https://www.malaikaewald.com/about daily 0.75 2021-04-20 https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6079592c9b73db2ff294ae3f/1618568832251/Pic_Collage.png About https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6076d8ceeb8d2017362ef50c/1618508289299/Artboard+17%403x.png About https://www.malaikaewald.com/10-random-things daily 0.75 2021-04-20 https://www.malaikaewald.com/portfolio daily 1.0 2021-04-23 https://www.malaikaewald.com/portfolio/jordan-pearl-pavilion monthly 0.5 2021-03-17 https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6058fea6edd82e2fd4fb41b7/1616445148533/IMG_1064.jpg Portfolio - Jordan: Pearl Pavilion - About To celebrate the 30th year of the iconic Air Jordan Franchise during the annual All-Star-Weekend in New York, I worked together with Jordan to create one of the most immersive and interactive consumer brand experiences of all time. A futuristic half court allowed fans to literally step into MJ’s shoes. As they set foot onto the court, a 10-million-pixel digital experience was brought to life transporting them back in time for an opportunity to replicate one of MJ’s most iconic moments. Elaborate brand vignettes and shareable moments throughout the Pearl Pavilion further immersed consumers into Jordan’s brand DNA and completed the consumer journey. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6058fee6a587f83d57ac5e4f/1616445188155/IM2_0493.jpg Portfolio - Jordan: Pearl Pavilion - My Role My area of responsibility included: stakeholder and vendor management throughout all stages from pre- to postproduction management of visual assets and brand storytelling moments overseeing and coordinating the sourcing of brand artifacts and memorabilia from various Nike and Jordan archives on-location creative production supervision developing creative briefs for vendors and external service providers https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6058ff1a71f9df1fc6dc86e3/1616445239814/IMG_0812.jpg Portfolio - Jordan: Pearl Pavilion - Results Wired Magazine called it the “world’s coolest basketball court”, ESPN.com voted it the #1 experience of the All-Star Weekend by ESPN.com and over 18,000 consumers experienced it during the 3 days it was live. The story was picked up globally, generating 65 million earned media impressions. It also generated 2.5 million social engagements and increased Jordan’s follower growth by over 190k. Due to its tremendous success and record-breaking metrics, “The Last Shot” experience was extended to 3 additional locations around the globe: Paris, Shanghai and Tokyo. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6051cfe4170a462b2913aa47/6051cfe4170a462b2913aa48/1615823929346/IM2_0478.jpg Portfolio - Jordan: Pearl Pavilion https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6051cfe4170a462b2913aa47/6051cfe4170a462b2913aa4c/1615823929353/IMG_0872.jpg Portfolio - Jordan: Pearl Pavilion https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6051cfe4170a462b2913aa47/6051cfe4170a462b2913aa52/1615823929364/IMG_0775.jpg Portfolio - Jordan: Pearl Pavilion https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6051cfe4170a462b2913aa47/6051cfe4170a462b2913aa50/1615823929361/IMG_0769.jpg Portfolio - Jordan: Pearl Pavilion https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6051cfe4170a462b2913aa47/6051cfe4170a462b2913aa4e/1615823929357/IMG_0812.jpg Portfolio - Jordan: Pearl Pavilion https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6051cfe4170a462b2913aa47/6051cfe4170a462b2913aa4a/1615823929350/IMG_1064.jpg Portfolio - Jordan: Pearl Pavilion https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6051cfe4170a462b2913aa47/6058fd4531768e1cd1b5a4c6/1616444741510/CC.SABATHIA-15.jpg Portfolio - Jordan: Pearl Pavilion https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6051cfe4170a462b2913aa47/6058fd51f9cb3906f9119041/1616444753133/IMG_0864.jpg Portfolio - Jordan: Pearl Pavilion https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6051cfe4170a462b2913aa47/6058fd5cedd82e2fd4fb1aac/1616444764475/JIMMY.BUTLER-14.jpg Portfolio - Jordan: Pearl Pavilion https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6051cfe4170a462b2913aa47/6058fd6ac45ef76f76686ebd/1616444778175/image-asset.jpg Portfolio - Jordan: Pearl Pavilion https://www.malaikaewald.com/portfolio/hyundai-keys-to-mobility monthly 0.5 2021-03-17 https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6051d8b4a5d416494661f9fd/1618506559556/04-20.jpg Portfolio - Hyundai: Keys to Mobility - About While mainly known for its cars, Hyundai is a brand truly committed to all things mobility. With the brand’s innovative R&D labs making leaps in the field of "wearable robots", Hyundai sees its role expanding far beyond the automotive transportation sector. This commitment to providing freedom of movement to everyone was at the core of “Keys to Mobility” brand campaign I created for Hyundai. Strategically steering clear from being yet another brand telling consumers how to wash their hands in times of COVID-19, we aimed to inspire Hyundai’s global community by reminding them of a simple fact: while mobility may be restricted – it is not entirely canceled. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6051dc82eb95e60fed7619a2/1615989125009/iPhone%2BMacBook_mockup_v2-02.png Portfolio - Hyundai: Keys to Mobility - My Role I lead the brand campaign’s ideation and execution across Hyundai’s digital ecosystem, with key storytelling moments focused on Hyundai’s worldwide Instagram channel. My area of responsibility included: Driving campaign phases from conception to creative briefs, planning, production and go-live across multiple channels Working together with strategy team to translate consumers insights into actionable marketing tactics and storytelling moments Identifying and managing strategic partnerships with leading international fitness and mindfulness influencers Leveraging internal creative teams as well as external agency partners to ensure cohesive campaign storytelling in line with brand and business objectives https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6051dbc30020b64a5f079d91/1615989125013/3xphones-02-01.png Portfolio - Hyundai: Keys to Mobility - Results The #KeysToMobility campaign successfully engaged and grew social media audiences by 20%, paid into the brands strategic objectives of diversifying their follower base beyond auto-enthusiasts and increased interaction rates by almost 50%. The campaign generated over 6 million engagements and successfully positioned Hyundai in users’ hearts as a brand dedicated to all things mobility - and not just cars. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6058fc79f399c9642043d548/1616780820935/Screen+Shot+2021-03-17+at+12.37.37+PM.png Portfolio - Hyundai: Keys to Mobility https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6058fc97772acb50d808a1b8/1616780820939/Screen+Shot+2021-03-17+at+12.37.06+PM.png Portfolio - Hyundai: Keys to Mobility https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6058fca8d6aeae687ecbe837/1616780820943/Screen+Shot+2021-03-17+at+12.37.59+PM.png Portfolio - Hyundai: Keys to Mobility https://www.malaikaewald.com/portfolio/swarovski-holiday-pop-up-shop monthly 0.5 2021-03-17 https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c55cd0497601bbb6e4aa/1615988878231/IM2_0493-04.png Portfolio - Swarovski: Holiday Pop-Up Shop - About For the 2017 holiday season Swarovski used Toronto as a testing ground for an unorthodox shopping experience with a global premiere, opting to stock a pop-up activation with digital engagement opportunities instead of tangible inventory. A digitally infused consumer retail journey was at the core of the brand activation, inviting consumers to virtually “try on” Swarovski’s premium jewelry and ship purchases directly to their homes. VR mirrors within the space used the latest face and gesture recognition software to create custom shareables of each consumer’s shopping experience. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c58eaa459e3f80f0701c/1615988397588/IM2_0493-03.png Portfolio - Swarovski: Holiday Pop-Up Shop - My Role I drove the project from initial brief to go-live, creating the brand activation’s concept and consumer retail journey based on Swarovski’s brand directive and integrating key assets of the Swarovski holiday campaign. My area of responsibility included: Concepting, storyboarding and developing consumer journey with experiential-focused digital retail and brand experiences Managing multiple digital agencies to ensure smooth development and implementation of the pop-up’s tech components Creating briefings for copywriters, graphic designers and 3D designers https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c593b5d0a715673904e7/1615988508176/4.jpg Portfolio - Swarovski: Holiday Pop-Up Shop - Results Swarovski achieved monumental sales through both locations, prompting the brand to invest in permanent installations throughout key markets. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6052026cbd71834cacd6a54b/6052090ab7ea26625309b8ca/1615989008919/swarovski_albero_2017_0725.jpg Portfolio - Swarovski: Holiday Pop-Up Shop https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6052026cbd71834cacd6a54b/605208c971c76a7fd5d9d0e2/1615988947688/2.jpg Portfolio - Swarovski: Holiday Pop-Up Shop https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6052026cbd71834cacd6a54b/605208fc5cac9c612db3d0a7/1615988998909/Swarovski+Sq1+2p+tsandler++0334.jpg Portfolio - Swarovski: Holiday Pop-Up Shop https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6052026cbd71834cacd6a54b/605208ef3ed90f0e34299f6e/1615988979686/swarovski_albero_2017_0444.jpg Portfolio - Swarovski: Holiday Pop-Up Shop https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6052026cbd71834cacd6a54b/605209037cf4f26758f4b79e/1615989006360/swarovski_albero_2017_0478.jpg Portfolio - Swarovski: