Diana Backer ☺︎ art director ⭐︎ acd

For the second edition of uni’s Start Your Story campaign, we collaborated with emerging creators Cody Tarantino and Alannah Tiller to showcase the importance of every start—whether you write, test, practice, draw, fail, or succeed. Start Your Story 2.0 builds on the success of its predecessor with a multi-channel activation across display, search, and social media.

Director: Heinz Kobernick
Creative Director: Jessica Stewart
ACD Copywriter: Liz Robinson
Producer: Ben Mitchell
Account: Gina Pratt
Photography: Karla Ximena Cerón

Shure’s first-of-its-kind SM4 microphone delivers studio-grade sound recording to any home setup. As Creative Lead on set, I collaborated with Director Heinz Kobernick to bring this vision to life. Working closely with copywriter Ben Wallin, editor Billy Sacdalan, producers Annie Woods and Waseem Mohammed, and designer Lisa Lio, we crafted a storyline that connects three music artists from different corners of the world. The campaign highlights the SM4’s exceptional versatility, demonstrating how this state-of-the-art microphone unites global creativity through superior sound technology.

We partnered with Microsoft for a 360 digital demand generation campaign. Our objective was to reshape the perception of Microsoft Edge as the ultimate browser for online shopping and savings. As a key component, Bing AI showcased Edge's cutting-edge, AI-powered shopping capabilities.

The legacy uniball brand underwent a complete brand overhaul as they unveiled a new name and bold brand identity to celebrate their newest chapter — as uni.

We launched “Start Your Story” multi-channel activation campaign across display, search and social in tandem with the redesign to celebrate new beginnings. Three longform spots follow a fashion designer, grocer and artist using Uni pens and Uni’s POSCA markers as they embark on a new chapter and bring their stories to life. Whether that’s a business inventory, launching a new fashion line or creating large scale murals. The campaign reached 405M+ impressions and boosted 80% of online sales.

CD: Jessica Stewart
CW: Couper Cox
PRODUCER: Ben Mitchell
PRODUCER: Julia Elizondo
PRODUCER: Monica Tezla

A creative strategy and campaign rollout which saw incredible success during the 2023 holiday season. Worked in collaboration with influencers* on campaign videos that multiplied uni’s POSCA Cyber Monday sales by 6X, sold out uni’s entire stock by Christmas, and reached millions of views 🥳

*@thecreativepain, @dreyfus.art, @jasonmaloneyart, @zachypines, @leika_creative, @juulian.c, @maiafadd – all crushed it!

CD: Jessica Stewart
CW: Shawn Spears
PRODUCER: Ben Mitchell
SOCIAL MANAGER: Andrew Pritchett

Creative CPR from a project previously owned by another agency. We reimagined the existing components and built an animated world around them as we hero’d the Mircosoft 365 suite and campaign deliverables.

Launching Microsoft’s Surface with a digital campaign that highlights the tablet’s flexibility and laptop power in a dynamic and elevated way – fit for social and display.

With the 2024 Presidential Elections on the horizon, concerns about political violence are escalating among Americans. Search for Common Ground and One Million Truths entrusted us to create a film that bridges the divide across the political spectrum, reminding us all that we’re not as divided or prone to violence as we may think.

Director: Lauren Finerman
Creative Director: Jessica Stewart
Design: Philip Tan
Producer: Kelsy Zemanski

We collaborated closely with PayPal's marketing team to create animated sequences highlighting the security and rewards features available to users on the PayPal app. We expanded their toolkit and animation guidelines, infusing their brand with dynamic animations and visual effects (VFX).

Website refresh, shoe assets, and an email template created for Spencer Dinwiddie of the Brooklyn Nets. Spencer’s Project Dream platform functions as an auction site for shoes worn during the games as well as an e-commerce sneaker and merch shop.

Northwell Health is New York's largest hospital chain spans NYC, Long Island, and Westchester. The Raise Health campaign defies the normal design for the field and takes on a bold new look. I worked alongside StrawberryFrog’s GCD, James Rogala, to help design and animate the typography for OOH and digital placements.

I also created motion graphics for web placements and award showreel submissions.

Animated graphics for a wellness initiative launched in the town of Muskegon, Michigan. The takeover encouraged Musekegonites to make better choices and log them on the Thrive ZP Challenge app for a chance to win cash prizes.

BB&T and SunTrust Bank merged to into Truist, becoming the 6th largest financial services organization in the United States.

The merger unveiled itself with over 200 print, digital displays, and animation placements across Miami and Fort Lauderdale airports, buses, highways, and a festival marketplace during the 2020 Super Bowl.

My artwork was selected from a number of submissions by StrawberryFrog and Interbrand Marketing Agency. I worked closely with VFX artist, Sam O’Hare, to visually elevate the initial sketches, animation storyboards, and balance client expectations.

Creative Director: Tyler DeAngelo
Design Director: Chris MacFarlane
Production Company: Chimney

LifeBridge Health, a group of hospitals in Baltimore, was in the second year of its Care Bravely campaign. The ethos of the advertising was a success, but visually in need of personal impression.

To encapsulate the humanist aesthetics and build off the existing campaign, we hired Simon Stafford to design a typeface. Working closely with Simon and my Design Director, I helped build the alphabet with alternate characters, create layouts, and how-to videos for client implementation.

The Medicines Company is a biopharmaceutical client that is developing life transforming therapies. As a senior designer, I was tasked with distilling complex information — regarding clinical trials, drug development, and patient targeting — into graphical systems that could be understood by patients, healthcare providers and investors. 

NASH (Nonalcoholic steatohepatitis) is an asymptomatic disease that is expected to be the leading cause of liver transplants in the U.S. 

I helped lead a team that designed a campaign to spread awareness about this disease and current research efforts to combat it. Inspired by the Mezzotinting printmaking process, I created digitized portraits that communicated dignified concern while evoking the pallor associated with liver disease.

Taking into account the client's consumer research, I helped to rework Zarbee's existing packaging, with the aim of creating a cleaner, more legible expression that resonates with consumers.

These designs represent a modernized homage to their previous packaging line.

At Donovan/Green, we partnered with luxury automotive dealerships (Lexus, Audi, Toyota, and Mercedes-Benz) to create extensive branding and marketing packages. As a result, I took on the challenge of developing a unified branding system with templates to accommodate a fast-paced advertising turnaround.  In the process, I created traditional print materials, digital banners, and large display items that honor the sleek shapes and clean design associated with high-end cars.

The messaging exist across landing pages, email blasts, web banners, billboards, direct mail, brochures, invites, community outreach programs and print ads. I worked with developers to design and front end styled advertisements, layouts, and emails through dealership proprietary platforms and Mailchimp. The designs translated responsively across mobile, tablet, desktop and email platforms. 

The packaging materials for Culligan, an international water treatment and filtration provider, demands a high-level of detail and operational clarity. These guides are relied on by experts and homeowners in order to understand their system and successfully accomplish the installation process. The guides were translated into multiple languages for international distribution.

Contributed design elements to iRobot's marketing materials which conjure the sleek modernity of their innovative, technological products. 

The Heluva Good! brand is about connecting consumers to flavor packed dips. To fuel that connection for their new line of hummus, I re-designed the bold flavor illustrations and finessed the labels' eye-catching colors.