Tony Hawk Shred-it Brand Stewardship
Led creative direction for a high-visibility video campaign featuring Tony Hawk, promoting the Shred-it Secure Information Destruction service. Delivered a compelling, brand-aligned campaign that elevated awareness while maintaining strict compliance standards.
Scope: Digital and Visual Content Direction, Integrated Go-to-Market Creative Leadership, Brand Governance, Creative Operations, Vendor Management
| CHALLENGE
Balancing bold, attention-grabbing creative featuring a global celebrity with the need for strict brand adherence and regulatory compliance. Ensuring messaging clearly communicated secure information destruction benefits without diluting credibility or trust in a highly regulated space.
| APPROACH & SOLUTION
•Led end-to-end creative direction in partnership with Tony Hawk’s agency, aligning concept development with brand strategy and campaign objectives
•Ensured brand voice, tone, and visual identity were consistently applied across all video and supporting campaign assets
•Partnered closely with legal and compliance teams to maintain regulatory alignment while preserving creative impact
•Directed on-set execution, guiding storytelling, performance, and visual composition to balance entertainment with clarity of message
•Developed a clear narrative framework translating secure information destruction into a relatable, memorable concept
•Established guardrails and provided real-time feedback to ensure brand consistency and quality control throughout production and post
It's Going to be a Minute
Should've Called the Pros
Shred Everywhere
| IMPACT
> Increased awareness and engagement for the Shred-it Secure Information Destruction service through a high-impact, culturally relevant campaign
> Strengthened brand perception by successfully blending credibility with creativity in a regulated category
> Delivered a fully compliant campaign without compromising creative quality or storytelling effectiveness
> Reinforced brand consistency across all campaign touchpoints, setting a benchmark for future partnerships and large-scale productions
> Elevated internal and external confidence in executing celebrity-driven campaigns within brand and compliance standards
