DoorDash


Turning food justice into celebrations



Activation
Brand Design
Service Design

Contactless delivery became a necessity in 2020, and we realized how essential the drivers are who connect people to their communities. In America, many of these communities are made of people facing issues much greater than social distancing. In a time of racial reckoning, DoorDash knew it had to plant its flag on higher ground. This January, DoorDash challenged 7 teams to develop a campaign that could create an impact. Our team was awarded first place in this competition.

Instead of speaking about diversity, we wanted DoorDash to go directly to the communities in need and help in the best way they know how. Our solution focused on confronting very real, systemic barriers, while putting human connection first.






This project is currently being activated by DoorDash and The Martin Agency.
Please contact me to get the password to the full case study! ︎ Or take a not-so-wild guess!

shannongerety@gmail.com

Elmer’s



Expanding the perception of slime




Innovation
Brief Writing
Brand & Product Design
Elmer’s couldn’t keep glue on shelves as the slime revolution spread around the world. Teenagers turned their families into small businesses as they found success selling slime online. Content creators get billions of views from unique slime creations, product reviews, and ASMR videos. There’s even a museum in Manhattan for those who want to get their hands busy and senses engaged.

The surprisingly lucrative business of slime is more than just a “satisfying” social media trend for kids. People are missing out on creativity, stress relief and mindful benefits because they’ve never considered it more than a tween thing. This project was originally a brief written by my strategy partner Marnie and I. A few months later, the brief attracted a group of creatives who wanted to bring it to life.  



Photo by Marilyn Nieves



Situation

Slime, a popular DIY activity, has taken the world by storm. Elmer's glue, an essential ingredient in slime, has benefited greatly from the slime revolution.




Problem

The conversation is stuck on pre-teens and slime is perceived as purely juvenile. 




Finding

Slime is more than just a kids toy. Approximately half of slime purchasers are people over thirty. Adults who appreciate slime say it helps express creativity, reduce stress and anxiety, and focus attention on something playful. 



Insight

Slime is somewhere between art and a stress ball.




Oppurtunity

People can manage their stress levels by dedicating their personal attention to something tactile and pliant. This can be in the form of exclusive collectibles by Elmers. 



Strategy

Slime does more.




Solution

A stunt that involves a limited edition collection of exclusive sensory fashion collectibles by Elmers. Before revealing that Elmer’s is behind the collection, the brand can show up in a heightened, mainstream way to effectively gain attention and shift perception to the infinite possibilities of slime.


The Idea

Le’Mers






Alternate Theraputic Reality Pop-up

A whimsical installation will be open to the public for only a few days, where a limited amount of fashion items, lined with slime, will be sold to those who can make it to the Bonneville Salt Flats.











The Le’Mers collection is for those who crave texture, color, and play. These items are designed with fidget spinners and stress balls in mind, which can help with distraction control, mindfulness and meditation, and stress relief. Exquisitely squishy, luxurious, and exclusive.














Le’Mers on social

@Le_mers_official on Instagram is the only place to buy collectibles outside of the pop-up installation. These accessories can be attached to each other, used as keychains, or carried solo.









Le’Mers will get help from influencers like @lilmiquela and Emma Chamberlain to spread the word on Instagram.







This stunt will create conversation and show that the applications of slime are infinite and for people of all ages. Le’Mers is just the start for Elmer’s to show that Slime does more. Next up, self care startup called Wellmer’s.






Mark

Truth in America


Deep dive into America’s culture of lies






Interviews 
Writing 
Design
The war on truth did not begin in 2020, though the stakes were raised to an insurmountable level in 2020 with the spread of COVID-19, countless protests for racial justice, and the most expensive election in history ($14.4 billion!) When Nonfiction Research approached my team with a burning question on truth, we turned to philosophy, spirituality, and psychology.

Our deep-dive included interviews with a psychologist, a psychic, a QAnon supporter, an ex-Morman drag queen, and a Pulitzer Prize-winning author and scholar. We also surveyed hundreds of strangers to see how many Americans have recently cut someone out of their life due to conflicting beliefs. (The answer? 35 million.) After weeks of interviews, infiltrating online groups, academic journals, stories from former cult-members, and more, we decided to publish our findings in the form of a zine.



Flip through the zine here, or scroll down for some highlights!







Background
Charles Darwin probably didn’t know when he set sail on The HMS Beagle, that his theory of evolution would influence a nation’s concept of truth. But it did. A few decades after Darwin’s On the Origin of Species, pragmatism, America’s philosophy, was born. And with it came a distinctly American set of beliefs about truth. The pragmatists believed that true ideas are those which help us adapt to our environment. Truth is what is useful—and just like our physical traits must evolve to suit reality, so must our beliefs. In this marketplace of ideas, the best idea wins.
Thesis
The marketplace of ideas has been hacked.

Misinformation has hacked the competition and “shoppers” are living in different realities. How did we get to such a divided state?

Forming Beliefs
Dr. Joseph Pierre, Professor of Psychiatry at UCLA, explains that our intuition (what “feels right”) and our subjective experience are the two most important reasons why we believe something to be true. With countless inputs and subjective experiences to draw from, it’s easy to see why so many different versions of truth compete with each other. Our beliefs are not the outcome of a lifetime of rational, objective investigation and reasoning. They are opinions explaining things left unsolved.

