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PORTFOLIO
Kevin Hill
Hi, I'm Kevin. I'm a brand story-teller, shaping the vision, troubleshooting along the way, and doing whatever it takes to see it through. I’m proud to call Chicago home. When I’m not behind my desk, I’m usually drawing in charcoal, catching up on the group chat, or at the movies.
THE LATEST AND GREATEST
JOANN
To refresh Joann for Gen Z while still honoring longtime crafters, we launched “JOAND,” a messy, ownable creative platform expressed through a hero CTV spot and social content celebrating the frenetic joy of making, then extended it into Halloween with dramatic sets and playful horror references.
Impact: The campaign drove 101.7M impressions on $885K spend at an $8.71 CPM, with the Halloween extension adding 64M impressions on $251K spend at a $3.94 CPM, proving the idea could scale efficiently across seasons and audiences.
Bumble Bee
To reverse a decades-long decline in tuna driven by weak Millennial adoption, we repositioned Bumble Bee around Snack Meals and reignited the platform with a nostalgic BBMAK partnership, remixing “Back Here” into a tongue-in-cheek anthem and launching a CTV and social video campaign.
Impact: 10.6B impressions, 11-point lifts in key brand metrics among Millennials, improved traffic efficiency by 9%, and pushed awareness and household penetration to their highest levels in over two years.
Brooks Running
As part of Brooks Running’s Spring 2025 What Moves You, Moves Us campaign, we were tasked with creating a content series that captured what truly motivates people to run today, so we built a three-part storytelling platform around Advocacy, Love, and Recovery, each brought to life through a culturally relevant individual whose story reflected the evolving running community. The series spotlighted inclusive advocacy, modern connection, and resilience.
Impact: 25.6M impressions (44% above benchmark), 99% positive or neutral sentiment, and a 38.97 competitive brand love score that outperformed benchmarks and the top competitor by double digits.
André
Celebrating the not-real-French, not-real-fancy essence of a sparkling beverage that barely needs a reason to be cracked open. Executed primarily in vertical ads on Snapchat and Instagram, this work wasn’t just goofy, relatable fun between besties—it was built to stop the scroll.
Impact: The campaign quickly outperformed benchmarks, delivering the highest engagement André has seen in a paid social ad, a 42% lift in video completion rates, and a 31% increase in average watch time—proving that humor, music, and authenticity can drive real performance.
Gushers
What will the school year bring? Will I be popular? Will my band break through? Any and all of the above were actual questions our Fruit Gushers fortune tellers fielded in 1-to-1 Snapchat interactions. The opportunity for a candy brand to provide such a simple, yet uplifting exchange with its teen audience was a game changer– right out of the gate. It created a tightly knit following of brand champions who would go on to carry our content far and wide. Beyond that, they even defend the brand from haters.
Impact: Gushers went from 0 to 60K followers in six months and has been praised for being "the Denny's of Instagram" and "second only to @beyonce" by its followers.
Leinenkugel's
We positioned Leinenkugel's as the beer of choice for summer daytime drinking by claiming Summer Fridays as our own–meet 'Leinie Friday.' The campaign included Facebook, Twitter and Instagram content, a branded badge on the beer app Untappd, and a local activation in Chicago. All this spurring thousands of fans to leave work early, share a Summer Shandy, and post content of their own using #LeinieFriday.
Impact: Our small-budget campaign set new engagement records for the brand, our Untappd badge became one of the most successful on the app and sales of Shandy increased almost 11% y/y.
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