Suyin Sleeman

2018 Cannes Lions Glass - The Lion for Change - Shortlist

2018 Clio Awards - Bronze - Cause Related

2018 Webby Awards - Best Launch Nominee, Integrated Campaigns Nominee

2018 Telly Awards - Gold Telly Winner

Dove asked us to drive awareness for Dove’s 60th anniversary - the result was Dove Real Beauty Productions (RBP), a new type of production studio designed to increase diverse beauty representation on screens, big and small. RBP is a 100% female powered production company that created all Dove Masterbrand TVCs, social and digital content in the U.S. over the course of 2017.

We partnered with Shonda Rhimes working on behalf of RBP to bring real women’s beauty stories to life. Academy award nominated and Primetime Emmy winning director, Liz Garbus joined us on our journey to tell stories selected from the thousands of entries.

The first film launched on May 18 entitled “Meet Cathleen,” which shares the story of Cathleen Meredith, the founder of an online phenomenon Fat Girls Dance. Cathleen’s story hammers home the powerful message that #RealBeauty is not only seen – you can also find it in yourself. The short quickly took off with more than 2 million views within the first three days.

A few coverage spotlights include: Bustle, Marie Claire, NY Mag/The Cut, People, AdWeek, Ad Age and Creativity. Mashable highlights the brand commitment and the client called it “the most perfect piece of coverage they’ve seen in years.

Dove set out to launch its limited-edition Bridgerton collection with a campaign rooted in culture, fandom, and purpose. The result was “Let Them Talk”—a fan-first idea inspired by the women of Bridgerton who defy expectation, break rules, and own their power without apology.

At the heart of the partnership is a shared belief: confidence doesn’t come from approval—it comes from self-trust. For nearly 70 years, Dove has challenged narrow beauty standards. Bridgerton does the same, rewriting the rules of society through characters who embrace their individuality. Together, the brands invited audiences to proudly own their beauty and simply let the whispers fade.

The campaign launched with a hero film spotlighting five creators known for showing up online and IRL unapologetically, celebrating real beauty in all its modern forms. A global network of influencers amplified the message in their own voices, bringing “Let Them Talk” to life across cultures and communities.

At the Bridgerton Season 4 Global Premiere in Paris, Dove extended the idea into the real world—handing the mic to fans and talent and inviting them to share their own stories of rising above judgment and showing up with confidence.

“Let Them Talk” reframed gossip as background noise, and self-expression as the main event.

Coverage spotlights include: Vanity Fair, USA Today, The Cut, Marie Claire, Cosmopolitan, Vogue Germany, The Drum: Ad of the Day, Campaign US, Little Black Book

In partnership with Mythology, I developed the core campaign idea, including the creative platform, tagline, and film concept.

2019 Shorty Awards - Gold - Consumer Brand

2019 Webby Awards - Honoree - Advertising, Media & PR: Best Influencer Endorsements

TAKING GUYS FROM ANONYMITY TO NOTORIETY. WITHOUT THE MUSIC LABELS.

91% of music artists are struggling unknowns—with 20 million of them uploading to Soundcloud hoping a music label will discover them as the next big thing. Could AXE, a brand known for getting guys noticed in the real world, get them noticed in the world of music, too?

Introducing, AXE THE LABEL. A first-of-its-kind platform that elevated undiscovered SoundCloud artists through turning the music streaming service into a tool for collaboration with some of the biggest names in hip hop: Lil Yachty + Zaytoven. How? By hijacking the Soundcloud comment section. Where listeners traditionally just show their love, we let fans show their talent instead—with the best tracks making it onto this generation’s version of an album, a fire playlist.

Results: In the end, AXE THE LABEL saw a 76% increase in positive AXE brand mentions and earned us the most comments ever on SoundCloud. Most importantly, we broke 10 undiscovered artists into the music scene, innovated the way artists collaborate on a social music platform and saw one guy’s track reach 1.4 million listens while becoming the 1st branded song to reach Soundcloud’s top charts. Proving that AXE can take undiscovered artists from anonymity to notoriety…all without the help of a music label.

The most submissions and listens to a branded track on SoundCloud ever - and that was in 24 hours.

•90MM+ Impressions •44K+ Comments on Soundcloud • 1.8 MM Streams on Soundcloud for the launch track

• Landed at #14 on the New & Hot Chart on SoundCloud • Added to SoundCloud's "Fresh Pressed" Playlist

Cannes Lions Short List - Viral

Finalist - Best Real-Time Marketing

Art Director's Club - Merit Recognition

Clio Award Shortlist - Digital/Mobile

Webby Awards Honoree - Viral Marketing

Webby Awards Honoree - Native Advertising 

The Challenge: 

People were talking a lot of sh*t about smart on Twitter

The Solution: 

Respond to a snarky tweet with a little humor, some serious number crunching and a hell of a lot of poop.

