GINORMOUS
SERENA CONNELLY : : CREATIVE DIRECTOR

RESUME

RESUME

GINORMOUS, INC.

Freelance Creative Director/Brand Consultant/Writer

2012 – Present

Clients: Target, AEG, Electrolux, SkipHop, Chase, Memorial Sloan Kettering, Estée Lauder, Hasbro, PHrMA, Verizon, Babyganics

Agencies: Mother, Y&R, McCann, DDB, The Martin Agency, OKRP, Razorfish, AKQA, Pereira & O’Dell, JohannesLeonardo, Publicis, StrawberryFrog, Imaginary Forces, Grey

 

RAPP

Group Creative Director

2014-2015

Humana, HP, Gerber, Martha’s Vineyard Film Festival, Up2Us, NBCUniversal

 

GREY

Creative Director

2013-2014

Global Hasbro Girls Toys

 

LBi

Group Creative Director

2012-2012

J&J: Neutrogena, Listerine, Visine, Band-Aid, Neosporin, KY, Tucks, Healthy Essentials

 

BLAST RADIUS

Executive Creative Director

2011-2012

Levi’s, Bacardi, Nivea, Tommy Hilfiger, Novartis

 

STRAWBERRYFROG

Creative Director

2009-2011

P&G, Pampers, MDVIP

 

R/GA

Associate Creative Director

2007-2009

Nike, Cole Haan, Nokia, Zagat, Subaru, Mars, Verizon, Discover, HBO, Topshop

 

FREELANCE

Associate Creative Director

2005-2007

Agencies: Ogilvy, Publicis, Leo Burnett, ARC Interactive, Digitas

 

LEO BURNETT

Senior Copywriter

1999 – 2005

Nintendo, Allstate, P&G, Army, Toys R Us, PetSmart, Disney, New Business

 

THE INTEGER GROUP

Copywriter

1996-1998

Coors, Bollé, Volant, American Red Cross

 

 

FILM/VIDEO ARTIST

Group 101 FilmsILA

Chicago Chapter Founder and Contributing Film Director

 

Fast Forward Video CompetitionIChicago

Video DirectorIThree Minute Shorts in 24 hoursINine times

 

Dining Haul Multimedia Art ExhibitINYC

Assistant Curator and Contributing Film Director

 

 

EDUCATION

University of Colorado, Boulder, CO

School of Journalism

B.S. Advertising

(Graduated 1995)

 

DePaul University, Chicago, IL

Goodman School of Drama

Major: Acting

(BFA Program 1990-1992)

www.serenaconnelly.com : : serenaconnelly@gmail.com : : 773 255 2721

GINORMOUS, INC.

Freelance Creative Director/Brand Consultant/Writer

2012 – Present

Clients: Target, AEG, Electrolux, SkipHop, Chase, Memorial Sloan Kettering, Estée Lauder, Hasbro, PHrMA, Verizon, Babyganics

Agencies: Mother, Y&R, McCann, DDB, The Martin Agency, OKRP, Razorfish, AKQA, Pereira & O’Dell, JohannesLeonardo, Publicis, StrawberryFrog, Imaginary Forces, Grey

·       Continuing a proven track-record of conceiving big picture ideas, creating platforms and producing campaigns that flow through all marketing channels—telling brand stories across live, digital,

        traditional, mobile, social, apps, 2D, or 3D media

·       Creating content programs that drive measurable results

·       Building new brand strategies and directing them into actionable, topical, audience-focused messaging and content

·       Maintaining a keen sense of humor and a positive attitude about stuff that is sometimes not much fun

·       Leading by example with empathy, compassion, and humility

·       Promoting authenticity, transparency, and ownership across departments

·       Navigating high-stress projects and chaotic work environments

·       Encouraging folks like you to read the copy, and, perhaps, my public recommendations to gain a better understanding my work style

 

MOMENTUM

VP, Group Creative Director

2017

American Express Experiences

·       Enthusiastically leading the activity and output of multiple creative teams, (12 creatives total) developing large-scale experiences, innovative technological solutions,

        and integrated campaigns for American Express.

