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AMC Theatres Sit Back Sooner Campaign
2017
We worked with AMC Theatres to create an intuitive campaign that invites guests to give this new service a try. Food and drink literally burst out of smartphones to quickly relay the benefits of ordering ahead. The headline, “Tap, Skip, Sit Back Sooner,” describes how it works. Other fun headlines, “Eats to Your Seats” and “First In Line. Every Time,” pair with bright pastel backgrounds that stand out in the dark movie theater environment. The campaign was also applied to numerous digital formats, including in-theatre displays, the AMC website and an animated pre-show spot that plays before the feature.
AGENCY: Willoughby Design | PRINCIPAL-IN-CHARGE: Megan Stephens | CREATIVE DIRECTOR: Zack Shubkagel | COPYWRITERS: LIsa Correu, Zack Shubkagel | ART DIRECTOR: Gaby Saravia
Art Direction | Advertising | Motion Graphics
Taylor Farms
2017
In a highly competitive grocery category like pre-packaged salads, standing out is key. When Taylor Farms approached Willoughby to design a brand for its new product line of Chef Crafted Salad Mixes, we paid a lot of attention to the competition. Our solution? Minimize the label to maximize product visibility. The design reflects the Taylor Farms brand with a Farm to Table Restaurant vibe like chalkboards, hand-crafted type and charming little illustrations to call out main ingredients. Most importantly you get to see the yummy fresh ingredients bound for your table.
CREATIVE DIRECTOR: Zack Shubkagel, Megan Stephens DESIGNERS: Becky Ediger, Gaby Saravia, Meryl Vedros,
Branding | Packaging
Building the Base: A Global Relaunch That Paid Off
2025
To recapture the No Makeup trend that Perricone MD pioneered, I led the creative development and execution of “The Base of the Trend” campaign — relaunching our reformulated foundation and introducing two new products: Lip Oil and Blush Balm. We featured eight influencers to showcase diverse skin tones, collaborated with clinical partners for before-and-after content, and shot professional models for evergreen assets. Across three shoots in LA and New York, my team produced over 275 assets spanning packaging, digital, social, and retail for a global market. The result: a 141% revenue increase for the collection.
ROLE: Creative Director
PHOTOGRAPHERS: Jordan Liberty, Patrick Cox, Hayley Fisk | PRODUCTION: Rebel Brand Management
Elevating Perricone MD Across Every Touchpoint
2024
As Creative Director, I steward the Perricone MD brand across digital, print, retail, and packaging. I lead cross-functional teams — from writers and designers to producers and photographers — to craft campaigns that balance clinical credibility with emotional storytelling. Each initiative is a chance to retell our brand story while spotlighting what’s new, better, and different. Through product and lifestyle visuals, we create compelling narratives that convert attention into action.
CREATIVE TEAM: Zack Rovella, Creative Director; COPYWRITERS: Taylor Mead, Kris Gucker DESIGNERS: Crysany Collins, Caitlin Nolan-Bjorge, Jada Salum, Sky Yuen, Amelia Falldorf
PRODUCTION COMPANY: Rebel Brand Management PHOTOGRAPHERS: Tom Story, Patrick Cox, Hayley Fisk, Kate Jackling
Calling Shoppers to Come To Their Senses
2018
As more consumers click their carts, retailers need to remind them of the value of bricks and mortar. Brookfield Properties (formerly GGP) is one of the nation’s largest property developers with 120 malls and shopping centers, each offering a variety of experiences. Our challenge was to develop a national campaign to build affinity for the GGP brand and drive traffic to their properties. We created a flexible and appealing campaign that could fit both standard and high-end luxury properties by focusing on the advantage of in-person shopping. What we delivered was a multi-channel campaign to cover ALL THE FEELS.
AGENCY: Willoughby Design MY ROLE: Account Executive, Creative Director, Strategist, Art Direction | Designers: Kevin Garrison | Copy: Lisa Correu
STRATEGY | ADVERTISING CAMPAIGN | ART DIRECTION | COPYWRITING
Baking the Brand: Creative Leadership at Panera Bread
2018
Over an eight-year partnership with Panera Bread, I led more than 60 projects across brand, marketing, customer experience, and packaging. What began as seasonal campaign support evolved into a deep collaboration spanning corporate communications, in-store experience, and consumer product innovation.
ROLE: Account Executive, Creative Director, Brand Manager
BRAND MANAGEMENT | BRAND STRATEGY | BRAND IDENTITY | CAMPAIGNS | PACAKAGING | ADVERTISING
Opening the doors on Health Insurance
2014
Many health insurance companies were scrambling to find ways to reach consumers as the new Healthcare Reform went into effect, October 1, 2013. Blue Cross Blue Shield of Kansas City sought a solution to maintain its lead in the local market by introducing retail outlets throughout the area. We were asked to help develop the retail experience along with their architect, Helix Architecture.
AGENCY: Willoughby Design. CREATIVE DIRECTOR: Zack Shubkagel & Nicole Satterwhite ARCHITECT: Helix ILLUSTRATOR: Tad Carpenter
BRAND STRATEGY | BRAND IDENTITY | RETAIL DESIGN | BRANDED ENVIRONMENT | SERVICE DESIGN
Petlinks
2014
Willoughby updates a petcare brand portfolio, including brands at mass and speciality, to a more emotional look and voice that makes consumers, especially women, sit and stay. I co-led the strategic positioning and design development of the two brands.
CREATIVE DIRECTORS: Megan Stephens, Zack Shubkagel ART DIRECTOR: Becky Ediger DESIGNERS: Roberto Camacho, Kevin Garrison
BRAND STRATEGY | NAMING | RESEARCH | BRAND IDENTITY | PACKAGING
To-Go Ware You Are
2014
Berkeley-based To-Go Ware offers eco-responsible kitchen products for people on the go. Their products remind people to reuse and reduce while enjoying healthy food. We refreshed their identity and packaging for a broader audience and extended it to new product lines. The new line of product and packaging design is available in natural grocers across the country and online at to-goware.com
MY ROLE: Creative Director, Strategist, Designer. I designed the new identity. ILLUSTRATOR: Jessica Carpenter AGENCY: Willoughby Design
BRAND STRATEGY | BRAND IDENTITY | PACKAGING
Ecover Rebrand
2018
This study explored ways to refresh the Ecover brand identity system to reflect a new positioning strategy. Established in 1979 in Belgium, Ecover is one of the oldest plant-based green cleaning products in the world. It has an established presence in Europe and was more recently launched in the U.S. My goal was to reinvent the brand as a provocative voice in the green cleaning industry. With so many brands in this market, standing out and up for something would appeal to the core audience of eco-warriors.
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