jen casey romer

The Sperry Boat Shoe Summer Lounge at The Surf Lodge in Montauk, NY

Role: Creative Direction and Design, Event Production and Design, Project Management, Liaison Services and Client Management

Agency: Ugly Mother Creative

To celebrate Sperry’s fresh new set of boat shoe summer styles, we created an immersive pop-up and beach lounge experience for VIPs, including a host of celebrity influencers, fashion editors, and the Wolverine Worldwide c-suite executive team.

Taking place at Montauk’s most exclusive venue, The Surf Lodge, our team transformed the beach into a fully branded, highly Instagrammable takeover experience. An elevated, modern-minded decor approach paired with thoughtfully integrated product displays spoke to brand values and story, as well as a vision for what’s up ahead at Sperry. Additional signage included digital extensions via QR codes, as well as a custom fabricated Sperry set wall and immersive photo booth experience. Guests enjoyed themed cocktails and bites, finely curated market table and lots of free swag.

The Surf Lodge Staff donned Sperry footwear throughout the weekend, extending the event reach.

Impact: Over 700k impressions from socials, record-breaking increase in Google search nationwide, coverage from Footwear News, Yahoo, Times Square Chronicles, East End Taste, TSOnline and more.

Images courtesy of Sperry, Wolverine Worldwide, The Surf Lodge, and Ugly Mother Creative. Photos by @stosdada

John Legend x Sperry NYMD Launch at Fashion Week 2021

Role: Creative Direction, Design, Set Design, Sourcing, Production, Music Supervision.

Agency: Ugly Mother Creative

To introduce the new collaboration for Fall / Winter 2021, we partnered with Sperry x John Legend to create an interactive showcase experience. With live models, product display, brand-centric decor and seasonal elements, we welcomed press, editors and VIP celebrity guests to step into the newest campaign. Celebrity stylist, Dave Thomas, styled each model with looks from his new line, debuting alongside the footwear collaboration.

Activation space included lounge and outdoor terrace. Integrated QR codes drove traffic to the Sperry site, as well as to direct communication channels with Sperry’s Director of PR and Comm. Open air photobooth with integrated product invited guests to create organic content and share on socials.

Impact: 1.3 - 2.4m+ impressions across socials, featured segment on fashion week highlights on E!, press coverage from E! news, Footwear News, WWD, Yahoo!, The Knockturnal, and more.

Images courtesy of Sperry, Wolverine Worldwide, John Legend, Dave Thomas and Ugly Mother Creative.

Bai’s US Festival Tour 2019.

Role: Creative Direction, Design, Project Management.

Agency: CRONY Creative

Festival stops include: Austin City Limits, Bottle Rock, Firefly, Kaaboo Del Mar, Kaaboo Texas, Ohana, Pitchfork, Stagecoach and more. Touring activation earned 7.5MM social media impressions with integrated Bai branding. Over 246K bottles of Bai were sampled and sold, while 19 influencers created over 150 content pieces. (Additionally, we hosted North America’s biggest Silent Disco, with a total of 9,000 attendees.) Featured in Forbes and BizBash.

Images courtesy of Bai and CRONY Creative.

Afterpay Global Fashion & Beauty Trend Report Fall/Winter 2020

Role: Creative Direction, Web Design & Development, Project Management

Agency: CRONY Creative

Afterpay’s comprehensive trend report website features aggregated consumer data across 3 key regions for Fall/Winter 2020: United States, United Kingdom and Australia/New Zealand. This fully responsive website showcases Afterpay’s powerful insights on consumer behaviors and trends over the course of the fall/winter season. The trend report is a digital experience designed to inform, engage and further define the Afterpay brand through its dynamic elements, thoughtful user experience, powerful data-driven storytelling, and audio/video content pieces. The Fashion & Beauty report is shared out to a wide network of publishers, media companies and fashion retailers, and has been featured in articles across the globe.

You can view the full Global Trend Report here.

Images courtesy of Afterpay and CRONY Creative.

