KATIE DROPICK PORTFOLIO SITE

Rebranding, campaign launch, 3 social content series & collateral.

At Martha's Vineyard Bank, I built the brand foundation (guidelines, identity, messaging), created bank’s first marketing campaign platform ("Your Goals, Our Guidance") wrote copy for all assets, developed three original content series (Biz Boost, Money Minute, Fraud Watch), took over all Charitable Foundation communications, and created the bank’s inaugural Sustainability Report.

Social is now running 2.2x above industry benchmark with a 39% remarketing conversion rate.

You bring the energy.
We bring the energy.

To boost its reputation among SDG&E’s customer base, I co-created this campaign featuring a cross section of people, businesses, and organizations in San Diego that use power sourced from SDG&E in order to thrive.

ECD: Isidoro Debellis
GCDs: Katie Dropick, Rodrigo Bistene
Senior Copywriter: Laura Walsh
Producer: Domenic DelCarmine
Account Leads: Rona Hoang, Lee Alman
Director: Bobby Moser / Florence
Line Producer: India Wadsworth
DP: Niko Weisnet
Photography: Ariel Fisher
Editing: Alison Grasso, Cutters Studios
Music: Future Perfect
Mix: Another Country
Color: Flavor

For this multi-channel campaign, we partnered with Scholastic to help Florida kids who were not reading at grade level. I co-led the project, helped develop the ideas and managed production. In Year 1, we focused on awareness to drive signups. We reminded parents about the power of reading to shape kids’ futures and determine who they become by showing kids in adult jobs.

In Year 2, we created the role of a kid reporter and had her interview people with interesting jobs, including a NASA aerospace engineer, to learn how reading had influenced their careers. This work was hugely successful, exceeding all KPIs and generating 15M impressions.

CCO: Isidoro Debellis
CDs: Katie Dropick, Rodrigo Bistene
Senior Creative Team: Laura Walsh, Nancy Zhu
Producers: Lizzie Shook, Natasha Correo
Project Directors: Ashley Mendez, Mamo Arima
Account Leads: Kyrsten Aspegren, Nikki Todd, Kate Linkous, Jaclyn Kramer
Directors: The Hudson Dusters - Greenpoint Pictures (Yr 1), Vanessa Diaz - Diamond View Studios (Yr 2)
Music + SFX: Paola Altamirano & Raul Garcia, Animal Music
Editing: Lorenzo Bombicci - Cosmo Street (Yr 1), Cory Draper - Diamond View Studios (Yr 2)

Head & Shoulders is “never not working” to keep you dandruff-free. To drive home this message, we had NFL star & never not worker Troy Polamalu join the freelance marketplace Fiverr, where anyone could hire him to do a variety of jobs.

Creative Team: Dan Oh, Sasha Mishkin

Google Fi is the simple, flexible and affordable phone plan from Google. I co-wrote these video scripts and helped oversee their creation, working with illustrators, animators and music production.

Myeloidysplastic syndrome (MDS) is a complicated blood cancer. To make it easier to understand, my team and I worked with artist Noma Bar to create a visually arresting animated video that helps explain the disease and offers hope for treatment.

Creative team: Sasha Mishkin, Jonathan Doucette

Keds was an iconic brand that had grown stale. The first sneaker brand for women had lost its mojo and no longer connected with its target audience.

My team concepted and developed the “Ladies First” campaign featuring Taylor Swift and showing women kicking butt on their own terms.

Creative Team: Alejandra Garibay, Deb Maltzman, Angela Denise, Michelle Kunkin, Julie Liu

To celebrate the release of Dell’s new Inspiron Gaming Laptop and the film Spider-Man: Homecoming, my concept of turning a Times Square billboard into a gaming experience powered by Dell laptops came to life.

Fans tapped their phones to race their Spider-Man avatars against each other to win movie tickets and branded swag.

Creative Team: Natalie Fevig, Thomas Shim, Dave Quintiliani

An alien video game series that boosted interest in Army careers.

I co-led a 17 member team in creating and launching a video game experience to cross-promote the U.S. Army and Independence Day: Resurgence.

Completing “missions” unlocked exclusive content and info about unexpected Army careers. They appealed to user’s patriotism and served as a recruiting tool.

Results: Daily visits to Army high-tech career pages rose by 46%. Lead generation increased 27%. Army recruiter contacting increased 80%.

Creative Team: Matt Nuzzi, Jonathan Campo, Henry Mathieu, Roberto Santellana, Meredith Schwinder, Alex Gross

In 2018 a record number of women ran for office. To honor this moment, we breathed new life into the old (and very famous) “Like a girl” campaign. Always had used it 4 years prior to turn an insult into something inspirational. For the historic 2018 elections, the phrase was reincarnated as “Run like a girl.” And did they ever.

This campaign used social media, videos, posters, stickers, influencers, T-shirts and even the NYC marathon to spread the message.

Results: We garnered nearly half a million impressions within a 10-day period with a budget of only a few hundred dollars.

Creative Team: Lauren Pantano, Laura Stamm-Boyd

For this T.J. Maxx, Marshalls & HomeGoods holiday campaign, we created a superhero-like character named The Gifter. These stores are her secret weapons: gift goldmines for quality and savings. 

This project involved coordinating multiple teams and partner agencies, both locally and internationally, to produce TV plus print, OOH, social, mobile and in-store extensions.

Creative Team: Alejandra Garibay

[spec work]

To promote the fragrance Boss Bottled, my team and I concepted a series of exclusive events, pop-up installations, sampling opportunities, new package designs and social media initiatives, all around the brand’s theme: Man of Today.  

This work help my agency, KBS, win P&G (Hugo Boss's parent) as a new business client.

Creative Team: Alejandra Garibay

Introducing La Palette Nude, a versatile eye shadow collection with unique looks designed by Beyonce's makeup artist, Sir John.

This campaign featured 22 high-quality makeup tutorial videos, all made in-house at KBS.

Creative Team: Alejandra Garibay

Terry Bradshaw knows that pneumococcal pneumonia vaccination is certainly a mouthful, but one worth talking about.

Dollar Shave Club wanted to remind its subscribers to change their razor blades every week.

These social media videos and static posts dramatize the consequences of using dull blades. Warning: It's not pretty. 

Creative Team: Natalie Fevig