Tracy Monahan

As part of the natural evolution when Braze was rebranded (formerly Appboy), the annual user conference—LTR (Long Term relationships)—also required a refresh to better align with the parent brand DNA. The refresh concept was a nod to the Braze metallurgy while also communicating the company mission to create bonded connections.

The Braze Creative Studio is an innovation lab consisting of a consultative group of inhouse creatives, designers, and technologists who empower brands to unleash their creativity through the power of technology.

Script writing and creative direction of opening video for FORGE 2020 broadcast.

Copy & creative direction: Takeover of entrance to Palais targeting the creative community. The power of technology to unleash creative interactive experiential campaigns . . . that’s “The Power of Braze.”

VO copywriting and Art Direction for brand awareness campaign

VO script writing and creative direction for brand awareness campaign

VO and video production of opener for annual employee kickoff

This hyper-targeted local campaign across 10 cities complemented the BBVA Compass National Small Business campaign. The objective of the campaign was raise brand awareness through inspiring stories presented by BBVA Compass, the #5 Small Business lender in the U.S. Program elements included profiles of 25 entrepreneurs and an accompanying social media video series.

Clip from "Small Business. Big Opportunity." social media video series produced for BBVA Compass. The program included the casting, scripting and production of interviews with 24 business owners, across a breadth of industries located in 10 cities from coast to coast.

Profiles of the founders of Athletic Propulsion Labs and Max-Bone.

Clip from "Small Business. Big Opportunity." social media video series produced for BBVA Compass.

Profiles of founders of Armour Vert and Alite Designs.

Profiles of founders of Bombas and Sweet Corner Bakery.

Clip from "Small Business. Big Opportunity." social media video series produced for BBVA Compass.

An eclectic mix of business professionals were cast to participate in the program, from notable San Francisco restaurateur Anna Weinberg to, Angeleno designer Mary Ta. The "Women Who Mean Business" program included a series of salon style empowerment conversations with these women and their social network in the St. John boutique.

Pro bono project. Corporate identity for Gina’s Collective, an advisory that provides coaching and support to technology-enabled nonprofit startups who serve vulnerable women, girls, and non-binary individuals.

Pro bono project. Corporate identity for Gina’s Collective, an Advisory that provides coaching and support to technology-enabled nonprofit startups who serve vulnerable women, girl and non-binary individuals.

The objective for Neiman Marcus was to drive awareness and sales at their newly renovated LA store with a campaign targeting local consumers. The solution was a social campaign and in-store event with six LA-based influencers.

Aligned with the Neiman Marcus national "Make Some Noise" campaign, six notable "noise makers" from various industries—each with their own unique personal style—were secured to participate in the program. The content profiling the women was shared with the Angeleno audience and social followers.

Content created on set including video clips were shared with the influencers followers, reaching more than 3.2 million followers. Neiman Marcus hashtags and handles were included throughout the campaign.

The six women shared stories on their feeds during the in-store celebration attended by their network of friends and Angeleno VIPs.

The event was attended by all six influencers, their network of friends and over 150 consumers.

A series of private luncheons with a curated guest list—a who's who in each city—allowed Aerin to personally engage and develop relationships with a network of female influencers.

Every detail was carefully planned with Aerin and her team.

Following the luncheon, Aerin personally engaged with the guests at the beauty counter. Sales at the Neiman Marcus counter in 6x daily average sales in just one hour.

Former L’Oréal executive Brenda Wu in Houston with Dr. Segal and beauty blogger Kathleen Jennings

To bring some sizzle back to The Mirage brand—competing with the opening of new, splashy competitors—a VIP weekend was curated and promoted by Rolling Stone.

Weezer was secured to perform a private concert for guest who booked the Rockstar Weekend stay at The Mirage. A special feature was produced in the magazine promoting Weezer's new album and appearance at The Mirage. I managed talent relations, produced the photo shoot and directed the feature.

The experience included a private concert by Weezer followed by an after party attended by the band and a host of rock stars, and a day after poolside recovery party—all of which were curated and produced by the team at Rolling Stone.

To celebrate the launch of Bacardi Limón, within VOGUE's May Beauty issue, this visual portfolio was created featuring the artistry of world-renowned body painter Joanne Gair, photographed by celebrated beauty photographer Michael Thompson.

Directed campaign and program—as the exclusive media partner—evolving brand positioning beyond surf, to include skate and streetwear lifestyle elements. The multi-season campaign included custom photo and video shoots, native content campaigns, webisodes, national online video & style contests, in-store collateral, and a third party partnerships with Coca-Cola.

The roles of the crew on set of a professional photoshoot were shared with the Teen Vogue audience, with a call for entries to apply to shadow one of the pros on PacSun's next ad campaign.

Thousands of readers applied with portfolio and essay submissions to shadow one of the professionals on the upcoming campaign.

Full project management from judging, to chaperoning on set, to development of content. Winners shared their experiences on personal blogs.

The next wave of the campaign included casting real teens, from coast to coast, and sharing their real world stories—from kids who engaged in skate culture to those who simply identify with the laid back surf and skate lifestyle. 

Production of photo shoots in 5 cities from Portland, to Austin, to Montauk including creative direction and casting of the real-world subjects of the campaign.

To create efficiencies for two like-minded brands, we paired PacSun with Coca Cola for one season of the campaign. Keeping in mind this generation who is more savvy to commercial messaging and sees through  product placement, we went full on with the Coca Cola branding presenting it as a conscious graphic element.

This private label fashion brand for Macy's, targeted to teens, was in dire need of a brand imaging makeover. The client came to me with an existing campaign that had it all wrong—from model casting, to styling, to photography. Above is the after. Scroll below to see the before and after evolution of the brand imagery.

This was the existing campaign for the junior label A. Byer. From casting, to apparel selection, to prop styling and photography, this imagery missed the mark.

The solution was to strip the campaign down and create fresh, youthful, approachable and spirited imagery for their retail visual department and complementing ad campaign.

The A. Byer branding campaign was so successful, that the client asked me to do the same for another Private Label: BCX, targeted to young professionals.

This notecard series, featuring arresting photography synonymous with the annual September issue, functioned as a mailer to promote the issue with a call to action.

This promotional mailer shared the secret recipe for marketing to millennials—Mental Floss. A general presentation for the brand was packaged in the form of a "recipe book," packaged with an "obsessive chef" cutting board, as featured and sold on the Mental Floss online store.

Teen Vogue partnered with F.I.T. to form a design team who traveled to Milan with Peter Dooney and his design team for the collaboration.

The launch campaign featured Mischa Barton, star of the hit show "The O.C."

Over the course of five years, acted as ongoing consultant to cast talent for the evolving campaign and product line. Seen here, Emma Roberts.

Creative direction, talent casting, photo and video shoot production and copywriting.

The program included an online reader contest culminating in the opportunity to work on a professional photo shoot set with Teen Vogue and AE, casting of indie rock band The Red Jumpsuit Apparatus, and filming of the shoot by MTV with Lauren Conrad and Whitney Port resulting in organic brand integration on an episode of The Hills.