The Results: 

Over 22 million impressions

2,200% increase in Twitter mentions

333% increase in "tridion safety cell" searches

Media dollars spent? ZERO

Featured in the 2016 Edition of “Hey Whipple, Squeeze This”, Buzzfeed, CNN, Mashable, Jalopnik, The Daily Mail, Business Week, Forbes, The Daily Telegraph, Gizmodo

ACD: Suyin Sleeman, Matt Zavala
Art Director: Spencer Hansen
Copywriter: Dan Brill
Designer: Hannah Yu

Art Directors Club / Tomorrow Awards Shortlist

Art Director's Club - International Shortlist

New York Festivals Awards Finalist Award - Temporary Retail

AICP Next Awards - Next Experiential Shortlist

In the fall of 2013, R/GA partnered with L'Oréal Paris and the MTA to create the L’Oréal Paris Intelligent Color Experience, a pilot project designed as the next incarnation of experiential marketing and out-of-store shopping. The Intelligent Color Experience is an interactive machine that uses cameras and sensors to scan the colors in a shopper’s outfit. After detecting the three primary colors in the outfit, the machine offers the shopper personalized matching (or clashing) product options from the L'Oréal Paris Colour Riche line. Shoppers can purchase the suggested nail polish, eye shadow, mascara, and lipstick directly from the machine or choose to email the options to themselves. 

Housed in the 42nd Street–Bryant Park subway station, the L’Oréal Paris Intelligent Color Experience drew immediate attention from commuters and the press. Kicking off with a nationwide press release and ribbon-cutting ceremony, the unconventional launch ensured that the news spread quickly, with media calling the machine the "futuristic beauty store for the city girl on the go." An exclusive article by The New York Times announced the project and highlighted both R/GA's ingenuity and L'Oréal Paris's position as a leader in the beauty space.
 
In less than 48 hours, the program generated 130MM impressions and $4.7MM in ad value and appeared in major publications from Creativity to the coveted Low-Brow/Brilliant section of New York Magazine Approval Matrix.

Art Director's Club Silver Cube - Best Use of Technology

Art Director's Club Bronze Cube - Art Direction Craft

Webby Awards Honoree - Native Advertising

Mashies Best Use of Facebook

The Challenge:

How to make a splash in the very competitive world of Facebook on a small car budget.

The Solution:

Facebook’s first-ever choose your own adventure that transformed the static photo album into an animated, interactive brand experience.

The Results:

Over 36.2 million impressions

441% increase in photo views

977% spike in fan acquisition rate

video pw: nexus123

What does an idea look like? On day one its probably not that impressive.

But then it goes on a journey, encounters other people, changes, develops and grows. Sometimes things don’t go quite to plan, and you have to re-think and start again.

But over time, as you collaborate, share and create it becomes more than you ever expected and when you look back, you realize quite how incredible your idea has become.

Google for Work is a set of tools that help you work together better to realize your ideas.

So we want to use real data, from genuine collaborations to visualize the unique story of any idea that has been developed through Google for Work.

Cannes Lion shortlist - Cyber - Innovative Use of Social

The L’Oréal Paris Live Golden Globes Beauty Lab was a real-time social activation that rallied a team of models, makeup masters, hair gurus and nail extraordinaires to recreate celebrity beauty looks as they came down the red carpet. The outcome? A total reinvention of the beauty tutorial as we know it, and record-breaking success for the newly named #1 Social Beauty Brand. During the 2014 Golden Globes, L'Oreal Paris' Tumblr page with the #LOrealParisLive campaign, controlled 80 percent of beauty-related Twitter chatter. The activation generated 21.8 million impressions and 234,000 engagements.

2022 Anthem Awards, Silver, Innovation

Over 80% of millennial parents and teachers turn to social media for advice, so we created an Instagram Bookshelf that meets them where they are. meets them where they are and hands them a beautifully designed tool that helps answer kids’ questions about topics big and small.

Concept: Suyin Sleeman, Taj Reid, Jason Ferguson, Marshall Peschell

You know those days when a shaving brand and Universal Studios asks you to create a music video? 

They were all like "Write us lyrics that will get chicks to look after their legs and make it all Pitch Perfect 2-style, aight?"
So, we did. 

We partnered with director Adam Shankman (Hairspray, Rock of Ages) to create a lil' song and dance number performed by an acapella group we created known as the Basic Pitches.

