the name hints at Bauhaus architectural influences. And the name evokes an international, clubby tone. The client also went with our recommendation to call each unit a “haus”. I wrote all the headlines on the website, and some were used on collateral pieces. 

Philadelphia Business Journal headline in 2022 when the building opened to residents: “5 condos at Dranoff's new Arthaus among region's 25 most expensive homes sold in 2022 so far.”

CD/CW: Paula Dombrow,  CD/AD: Lubna Abu-Osba,  Agency: Nucleus Digital

Gold Bond is a skincare brand that’s been around for over 100 years. Terri and Sandy had just won the account and called me (freelance) to come up with a new campaign to help them relaunch the brand during the upcoming 2020 Olympics. Several teams were on the same task.

The campaign my freelance partner and I created was the one the client bought. The line: Champion Your Skin. It was February 2020 when the pandemic was upon us just before everything shut down. 

The 2020 Olympics were canceled, but the campaign lived on redone by the agency for a general launch. The line I wrote appeared everywhere from broadcast TV to social media. The CD credits below are for the original campaign (not shown here).

CW: Paula Dombrow,  AD: Robert Dufour,   Agency: Terri & Sandy 

GOLD BOND TV

Westfield Mall, a top-tier retail shopping mall chain, invested millions in a network of smart technology in the form of larger than life, interactive smart screens to be placed throughout each of their 27 locations across the country. At the time of this assignment, the screens were not yet installed.

The assignment was to do a simple, inexpensive video (without having access to the screens on site) to communicate the excitement of the expanded advertising reach this innovative smart screen network would provide for brands in their malls.  Thousands of consumers walking in malls would pass these screens and interact with them daily. The screens also could collect data on shoppers in the mall and curate messaging to them as they pass by as well as interact with them. The video we created was used as a sales tool for media buyers to motivate them to invest in this exciting network of screen technology as part of their advertising media buy.

CD/CW: Paula Dombrow, CD/AD: Marta Ibarrondo, Agency: Two Goats

Westfield Mall :60 TV

Walgreens was in the midst of overhauling its physical retail stores and adding new wellness and lifestyle services and products. In this pitch we were asked to re-brand Walgreens as a wellness and lifestyle destination moving them beyond their drug store image. The truth is wellness is beyond medicine or our physical bodies, it encompasses everything that gives us a sense of well being. We came up with the idea that you can find all things that make you feel well at Walgreens, even in the parking lot. The campaign: “All is well here.”

CW: Paula Dombrow, AD: Leo Savage, Agency: Oberland for DDB Chicago

PRINT

IPAD APP

In this anthropological app a person’s entire life is represented by the products they use each year that make them feel well. Products flow seamlessly from one year to the next, starting with baby products like diapers and ending with…well, probably diapers. The app curates and features all the products Walgreens carries based on the viewer’s age and gender. The viewer can tap any product along the way and get its price and details so the app also doubles as an interactive ad.

IN STORE + BANNER ADS

OUT OF HOME (OOH)