Afterpay Global Fashion & Beauty Trend Report Spring/Summer 2020

Role: Creative Direction, Web Design & Development, Audio/Video, Project Management

Agency: CRONY Creative

Afterpay’s comprehensive trend report website features aggregated consumer data across 3 key regions for Spring/Summer 2020: United States, United Kingdom and Australia/New Zealand. This fully responsive website showcases Afterpay’s powerful insights on consumer behaviors and trends over the course of the spring/summer season. The trend report is a digital experience designed to inform, engage and further define the Afterpay brand through its dynamic elements, thoughtful user experience, powerful data-driven storytelling, and audio/video content pieces. The Fashion & Beauty report is shared out to a wide network of publishers, media companies and fashion retailers, and has been featured in articles across the globe. View the full Global Trend Report here.

Images courtesy of Afterpay and CRONY Creative.

Sperry Press Day: Virtual Event Series

Role: Creative Direction, Design, Email Outreach & Guest Comm, Experience Design, Video / Motion Graphics, Project Management, Sourcing, Production, Sound Design

Agency: Ugly Mother Creative

To introduce the next season of styles from Sperry, we created a virtual event experience for Editors and Insider attendees.

Emails sent pre-event allowed for guests to access a curated playlist reflective of Sperry brand and seasonal tonality. Additionally, guests could enter for a chance to win a free trip with an affiliate hotel, and download custom-created Zoom backgrounds to use for the Editors Day event.

Provided set of motion graphics and video reels showcasing upcoming Sperry styles to create visually engaging materials for Sperry’s Director of PR and Communication presentation.

Post-event thank you packages with branded materials and freebies reflecting event creative direction were sent to all invitees, extending the event experience and creating additional avenues for communication.

Images courtesy of Sperry, Wolverine Worldwide and Ugly Mother Creative

CRONY Creative Rebranding: Identity & Website Launch

Role: Creative Direction and Design (Branding, Web), R&D, Project Management

Re-brand CRONY Creative, a Creative Marketing Agency. Creation of fresh, versatile new look for CRONY while preserving key design qualities inherent to the Agency’s identity. From conceptual ideation, design through to complete development of brand guidelines and assets for company use. Application of re-brand and new design approach to all company-wide documents, presentation templates (including internal and external).

Creative Direction and Design lead, Project Manager of multi-phase design, development and launch of fully-responsive Agency website. The unique build, Website Design and UI/UX Design reflect a fun, experiential nature, while aiming to highlight new branding elements and approach, as well as increase traffic, engagement, and usability.

Visit CRONY’s Agency website here.

Images courtesy of CRONY Creative.

The Playroom From Fatherly.

Role: Creative Direction, Design, Fabrication and Project Management.

Agency: CRONY Creative

Experiential retail pop-up event in NYC for kids and parents, in partnership with Lego, RXBar, and littleBits.

Over 2,200+ guests in attendance, round the clock programming, hundreds of toys demoed, wishlists created and kids made happy. Pop-up was featured in the New York Times, Inc., PSFK, multiple popular local / national parenting sites and blogs, dozens of influencers, 4.8 out of 5 sentiments in post-event survey, named Trendhunter’s Top 100 Retail Trends In 2019.

Images courtesy of Fatherly and CRONY Creative.

Neapolitan Express: Brand Creative Director

Role: Brand Creative Director and Partner

Originally launched in 2013 as the world’s first Eco-Friendly Food Truck, Neapolitan Express was officially introduced by lead investors, energy innovators, and business tycoons T. Boone Pickens of Clean Energy Fuels and Mayor Michael Bloomberg of Bloomberg L.P. Powered entirely by alternative energies, the Neapolitan Express pizza truck reduces greenhouse gases by up to 99%. Their patent-pending fueling technology fully powers its operations, while simultaneously cuts down its pollutants to a fraction. In addition to the environmental impact, the Neapolitan Express pizza truck allows for a safer environment for the public and our workers, allowing for the best food quality, and for the operator, a simpler, safer, faster service design. Since its launch, Neapolitan Express has pioneered its clean energy design to several brick-and-mortar locations, as well as a fleet of eco-friendly pizza trucks, continuing its commitment to a greener planet nationally.

