Innovationeering
As the Director of Creative and Innovation, I sought out, tested and implemented numerous tools and processes to increse GreenRubino’s capabilities and efficiency.
Resonate: AI-enabled Audience Insights
The ask: Add to GreenRubino’s strategic insights capabilities with a tool to provide business, media, strategy and creative teams additional data and insights to drive meaningful change for clients.
The challenge: Data quality at the DMA level. Many of GreenRubino’s clients required insights for specific markets. The tool had to provide insights that we could count on for audience segments across different, small geographies.
The approach: There are numerous types of audience tools - from consumer research tools to social listening to survey tools. With a broad ask, I led a methological approach by investigating and testing tools representative of the range of types of audience tools. From here, we were able to evaluate which tool type best fit our needs and then dive into more specific tools.
The result: After several months of research, we selected Resonate, a tool that provided insights on millions of consumer profiles by tracking their journeys across the internet. Raw data was enhanced with synthetic data at the DMA level to provide the accurate insights we required.
Onboarding: I supported the onboarding of the tool with a phased approach for individuals across the business, media, strategy and leadership teams.
Actioning the tool: With data and insights at hand, I then led the building of custom GPTs for GreenRubino teams to chat with the insights, test and modify copy and act as an internal AI focus group.
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The challenge: Data quality at the DMA level. Many of GreenRubino’s clients required insights for specific markets. The tool had to provide insights that we could count on for audience segments across different, small geographies.
The approach: There are numerous types of audience tools - from consumer research tools to social listening to survey tools. With a broad ask, I led a methological approach by investigating and testing tools representative of the range of types of audience tools. From here, we were able to evaluate which tool type best fit our needs and then dive into more specific tools.
The result: After several months of research, we selected Resonate, a tool that provided insights on millions of consumer profiles by tracking their journeys across the internet. Raw data was enhanced with synthetic data at the DMA level to provide the accurate insights we required.
Onboarding: I supported the onboarding of the tool with a phased approach for individuals across the business, media, strategy and leadership teams.
Actioning the tool: With data and insights at hand, I then led the building of custom GPTs for GreenRubino teams to chat with the insights, test and modify copy and act as an internal AI focus group.
Custom GPTs: Solving Unique Challenges
At this point, LLMs are widely used by everyone across agencies. But most aren’t using them to their full potential. ChatGPT and other LLMs allow users to create specific GPTs using custom knowledge. At GreenRubino I not only led the creation of over 20 unique GPTs but also agency-wide training for individuals of all experience level and skillset. A sampling of custom GPTs are listed below:
Meeting notes and action items: We didn’t need to pay for another tool, we simply needed to write our own. Using meeting transcripts, notes or emails, any user could upload their notes and get a clear and comprehensive summary with next steps.
Pima Persona Feedback: Shown above, this GPT took custom audience data and insights and chunked out the information so that users could get feedback from combined audience sgements and specific segments.
Campaign Copy Assistants: Several GPTs were created based on approved campaign copy for multiple clients. Creatives wrote and crafted copy for approval to set a baseline for the GPTs. With approved copy, we added guidelines and training for the correct creation and usage. All generated copy was reviewed and modified as needed by GreenRubino creatives.
Proofreader: Decks and presentations are typically finihsed with little time before the presentation. But proofreading is vital for every presentaiton. This GPT was created to provide edits on copy, while recognizing and protecting creative copy that should be reviewed through a different lens.
Training on using and creating custom GPTs was agency-wide. These trainings provided a base-level approach for individuals to get started, with homework to create their own GPTs. Following up on this broad training were 1:1 sessions for numerous individuals.
Meeting notes and action items: We didn’t need to pay for another tool, we simply needed to write our own. Using meeting transcripts, notes or emails, any user could upload their notes and get a clear and comprehensive summary with next steps.
Pima Persona Feedback: Shown above, this GPT took custom audience data and insights and chunked out the information so that users could get feedback from combined audience sgements and specific segments.
Campaign Copy Assistants: Several GPTs were created based on approved campaign copy for multiple clients. Creatives wrote and crafted copy for approval to set a baseline for the GPTs. With approved copy, we added guidelines and training for the correct creation and usage. All generated copy was reviewed and modified as needed by GreenRubino creatives.
Proofreader: Decks and presentations are typically finihsed with little time before the presentation. But proofreading is vital for every presentaiton. This GPT was created to provide edits on copy, while recognizing and protecting creative copy that should be reviewed through a different lens.
Training on using and creating custom GPTs was agency-wide. These trainings provided a base-level approach for individuals to get started, with homework to create their own GPTs. Following up on this broad training were 1:1 sessions for numerous individuals.
Delta Dental of Washington: AI imagery and video
Background: In 2024, Delta Dental of Washington invested in photo and video shoots to create the “Healthy Mouth, Healthy You” campaign. In 2025, the client wanted to refresh the campaign.
The challenge: 2024 assets had been used extensively and had reached wear-out. New assets were needed, but budget and time limitations prevented another shoot. We were faced with a choice: AI or stock.
The approach: I led the creation of prompting guidelines and AI tool training to consistently deliver high-quality image and video assets that matched the production quality and style of the 2024 assets.
The result: 3x image and video asset volume vs. stock or another shoot, completed 25% faster than either option and matching the high-quality style of the 2024 assets.
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The challenge: 2024 assets had been used extensively and had reached wear-out. New assets were needed, but budget and time limitations prevented another shoot. We were faced with a choice: AI or stock.
The approach: I led the creation of prompting guidelines and AI tool training to consistently deliver high-quality image and video assets that matched the production quality and style of the 2024 assets.
The result: 3x image and video asset volume vs. stock or another shoot, completed 25% faster than either option and matching the high-quality style of the 2024 assets.
Pima Medical Institue: AI VO
Background: Pima Medical Institute creates numerous video and audio ads to support their marketing efforts.
The challenge: In an industry that often requires quick-turn executions to support lead generation we needed a solution that allowed us to create great creative while working with budget and time limitations.
The approach: I led the implementation and training of AI voice tools to provide audio with the same performance quality of human VO.
The result: 2.5x faster audio and video creation than traditional methods, all created in-house.
The challenge: In an industry that often requires quick-turn executions to support lead generation we needed a solution that allowed us to create great creative while working with budget and time limitations.
The approach: I led the implementation and training of AI voice tools to provide audio with the same performance quality of human VO.
The result: 2.5x faster audio and video creation than traditional methods, all created in-house.
Gallery
A sampling of random things to push my skills, with a general focus on nailing brand elements
