TOBY TRIER

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

Bud Light & Frank's Partnership

Developed 360 programming ideas to support Bud Light and Frank’s RedHot Sauce during Super Bowl season and inspired football fans to level up their gameday festivities with both Bud Light and Frank’s RedHot sauce through new, exciting gameday experiences that can be revisited throughout the playoffs

MY ROLE
Creative Direction

We invited consumers to experience IPA Fest by opening their eyes to the possibilities and helping them discover their taste of pure joy.
​
Sending consumers on a journey to find their hoppy place—inspiring them to try new brews, collect stickers for every experience they do, and get rewarded for their taste of adventure weather in store, at the bar, or digitally.

MY ROLE
Creative Direction

We were tasked to develop a campaign to simplify and assist in the selection process and make beer more top of mind for shoppers by providing inspiration, recipes and education to help them find the right beer to pair with any meal they’re making.

To develop an evergreen campaign, we pulsed creative across the summer and winter timeframes while serving up seasonally-relevant recipes that use our beers. To drive awareness of this program we created YouTube pre-rolls to place on relevant channels and email blasts.

Silver in Integrated Advertising Campaign for The CADC 45th Award Show

MY ROLE
Creative 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

Since shoppers are inherently more inclined to purchase products that are aligned with their own beliefs, we had to show, through authenticity and transparency, that our “big brands” offer more than just meal solutions – they can also make a real difference. We created a platform called Make Meals That Do More, where we could educate shoppers on how a simple home cooked meal made with Unilever products could impact local communities, improve the health and well-being of billions, reduce our environmental impact, and enhance the livelihood of millions.

MY ROLE
Creative Direction