Holiday Pop-Up Shop https://www.malaikaewald.com/portfolio/paypal-give-better monthly 0.5 2021-03-17 https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060bd560598c25f7a8b2696/1616952790647/Picture3+copy.png Portfolio - PayPal: Give Better - About According to surveys and trend reports, German consumers not only increase their spending during the holiday season, but their (buying) behavior also entirely changes. Mindful giving practices that factor in aspects like sustainability and valuing experiences over products play an increasingly more important role than throughout other quarters or even a few years ago. I strategically framed PayPal’s “Give Better” Holiday Campaign around this insight, centering a more values-based approach to gift-giving throughout the campaign’s messaging and creative assets. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060bddc1052d72d0407285d/1616952823207/IMG_1634+copy.jpg Portfolio - PayPal: Give Better - My Role My area of responsibility as creative lead included: Setting strategic vision for campaign concept and driving cohesive brand narrative in line with business objectives Leading campaign phases from conception to creative briefs, planning, production and go-live across multiple channels Orchestrating art department, production team and set design on overall look and feel of production set Directing production team & talent on set, ensuring creative vision was executed in each asset and deliverable https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060be194c4fe101754221d9/1616952941244/mockup-05.png Portfolio - PayPal: Give Better - Results The campaign reached over 16.4 million users, generating nearly 7 million engagements and successfully encouraging consumers to choose PayPal at checkout throughout the holiday season. Users across social especially celebrated PayPal’s “more honest” take on the holiday season as one user worded it. They championed PayPal as a brand not afraid to shine a light on the darker side of the most joyous time of year and center topics such as depression and mental health amongst a sea of feelgood content. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060bca689261203271605d9/1616952979411/screenshot4.png Portfolio - PayPal: Give Better https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060bca689261203271605d6/1616952971398/Screen%252BShot%252B2021-03-17%252Bat%252B3.53.10%252BPM.jpg Portfolio - PayPal: Give Better https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060bca689261203271605dc/1615994428444/Screen%2BShot%2B2021-03-17%2Bat%2B3.57.04%2BPM.jpg Portfolio - PayPal: Give Better https://www.malaikaewald.com/portfolio/paypal-summer-games monthly 0.5 2021-03-17 https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c47dcc316960f5a1c16b/1616954504446/Picture1.jpg Portfolio - PayPal: Summer Games - About For most people the summer months involve quality time spent with friends and family enjoying the sunshine while lounging poolside, barbecuing and long-awaited vacations. For the PayPal Summer Games campaign I distilled all these summer-fueled experiences into a fun and highly engaging social first entertainment concept: a live and interactive gameshow developed exclusively for Facebook Live. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c3493c8d2e1ad7054e6f/1615998159389/_DSF8348_small.jpeg Portfolio - PayPal: Summer Games - My Role My area of responsibility included: Setting strategic vision for campaign concept and driving cohesive brand narratives across multiple channels in line with business objectives Leading campaign phases from conception to creative briefs, planning, production and go-live across multiple channels Identifying and managing strategic partnerships with leading German influencers Orchestrating art department, production team and set design on overall look and feel of production set https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c3769c3c7737d9cc0b70/1615998159393/mockup4-06.png Portfolio - PayPal: Summer Games - Results The campaign had a reach of almost 10 million, over 180k engagements and boosted positive interaction with the brand to a sensational 98%. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c31baad1991a03126fe8/1615998159398/Screen%2BShot%2B2021-03-17%2Bat%2B4.30.31%2BPM.jpg Portfolio - PayPal: Summer Games https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c31baad1991a03126feb/1615998159405/Screen%2BShot%2B2021-03-17%2Bat%2B4.30.57%2BPM.jpg Portfolio - PayPal: Summer Games https://www.malaikaewald.com/portfolio/apollo-content-production monthly 0.5 2021-03-18 https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060ba95e3ab26510c310108/1616951993636/Laura-SU-Outfit-8719154318115-21539.png Portfolio - Apollo: Content Production - About Apollo Optik is Germany’s leading optics company focusing on retail eye-wear. Prior to collaborating with them on a series of content production shoots, the brand had primarily relied on stock photography or partner brand material throughout the social media and online communication. