Abby Merea | writer

Of the hundreds of emails I wrote for the notoriously quirky sustainable shoe brand, these are a few of my favorites—and some of the only ones I remembered to save.

To capture the scale and impact of giving free tuition to over 250K drivers and their family members, we used the ASU stadium as a backdrop. We created an anthem video to serve as the foundation for the campaign and three mini documentaries to show the impact of the program on three very different people. From start to finish this was an incredible project. We worked with director Phillip Montgomery to bring it to life.

Creative Director: Rian O’Neill

Senior Copywriter: Abby Merea

Senior Art Director: Dave Colson

Copywriter: Addie Diradoorian

Sometimes the media buy comes before the brand relaunch. We were tasked with creating an interim brand campaign for the Embarcadero station takeover. We paired a one-day photoshoot with simple copy that teased the upcoming rebrand of Shipt. The kicker? A 2-week timeline.

Agency: Eleven

ACD Copy: Abby Merea

ACD Art: Katrina Michie

Dignity Health has the #2 hospital for lung transplants. To raise awareness for the Norton Thoracic Institute, we created this campaign that included digital, OOH, and print.

Agency: Eleven inc

ACD Copy: Abby Merea

ACD Art direction: Katrina Michie

New parents don’t need puns and cutesy language. They want real information that can help them feel less crazy and more in control. I created packaging, collateral, and the initial brand voice to get this baby food company up and running.

Yahoo relaunched its messenger with some pretty serious upgrades. We developed a launch campaign that included social, digital and video to highlight features like unsend and likes. 

Remember when you looked forward to checking your email? What happened? We reminded people what it was like to have fun with email by creating OOH ads featuring the kind of emails we haven’t seen since the early days of email. Auto Reply's hit you back right away touting the new features of Yahoo Mail.

"Auto reply from Ivyleaguehottie:
Email, sweet!

It’s so fun that you emailed me, remember when email was fun? Check out the new Yahoo Mail. It’s fast and full of new tricks that make emailing feel like the first time. This was my first email, it says “Hi, I’m serious about life, but I am also seriously good looking.” Well played nineties me. Go ahead, enjoy your email again."

We captured the love that goes into holiday gift-giving using blogger, Jordan Ferney and her family. This was a one day shoot with 20 set ups and a lot of good ole impromptu magic.

To introduce the collections functionality on eBay, we built a microsite featuring three influencers. Each page represents their interests and how they use the eBay collections to fuel their passions for design, fashion and timepieces

We created video content for each influencer as well as a longer spot to introduce the concept of "follow it, find it, make it yours".

Featured in the San Francisco Egotist

eBay asked us to create direct mail pieces to send to dealerships around the U.S. We wanted to give the dealers something to symbolize the partnership and commitment of eBay motors, as well as the huge reach of their platform. More importantly, we wanted to create something that showed the dealers just how much eBay motors gets them.