Brief Bio
For 15+ years, I’ve translated audience insights into innovative, attention-earning brand experiences, working across NYC, London, Melbourne, and Copenhagen with organizations such as The New York Times, VICE, and Droga5. I hold a master’s degree in Strategy from VCU Brandcenter, where I was valedictorian, and began my career as a WPP Fellow, an executive leadership program with a less than 1% acceptance rate.
My work has been recognized by several award shows and cultural institutions including Cannes Lions, The Webby Awards, The Design Museum of London, and The Smithsonian. I’m also passionate about teaching and mentorship, including founding ADCOLOR Futures and developing the 4A’s annual internship program, Spring Training.
Outside of work, you’ll find me strolling through a gallery, flipping through a book, or eating popcorn at the cinema. Feel free to reach out. I’d love to chat.
hrwatkinsiii@gmail.com
Selected Work
adDRESS The Future
Designing the world’s first digital clothing collection
For the launch of Carlings’ webshop, VICE designed the first-ever digital clothing collection. This line simultaneously enabled self-expression through fashion, while having zero% environmental impact. All revenue went to the non-profit WaterAid.
The Genderless Voice
Prototyping the world’s first genderless voice assistant
For Copenhagen Pride, VICE developed Q, the world’s first genderless voice. While companies often gender technology to make it feel more approachable, this can unintentionally reinforce gender stereotypes. As our understanding of gender continues to evolve, our technology should evolve with it. Q was created to help reduce gender bias in AI assistants.
The Impossible Bedtime Story
Cloning an illiterate mother's voice so she can have story time with her kids
For ProLiteracy, Droga5 used voice cloning technology to help Felicia, an illiterate mother, share story time with her children in her own voice. The film tells her story, and how her family experienced their first bedtime story together, on a $60,000 budget.
The Waiting Workforce
Building statues with expungement paper for Clean Slate legislation
For JPMorgan Chase, Droga5 built The Waiting Workforce, an installation of 38 statues representing states without Clean Slate laws. Made from 2 million pieces of expungement paperwork, it highlighted barriers to employment for Americans with criminal records. The installation stood outside Independence Hall in Philadelphia.
Unshattered
Commissioning art inspired by the shattering backboards of the NBA
For Hennessy’s NBA partnership, Droga5 commissioned Victor Solomon to create a one-of-a-kind backboard from shattered glass. The film Unshattered, directed by Derek Cianfrance, shows a dunk breaking the backboard and inspiring Victor in his studio, just as the game inspires every fan far beyond the court.
Unity Jollof
Hosting a dining series full of West African unity
For Chase Sapphire Reserve’s dining events, Droga5 brought unity to the Jollof wars. Jollof is a rice based dish that’s a staple cuisine of West Africa. Senegal, Nigeria and Ghana are in an ongoing debate on which nation does it best. To tap into this conversation and bring peace to the age-long competition, we partnered with Chef Tolu Eros who combines flavors of each nation together to create his one-of-a-kind Unity Jollof Rice. As chef says, “One people. One Jollof.”
Black History, Continued
Reporting The New York Times’ first column dedicated to Black history
To celebrate the contributions of Black Americans, The New York Times expanded Black History Month into a yearlong initiative called Black History, Continued. The project explores Black history and culture across politics, activism, and the arts, with coverage ranging from Black heroes to Toni Morrison’s literary legacy. It brought together reporting from across the newsroom and launched with Nikki Giovanni reading Quilting the Black-Eyed Pea (We’re Going to Mars).