https://sorenne.com sorennegottlieb Thu, 23 Feb 2023 15:59:34 +0000 https://sorenne.com en https://sorenne.com/Home Tue, 21 Feb 2023 15:44:23 +0000 sorennegottlieb https://sorenne.com/Home $(document).ready(function(){ $("#lowes_link").hover( function () { $("#lowes_video").addClass("show"); }, function () { $("#lowes_video").removeClass("show"); } ); $("#nike-brand_link").hover( function () { $("#nike-brand_video").addClass("show"); }, function () { $("#nike-brand_video").removeClass("show"); } ); $("#nike-wk_link").hover( function () { $("#nike-wk_video").addClass("show"); }, function () { $("#nike-wk_video").removeClass("show"); } ); $("#tech_link").hover( function () { $("#tech_video").addClass("show"); }, function () { $("#tech_video").removeClass("show"); } ); $("#fashion_link").hover( function () { $("#fashion_video").addClass("show"); }, function () { $("#fashion_video").removeClass("show"); } ); }); Lowe's Nike W+K Nike Brand Design Tech Fashion &amp; Beauty <img id="nike-brand_video" class="backgroundMedia" width="auto" height="auto" src="https://freight.cargo.site/t/original/i/eeeca0ed741cff43090a35e1832f97ff9361f99e89766dc5a9c8e7d42982ee4f/1.jpg"> function myFunction() { var x = document.getElementById("lowes_video").preload; document.getElementById("demo").innerHTML = x; } https://sorenne.com/About-1 Wed, 22 Feb 2023 04:17:36 +0000 sorennegottlieb https://sorenne.com/About-1 <img width="1280" height="960" width_o="1280" height_o="960" data-src="https://freight.cargo.site/t/original/i/b4e9c547b5c05a03e25c1ffd45ea3707d94bb0790aad2e177068f35e4814435a/IMG_7947.jpg" data-mid="170078167" border="0" data-scale="25" src="https://freight.cargo.site/w/1000/i/b4e9c547b5c05a03e25c1ffd45ea3707d94bb0790aad2e177068f35e4814435a/IMG_7947.jpg" /> HELLO, I AM SORENNE I’m a Creative Director based in Los Angeles, who also loves spending time in the desert, staring at Mount San Jacinto, from the comfort of our homestead cabin—Big Little Mountain. People say I have a knack for sifting out the stories that make people feel alive and empowered. Especially those of us who identify as women. I’m interested in brands brave enough to drive a cultural conversation. And I leave every brand more elevated than I found it. I’ve collaborated at these places:&nbsp;W+K, Goodby Silverstein &amp; Partners, Nike, TBWA/Chiat Day, and Deutsch LA, and I’ve won awards from those shows people care about—like Cannes, One Show, D&amp;AD, and Communication Arts. I’ve even received an award for women in advertising. If you Google stalk me, you’ll discover that I created my own brand of leather goods and accessories for women, Von Drenik and that I married a musician named Matt. And yes, our wedding was featured in Martha Stewart.&nbsp; We now have a 6 year old named Iggy. (Not named after Iggy Pop, but YES like Iggy Pop.) We call the historic neighborhood of Mount Washington our home and call our local coyotes “the neighbors.”I can be reached at this email address that I’ve had so long I just can’t change:&nbsp; sorenneagade@gmail.com https://sorenne.com/LOWE-S-1 Wed, 22 Feb 2023 14:30:15 +0000 sorennegottlieb https://sorenne.com/LOWE-S-1 LOWE’S Being the ECD for a client this size is a balancing act. Of course you’re juggling multiple projects across multiple channels, building style and cohesion through every story. You’ve got a creative team that needs to be nurtured and inspired to deliver on the briefs and do great work. But also, it’s important to build a relationship with the client that gives them the confidence to take the risks that will actually shift their business. https://sorenne.com/Home-to-Any-Possibility Wed, 22 Feb 2023 03:29:05 +0000 sorennegottlieb https://sorenne.com/Home-to-Any-Possibility LOWE’S HOME TO ANY POSSIBILITY When Lowe's hired a new CMO at the top of 2020, she handed us a hard hat and called for a brand renovation. Could we bring style and sophistication… to the world of tools, hardware, and appliances? Our insight: appeal to a wider audience beyond the typical DIYer. Inspire renters, first-time home buyers and the design-savvy to jump in. From here, the team I led crafted an entirely new look, tone, sound, and tagline. With an elevated style, friendlier voice, and a fully rearchitected creative platform, we helped democratize home improvement, tell the world Lowe's is Home to Any Possibility and increase sales by 30%. https://sorenne.com/Open-Builder Wed, 22 Feb 2023 03:45:14 +0000 sorennegottlieb https://sorenne.com/Open-Builder LOWE’S OPEN BUILDER Our clients asked us: How can we get in on the ground floor of the Metaverse? Could we do it in six weeks to maximize PR opportunities at Cannes? To accelerate our timeline, we started with something that Lowe's already owned, an extensive 3D product catalog of over 5500 renderings. What if Lowe's offered these building materials to Metaverse virtual creators? My team quickly built a website called Open Builder, providing free downloads of these 3D assets. Then we created wearable NFTs, granting tokenized access to curated packs of Open Builder objects. And voila, Lowe's was the very first home improvement store in the Metaverse, the press took notice and the CMO worked the PR circuit at Cannes for additional earned media.