REASON2BE


Creative Director & Strategist
March 2013 - November 2015
New York, NY
Reason2Be was a full service advertising agency focused on the fashion and non-profit sector. An off shoot to award-winning production company Click 3X. My role was to develop the agency positioning, transition production clients to full service agency accounts and lead all campaigns as Creative Director. 

The initial obective was to brand and position Reason2Be as a full service agency serving companies in the fashion and non-profit sector. Developing the agency mission, brand positioning, visual identity, process flow, business development and executive team. 

We succeeded to transition existing Click 3X production accounts to full service agency clients and gain new business with cumulative accounts exceeding $2M in annual budgets.

As Creative Director, I authored the identity systems of the Reason2Be positioning, Brand book, and Brand site, to successfully define and unite our services and capabilities. With a robust production company to support the agency, we produced 360°, full-service marketing campaigns that spanned digital, social, e-commerce and print. 

As Strategist I created a unique strategy flow chart to inspire my team and clients. This helped maintain a company-wide, brand and strategic process when working with a diverse range of clientele. Reason2be was known for substantial ideas and quality production work. Campaigns and messages that resonated on an emotional level with the clients’ target audiences. Resulting in out-performing KPI metrics and consumer engagement for the brand. 

Click 3X was acquired in 2018 by Industrial Color Studios.

Clients & Campaigns:

The Estee Lauder Companies Breast Cancer Awareness
Role: Creative Director and Strategist 



The Lymphoma Research Foundation
Role: Creative Director



2014 Campaign Video

Make Up Forever
Role: Creative Director



2014 Brand Essence Video 

VFILES
Role: Creative Director



SMASHION! Interactive Video Game

Le Sac
Role: Creative Director
40th Anniversary Timeline Video  

Ralph Lauren
Role: Creative Director
Video banner ads