While legendary All Star Creative Director
Joyce King Thomas
the woman who came up with
‘priceless’
forever ago and ran Mastercard for 25 years (arguably the greatest woman’s story in advertising ?)…
…I worked on a lot a lot of Mastercard…true name card, Grammy’s spots, and a lot of Priceless and Priceless Surprises ? Not easy stuff hahah
here we transformed Boston Logan Airport;
Melina Matsoukas priceless Brazil
Grammys priceless with SZA
Brand Identity development
we developed a custom photo booth to photograph all their employees across several offices with a consistent professional look that became part of their brand identity … the brand move forward with sonic branding and revised design approaches after this video…
Sound of Priceless
for this project built an app that was downloadable to any phone. the client didn’t promote it haha… BUT — got to go to every home game when the Cubbiess won it… priceless…
Beautiful and Fun Spots
Before there was a True Name card, there was an idea inspired by a corageous Mccann colleague. This is the video I made with them to sell the idea to the client. Armed with zero budget, my corageous trans colleague, a camera and a microphone — we went to the Pride Parade and captured true stories about why a True Name Card would be important to sell the idea to Mastercard. 2-3 years later it became a reality. This is the power of filmmaking in advertising at it’s finest. So proud of this work.
True Name Card
First Refugee Purchase
working with Mercy Corps, Mastercard would give credit cards to refugees vs the risks involved with having a lot of cash… this project took us to the front lines of the refugee crisis at the time in Greece to tell the true story of a refugee family.
First Purchase Refugee Livestream
In the middle of campus, we performed a ‘stunt’ to get students attention to recruit for mastercard; We livestreamed from a refugee camp in Greece to in St. Louis with live performers on both ends
Yeh I’ve been to quite a few pride parades haha… The year before we shot True Name, while there was all that bathroom controversy… is that still going on? We built a bathroom that opened if you had a heart beat. Won a few awards… This is when I first really comprehended that I was an
‘integrated producer.’
I thought I was making a film. But I was making a bathroom and nobody wanted a film. Until we need to make the case study…hahhaha… which is all we’re really making if we wanna win the awards haha… but technically it also wasn’t easy…. technical solves are a specialty…lived with the coders on this to get it done…