The results: After only two weeks, the video had over 5 million combined Facebook and YouTube views.

*Hair toss*
 
Credits:
Creative Directors: Matt Zavala, Suyin Sleeman
Copywriters: Erin Copithorne, Kate Carter, Suyin Sleeman
Executive Producer: Jason Way
Director: Adam Shankman

When girls don’t feel good about the way they look, they are more likely to opt out of important activities. However, research shows that spending just an #HourWithHer can boost a girl’s self-esteem for a lifetime.

With Shonda Rhimes returning as our Chief Storyteller, Dove Real Beauty Productions releases its first film of Season 2, "An Hour With Her." Dove Real Beauty Productions launched in March 2017 to shift the power of storytelling from Hollywood into the hands of real women who are boldly expanding the definition of beauty in their communities. This year, Real Beauty Productions is showing the journey of women and girls who have been impacted by the Dove Self-Esteem Project and the inspiring intergenerational connection each has made around beauty, confidence and self-esteem. The four-minute first installment, directed by iconic dancer, choreographer, and actress Debbie Allen, follows Chelsea Harris and Caralyn Singleterry whose shared journey of confronting appearance-related negativity inspires each to embrace their beauty, develop confidence and reclaim their power.

Director: Debbie Allen

Group Creative Director: Matt Zavala

Creative Director: Suyin Sleeman

Art Director: Caroline Pratt

CHALLENGE:

Get the attention of Gen Z guys and get them to believe AXE Gold can help you confidently face life’s awkward moments head-on.

IDEA:

We worked with Andrew Barchilon (The Eric Andre Show) to come up with a series of entertaining, sweat-inducing challenges and invited Lil Yachty, Markiplier and Danny Ocean to stay Fresher under Pressure no matter what we threw at them.

RESULTS: • 110M total reach • 3.37M total engagements • 264M+ earned impressions • 20M+ total views on our 4 hero films

Rewriting the Rules of Clinical Weight Loss

When WeightWatchers set out to launch their new Clinical offering—including GLP-1 medications and access to board-certified doctors—they didn’t want to look like everyone else in the category. So, we flipped the script.

We reimagined the 80s classic “Physical” as a bold, tongue-in-cheek anthem for a modern, holistic approach to weight health. The result? A high-energy, ensemble musical campaign that broke through the clutter and made Clinical feel fun, fresh, yet still undeniably WeightWatchers.

And the numbers hit all the right notes.
 The work landed in the 80th percentile for short-term brand growth, driving WeightWatchers to confidently invest in high-reach moments like New Year’s Eve, the Golden Globes, and NFL placements.

Teen millennials aren’t like the rest of us. They’re smarter. They’re better looking. And, they know it. So, let's incentivize teens to plan ahead when it comes to student loans, by rewarding them with the one thing they love the most: EGO-STROKING.

Conan got himself a blimp so I worked with the boys at Breakfast as they wired it up to auto-check in on Foursquare. Users could check-in to the Blimp and score the much coveted Conan Blimpspotter Badge and follow the Blimp's tweets on Twitter. 

For the reveal of the Mercedes-Benz GL, we designed an experience that would light individual parts of the vehicle every time a person tweeted or liked our site experience. One by one, aspects of the SUV would be shown until the final angle was lit. With the unveiling of the GL to the world via a purely digital experience.

Upon launch date, our MB partner artists would showcase a product they designed based on aspects of the GL. These products would be representative of each artist's field eventually to be auctioned via eBay, with all proceeds going to charity.

 This pissed off a whole bunch of people, made fans out of a whole bunch more. Put Amp Energy in the conversation for the first time and went to number 2 on the iTunes charts, before getting pulled.

The Idea:

You only have one chance to make a first impression. The “Before You Score” application makes sure you make it a good one. With live feeds, pick-up lines, conversation starters, interesting facts, and much, much more, this application gives you the shot you never thought you had with 24 types of ladies. If you succeed, add a notch in the application and a note about something you should probably remember. Like her name. 

Norway is shit. That's why they made the boats that take them away from there so great.

The Ask:
Create a video that gets across that no matter how anxious you feel giving your newborn his or her first bath, trust your way. Oh, and do it with no $$$, k?

The Results:
Turns out people REALLY love babies. In less than 1 week, the :60 garnered over 2.4MM views.

The brief was to get teens to always make sure they had their ChapStcik on them. So, we did it with the one thing teens always have. Attitude.

A fun little film I did with Folk Devils for Plant Vodka Soda. Here we celebrate SPILFS, single parents too busy for hangovers or to delegate proper time in the search for love.

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Agency: FolkDevils