MY WORK
Dunkin' has several regional partnerships throughout the country. Part of my role has been leading the creative for the northeast, which is their largest market. For the metro NY market we were asked to concept broadcast and social spots around their various athlete partnerships.
MY ROLE
Creative Direction / Concept / Art Direction
DIRECTOR
Thor Raxlen
PRODUCTION
LAIR
Jagermeister was looking for a new way to engage and interact with its consumers for Halloween as a result REACH FOR THE DARKNESS was born. During the month of October consumers were enticed to Shazam the stag logo to unlock exclusive content, as well as Halloween tricks and treats. A few brave souls were selected at random and given the ultimate Halloween reward—a secret Jägermeister Halloween Party. This campaign incorporated On and Off-Premise, Social, and Experiential.
MY ROLE
Creative Direction / Concept / Art Direction
PHOTOGRAPHER
Jeff Riedel
Creatine unique, memorable imagery and experiences for Dunkin' in the northeast. these assignments are always fun in that we don't have to follow brand guidelines. It's anything goes time!
MY ROLE
Creative Direction / Art Direction
Newcastle sales were down, and people tend to drink light lagers in warm months. We developed a national campaign to be executed off-premise, on-premise, and on social networks to show Newcastle Brown Ale as a beer for all seasons. We created the look and imagery used for the full year.
MY ROLE
Concept / Art Direction
PHOTOGRAPHER
Andrew Cutraro
Creative and concept development for Dramamine's summer promo. There were 12 video assets and 3 static posts which ran on social channels all summer
MY ROLE
Creative Direction
To celebrate the 20th anniversary of the Delta Sky Miles® Credit Card and thank Card Members for their continued loyalty, AmEx wanted to give the people a sweet reward. We were approached to develop a national appreciation tour from the ground up which included the tour theme and name, logo, truck design, signage, web site, and anything extra to help enhance the guests experience.
MY ROLE
Art Direction
Natty’s been with you through college, so it makes sense that they’re with you as you enter the next stage of adulthood. We developed a series of posts that deliver “adulting tips” and drive cross promotion to increase basket size. The first series of 25 posts covers a wide range of topics to guide the novice adult and also enlighten the seasoned pro. The numbering is randomized to create a collect ‘em all feel as the posts are designed to work across multiple retailers and social networks driving consumers into the store to stock up
MY ROLE
Creative Direction
ILLUSTRATOR
Keith Summer
The idea for “Unapologeticly Bold” was simple, don’t be something you’re not. We’re not a light, or better for you option. We are bold and distinctive. We apologize for nothing! We are sweet without shame, bold in our flavor and upfront about our ABV. We love life, indulging in the moment, and we’re not going to feel guilty about doing it our way.
MY ROLE
Creative Direction / Art Direction
Bon & Viv were looking to make waves at Cinco so they asked for ideas on what they could do. We came up with this simple solution. Use an iconic ad that people already associate with Cinco, and flip it to be about Bon & Viv. This was produced for digital and social use.
MY ROLE
Creative Direction / Concept
PRODUCTION
In-House
We developed social guidelines and an asset library that could be sprinkled into the feed in between a mix of UGC and in-house produced post content.
SUNNYD VODKA SELTZER IG
MY ROLE
Creative Direction / Art Direction / Production
Created a design system that was implemented across B2B and B2C marketing materials from print to social and digital.
MY ROLE
Creative Direction / Art Direction
There’s a TEAVANA flavor for every summer occasion. Whether it’s relaxing at home, out on the go, or somewhere in between, you’re bound to find a variant that fits your day to a Tea.
Sweetened or unsweetened, caffeinated or herbal, traditional or sparkling—this colorful tea can do it all. So, no matter what you’re up to this summer, pair it with TEAVANA—a drink with VERSATILI-TEA.
The goal of this creative is to standout from the category, and bring vibrancy to everything TEAVANA does. In addition to retail solutions we were also asked to develop a mobile sampling unit that could be set up at store or other events.
MY ROLE
Creative Direction
I sold the brand team on the idea of doing limited edition primary and secondary packaging art. In addition to labels and secondary packs we also created a launch kit to get wholesalers excited about the label change.
MY ROLE
Creative Direction
ILLUSTRATION
Hydro 74
The Deodorant category has become a bit stale in store. We were tasked with providing a multi-brand solution (template) that retailers could take in and customize as needed for the Unilever portfolio of Deo products. We landed on the idea of FRESHNESS but as more than a scent. Freshness is a lifestyle and an attitude as much as a feeling. The team came together and elevated the creative above the typical Deo look to create a lifestyle feel that would get the consumer excited to embrace FRESHNESS.
MY ROLE
Creative Direction
Let’s refresh the idea that “it’s 5 o’clock somewhere” and make it indelibly owned by LandShark. No one else can say “it’s fin o’clock” — or live up to the promise of being the easy drinking beer that’s right anytime, anywhere. Using a bright color pallet and iconic messaging we’ll bring LandShark to the top of peoples minds as we lead them to Fin O’Clock.
MY ROLE
Creative Direction / Art Direction
