Challenge: Create an authentic, inclusive, aspirational, and high-energy brand idea that puts Absolut in the heart of nighttime fun, entertainment, and partying with friends during the summer season.
Solution: A global summer promotion that invites consumers to experience celebrations from around the world through live events in Bangkok, Rio de Janeiro, London and Boom — as well as through local on-premise events, custom, limited-edition bottles, and drink recipes.
Role: Concept development, creative direction, lead role in new business presentation
Challenge: Create a key visual that showcases a food mandala, utilizing ingredients from a Filippo Berio recipe, to bring the concept of perfectly, tastefully, and beautifully selected to life.
Solution: Purchased props, an in-house photo shoot, and stock imagery were used to create four unique and original food mandalas to launch Filippo Berio’s new campaign.
Role: Art direction, prop styling, photography
Challenge: Create a “Spirit of the Neighorhood” brand idea that encourages a beer and shot combination during the fall football season that is sports-relevant, but not sports-focused.
Solution: Long Live the Home Team. A celebratory rally cry and toast that inspires people to raise a Jameson and a beer at their next celebration. Whether it’s a toast to the home team, their favorite bar, or a great friend, consumers can hashtag #LongLive to share their moment with others and win prizes.
Role: Concept development, creative direction, art direction, lead presenter in new business presentation
Challenge: Bring the Pepsi Refresh campaign to life at local retailers across the US.
Solution: Customized charity promotions and local partnerships that varied by region and retailer provided unique and relevant promotions that laddered up to the Pepsi Refresh campaign in a way that engaged retailers and consumers.
Role: Art direction, copy
Role: Art direction
Role: Art direction
Challenge: Create a launch campaign idea for PurePoint.
Solution: A fully integrated 360 brand campaign that inspires the mass affluent to earn more for the moments that matter. The Pure [Impact] Campaign captures these moments and enables our savvy saver target to envision themselves in places that only PurePoint can take them.
Role: Campaign concept
Challenge: Create a series of poster designs that represent the concept of *Feel/Do, the vision and anthem at Catapult Marketing, that utilize Kellogg’s food products. *Feel/Do represents the notion that every touch point must inspire an appropriate emotion (FEEL) and compel a relevant and measurable action (DO).
Solution: A split image that showcases an emotion on the left and an action on the right to tell a complete story that highlights the magic of Kellogg’s food products.
Role: Concept development, creative direction, art direction, copy
Challenge: Create a brand idea for the retail environment that aligns with “Anything for Baby” that will widen reach, increase engagement, and ultimately drive higher conversion.
Solution: An in-store and digital campaign that invites parents to see the world through baby’s eyes by enabling them to experience nutrition, milestones, and adventures from baby’s unique perspective at key retailers throughout the seasons.
Role: Concept development, creative direction
Role: Concept, art direction, illustration, copy
Challenge: Create custom signage and in-store displays to promote Crystal Light Mocktails on NBC’s Celebrity Apprentice.
Role: Creative direction, photography direction
Photography: Jens Johnson
Challenge: Refresh the Family Dollar brand to drive volume, increase sales, and make the brand more relatable to todays’ savvy shopper.
Solution: A fun, lively, and approachable new brand personality, style guide, and TV campaign — combined with e-commerce, mobile convenience, refreshed stores, and a stronger social media presence — gave new life to this declining brand. This complete overhaul allowed Family Dollar to win with suppliers, drive sales, and better connect with their customers to provide a richer, more consistent shopping experience, both in-store and online. Family Dollar continues to experience consistent growth adding hundreds of new stores each year, while most brick and mortar retailers continue to close their doors.
Role: Concept development, creative direction, art direction, photography, photography direction, copy
Challenge: Utilize a joint partnership between Levi’s and CBS’s Rockstar INXS to drive sales of Levi’s jeans at JCPenney.
Solution: An integrated print, digital, and in-store campaign that offered limited edition t-shirts and leveraged Rockstar INXS’ relationship with MSN to offer free music downloads. Print ads in Rolling Stone and US Weekly drove consumers to JCPenney for their free music offer, while rich media banners showcased Levi’s jeans styles and gave shoppers the ability to buy their favorite style on JCPenney.com.
Robert Hanson, the President of Levi’s, called this campaign, “The best piece of promotional creative [he has] ever seen.”
Role: Art direction, model
Challenge: Create a series of sports-themed CVS yearbook ads that showcase the Mars Chocolate brands.
Role: Creative direction, copy direction
In-store signage for Pepsi-Cola North America.
Role: Art Direction