Corbin Cloward

The idea: Create an experience for crafty-minded families to immerse themselves in creativity with Peter Pan peanut butter and Crayola for a chance to win a $10,000 classroom makeover.

My role: I concepted the superhero-in-a-jar direction, created the personas for each superhero—Imaginator, Clever Girl, The BIG Idea, Wisenheimer, PB Prodigy—then brought them to life using Bing’s AI Image Creator, and wrote the copy for the contest’s microsite.

Google has a tradition of April Fools' pranks, and they wanted to utilize this tradition to bring awareness to the Google Store. I was brought on as a freelancer to create the concept for what the product should be, and how it should come to life. Initially there were a few concepts:

• Google Pets – Repurposing the quadruped robots from Boston Dynamics (which Alphabet owns) as cute, cuddly, military-grade pets for the family.

• The Bound Edition of the Internet – I did the math on how many Encyclopedia Britanica-style books it'd take to encapsulate the entire internet. Image the amount of books on cats alone.

• Google Smell — A ridiculous wearable that gives you the ability to smell each website you visit. Imagine which sites suddenly become more — or much less — enjoyable to visit.

We finally landed Google Drop. Essentially it's a phone case you add to your Google Phone that reads the chemical composition of your sweat and caters to the needs hidden within. Vitamin readings anticipate what you'll want for the next meal. Pheromones in your sweat can pair you with potential dating partners. It'll even pick music to match your biometric readouts. I created the script and created directed this video and helped create other deliverables for the Google Store site, emails, and social media.

At Old Navy I split my time between the Brand Storytelling Team, where we concepted seasonal campaigns, and the Social Media Team where I helped bring everything from an outside agency to in-house—including amazing videos we made for Vine and Instagram (click on each of those links). I also had the opportunity to manage music for stores and make special playlists for each season.

My role at Walmart was two-fold: provide creative direction for in-store copy from external creative partners, and lead the creation of messaging for the in-house creative team.

I’ve cherry picked a few samples from seasonal moments throughout the year, including holiday, summer vacation, valentine’s day, Halloween, mother’s day, and father’s day.

I enjoy these seasonal moments because it provides an opportunity to inject a bit more personality and fun into the copy and design.

I had the pleasure of working with Diane Amos—aka “The Pine-Sol Lady”—on a batch of fun, energetic how-to videos for PineSol.com and a Pine-Sol YouTube Channel playlist.

My design partner and I created these at the beginning of Covid, managing a production team in Raleigh, NC remotely from the Bay Area. We filmed Diane at the Clorox Creative Studios in Oakland, which is luckily where she lived. I wrote the storylines and scripts for these and collaborated with design on building out mood boards and storyboards.

These three videos were part of a full refresh of the website video content for Pinesol.com. I really like the fresh, positive vibes we were able to capture on a brand that’s part of millions of Saturday cleaning routines across the country.

Two projects here. First, the star.

Katy Perry tweeted that all her niece wanted for her birthday was her own bottle of Hidden Valley Ranch. Of course, we had to oblige.

I led the creative team that created a custom Hidden Valley bottle for Katy’s niece, featuring an illustration of Katy’s conveniently-named dog Nugget over a fabulous rainbow background. Oh, and don’t forget the dazzling rhinestone applique.

We sent Katy a special care package with the custom ranch bottle, which she then retweeted. Best birthday ever? I think so.

Next up, the Ranchology Rewards welcome video.

Our team created this video to walk people through the benefits of the new and improved Ranchology Rewards. This highlights our website, the new badges we created, and the overall tone of the brand.

I wrote the script for this video and creative directed its development with my design and motion graphics counterparts. I also directed voice talent and selected music.

I don't know about you, but it gets me pretty pumped for earning tasty rewards just for eating ranch.

I started with Clorox right before the pandemic turned the world upside down. Before Covid-19, Clorox focused on making their products more relatable to millennials and Gen Z. Our team at Electro did this with fun, approachable bleach how-to videos and hand-made stop motion animations highlighting our collaborations with lifestyle brand Brit + Co.

The virus brought Clorox back to its roots, with a focus on efficacy and claims-driven marketing. Take a look at the samples below and see if you can spot the difference.

As a cat dad to two fluffy, adorable Rag Dolls, Fresh Step was a brand that was near and dear to my heart. I led the creative team that brought the social media creation in house at Clorox — and in turn boosted organic impressions by 150 million year-over-year. Other duties included leading creative for owned digital channels and copy for packaging — and sending way too many cat GIFs in our MS Teams channels.

Feast your eyes upon a couple of pieces of tasty digital content from Kingsford.

Up first is the Kingsford Signature Flavors landing pages. Signature Flavors was a fun project because it was a completely new product from Kingsford, which meant that we were able to push the page outside of the typical website template.

I worked closely with UX, design, strategy and our R&D scientists to create something completely unique and eye-catching to make Kingsford Signature flavors come to life in a big way.

Up top we included a looping video from our product launch shoot — something that we hadn’t done before — which really brought home the sensorial experience of grilling with Signature Flavors.

Throughout the page we used color to convey the essence of each flavor, along with parallaxing flavor notes throughout the page to elevate the experience.

And the copy followed that elevated approach, tapping into the emotional aspects that each flavor evoked.

Last but not least you’ll see a couple of emails for subscribers. We sent out two emails every month with custom tailored recipe recommendations.

During my time with YouTube I directed creative on website and email campaigns for several YouTube business, including YouTube Ads, YouTube Creators, and YouTube Music.

What you see up top is an example of a fun campaign we did for YouTube Creators when they reach a certain subscription milestone. Each time they hit a milestone they’d receive an email congratulating the Creator with a fun GIF. I wrote the story lines for each of these animations and directed our illustrator and animator to create the final product.

Below that you’ll see website examples for our YouTube Ads rebrand, as well as en email that was part of our campaign to launch YouTube Director.

It was tons of fun leading concept and writing for Yahoo's Video Guide app launch and their Fantasy Football social media campaign. Captain Kirk, Gandalf, Princess Buttercup, and Benjamin Franklin help bring everything to life with cameo appearances.

With the Gap brand team I had the opportunity to work on print, windows, in-store, and radio spots. And headquarters had a bunch of Warhols and Lichtensteins from the Fisher Collection—pretty neat stuff.

Just a few of my favorite things.

If you’re into HiFi, here are the details on my sound system, I also own about 1,500 records:

ATC SCM40A active speakers | RME ADI-2 DAC FS preamp | Avid Diva II SP table w/ SME 309 arm | Audio Technica AT-OC9XSL MC cart | Parks Waxwing phono | Benchmark

The car is a 1967 Ford Fairlane 500 that’s been in the family since new.

And how can we forget to mention the Ragdoll kitty sisters Frankie & Charlie, along with their arch nemesis supermutt Joni.