&nbsp; Website <img width="2107" height="1422" width_o="2107" height_o="1422" data-src="https://freight.cargo.site/t/original/i/ff00dafa76a95fd7c9f706db4e4668595ee0cae6aea34db48d518c1641192a6d/OpenBuilder_browser.jpeg" data-mid="169256173" border="0" src="https://freight.cargo.site/w/1000/i/ff00dafa76a95fd7c9f706db4e4668595ee0cae6aea34db48d518c1641192a6d/OpenBuilder_browser.jpeg" /> Press <img width="1210" height="878" width_o="1210" height_o="878" data-src="https://freight.cargo.site/t/original/i/c80bcca7a8203b14a66ba11efa4cc9ece22e6a24c9baee43f68df4776a0bbdca/Screen-Shot-2023-01-20-at-2.32.35-PM.png" data-mid="169256169" border="0" src="https://freight.cargo.site/w/1000/i/c80bcca7a8203b14a66ba11efa4cc9ece22e6a24c9baee43f68df4776a0bbdca/Screen-Shot-2023-01-20-at-2.32.35-PM.png" /> <img width="894" height="640" width_o="894" height_o="640" data-src="https://freight.cargo.site/t/original/i/fad806a66851abb4a6251e3669668a9fdf1512191022eb9b0033fc31f01bb567/Screen-Shot-2023-01-20-at-2.38.15-PM.png" data-mid="169256171" border="0" src="https://freight.cargo.site/w/894/i/fad806a66851abb4a6251e3669668a9fdf1512191022eb9b0033fc31f01bb567/Screen-Shot-2023-01-20-at-2.38.15-PM.png" /> https://sorenne.com/Make-More-Holiday Wed, 22 Feb 2023 03:32:25 +0000 sorennegottlieb https://sorenne.com/Make-More-Holiday LOWE’S MAKE MORE HOLIDAY The pandemic kept us apart…for a very long time. Would Holiday ‘21 be the moment to finally reunite us? Unprompted, we presented an emotional brand spot where even the inflatables share the same sentiment. Client let us produce it. Lowe’s sold out of all their holiday inventory long before Dec 24th. https://sorenne.com/Father-s-Day Wed, 22 Feb 2023 03:43:40 +0000 sorennegottlieb https://sorenne.com/Father-s-Day LOWE’S FATHER'S DAY Inspired by the magical world of Willy Wonka, Dad becomes a kid in a candy store when he goes to Lowe’s on Father’s Day. (Many a dad’s dream, surprisingly or not.) I pushed hard to license ‘The Candy Man’ and then had it covered by Louise Post of the band Veruca Salt for a fresh take. This second layer Easter egg makes me happy and gives dads one more thing to smile about, which they genuinely deserve on Father’s Day. https://sorenne.com/Always-Home Wed, 22 Feb 2023 04:15:05 +0000 sorennegottlieb https://sorenne.com/Always-Home LOWE’S ALWAYS HOME Lowe’s asked us to boost a key initiative: drive program sign-ups for military families. We dove in with a research-heavy approach, focused on interviews with “military brats,” and hit upon a key insight: these people moved so frequently that they never put roots down or felt like they belonged anywhere. We crafted a spot that positioned Lowe’s as a solution to help military families feel “at home,” and connected, quickly.&nbsp; The spot not only generated a significant increase in awareness and a spike in sign-ups, it also, apparently, really got under the skin of a certain unnamed competitor. https://sorenne.com/NIKE-WK-1 Thu, 23 Feb 2023 15:42:59 +0000 sorennegottlieb https://sorenne.com/NIKE-WK-1 NIKE W+K Good times.&nbsp; https://sorenne.com/Hoops Thu, 23 Feb 2023 15:59:34 +0000 sorennegottlieb https://sorenne.com/Hoops NIKE&nbsp; HOOPS The ask: create posters so iconic that every teenage hoops fan will hang them on their bedroom walls.&nbsp; This campaign was created when LeBron had just signed his first, $90M Nike contract. Creating the vision of “King James” for a 19-year-old LeBron was incredibly bold, like placing a bet on the type of player he’d become. And years later…he’s now come full circle, taking the record for the NBA’s all-time top scorer. I’m still proud of this work and it goes without saying that it has stood the test of time. <img width="5102" height="3302" width_o="5102" height_o="3302" src_o="//freight.cargo.site/t/original/i/58d6150d14f06acd3d9aa864191b63a0373c439d9244ea6f9e36265fffe06ed6/Hoops_KingJames.png" data-mid="20692842" border="0" style="width: 610.172px; height: 394.902px; display: none;"> <img width="5102" height="3302" width_o="5102" height_o="3302" data-src="https://freight.cargo.site/t/original/i/c535e66fb7b75124b533a42fda8f10eabf385055136abb685346157a6ea49f73/Hoops_KingJames.png" data-mid="169452331" border="0" src="https://freight.cargo.site/w/1000/i/c535e66fb7b75124b533a42fda8f10eabf385055136abb685346157a6ea49f73/Hoops_KingJames.png" /><img width="4000" height="2588" width_o="4000" height_o="2588" data-src="https://freight.cargo.site/t/original/i/5bc0ff0d6873eec32cc9642509986f54a61a5248fcdc0792ac48805826d8bb7c/Hoops_Revolution_small.png" data-mid="169452332" border="0" src="https://freight.cargo.site/w/1000/i/5bc0ff0d6873eec32cc9642509986f54a61a5248fcdc0792ac48805826d8bb7c/Hoops_Revolution_small.png" /><img width="4000" height="2589" width_o="4000" height_o="2589" data-src="https://freight.cargo.site/t/original/i/ab0eb11bf7cdd437908e3a3e17a91b0feec9d414b1238d580eca314f22c358ef/Hoops_VC_small.png" data-mid="169452333" border="0" src="https://freight.cargo.site/w/1000/i/ab0eb11bf7cdd437908e3a3e17a91b0feec9d414b1238d580eca314f22c358ef/Hoops_VC_small.png" />