As Neapolitan Express’s Creative Director and Partner, from 2012 - 2018, I worked with the founder and CEO to design, development and expand the Neapolitan Express brand and concept from the ground up. I oversaw and directed all aspects of the brand Creative, including Visual Design, Brand Strategy, and Concept Development.

Read More about Neapolitan Express’s Mobile Concepts here.

Visit Neapolitan Express’s website here.

Images courtesy of Neapolitan Express.

Role: Brand Creative Director

Since its launch in 2012, Neapolitan Express has been a leading force in the mobile food industry through its clean energy initiatives, scaleable operations, and all-organic menu. Built on the credo, “Fast Food should be Good Food,” Neapolitan Express believes that quality should never be forfeited in order to serve food quickly. The Neapolitan Express mobile concept aims to deliver good food fast, using sustainable technologies and top-quality ingredients.

The Neapolitan Express mobile menu consists of only 23 ingredients, emphasizing freshness, quality, and authenticity. Its menu was crafted in partnership with famed pizzaiolo, Giulio Adriani of Forcella, with processes streamlined for mobile kitchens and scaleability. Each Neapolitan Express pizza is prepared with the finest in organic ingredients and is free from additives, preservatives, and GMOs.

Each Neapolitan Express truck runs on clean energy, using patented fueling systems that cut down emissions to only a fraction of what other fossil-fuel mobile units produce. Its interiors carefully balance form with function, and modular kitchen to suit the brand’s evolution and future needs of franchise operators.

To learn more, visit neapolitanexpress.com

Images courtesy of Neapolitan Express and Thompson Hospitality.

Role: Creative Director (Strategy, Conceptual Illustration, and Design)

Featured conceptual hand-rendered drawings for the development and design of the Neapolitan Express brand and its expansion into brick and mortar locations in New York City. The conceptual works shown here are for locations on 7th Ave, Broadway, and 40 Wall Street in Manhattan, as well as projects in McCarren Park, Union Square, and Cadman Plaza in Manhattan and Brooklyn, New York.

Read about the Neapolitan Express brand here, and about their mobile concepts here.

Macy's x BuzzFeed: Goodful Launch

Role: Creative Direction, Design, Fabrication and Project Management

Agency: CRONY Creative

Experiential Retail Launch in Macy’s Herald Sq flagship in New York, NY.

Macy’s flagship Herald Square store was transformed overnight into an experiential wellness hub and retail pop-up introducing Goodful, a wellness and home goods brand from BuzzFeed and Macy’s. This lush, oasis-inspired greenspace drew its inspiration from Goodful’s nature-obsessed, millennial-minded brand values and modern aesthetic.

Guests were invited to experience a guided, 3-minute meditation and take-home tips for how they can continue their practice at home. An aromatherapy station offered consultation on aroma formulations using essential oils and organic tinctures. A Tea Station provided guests with the opportunity to craft their own custom tea blends to take home. Guests received on-the-spot mindfulness horoscopes, breathed in fresh air through a pure air demo, and created their own Goodful content against an interactive photo booth and Greenwall. As Creative Director, I conceptualized the activation concept and design approach, programming, and guest experience, as well as provided on-site direction from load-in to close.

Images courtesy of Macy’s, BuzzFeed and CRONY Creative

Yahoo!: Slay The Holidays with BuzzFeed

Role: Creative Direction, Experience Design, Programming, Project Management.

Agency: CRONY Creative

An experiential pop-up event in Chelsea, New York.

To mark the launch of Yahoo! Mail’s rebrand, BuzzFeed and Yahoo! invite guests to play, learn and shop in an immersive, gamified holiday market event. This high-impact event featured a curated pop-up marketplace of local vendors, a green-screen photo experience, artisanal grazing station, arcade-style “Unsubscribe” challenge and branded prize booth.

Images courtesy of Yahoo, BuzzFeed and CRONY Creative.

Lay’s Taste of America National Food Truck Tour

Role: Creative Direction, Design, Fabrication and Project Management.

Agency: CRONY Creative

National Food Truck Tour (B2C).

