Durria Gunja
Redbox Value Menu
Redbox Value menu was an idea to highlight the best offers from Redbox Kiosk, On Demand and FAST Free platform. Knowing Redbox customer is a value player, we started the Value Menu in 2022. The entertainment industry has gone through major shifts with new content delays due to Covid. The Value Menu helped the company sustain its customers by delivering on its brand promise of always bringing the best content at the best value. We've seen a lot of success with customers using the menu on the website as a means to look for the best movie and offers of the week.
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Responsible for research, strategy, creative direction and campaign development from concept to completion.
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TUL Brand Launch
One of 10 premium private brands launched at OfficeMax. Contributed in early research to learn about customer need. Responsible for brand positioning, design strategy, website, marketing launch and paid marketing ads. Tul brand increased the product margin for OfficeMax from 7% to 25%. It is one of the most successful premium brand product to date.
TUL was launched during fashion week. We sent samples of the pen to high end hotels in NYC and LA for people to try. Packages of TUL pens were also sent to celebrities in Hollywood.
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Responsible for Photography direction, design, packaging and all marketing deliverables and in-store experience.
Elf Yourself Holiday Campaign
Elf Yourself was one of 20 holiday websites developed to help spread the budget for OfficeMax holiday campaign in 2006. It is considered one of the most viral digital campaigns still running. At initial launch it had one elf and received 200 hits a second.
Elf Yourself became a big part of the holiday seasonal look for stores and marketing for OfficeMax. According to 2020 Business Wire report, 2 Billion elves have been created. it is one of the longest running campaigns for holiday.
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Partnered with VP of Creative in providing creative and brand guidance for initial shoot of 20 websites. Led the advertising and brand creative for Elf Yourself YOY from 2006-2014, until the acquisition of OfficeMax by Office Depot.
Lifestyle Design
Showcasing lifestyle home design work with multiple 3D walls and textures through fabric, wallpapering and patterns. Using a simple color scheme with a pop of blue and green natural plants to add life to the otherwise geometric textures.
