MTN DEW RAID
To gain the awareness of the gaming community, brands focus on the most famous Twitch influencers. This means thousands of streamers go neglected and never reap the benefits of brand partnerships, ultimately splitting the community into haves and have-nots.We decided to spotlight all gamers, regardless of views and subscribers. And to show our love, we helped them realize their biggest dream: get featured on the Twitch home page.
To achieve this, we trained AI to scan hundreds of thousands of live Twitch streams daily to find MTN DEW bottles and logos. The algorithm’s code only scanned non-top-tier streamers. If gamers showed a MTN DEW logo or products in their live stream they’d be selected, vetted, and featured on the Twitch home page.
By doing this, MTN DEW created a partnership with the entire streaming community (not just a few famous streamers) and rewarded them with their 15 minutes of fame.
Slim Jim - Enter The Meataverse
The Meataverse is Slim Jim's first web3-based, completely free, digital membership club and interactive collectible (NFT) experience. The cornerstone of our Meataverse is a rich offering of 10,000 unique, dynamic digital collectibles (NFTs). Members of the Meataverse can evolve their GigaJim by applying S.A.U.C.E. (the currency of the Meataverse), which is generated by scanning Slim Jim products, participating in challenges, and engaging with Slim Jim on social media. meataverse.simjim.com
The CEO of Verified Comments
Slim Jim was a faded 90s meat stick struggling to connect with modern audiences In 2018, we made a radical change and quit all advertising to focus exclusively on organic social media, on a mission to be the snack that cures digital boredom.We started off on Instagram and Twitter, but knew that we needed to take a radical approach if we were going to make an impact on TikTok. We stopped behaving like a brand, and started behaving like a creator on the platform, adopting the persona of "The CEO of Verified Comments".
Our approach was an immediate success, leveraging the brand's reputation as an amplifier of culture and content to earn us 4.2 million followers, 8 million UGC clips, 1.6 billion organic views, and 15% average engagement rate within the first six months following launch. This was equivalent to $19 million in earned media, with zero spent on paid ads within TikTok.
Sony LinkBuds
Sony aimed to effectively market the Sony LinkBuds to their core North American Gen-Z and Millennial audience. The LinkBuds merge digital audio with ambient sound, allowing users to enjoy media while staying connected with their surroundings. We crafted a campaign that authentically showcased the product's unique features in both digital and physical environments, we produced five streams of work for the launch, including a first of its kind AR-enabled unboxing experience, a virtual hub, two social filters and a social film. All in collaboration and co-created alongside Wisdom Kaye and Demsky, and made native for the platforms and digital ecosystems they live and play in.This effort generated 425 million social media impressions in the first week, with an 83% favorability rate for Sony LinkBuds.
CPG Art Direction
Played a key role in leading the art direction, set styling, and photography for a range of Conagra products. The majority of these projects were managed in-house, involving in-house styling, photography, and internal editing, all conducted at 180NY.
Hello!
Email me: darylgorellana@gmail.com
Education:
Pratt Institute
BFA: Art Direction
Nassau Community College
A.A.S.: Graphic Design
Experience & Awards:
‘21—Current: 180GlobalTech forward lead creative. Helped lead the creative department and managed creative projects across the agency in the absence of a ECD/CD (Aug. 2023 to Jan. 2024). Additionally, I led the art direction and conceptual development of AI/Web3 ideas for all brands. Frequently assisting on 180LA, 180AMS pitches. Collaborated with a multidisciplinary team to ideate and establish new business opportunities for existing and prospective clients. Clients include: Slim Jim, MTN DEW, Sony, Hard MTN DEW.
‘19—’21: TBWACHIATDAYCollaborated with a cross-functional team to provide art direction and create digital native content. Designed, art directed, illustrated, animated, and more for Conagra brands such as Slim Jim, Reddi-wip, Angie's Boom Chicka Pop, Duncan Hines, and others. Was part of the team which launched the Slim Jim Instagram account into what it is today. Helped develop organic social tactics to exponentially drive the growth of social pages that grew Slim Jim from 400k followers to over 1.2M in 8 months. Work with dozens of influencers, freelancers, and makers to create outstanding content for culture driven social activations.