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/60525e1728cd745bd6247040/1616061746281/Josia-SU-Outfit-8719154016608-24865.png Portfolio - Apollo: Content Production - My Role My area of responsibility included: Managing all phases across concept development and ideation, pre-production, postproduction and go-live Managing freelance and third-party vendors, photographers as well as talent Directing production team and talent on-location, ensuring creative vision is executed in each asset and deliverable Supervising cohesive rollout as well as adaptation across platforms (social, digital and print) & maintaining quality and brand control for all deliverables https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/60525a0b4f16eb1809ff0fee/1616061746284/mockup4-07.png Portfolio - Apollo: Content Production - Results I concepted and produced over 12 individual content production shoots within time-span of 6 months, resulting in hundreds of video and photo assets. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60522ed098d1090f9c57b156/60522f4ae41d2519dce86f93/1616061746798/20180820-Apollo-PaperCutsVideo.gif Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60523051c4a5a37486d55845/60523168e0b89d037753b7d6/1616061746775/20181003-Apollo-LShooting-Insta.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60522ed098d1090f9c57b156/60522f6f532ebe5177f59c14/1616061746820/81719154307164_005.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60523051c4a5a37486d55845/605231242277d16b753ad930/1616061746767/Josia-SU-Portrait-8719154320514-W-01467.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60522ed098d1090f9c57b156/60522f6e5569dc5abba2a028/1616061746823/8719154307096_025.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60523051c4a5a37486d55845/60523141cdcd181e5317269e/1616061746772/20181022-Apollo-JanaDetail.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60522ed098d1090f9c57b156/60522f6ea35c293565578757/1616061746813/8719154307065_235.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60523051c4a5a37486d55845/6052317516ca681cae0c4856/1616061746780/20180912-Apollo-LShooting-Asset.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60522ed098d1090f9c57b156/60522f6e5569dc5abba2a029/1616061746810/8719154307065_253.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60523051c4a5a37486d55845/605231816af3ac6bd95604f8/1616061746784/20180923-Apollo-LShooting-Asset.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60522ed098d1090f9c57b156/60522f6eed034c450b9dc0c0/1616061746805/8719154307119__8719154307140_218.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60523051c4a5a37486d55845/605231873b6aae57360c46c3/1616061746791/20181027-Apollo-Miri.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60522ed098d1090f9c57b156/60522f6e5569dc5abba2a02a/1616061746816/8719154307119_184.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60523051c4a5a37486d55845/605230ae89c64c70eca5fcb6/1616061746764/Jakob-SU-Outfit-8719154308802-01726.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60523051c4a5a37486d55845/605231b9c63f8c6a3d70ab47/1616061746795/Screen%2BShot%2B2020-01-15%2Bat%2B12.04.46.jpg Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60523051c4a5a37486d55845/60523095c4a5a37486d55a8d/1616061746761/Jana-FA-Outfit-8719154386848-22698.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60523051c4a5a37486d55845/6052307b98ba8f474633ba72/1616061746747/Miriam-SU-Outfit-8719154318054-00696.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60523051c4a5a37486d55845/60523080ae4c0a11009197c3/1616061746753/Laura-SU-Outfit-8719154318115-21539.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60523051c4a5a37486d55845/6052309189e7dc49b2b3034d/1616061746757/Josia-SU-Outfit-8719154016608-24865.png Portfolio - Apollo: Content Production https://static1.squarespace.com/static/604f5665dad32a12b2438d27/60522ed098d1090f9c57b156/60525cffa4a209019e3dc621/1616061746826/Picture1.png Portfolio - Apollo: Content Production https://www.malaikaewald.com/portfolio/nike-bola-pra-frente monthly 0.5 2021-03-17 https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060bf9a4c51e55e32c2f082/1616953232305/2014-07-17+13.13.54.jpg Portfolio - Nike: Bola Pra Frente - About In the run-up to the 2014 World Cup and the 2016 Olympic Games in Brazil, Nike launched a $16 million CSR initiative to promote healthier exercise habits among children and young adults in South America. As part of this initiative, Nike invested in upgrading and renovating the infrastructure at over 20 recreational and sports facilities within Rio - primarily in some of the cities most vulnerable neighborhoods, favelas marked by poverty and violence. The Instituto Bola Pra Frente is the largest of these recreational and sports facilities. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c0189c3c7737d9cbd655/1616953232310/bolaprafrente_13-11-2014_1204.JPG Portfolio - Nike: Bola Pra Frente - My Role As creative producer I worked closely together with the Nike Brand Design team and Nike do Brasil on crafting artist briefs, scouting and bringing in a local artist to further add energy and brand storytelling moments within the sports facility. I managed the collaboration between Nike and local graffiti artist Kajaman, resulting in a beautiful mural adorning the newly renovated soccer pitch’s walls. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c012c2b0965023332c68/1616953232313/AS+Select4.JPG Portfolio - Nike: Bola Pra Frente - Results The unveiling of the new football pitch and surrounding mural were celebrated with speakers, athletes, music, food and celebration. Bola Pra Frente continues to serve as a gleaming shimmer of hope within one of Rio de Janeiro’s most vulnerable favelas, empowering children through the power of movement. https://www.malaikaewald.com/portfolio/etc-brand-activation monthly 0.5 2021-03-18 https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c72b5517c019d36468ea/1616061619345/EDI_LDI_2014-17.jpg Portfolio - ETC: Brand Activation - About Pulling inspiration from ETC's core brand DNA and heavy usage of their products within the theatre world, the design concept featured an Alexandre Dumas inspired fencing scene as the main focal point. With a focus on consumer engagement and interactivity, each visitor was transformed into a lighting designer by literally turning their world upside down. Visitors were given access to lighting consoles that controlled aspects of the booth's lighting environment. Taking on the role of a lighting designer, they were able to experiment with various settings on the control panels, thereby getting a hands-on feel for ETC's latest technologies and lighting gadgets. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c756944fef12c7e459ad/1616061655270/EDI_LDI_2014-13.jpg Portfolio - ETC: Brand Activation - My Role My area of responsibility included: End-to-end management from client brief, ideation, protoyping to production and go-live Crafting creative concept and consumer journey based on ETC’s brand directive, integrating key ETC products into the overall design Leading and driving creative concept from client brief to activation kick-off Idea and concept development with stakeholders, design consulting, as well presentation of creative concepts in client-facing meetings https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c759e3ab26510c31f22b/1616061671667/EDI_LDI_2014-2.jpg Portfolio - ETC: Brand Activation - Results ETC’s gravity-defying consumer experience was visited by a record number of visitors, resulting in a very successful tradeshow for the brand. https://www.malaikaewald.com/portfolio/nike-af1-pop-up-shop monthly 0.5 2021-03-18 https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c63e6a4f590eed709518/1616065978856/IMG_0861.jpg Portfolio - Nike: AF1 Pop-Up Shop - About In order to celebrate and showcase their collaboration with Italian fashion designer and Givenchy creative director Riccardo Tisci, Nike dropped the exclusive series at select concept locations – one of which in the midst of NYC’s Soho district. The stunning yet minimalist pop-up blurred the lines between exclusive fashion boutique and art gallery, sharing the story of the shoe’s creation and presenting the footwear collection as pieces of art throughout the space. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c65ce853a96bfdc795cd/1616066038021/IMG_0881.jpg Portfolio - Nike: AF1 Pop-Up Shop - My Role I was brought on board as creative producer to manage the build out and transformation of the Soho. My area of responsibility included: Stakeholder and vendor management throughout all stages from client brief to activation kick-off On-location creative production supervision, directing production team and ensuring creative vision is executed in each deliverable Developing creative briefs for vendors and external service providers https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6060c65fb0d20a364dfe8e49/1616066458368/https+_hypebeast.com_image_2014_03_nike-r-t-new-york-pop-up-store-4.jpg Portfolio - Nike: AF1 Pop-Up Shop - Results The pop-up shop played host to many of New York’s tastemakers, fashion influencers and celebrities – with Q-Tip supplying musical vibes during the successful unveiling party and press coverage from HYPEBEAST and Vogue. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6053344607afa40ead9aff4a/60533640394b57569810798f/1616066120054/Screen+Shot+2021-03-18+at+12.10.00+PM.png Portfolio - Nike: AF1 Pop-Up Shop https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6053344607afa40ead9aff4a/6053364eb706164bac022180/1616066140523/IMG_0654.jpg Portfolio - Nike: AF1 Pop-Up Shop https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6053344607afa40ead9aff4a/6053367407afa40ead9b1e47/1616066176133/Screen+Shot+2021-03-18+at+12.09.48+PM.png Portfolio - Nike: AF1 Pop-Up Shop https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6053344607afa40ead9aff4a/605336ad895bd620d00cdba6/1616066234604/IMG_0680.jpg Portfolio - Nike: AF1 Pop-Up Shop https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6053344607afa40ead9aff4a/6053366137c5a315e0dd413d/1616066157722/IMG_0756.jpg Portfolio - Nike: AF1 Pop-Up Shop https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6053344607afa40ead9aff4a/6053366d32f1a37685790a0c/1616066173267/IMG_0861.jpg Portfolio - Nike: AF1 Pop-Up Shop https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6053344607afa40ead9aff4a/6053369f06df003102f2e5d4/1616066221165/IMG_0868.jpg Portfolio - Nike: AF1 Pop-Up Shop https://static1.squarespace.com/static/604f5665dad32a12b2438d27/6053344607afa40ead9aff4a/605336bc787304435eee14a8/1616066240293/https+_hypebeast.com_image_2014_03_nike-r-t-new-york-pop-up-store-6.jpg Portfolio - Nike: AF1 Pop-Up Shop https://www.malaikaewald.com/portfolio/satisfy-brand-marketing-comms monthly 0.5 2021-04-15 https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6074497d723bea36ca6e74e6/1618233739884/GettyImages-538061516.jpg Portfolio - satis&fy: Brand, Marketing & Communication - About When I joined satis&fy's first US office in Portland in 2013, the available range of brand marketing assets was rather conservative - especially in direct comparison to local competitors. The global agency’s entire suite of brand marketing tools were managed from their WHQ in Germany, fairly outdated and exclusively conceptualized for a German-speaking audience and market. Needless to say, the demand for tools specifically designed for and targeting local US markets was high. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/60745e8b7c623d41151b7b15/1618239127390/Screen+Shot+2021-04-12+at+4.51.51+PM.png Portfolio - satis&fy: Brand, Marketing & Communication https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/607466ec89e2a429f5a5dd54/1618241308171/results2.png Portfolio - satis&fy: Brand, Marketing & Communication - Results The suite of brand marketing tools and assets my team and I created exponentially increased lead generation, agency brand awareness and overall business growth. These assets were vital components in further penetrating within the North American market and fueled efforts of opening up two additional offices in Brooklyn and L.A. Company-wide the suite of brand marketing tools and assets are utilized by over 500+ employees across 10 global offices, finding a wide application range from aiding in recruitment to new business and sales. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605900ab102cbf6bdbb06a64/1616445624561/TechBook_3D2.png Portfolio - satis&fy: Brand, Marketing & Communication https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605901314b97ea3be2d12276/1616445760489/LookBook_3D3.png Portfolio - satis&fy: Brand, Marketing & Communication https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605900f94f8ae351de18b2ac/1616445707879/TechBook_3D5.png Portfolio - satis&fy: Brand, Marketing & Communication https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605900e3406df1009d085292/1616445682709/TechBook_3D3.png Portfolio - satis&fy: Brand, Marketing & Communication https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605900bf9d94770937693362/1616445660021/LookBook_3D1.png Portfolio - satis&fy: Brand, Marketing & Communication https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6059011709e49e2954624e79/1616445740201/LookBook_3D4.png Portfolio - satis&fy: Brand, Marketing & Communication https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/60534cc45708171c9bb5e8cb/1618238855295/website2.png Portfolio - satis&fy: Brand, Marketing & Communication https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/60534c90c190496c5f73ceab/1618238855291/website3.png Portfolio - satis&fy: Brand, Marketing & Communication https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/60534cfc06df003102f41944/1618238855298/website6.png Portfolio - satis&fy: Brand, Marketing & Communication https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/60534c7285ad213cde34b0cd/1618238855282/website5.png Portfolio - satis&fy: Brand, Marketing & Communication https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/60534ce61146b33d42122ad1/1618238855288/website4.png Portfolio - satis&fy: Brand, Marketing & Communication https://www.malaikaewald.com/portfolio/virtulle-case-study monthly 0.5 2021-03-27 https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605f7e1fb721401f99e06596/1616871172351/IntroMockup-19.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6058e4cf16f5a84623c5f72a/1616693645543/Untitled-1-01.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/60562a9ef430f45b9f730381/1616693645547/Serena-Williams-Vogue-Photoshoot02.jpg Portfolio - . - “I almost died after giving birth to my daughter” — Serena Williams https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b70b150f11f568fbbb7a1/1616605394879/dividers-20.