Designed a touring food truck and customized pop-up Tasty kitchen hitting three markets (Chicago, New Harbor, Morgan City) in order to drive product sampling of local Lay’s flavors.  At each tour stop a local chef developed custom dishes integrating Lay’s flavors for guests to try while games, activities, Pandora-featured DJs and a touring Tasty photo booth rounded out the Instagrammable experience. Over 10,000 consumers sampled across markets amplified by content spin-offs via BuzzFeed’s Bring Me and Tasty properties, including 700+ social media posts generated by the Tasty photo booth.

Images courtesy of CRONY Creative.

goodTalks with Healthline: An Online Event Series

Role: Creative Direction and Design, Strategy, Programming and Event Direction, Design, Web Design, Video Production, Project Management.

Agency: CRONY Creative

goodTalks with Healthline is an Online Event Series and multi-channel marketing campaign spanning several months in summer/fall 2020. As a multi-part series, each episode takes on a topic in health and wellness for viewers to tune in and ask questions over an hour-long streaming event. Each episode features a curated selection of relevant celebrity experts and guests with varying relationships to each topic, helping to ultimately broaden reach and diversify perspectives throughout. Some favorite guests include comedian Reggie Watts, NYT Best-Selling Author Gretchen Rubin, Chef Nyesha Arrington, Ann Friedman & Aminatou Sow (Best-Selling Authors and Podcasters behind Call Your Girlfriend), Philip Behn (CEO of Imperfect Foods) and many more.

To view more info, visit Healthline’s goodTalks event page.

Images courtesy of Healthline and CRONY Creative.

Role: Creative Direction, Mobile Concept Design and Development

Concept design for Nathan’s branded eco-friendly mobile vending units. Equipment/ unit layout and design, visual mock-ups for presentation with executive board of directors. These units now operate nationwide and are the primary focus of Nathan’s 2018 franchise initiatives.

Images courtesy of Nathan’s Famous.

Role: Creative Director and Consultant - Freelance (Strategy, Design, Concept Development, Illustration)

The selection below showcases conceptual designs and hand-rendered drawings prepared over the course of my work as Creative Director and Consultant during various freelance projects (for both mobile and brick & mortar concepts). The clients I’ve featured here include The Schrager Family, Chick-fil-A/ Thompson Hospitality Corporation, and Kevin Ryan/AlleyCrop. These concepts span diverse industries, including retail, fashion, technology and food & beverage.

As CD, my involvement ranged from collaborative, one-on-one ideation and brand strategy, concept design and development, r&d and location scouting, to the preparation of visual materials for internal business dev and strategy. The images showcased here are a summarization of working materials and designs created during the early processes of concept development.

Camp Compass

Role: Creative Direction, Experience Design and Programming, Project Management

Agency: CRONY Creative

Corporate Summit in Rock Hill, NY

Transformed a campground in Upstate New York for three day event featuring a wide range of classic summer sleepaway camp programming: a large scale diner-en-blanc, movies under the stars, fireworks show, talent show, inflatable park, yoga, installations, hospitality lounges, DJs, marching band, arts and crafts for campers. This community-focused weekend experience hosted it’s 800+ happy campers, established a cultural touchpoint for current employees and increased overall team happiness.

Images courtesy of Compass and CRONY Creative.

Delta x BuzzFeed’s Comfort Cabins.

Role: Creative Direction, Design, Design Fabrication, Web Development, Content.

Agency: CRONY Creative

Outdoor pop-up and street promotion in New York’s FlatIron district. 1K+ guests booked their quiet moment of focus and engaged with our interactive photo moment. Foot and vehicle traffic of ~220K+ created additional IRL branding impressions for the highly visible activation, named one of the “10 Best Ideas of the Week” by BizBash and NY Business Journal.

Images courtesy of Delta, BuzzFeed and CRONY Creative.

Just Don x Moda Operandi.

Role: Creative Direction, Design, Set Build, Social.

Agency: CRONY Creative

A multi-faceted content ecosystem, consisting of a fashion film, lookbook, snackable micro-documentaries, behind-the-scenes footage, and custom GIPHY content (GIFs + Stickers) to launch Don C’s exclusive collaboration with Moda Operandi. Project earned 30M press impressions across outlets such as Hypebeast, Highsnobiety, and The Cut. Digital experience increased traffic to Moda Operandi’s site by 98% (with 35% alone coming from our M’O x Just Don social media content).  83% of those coming to the site were new customers with a heavy sneakerhead attribution of +400%.