·       Directing the expression of the brand across all a variety of media – promotions, out of home, live events, digital, social, and environmental.

·       Working across B2C and B2B, beginning the process of modernizing the tone of voice of the brand

·       Collaborating with internal teams (Live Event Production, Tech, etc.)  to ensure ideas are feasible within time and budget constraints and as powerful in reality as they are in a presentation

·       Promoting and supporting appropriate ideas from every agency discipline; recognizing the best solutions without regard for where the idea originated

·       Leading a new business pitch working in conjunction with senior management and external IPG agency partners

·       Actively participating in both the Senior Leadership Team and inter-agency partner meetings

·       Contributing strategic insights and press-worthy ideas to the relaunch of the brand

·       Forging reciprocal relationships and building credibility with 15+ clients

 

RAPP

VP, Group Creative Director

2014-2015

Humana, HP, Gerber, Martha’s Vineyard Film Festival, Up2Us, NBCUniversal

·       Creating a new, 360° brand platform, which not only tells the brand’s story, but also differentiates Humana from the competition

·       Shooting over 100 hours of footage, plus extensive photography of real people, in a reportage, documentary style to demonstrate proof of the brand’s actions

·       Assisting in designing a content strategy and framework (for both social and traditional media) based on clear objectives and KPIs

·       Supported the creation of a comprehensive competitive analysis including of industry forecasts, and digital trend data from Sparks & Honey. 

·       Assisted in the implementation of a client strategy summit, resulting in new programs and experiences for the brand

·       Directing all creative for internal experiences at annual stakeholder’s meetings

·       Forward-planning for the company’s success with the Senior Leadership Team—including operational issues, staffing, and profitability as it relates to the account overall and the creative team

·       Conducting off-site, idea generation events for the brand’s social causes

 

GREY

Creative Director

2013-2014

Global Hasbro Girls Toys

·       Co-lead on Hasbro Global Girls Toys

·       Overseeing the work of 2-6 teams of creatives across 6 brands of Hasbro Toys

·       Creating copious TV spots and integrated campaigns

·       Working into the wee hours of the night to achieve the perfect pony hair flip

 

LBi

Group Creative Director

2012-2012

J&J: Neutrogena, Listerine, Visine, Band-Aid, Neosporin, KY, Tucks, Healthy Essentials

·       Directing digital and social campaigns, in addition to website creation and maintenance for 11+ Johnson&Johnson brands including: Neutrogena, Listerine, Visine, Band-Aid, Neosporin, KY, Tucks,          Rembrandt, Rogaine, OB, and Healthy Essentials

·       Supporting the development of several brand strategies, including an evolution of the core J&J brand positioning and communication hierarchy

·       Implementing multiple social media campaigns that drove measurable results

·       Shooting and updating extensive photo and video content library

·       Provided caring mentorship to a diverse and brilliant creative team

·       Leading the “Bathroom Brief” process of gathering ideas for current clients from across all departments in the agency.

·       Participating in Senior Leadership initiatives including working with operational teams (Ops, Finance, HR) to achieve the agency financial objectives

·       Hiring four amazing creatives to the creative team

·       Helping to build the agency's reputation, profile, and relationships with both talent and clients

 

 

BLAST RADIUS

Executive Creative Director

2011-2012

Levi’s, Bacardi, Nivea, Tommy Hilfiger, Novartis

·       Ensuring the overall quality of all creative work in the Northeast from Toronto to NYC on clients including Nike, Bacardi, Novartis, and Levis

·       Proactively engaging with senior management across the globe to maximize the agency’s service offering, improve agency processes, develop go to market strategies, and integration efforts

        with other Omnicom Partners

·       Leading a large scale creative development effort needed to win the Global Digital Levi’s account with input from five partner offices around the globe

·       Identifying innovative technical approaches for retail and non-retail environments including a working model demonstrating how the technology will improve the customer’s end-to-end

        shopping experience

·       Developing a turnkey influencer strategy for five, global markets

·       Securing the budget and activating training to support multiple creative’s career development

·       Creating a data-base of potential vendors, artists, and brand partners for content collaborations, video creation/editing, and activations