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6056338dd79f592dd51dad72/1616601978339/statistic_1.png Portfolio - . Source: Centers for Disease Control and Prevention https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605c6f60cfc6c5537f8c202d/1616693645551/competitors-03.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605afe69f46e662f09cced2c/1616693645556/Artboard+20%403x.png Portfolio - . Affinity map of user quotes and observations. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b27ca79b1553ea80952be/1616693645559/Artboard+20+copy+2%403x.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b70dcbd7be30e1ae8860b/1616605436443/dividers-21.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605f7857e62a2b3322eb09c5/1616869479334/Personas-06.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605f78bd22d03f07ff3483a2/1616869582751/Personas-07.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605f7918aad1991a030185a1/1616869675459/UserJourneys-05.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605f78fd8424f67477643b8a/1616869649274/UserJourneys-04.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b314fe4c5482fbc4d6de4/1616602014752/features-02.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b71039ac3ac26cb612399/1616605475461/dividers-22.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/6057507ff331b75f9618776a/1616602028307/Sitemap.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605754debdb6bd707cb69ce8/1616693645566/Iterations_Image.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b5f2e976d1f72b6c99ebc/1616693645569/development-10.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b602977f59a562fd1673f/1616693645579/development-12.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b60160a63e6537a0937b0/1616693645576/development-11.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b03b189af524fc6d177e3/1616693645573/Artboard+20+copy%403x.png Portfolio - . Affinity map of user quotes and observations. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b712be2b8342bf4f48e8d/1616693645582/dividers-23.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b1f22954e6e40818b4060/1616693645585/BSG_1.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b1f486c3cd15d228098e0/1616693645589/BSG_2.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b1fa12675c310cd3f0024/1616693645593/BSG_3.png Portfolio - . https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605b6b40b7b70d1dfd259a3a/1616693645597/overviewscreens-13.png Portfolio - . https://www.malaikaewald.com/portfolio/virtulle-app monthly 0.5 2021-03-26 https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605e22a6a2783b6c81ae1b9b/1616782005159/Serena-Williams-Vogue-Photoshoot02-01.jpg Portfolio - Virtuélle App - About Serena William’s quote illuminates a devastating problem: Black mothers are dying at three to four times the rate of white mothers. The problem extends far beyond the realm of childbirth. Its root isn't race but racism – often systemic and amplified by unconscious biases embedded in the healthcare system. This negatively affects the quality-of-care Black women receive, leading to feelings of being devalued, disrespected and dismissed by medical providers. This racial disparity within healthcare spaces was the core problem I set out to address by developing Virtuélle. More than just a mobile app focused on black maternal health, Virtuélle is an exploratory solution for equitable access to healthcare. https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605f757864b29259ab14b80e/1616868748023/UserJourneys-03.png Portfolio - Virtuélle App - My Role I used the Design Thinking framework and a user-driven evaluation and iteration process to develop and build an interactive prototype for Virtuélle. I worked cross-disciplinary (from UX to Brand Design), driving Virtuélle’s entire product design cycle from initial user research, ideation, prototyping to user testing. I crafted personas, user journey maps, brand style guides, wireframes and finalized design interfaces – conducting several rounds of user testing with over 50 participants. See the full process here https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605f75fbbbd5805f4ef5bc83/1616868868476/IntroMockup-19.jpg Portfolio - Virtuélle App - Results Virtuélle is mobile telehealth app focused on black maternal healthcare. Virtuélle celebrates all things motherhood and sisterhood by connecting Black women to culturally competent healthcare practitioners, a broad range of telehealth services and curated content tailored to their needs. Check out an interactive prototype here https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605e23ecd19cf5325ee9b889/1616871568277/overviewscreens-13.png Portfolio - Virtuélle App https://static1.squarespace.com/static/604f5665dad32a12b2438d27/t/605f85310598c25f7a7c0e8f/1616872798219/WebAssets-08.png Portfolio - Virtuélle App