Portfolio

Producer, Executive Producer, Creative Producer, Artist Development, Songwriter, Manager

Creative Direction, Brand Development, Merchandise, Creator Management

Padma - Brand Guide 2022.pdf

Last modified by Sheel Dave 4 years ago

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Music, Creative Production, Marketing, and Merchandise

Bad Rabbits’ latest album introduces fans to a mythical, larger-than-life character named Mimi. She (“Mimi”) ultimately represents and celebrates all women – no matter their race, body image, or sexual orientation. Mimi stands at the center of the album, where she can be found somewhere in each scene and song as the protagonist or an onlooker.

The launch consisted of:

• Social media – 10 week campaign including singles, videos, and tour announcements. • Animated music videos – 3 custom illustrated, animated music videos. • Limited edition vinyl – Each vinyl package was meticulously hand assembled.
• The sleeve features die-cut glasses with holographic tint. The inner sleeve has a different scene imprinted on a pair of glasses for each song on the album and can show each scene inside of Mimi’s glasses depending on how it’s replaced in the sleeve (8 options; 6 color ways).
• Full merchandise line – Combined Bad Rabbits official branding with “Mimi” storyline and album color palette to develop exclusive merchandise capsule across multiple garments.

As the strategic marketing and operations lead, I collaborated with creative resources (designer, motion graphics, illustrator, etc.), digital media agency, vinyl label, merchandising company, fulfillment warehouse, music distribution, public relations, press, and band members.

Creative Resource Management, Creative Production, and Project Management

Background:

• If you have old cell phones collecting dust in a drawer, you are certainly not alone. With the consistent hardware upgrade cycles, we probably all have a few laying around (or, even thrown them away in the trash).
• That is why three brothers from Boston founded Gizmogul, a socially responsible mobile device and electronics recycling company.
• When the company launched in 2015, the original revenue strategy focused solely on cellular devices and marketing was directed to consumers. The “O” in the Gizmogul logo represents the universally known WiFi symbol while also nodding to the wave of making a global impact through philanthropy.
• As the electronic device market continued to evolve beyond mobile, Gizmogul also began to recycle desktops, laptops, point of sale equipment and more.

Process:

• In 2019, the team embarked on a creative, brand evolution exercise with the goal of communicating to a B2B audience (and be more inclusive of all electronic assets).
• As the lead for the rebrand, I secured creative resources, conducted the discovery process, facilitated internal reviews, and ensured streamlined communication (from feedback to asset release).
• The final logo features bold, block designs making it sleek and modern. The WiFi symbol at the top of the “O” was sunset and the “G’s” advanced to feature a power button as a way to be more inclusive of all electronic devices.

Next Phase:

• In addition to the logo redesign, we are also in the process of refreshing the font family, color palette, and messaging. The new website will launch in 2022.

Marketing, Creative, and Video Production

Background:

• In 2018, Gizmogul launched an exclusive retail partnership with uBreakiFix, a large national consumer electronics company that specializes in the repair of electronics, ranging from smartphones, tablets, computers, and anything with a power button.
• This opened a new opportunity for repair stores to start accepting devices for trade-in, creating additional revenue streams outside of just repairing.
• Gizmogul developed and launched unique mobile buy-back program (SaaS). Franchise owners that wanted to participate could opt-in to the platform.

Process:

• Gizmogul developed and launched unique mobile buy-back program (SaaS). Franchise owners that wanted to participate could opt-in to the platform.
• In preparation for the launch, we developed an explainer video that walked our retail partners through the program, step-by-step.
• As the co-founder of the program and marketing lead, I was intimately involved from pre-to-post production. For example, I secured creative resources and talent, collaborated with art director to storyboard animations, wrote the script, composed music, and oversaw final sound mix.

Metrics:

• The video was distributed via our e-mail CRM system to 600+ franchise partners.
• We received positive feedback and the launch led to an onboarding of 70% of retail locations in first week of launch.

Co-Founder and Chief Creative Officer

Beasted was a streetwear brand inspired by the fundamental belief that one cannot be tamed. “You can’t take the beast out of me” was the brand’s mantra.

• As co-founder, chief creative officer, head of marketing and sales, I managed the development of the brand from design inception to product photoshoots & sales. Each season, I also curated a collection of apparel and built campaigns around the line that included strategic sponsorships and distribution partnerships (e.g., professional athletes, major label musical artists, nationwide touring events, retail, and online outlets).
• I also leveraged press relationships to secure placements in multiple large online publications (Hype Beast, Complex Magazine, New Era Talk, Baller Status, Yahoo! Sports and more).
• Beasted performed as one of the bestselling brands on Karmaloop.com.