‘18—’19: D3-NYC Worked with a diverse range of clients across all stages of creative, from new business pitches to concept to execution. Led the design team to execut on-brand creative that met clients brief. A multidisciplinary hands-on role, with a specialty in design and motion. Managed projects through production and presented final creative to clients, including Jet, Spacious, JetBlack Hello Alfred, and Luminary.
‘17—’18: Retina Inc.
Led design/VFX and art direction of two VR experiences: PLAYBACK, funded by Oculus and featured on the Oculus app store, and NuVision, the standalone hit VR experience. Executed work for NuVision that got them funding.
‘16—’18: Macy’s Fashion Office Played a pivotal role in the strategic development and enhancement of the Fashion Office branding, which included graphic design elements, effectively amplifying the voices and distinct identities of all Fashion Directors within the organization.
'16: The Participation Agency
Worked across multiple projects, within various roles; including art direction, concept development, design, and production. Clients include Mondelēz International, Nike, Sour Patch Kids, B. Bonin Bough, Asbury Park Now! + new business (brand identities, web design, decks, video, motion).
'15: MTV
Art Direction and Design of original interstitial content for MTV's No Chill segment. Provided support and collaborated with the No Chill team
Skills & Software:
Art Direction
AI augmented creative
Graphic Design
Photoshop, Illustrator, InDesign,
After Effects, Premiere
Cinema 4D
Spark AR
Web 3.0 ideation
Figma
Memes
Other Interests
Memetics
Emerging tech
Education:
Pratt Institute
BFA: Art Direction
Nassau Community College
A.A.S.: Graphic Design
Experience & Awards:
‘21—Current: 180GlobalTech forward lead creative. Helped lead the creative department and managed creative projects across the agency in the absence of a ECD/CD (Aug. 2023 to Jan. 2024). Additionally, I led the art direction and conceptual development of AI/Web3 ideas for all brands. Frequently assisting on 180LA, 180AMS pitches. Collaborated with a multidisciplinary team to ideate and establish new business opportunities for existing and prospective clients. Clients include: Slim Jim, MTN DEW, Sony, Hard MTN DEW.
‘19—’21: TBWACHIATDAYCollaborated with a cross-functional team to provide art direction and create digital native content. Designed, art directed, illustrated, animated, and more for Conagra brands such as Slim Jim, Reddi-wip, Angie's Boom Chicka Pop, Duncan Hines, and others. Was part of the team which launched the Slim Jim Instagram account into what it is today. Helped develop organic social tactics to exponentially drive the growth of social pages that grew Slim Jim from 400k followers to over 1.2M in 8 months. Work with dozens of influencers, freelancers, and makers to create outstanding content for culture driven social activations.
‘18—’19: D3-NYC Worked with a diverse range of clients across all stages of creative, from new business pitches to concept to execution. Led the design team to execut on-brand creative that met clients brief. A multidisciplinary hands-on role, with a specialty in design and motion. Managed projects through production and presented final creative to clients, including Jet, Spacious, JetBlack Hello Alfred, and Luminary.
‘17—’18: Retina Inc.
Led design/VFX and art direction of two VR experiences: PLAYBACK, funded by Oculus and featured on the Oculus app store, and NuVision, the standalone hit VR experience. Executed work for NuVision that got them funding.
‘16—’18: Macy’s Fashion Office Played a pivotal role in the strategic development and enhancement of the Fashion Office branding, which included graphic design elements, effectively amplifying the voices and distinct identities of all Fashion Directors within the organization.
'16: The Participation Agency
Worked across multiple projects, within various roles; including art direction, concept development, design, and production. Clients include Mondelēz International, Nike, Sour Patch Kids, B. Bonin Bough, Asbury Park Now! + new business (brand identities, web design, decks, video, motion).
'15: MTV
Art Direction and Design of original interstitial content for MTV's No Chill segment. Provided support and collaborated with the No Chill team
Skills & Software:
Art Direction
AI augmented creative
Graphic Design
Photoshop, Illustrator, InDesign,
After Effects, Premiere
Cinema 4D
Spark AR
Web 3.0 ideation
Figma
Memes
Other Interests
Memetics
Emerging tech