·       Instituting a series of internal creative inspiration sessions, open idea forums, and culture-building field trips

 

STRAWBERRYFROG

Creative Director

2009-2011

P&G, Pampers, MDVIP

·       Overseeing all creative for Pampers (P&G) across the site, social, apps, signage, and mobile devices

·       Providing caring mentorship and thoughtful guidance to a team of 6–12 Designers and Writers

·       Establishing a modern, friendly, humorous brand voice for Pampers that was adopted as the brand voice globally

·       Transforming the perception of the brand, from a stodgy grandparent, to a like-minded, knowledgeable friend

·       Creating one of the first 1,000 apps approved for the launch of the first iPad 

·       Producing an experimental project that resulted in the creation of a suite of apps and new revenue streams

·       Shortlisting at Cannes

·       Receiving the title of “Inventor” on two IP Patents

·       Reviewing and approving creative work generated by teams and provided clear, constructive, honest, and actionable feedback             

·       Playing a primary role in client presentations and consistently demonstrating the ability to sell an idea, respond to difficult questions, and communicate the agency’s point of view.

·       Fostering an environment of mutual respect and compassion, open lines of communication, on-going performance feedback, and professional development

 

R/GA

Associate Creative Director

2007-2009

Nike, Cole Haan, Nokia, Zagat, Subaru, Mars, Verizon, Discover, HBO, Topshop

·       Generating creative solutions rooted in current product, industry, and audience insights for clients such as Nike, Nike Women, Cole Haan, Nokia, HBO, Subaru, Mars, Goldman Sachs, and Verizon

·       Working with new business teams to respond to RFPs and new opportunities

·       Helping to win the Honda Global Digital pitch

·       Helping to win the Zagat pitch

·       Helping win the TopShop pitch

·       Winning my first Cannes Lion

·       Winning my first One Show Pencil

·       Winning my first Art Director’s Club Cube

·       Winning a couple Webby Awards (R/GA’s first, too)

·       Getting promoted

·       Mentoring and managing 6 Writers and Production Assistants

·       Gathering, sharing, and utilizing leading industry trends and best practices

·       Seeing work featured in Creative Review (Nike) and Communication Arts (Nokia).

·       Meeting a huge international network of incredibly hard-working, talented artists, designers, writers, programmers, leaders, followers, and friends

 

FREELANCE Associate Creative Director

2005-2007

Agencies: Ogilvy, Publicis, Leo Burnett, ARC Interactive, Digitas

 

LEO BURNETT

Senior Copywriter

1999 – 2005

Nintendo, Allstate, P&G, Army, Toys R Us, PetSmart, Disney, New Business

·       Helping to re-brand Secret Antiperspirant

·       Contributing to new campaigns for Nintendo, Allstate, Always, and Tampax

·       Writing, directing, and recording (what seemed like millions of) radio spots for Allstate and ToysRUs

·       Working with A-list talent, Photographers, Stylists, Directors, and Artists

·       Participating in the production of multi-million-dollar photo shoots

·       Receiving unbelievable bonuses

·       Flying first-class everywhere I went (for work)

·       Staying in very fancy hotels

·       Experiencing the “Burnett Breakfast” five times

 

THE INTEGER GROUP

Copywriter

1996-1998

Coors, Bollé, Volant, American Red Cross

·       Creating radio, print, OOH, and retail environments for Coors Brewing Co. brands: Coors Original, Coors Light, Killian's Irish Red, Blue Moon, and Zima
·       Producing award-winning radio spots and print campaigns
·       Creating a print campaign for the American Red Cross that got into Lurzer's International Archive

 

FILM/VIDEO ARTIST

Group 101 FilmsILA

Chicago Chapter Founder and Contributing Film Director

Fast Forward Video CompetitionIChicago

Video DirectorIThree Minute Shorts in 24 hoursINine times

Dining Haul Multimedia Art ExhibitINYC

Assistant Curator and Contributing Film Director

 

EDUCATION

University of Colorado, Boulder, CO

School of Journalism

B.S. Advertising

(Graduated 1995)

 

DePaul University, Chicago, IL

Goodman School of Drama

Major: Acting (BFA Program 1990-1992)