Images courtesy of Moda Operandi, Just Don and CRONY Creative.

Role: Creative Direction, Consultation, Strategy, Concept Development

Worked in collaboration with Faena leadership team to aid in the conceptual development of The Faena Bazaar brand and partnership strategy in it’s newest real estate venture. As the most recent edition to Miami’s luxurious Faena District, the 5000 sqft Faena Bazaar features 5 spaces for retail and food & beverage concepts, as well as a lounge/reception area and an open courtyard.

As freelance Creative Director, my goal was to provide creative support in the real estate development of this highly desirable raw-space. During construction, I conducted a series of site visits and surveys, as well as in-depth market research to craft a portfolio of potential brand partners for consideration at this location. This portfolio featured hand-drawn renderings and a series of floorplans to showcase a variety of retail and food & beverage concepts, and how they may activate within the space.

Images courtesy of Faena.

BuzzFeed x Hyundai’s Kamp Kona.

Role: Creative Direction, Experience Design, Set Build, Social.

Agency: CRONY Creative

Touring activation featuring large scale art installations, immersive KONA-inspired builds, and a fully branded, content-rich environment. Concert series featuring headliners Dan Deacon and Yacht. National tour stops included Meow Wolf in Santa Fe, Marfa, TX and LA, with over 1,100+ guests, and reach of 10.3M+ unique users across social channels.

Images courtesy of BuzzFeed, Hyundai and CRONY Creative.

Petco and BuzzFeed present: Wild and Waggy.

Role: Creative Direction, Design (including Programming and Experience Design), Fabrication + Project Management, Content and Web Development

Agency: CRONY Creative

Pop-up event in New York City.

Multi-day pop-up experience featuring seven dog-friendly stations, including a ball pit, a green screen photo op, dog collar crafting stations, a step and repeat featuring Petco’s artificial-free nutrition brands, styling workshop classes, a Petco Foundation snuggle lounge and downward dog yoga...in the most literal sense. To further our impact, we likewise partnered with local NPOs Muddy Paws Rescue, Louie’s Legacy Animal Rescue, and Long Island Bulldog Rescue. Accepting walk-ins and RSVPs on a custom splash page, the event drew 3.5K+ owners and their furry friends. Press coverage by Life & Style, Boogie The Pug, and named one of Bizbash’s 10 Best Ideas of the Week.

Images courtesy of CRONY Creative.

@coolbiden Campaign 2020

Role: Creative Direction, Project Lead

In response to underwhelming Biden merchandise, Lucas Walters and Jen Casey Romer designed, marketed, produced, and distributed a new take on Biden’s campaign merch. Our approach was to widen Biden’s appeal, raise support and inspire voters. All proceeds were donated directly to the @aclu.

@coolbiden launched a series of top-quality hatwear, garnering a shocking amount of organic growth and support across social media platforms. With skyrocketing international sales and powerful celebrity influencer support (including Diplo, Jason Theroux, Florencia Galarza, @nyc and more), @coolbiden was able to donate thousands to ACLU and drawing over 1.5 million impressions over the course of the campaign.

See more by visiting the @coolbiden campaign on Instagram.

Images courtesy of Getty, our supporters and @coolbiden

TikTok NYC Creators Event.

Role: Creative Direction, Experience Design, Fabrication and Project Management.

Agency: CRONY Creative

Influencer event in New York, NY. Located in the heart of Williamsburg, we took over the creative incubator, National Sawdust, to organically inspire TikTok’s growing creator’s community. Throughout the evening, guests learned best practices from a creative panel of key influencers and exchanged tips with their peers. At the end of the night our projection mapped walls transformed into a collaborative content creation platform with guests shooting videos for their channels. The event helped further collate TikTok’s growing creator’s scene in New York as the China-based platform continues to acquire new users in the US at an exponentially fast pace. 

Images courtesy of CRONY Creative.

Sincerely, by Gillette x Fatherly.

Role: Creative Direction, Design, Fabrication + Project Management

Agency: CRONY Creative

Pop-up space and Experiential event in New York, NY.

