MELANIE
MACDOWELL
BRAND + SOCIAL
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TODO O NADA
Latin America's Biggest Freeride Event to help spark a Revolution in the Industry
Event Production: Trail Co Inc
Brand + Social Management: Melanie MacDowell
Video Director / Editor: Jasper Wesselman
Art Director: Tom Bunney
11 Bikes for Kids
Donated Specialized Bikes to Kids in Chile
35% Growth
4.2k Following Growth
During Event Week
3.2 MILLION+
Impressions
During Event Week
TODO O NADA / ALL OR NOTHING
Todo o Nada was started to provide access and a platform to give people a chance.
The event series is a convergence of trail building, play, and committing to a lifestyle of presence and intentional living. I helped formalize initiatives as part of the branding, including The Condor Award and Bicicletas para Niños.
SHAREABLE SOCIAL CONTENT
Grew account 55% in total with a 21% increase in location demographics
CONNECTING BRAND + ART
Directed opportunities that connect custom artwork and sport to create mini sensory experiences and a sold-out merch booth at the event
IN-THE-ACTION BROADCAST
185,000+ Views on our Instagram Live Videos and daily Story recaps from Event Day
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VISIT GROVER BEACH
Activate economic development and connect community in California
Managing Agency: City of Grover Beach, South County Chamber of Commerce
Brand Direction + Social Media: Melanie MacDowell
Graphic Design: Dyno Creative
60% Growth
Content Engagement Improvement in 1-year
Top 3 Brand Identity
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MEET GROVER BEACH
We are Home on the Central Coast.
We value community, businesses of all kinds, and a work-hard-play-hard lifestyle. We are down-to-earth, a little bit old school, and a little bit modern. We are welcoming and unapologetically funky. If Golden Hour was fashion, we would wear that. We are friendly, straightforward, and enjoy a good pun every now and then.
FROM CONCEPT TO CITY COUNCIL
We created the brand, messaging, website, and nuances surrounding the brand. We then had to share for approval with the city.
HOME ON THE CENTRAL COAST
Positioned Visit Grover Beach as a home away from home, offering a relaxed, genuine welcome to locals and tourists, in comparison to surrounding destinations. Grover Beach is just a 5-minute drive from world-class vacation spots so we leaned into their 5 key differentiators, including the dunes, thrift stores, cannabis retailers, and bonfire-friendly beaches.
THOUGHTFUL ATTENTION TO DETAIL
Grover Beach is unique and funky, and needed a logo and custom font to capture that. We created 4 logos to ensure recognizability and a wide range of use cases. Some may notice that the teal we used is the same teal that the City uses in their media.
UCLA + LA DODGERS
Public Health Campaign across SoCal
Managed a global creative team and directed creative ideas to produce online and offline activations
Executive Director: Jonah Ansell
Senior Producer + Content Director: Melanie MacDowell
Production Team: UCLA Brand and Creative Team
Best Rich Media
Best Social Media Campaign
4.1 MILLION
Impressions across Los Angeles
HEALTHCARE FOR ALL
Be Well. Be You.
UCLA Health is a $6-billion healthcare system dedicated to caring for everyone. Raising awareness and funds while breaking down barriers, this initiative was aimed to increase awareness and take down stigmas to ensure that every patient, no matter who they are, feels seen, valued, and cared for.
RAINBOW-COLORED LENSES
While on the kickoff call with the designer, my only request was a new kind of rainbow, one in soft pastels that could flow seamlessly across projects, creating a sense of connection. The subtle rainbow and organic design emphasize the clinics' welcoming, soothing vibes. This concept is still being used by the organization.
MANAGED 1,000-ISH PIECES OF CONTENT
A slight exaggeration to show the scope and depth of the outputs my team created. From Dodger Stadium to TV Commercials to Zoom Room we were everywhere.
CREATIVE FOR CONNECTIONS SAKE
Ideated many projects that led to moments of connection and content creation. We were able to integrate the physicians and staff for a photo series, as well as create two Instagram filters that got thousands of uses.