“Gatorade Performance Inside” print media, online, collateral and trade campaign for Gatorade. I was asked to help develop a concept that would get athletes, coaches and trainers to understand the effectiveness of having Gatorade on the inside. Using the iconic nutrition label. I worked with a team to build a strong, recognizable program that was easily extendable throughout the year.      

“Maxima Red Product Launch” integrated packaging and merchandising campaign created for Eastman Outdoors. Standing out among dozens of hunting arrow brands requires unique product innovation and the right story. Introducing Maxima Red, the best hunting arrow ever made. To create this premium package, we made sure this product stood out in the sea of sameness at retail. This included bold type and bright colors set off with varnishes and foils. We also focused on a precision hunting story unmatched by another else in the category. Best-in-class merchandising completed the story with almost every retailer placing orders...

“2014 Q1 Banners” digital messaging campaign created for TPN. Building upon the Cricket Wireless story, we launched several online messages that gave consumers a great reason to spend their tax refund dollars on a new phone from Cricket.   Q1 Cricket Mobile Banners

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“Launchpad Product Launch” integrated packaging and merchandising campaign created for Eastman Outdoors. Every detail matters. When it comes to the nock on your hunting arrow, precision engineering is what ensures a smoother release and greater accuracy. Creating a premium story for this new innovation included packaging for both lighted and non-lighted nocks. Plus, merchandising and advertising to get the nocks off the shelf and into the hunt. In order to maximize efficiencies, my design partner and I developed an exclusive modular display unit which could be used in-run, on end-aisle displays and as a stand-alone countertop...

“The Evolution of Cricket Wireless” integrated retail and advertising campaigns created for TPN. I have had the honor of working on the retail, advertising and digital Cricket team since they won the business back in 2010. In that time a lot has changed and a lot has been achieved. Cricket began in 1999 as the pioneer of no-contract, prepaid wireless. Their mission was to serve customers who could not afford wireless service. As the company grew, other players quickly joined the market and soon the company needed to adapt in order to grow.   2012 – 2015: HALFISMORE With over 90% of consumers locked into contracts with...

“GTAC Safety Harness Product Launch” integrated packaging, advertising and merchandising campaign created for Eastman Outdoors. Wearing a safety harness in a treestand is a lot like wearing a seat belt in the car. It keeps you safe but it also restricts your movement. When it comes to hunting, the only thing on your mind is how you can safely take your shot. That’s why we positioned this innovative new product as the first harness designed to give you the freedom to hunt. Packaging created a choice of harnesses for everyone with a fits all hunters message. Supporting advertising, merchandising and trade shows used the voice...

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“Gatorade Influencer” relationship marketing program created for TPN. Convincing high school coaches and athletic trainers that Gatorade is the fuel that athletes need during practice and competition is essential for the continued growth of the brand. This establishes Gatorade as part of their routine and ensures they will always reach for it. As the lead writer and conceptor on this account for the past 3 years, I have developed several ads, mailings and educational kits like those shown here.  

“Restaurant.com Refresh” branding campaign created for PMJ. With savings at over 18,000 restaurants nationwide, Restaurant.com certainly had a product that people were drooling over. However, what they lacked was a creative brand image that was not only ownable but also consistent and “do-able” using their in-house resources. The task was to develop a solid brand platform supported by a voice and tonality that people would click into.