We created a warm, inviting pop-up experience leveraging video, audio, interactive and art driven installations asking parents and non-parents alike to reconsider how they prepare boys for adulthood. The space featured open letters to young men penned by big thinkers and big doers,  including rapper Common, therapist Dr. Michael Reichert, actor Luis Guzman, cook Edward Lee, and BASE jumper Matthias Girard, and had a poetry artist onsite typing custom poetry for guests in real-time. Gillette product was sampled to guests visiting the experience, and attendees were invited to share their own wisdom from their own experiences at the Writer’s Desk. 2,400+ guests interacted with Sincerely and the four day activation garnered high profile features in AdWeek, BizBash, EventMarketer among other publications. Guest reactions reached from “This will change a life” and “I cried during the story [...] it was so moving." to, in the words of comedian Roy Wood Jr., “"I had a f*cking blast."

Images courtesy of CRONY Creative.

In Touch with FIS.

Role: Creative Direction, Experience Design, Fabrication + Project Management.

Agency: CRONY Creative

Worked closely with FIS to develop a high-end environment, within a conference hall storage space, custom-tailored to their tech-driven solutions for credit union partners. From their initial board meeting room, attendees were guided through a Tunnel of Time and into a futuristic living room setting where interactive touchscreens, Alexa voice stations and informative still life settings all worked in concert to demonstrate FIS’ technology solutions for credit union members. FIS’ Credit Union Advisory Board and conference attendees all had the opportunity to walk through the demonstration, leading to new revenue and substantial ROI for FIS and it’s credit union division.

Images courtesy of CRONY Creative.

Billboard x Bai 2018 National Tour

Role: Creative Director, Design

Agency: CRONY Creative

The Pizza Joint.

Role: Creative + Design, Web and Content Development

Agency: CRONY Creative

Pop-up event in NYC. CRONY created The Pizza Joint, a combination of all that’s New York iconic - pizza, Hip Hop and the Knicks - into one authentic, 15-day pop-up on the Lower East Side. Beyond serving pizza every day, The Pizza Joint offered perks for Chase cardholders including buy one, get one free pizza slices, priority reservations, free Pepsi products, and limited edition swag. The pop-up hosted special events geared toward Knicks fans and BuzzFeed’s audience, presenting performances by Wu Tang’s Raekwon, RUN DMC and Leikeli47, Knicks Show and Tell with Entourage’s Jerry Ferrara (aka Turtle), Knicks Speed Dating, and fan gear bedazzling classes. Over 6,000 restaurant visitors, including New York cultural heavyweights such as A-Trak and Nigel Sylvester alongside Knicks legends John Starks and Larry Johnson. Press coverage by Adweek, Sports Business Daily, Trend Hunter and NBA News Now, among others.

Images courtesy of CRONY Creative.

New York Comic Con 2019

Role: Creative Direction, Design, Project Management.

Agency: CRONY Creative

Javitts Convention in NYC. One of NYCC’s largest activations, CRONY’s Marvel’s Avengers Game booth went big with hands-on, pre-release gameplay stations, a larger than life Captain America memorial statue, original Bruce Banner and Thor costumes, and the unveiling of Kamala Khan’s Ms. Marvel costume. To celebrate the start of the 2019-20 NBA season, CRONY created the “NBA Tip-Off Challenge.” The activation featured a custom interactive video booth experience, a vertical leap contest, original art illustrations prizes, influencer appearances, and digital sweepstakes. Building buzz for the launch of Facebook Watch’s original horror series, The Birch, we created an unforgettable, immersive photo op with the original 9’ Birch monster from the series. Aghast fans were gifted limited-edition swag. An estimated 75,000 visitors and 2.2M impressions over four days. Consumer sentiment surveys and database sign-ups were key success metrics for Facebook and the NBA and our team administered 1,600 surveys / 1,900 sign-ups for Facebook and 2,200 surveys / 1,200 sign-ups for the NBA respectively. Press coverage included The Muse by Clio, Hip Hop Wired, Hidden Remote and Comicbook.

Images courtesy of CRONY Creative.

More coming soon.