Throw in social identity theory, (belonging to groups) winner and loser effect (2 party-system) and confirmation bias, (ignoring any contradictory information) and it’s no surprise that the country reached such an extreme level of polarization. When there’s only an option to either win or fail, who wouldn’t want to find “truths” that support their side?

The Hero Paradox



This is the trend of truth in America. It is harder than ever to find agreement on objective truth. We call it the Hero Paradox because people take it upon themselves to be a detective and stand up against the problems of humanity. While intentions might be good, it is paradoxical because no matter what evidence is laid before us, our instinct remains to keep ourselves centered as the heroes of our own stories. 

Finding “truths” is not hard to do when considering our natural instincts. Apophenia is “the tendency to perceive a connection or meaningful pattern between unrelated or random things (such as objects or ideas).” We can’t help but look for patterns—seeing them has helped us survive as a species. We want our side to win because we believe it has to be right.

In a marketplace of ideas, healthy skepticism is inevitable and even encouraged. And it’s understandable that we push for better answers when we feel doubt. The Socratic method and “liberation by truth” are very attractive concepts to people who feel unsatisfied with the system. Truth Seekers take skepticism to an unparalleled place, and most of the theories spread by independent thinkers tie back to a deep mistrust of the government. In fact, people are eager to share their stories of how they were personally failed by the system.


The Future
Needs Objective Truth

We have successfully fallen trap to Red Herrings: lies to distract us from our real problems. Meanwhile, irreversible damage is being done to our planet, and experts argue that a majority of the COVID deaths in America were avoidable. The allostatic load from defending our beliefs and the high stakes of good versus evil can cause anxiety, depression, even shortened life expectancy. 

The marketplace only works if we are committed not to one single conception of truth, but to the process of letting truths be tested, verified, and maybe even abandoned. Only then can our truths evolve to meet the challenges we face.




My group of truth seekers:
Sheila Villalobos (ST)
Allison Schneider (ST)
Joseph Koroma (ST)


Mark

Green Girls

 

Empower those most threatened by the climate crisis



Brief Writing
Brand Identity 
Product Innovation
The climate crisis is a daunting topic that leaves many people feeling helpless. The entire world is talking about it, yet it’s still riddled with systems of oppression and treated like a conspiracy. The climate crisis is a gender issue, a race issue, a class issue, and an animal rights issue. The people in legislation do not represent the concern this crisis deserves.

In 2021, only 26.4% of congress are women. Meanwhile, women are the most affected by the natural disasters caused by climate change. My strategy partner, Marnie, and I were challenged to design something that will spread throughout culture that is intended to change behaviors/beliefs. A few months later, we assembled a team to help us develop the visual brand identity.



Photo from Time Magazine



Problem

Women are disproportionately affected by decisions made by mostly male legislators: 80% of people displaced by climate change are women. Women’s unequal participation in decision-making processes compound inequalities and often prevent women from fully contributing to climate solutions.


Realization

The solution to climate change lies in the education of girls.

Educating girls is ranked as a more effective climate solution than electric cars, offshore wind, wave and tidal power, yet typically gets overlooked in favor of technological fixes.



To put it simply, oppressing women is also oppressing the planet.








Understanding the Target
Olivia grew up in Maryland, near the Chesapeake Bay (a major water source facing an ecology crisis) and close to DC, which is filled with politics and climate activism. Growing up, she watched her mom volunteer for cleanups at the local river and join the board of a committee that protects the local ecosystem.

This past year, Olivia became the president of her high school’s sustainability club. She first learned about climate change from the women in her life. They lived in places that were experiencing the detriments from global warming and a lack of resources from overpopulation.

“We learned about greenhouse gases in our science classes, but the detrimental effects of climate change are just not in the curriculum. in order to get angry and passionate, you need to see direct effects. I also learned a lot more from following people on Instagram.”



1

Female Role Models

2

Education Beyond Curriculum

3

Local Sustainability Efforts





Strategy

Help young girls feel inspired about their potential to lead towards progress for future generations by equipping them with the knowledge and confidence they need to be strong, indisputable, and impactful.

︎︎︎



The Concept

Create a national youth organization that gives girls a space to come together to learn about and advocate for action on climate change.















Launch Partners


Point-of-purchase displays will show the new line of Larabars, with stickers and other takeaways to announce the Green Girl platform. Larabar website and social channels will introduce the GG community and show the chance to learn about the necessary roles for girls in the climate movement. Climate activists on TikTok will also help spread awareness.




Initiation


Website visitors will be encouraged to start an account and sign up for an initiation kit. This will include GG merch, a few eco accessories, and a pledge. The pledge is a reminder to fight for the planet, and may live on the box or be used as art.









Experience


Girls can complete courses and challenges that will focus on topics within environmentalism, addressing different skills and learning objectives. Local chapters can be started to engage friends, practice leadership, and make changes in their own community.

GG Dashboard
︎Continue Course on Marine Ecosystems: Ocean Acidification
︎Next on Speaker Series  
︎My badges
︎Build my next petition
︎Green Girl of the Week
︎Environmental News Ticker (Headlines/Articles provided by Grist.org)














The Green Girls
Marnie Abraham (ST)
Kate Power (CW)
Hannah Berling (AD)


Mark