with conviction™ is the independent creative practice of Kali Adams (hi!) My practice is focused on work that’s good for the planet and good for you. Here I combine my past experiences in creative strategy, conceptual development and execution to solve business, brand and communication challenges within the climate solutions and health + wellness spaces.
Aside from a personal mantra, with conviction™ is a reminder that when we believe in something, we’re willing to take more risks. And when we take more risks, the work gets interesting and people pay attention. I like working with brands and people that have found what they believe in.
During my tenure as Director of Creative at Ritual, I helped people turn healthy habits into a ritual. I led the creative department through 6 product launches, multiple brand campaigns and many performant activations. I partnered with the founder and innovation team to develop future products, led our in-house acquisition marketing creatively, launched the first Ritual pop-up shop and ensured all work was on brand and strategically sound from packaging to TV, OOH, digital ads, live events, social, editorial content, emails and everything in between. I also grew and managed the team as head of the department. The work we did together set the foundation for brand expansion into other product categories and helped transition the company from a start-up into a profitable company.
My partner and I were brought in as senior creative consultants to build brand awareness and spread Impossible’s company mission to turn back the clock on climate change and halt biodiversity collapse with plant-based meat products. We concepted and launched brand campaigns, product launches, retail + POS marketing, and various brand activations. But most importantly we made people fall back in love with earth.
Kali & Karina ©
A creative partnership that began at North Kingdom and lead to some amazing work for brands like: Airbnb, Disney, Facebook, GE, Google, LEGO, Impossible, Lucas Films, Netflix and Universal. Although no longer actively procuring work together, we occasionally still partner on projects that get both of us excited.
My partner and I came to Airbnb to help concept and launch work under the “Belong Anywhere” brand pillar. The strategy was aimed at combatting racial prejudice and implicit bias among hosts on the platform. We also worked with the editorial team on the airbnb magazine and contributed ideas to the experiences team.
During my time at Facebook as part of The Factory (an in-house product marketing and advertising department), my partner and I launched multiple personalized videos that reached billions of people, created a product feature called text delights that turned into an evergreen work stream with an entire dedicated department and concepted deck loads of brand activations. But most famously, we crashed the Facebook timeline with a New Year’s product feature because too many people were using it.
© with conviction, 2021