STILLS — YAEL BLOOM

28th Annual WEBBY AWARDS

Role: Project Manager

Artist: Leanne Rule

Production Company: Jelly UK

Client: The Webby Awards

Oversaw the production of a library of 2D & 3D illustration theme elements & backgrounds, icons and font assets for the 2024 - 28th Annual Webby Awards campaign.

WEBBY AWARDS WEBSITE

BANNER AD

INSTAGRAM POST

LINKEDIN POST

X POST

COCA-COLA USA

Role: Project Manager

Artist: Justin Poulter

Production Company: Jelly UK

Client: Coca-Cola USA

Managed the production of a set of icons and stickers that were part of a larger campaign called COKE MEALS, which promoted Coca-Cola with popular takeaway foods from around the globe.

Screenshot 2024-11-07 at 10.21.44 AM.png

Screenshot 2024-11-07 at 10.22.03 AM.png

Screenshot 2024-11-07 at 10.22.14 AM.png

Screenshot 2024-11-07 at 10.22.24 AM.png

Screenshot 2024-11-07 at 10.22.35 AM.png

MICROSOFT: GROUPME APP

Role: Project Manager

Artist: Meredith Schomburg

Production Company: Jelly UK

Client: Microsoft GROUPME

Directed a six-month production of illustration assets for the 2024 rebranding campaign for the GROUPME messaging app used by college & university students.

Screenshot 2024-12-05 at 10.18.55 AM.png

12 THEME ILLUSTRATIONS

CREATED FOR THREE ASPECT RATIOS

33 ICONS CREATED TO COMPLIMENT 12 THEMES

13 SPOT ILLUSTRATIONS

2024: KIEHL'S LOVES CAMPAIGN

Role: Project Manager

Artist: Jordan Amy Lee

Production Company: Jelly UK

Client: L'Oreal

'Kiehl’s LOVES' is a global campaign celebrating the countries and cities served by Kiehl’s worldwide. Following in its annual tradition of partnering with internationally acclaimed artists, I was fortunate to oversee the creative production bid with illustrator, Jordan Amy Lee. After several rounds in the bidding process, Jordan was awarded the assignment and crafted a library of asset designs (across print, digital marketing and limited-edition packaging) for 24 countries and cities.

Screenshot 2024-11-07 at 10.47.33 AM.png

Screenshot 2024-11-07 at 10.47.18 AM.png

Screenshot 2024-11-07 at 10.48.28 AM.png

OOH STORE DISPLAYS

Screenshot 2024-11-07 at 11.32.49 AM.png

MICROSOFT: BING 'DECODED JAY-Z' CAMPAIGN

Role: OOH Creative Campaign Field Producer

Creative Directors: Neil Heymann, Jon Kubik, Paul McGeiver, Adam Noel, Jon Donaghy

Agency: Droga5

Client: Microsoft BING

Awards: Cannes Lions: 2 Grand Prix, 3 Gold, 1 Silver, 1 Bronze • The One Club: 3 Gold / 1 Silver • CLIO Gold • 2 D&AD Yellow Pencils

Jay-Z was about to release his autobiography “Decode”, we decided to take a page from his book. Literally, we spread every page of his book throughout 15 cities across the world, using Bing’s map and search functions to create a game where users could find and piece together the story of Jay-Z’s life.

The pgs where reproduced for an OOH campaign: billboards, bus stops from Detroit to Glastonbury, the location of each page was inspired by the story it told. In Miami, a page about “Big Pimpin’” graced the bottom of the Delano Hotel pool. A Cadillac parked in Brooklyn was wrapped with a page about the birthplace of NYC hip-hop. A bronze plaque at Marcy Projects where Jay-Z grew up.

Clues as to where the pgs could be found were released daily on social media and the radio, and millions of fans raced to be among the first to find each page and compile the book before its release.

For 30 consecutive days, I field produced the assignments of photographers who captured the OOH visuals in the real world for the online social media game.

‘DECODED JAY-Z ‘ CASE STUDY

SCREEN GRABS FROM ONLINE INTERACTIVE GAME.

Times Square

New Orleans

A page describing Jay-Z reaction to the Hurricane Katrina disaster was placed on an entire roof in downtown New Orleans.

Jay-Z shook the borough of Queens with his pg dedicated to the hip-hop legends of Hollis, Run DMC. A 1982 vintage Cadillac Seville, decked out in pages 8 & 9, was showcased as a tribute to the hip hop OGs on their very own Run DMC Way.

At the Delano launch event (Miami), a pg dedicated to the lavish lifestyle of the hip-hop artist was revealed at the bottom of the iconic pool.

Miami

The page about B.I.G's death and his influence on Jay-Z was placed as a newspaper rap on the streets in Brooklyn where B.I.G was from.

Brooklyn

Pages found in a famous boxing gym in Brooklyn called Gleasonʼs highlighted Jayʼs love for the sport.

London, UK

Glastonbury, UK

A Guitar specifically made for the campaign was wrapped in lyrics mentioning Kurt Cobain and how he influenced Jay-Z’s music.

Chicago

A bronze plaque, molded with the content of the first two pages of the book, was placed adjacent to the Marcy housing projects Jay-Z grew up in. The content poetically details the scene of his childhood; the rap battles, the playgrounds, the crowded streets (Brooklyn).

Pages were dropped in one of Jay-Z's very own business ventures. The Spotted Pig, known for its cozy atmosphere and cool memorabilia, was used in a variety of different mediums to celebrate the book's content. Pgs were found on tablecloths and mirrors highlighting Jay-Z's personal experiences dining with the world's most influential people (West Village/ NYC).

A page with content about competitive sports hanged in the Prudential Center rafters among the Nets Hall of Fame banners (Newark, NJ).

A page mentioning Jay-Z's frustrations with music bootleggers was found in the form of a counterfeit book distributed by a street vendor near Canal Street in Manhattan.

Each chapter's intro was designed to look like a record. As such we designed those pages as records and placed them in record stores across the country in relevant locations. The actual records inside contained the music highlighted those specific chapters.

Jay-Z stunned his fans by revealing a black leather Gucci for ʻDecodedʼ jacket. The masterfully stitched page handcrafted by Gucci's lead creative, Frida Giannini, is custom-tailored to Jay-Z's measurements and holds song lyrics mentioning the Italian clothing icon.

IBM

Role: Integrated Content Producer

Creative Director: Sid Tomkins

Art Director: Lucas Camargo

Photographer/Director: Craig Cutler & Jake Chessum

Production Company: Bose Collins

Agency: Ogilvy & Mather

Client: IBM

Location: Brooklyn, NY

Over the span of 6 months, I produced several print shoots and animated videos for IBM and it’s partners. The most rewarding one, was being on set with puppies from GUIDING EYES FOR THE BLIND.

WATSON + GUIDING EYES FOR THE BLIND: Print Ads for The Wall St. Journal & NY Times

Photographer/Director: Chris Collins

WATSON + SESAME STREET : Print Ads for The Wall St. Journal & NY Times

Photographer/Director: Jake Chessum

WATSON OUTTHINK: Print Ads for The Wall St. Journal & NY Times

Production Company: Bose Collins (UK)

LG ELECTRONICS

Role: Art Buyer

Creative: Jill Appelbaum

Photographer: John Midgley

Production Company: Porkchop Productions

Agency: Y&R

Locations: NYC & LA

Appliances shot in NYC. Lifestyle (piggyback with Broadcast) shot in LA.

IBM: OUTTHINK STORAGE

Role: Integrated Content Producer

Creative: Laura Davis

Artist: Eiko Ojala (Estonia)

Agency: Ogilvy & Mather

Client: IBM

We were challenged to create a campaign that explains storage in the cloud, the obstacles and solutions. The vibrant images convey the energy and excitement of data while the paper illustrations give a human touch to things that people create every day.

CHEVRON HUMAN ENERGY

Role: Art Buyer

Creative: Gabe Hoskins

Photographer: David Katzenstein

Agency: Y&R

Client: Chevron

Locations: San Francisco & Bakersfield, CA

This production took the team to several Chevron locations in California. Including a refinery, oil rig and solar panel field. As safety was a huge concern, we all had to sport green Chevron hard hats, combat boots and ear plugs at all times.

MBUSA: GLA EVOLUTION

Role: Creative Services Manager

Creative Director: Alex Bodman

Photographer: James Bareham

Agency: Razorfish

Client: Mercedes-Benz

Location: New York, NY

Screenshot 2024-11-20 at 11.16.51 AM.png

PEPPERIDGE FARM

Role: Art Buyer

Creative Director: Richard Butt

Photographer: Dennis Blanchut

Agency: Y&R

Client: Pepperidge Farm

Location: New York, NY

NRDC: REPURPOSING TEXTILES

Role: Contributing Photo Editor/ Integrated Content Producer

Artists: Jeremyville

Client: Natural Resources Defense Council

Having worked in the past with Jeremyville, I commissioned him to work on this pro-bono “PERSONAL ACTION” project that centered on recycling old clothes and repurposing textiles. Illustration was featured on social media and NRDC website.

NRDC WEBSITE

INSTAGRAM POST

CAMPBELL SOUP COMPANY

Role: Art Buyer

Creative Director: Richard Butt

Photographer: Melanie Acevedo

Illustrator: Karen Abada

Agency: Y&R

Client: Campbell Soup Company

Location: New York, NY

SAMSUNG ELECTRONICS: Canadian OOH campaign

Role: Art Buyer

Creative Director: Tommy Kane

Photographer: John Midgley

Agency: CHEIL (Samsung in-house agency)

Location: Toronto, Canada

SAMSUNG ELECTRONICS: u740 Phone

Role: Art Buyer

Creative Director: Richard Butt

Photographer: Daniela Federici

Agency: Y&R

Client: Samsung Electronics

Location: New York, NY

PFIZER: ARICEPT at HOME

Role: Associate Director of Art Buying

Creative Director: Terry Voltz

Photographer: Bill Miles

Production Company: Work Productions

Agency: LLNS

Client: Pfizer

Locations: Upstate, NY & Pasadena, CA

Piggyback production w/Broadcast.

PFIZER: YAZ

Role: Art Buyer

Creative Director: Joyce Pedretti

Photographer: Bill Miles

Agency: Y&R

Client: Pfizer

Location: Los Angeles, CA

Piggyback production with Broadcast.

PFIZER: AROMASIN

Role: Associate Director of Art Buying

Creative Director: Augie Viera

Photographer: Paul Aresu

Agency: LLNS

Client: Pfizer

Location: New York, NY

PFIZER: CELEBREX

Role: Associate Director of Art Buying

Creative Director: Victor Garcia

Photographers: Steve Lesnick/ Chris Collins

Agency: LLNS

Client: Pfizer

Locations: New York, NY

PHOTOGRAPHER: STEVE LESNICK

PHOTOGRAPHER: CHRIS COLLINS

PFIZER: GEODON

Role: Associate Director of Art Buying

Creative Director: Ilene Schuckett

Photographer: Bill Miles

Production Company: Work Productions

Agency: LLNS

Client: Pfizer

Locations: Bear Mountain, NY

BAYER HEALTHCARE

Role: Art Buyer

Creative Director: Joyce Pedretti

Photographer: Peter Zanders

Agency: Y&R

Client: Bayer HealthCare

Location: Mexico City, Mexico

Piggyback production with Broadcast.

Screenshot 2024-11-20 at 10.22.54 AM.png

PFIZER: DETROL

Role: Associate Director of Art Buying

Creative Director: Peter Jesse

Photographer: Ruedi Hofmann

Agency: LLNS

Client: Pfizer

Location: New York, NY

PFIZER ANIMAL HEALTH: SLENTROL

Role: Associate Director of Art Buying

Creative Director: Peter Jesse

Photographer: Nick Vedros

Agency: LLNS

Client: Pfizer Animal Health

Location: Kansas City, KS

PFIZER: ZOLOFT

Role: Associate Director of Art Buying

Creative Director: Peter Jesse

Illustrator: Patrick Smith

Agency: LLNS

Client: Pfizer

Prior to the TV spot launch I contracted Patrick Smith to create this print ad.

PFIZER: CERENIA

Role: Associate Director of Art Buying

Creative Director: Peter Jesse

Illustrator: Bonnie Timmons

Agency: LLNS

Client: Pfizer

UCB PHARMA: KEPPRA

Role: Associate Director of Art Buying

Creative Director: Peter Jesse

Photographer: Chris Collins

Illustrator: Serge Block(France)

Agency: LLNS

Client: UCB Pharma

Location: New York, NY

UCB PHARMA & EPILEPSY FOUNDATION: KEPPRA

Role: Associate Director of Art Buying

Creative Director: Peter Jesse

Illustrator: Kenny Kiernan

Agency: LLNS

Client: UCB Pharma, Epilepsy Foundation

Team created two posters for adults & children audiences to bring awareness to seizures.

UCB PHARMA: FROVA

Role: Associate Director of Art Buying

Creative Director: Ilene Schuckett

Photographer: James Bareham

Agency: LLNS

Client: UCB Pharma

Location: New Orleans, LA

CHRIS ANTHONY

Role: Production Assistant

Production Company: Porkchop Productions

While living in LA from 2008-2010 I had the opportunity to work for fine art photographer, Chris Anthony on his VENICE series.

Screen Shot 2019-02-03 at 1.20.14 PM.png

Screen Shot 2019-02-03 at 1.19.40 PM.png

LAURIE FRANKEL

Role: Production Assistant

Production Company: Porkchop Productions

Clients: OshKosh, Carter’s, Kraft.

While living in LA from 2008-2010 I worked in the trenches of production on several children and baby lifestyle print shoots for photographer, Laurie Frankel.