“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...

“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...

“Transformations Brand Product Launch” integrated packaging, photography, videos and core branding for Rustoleum. There is no such thing as a small project. My partner and I were brought in to help create a paint coverage calculator. Seeing how simply we could tell that story gave us the opportunity to launch this multi-million product line. To us, it was easy. By owning the “transformation” of each do-it-yourself project, we could make it simple to transform every surface in your home. The brand team gave us the responsibility of creating the core of the brand. This included all product and application photography as...

“Bosch Hammer Tools Print Ad.” Trade magazine print ad created for TGS. On the jobsite, the leading choice is Bosch. Following a story of innovation, we created ad concepts for every tool on the truck. Bosch is a huge company in Europe and around the world. To define its leadership in the U.S. power tool market, we made innovation the leading story. Through countless print ads and successful product launches at retail, we got professional users to choose Bosch at every turn. For these ads, our role was to create the look and feel and insert headlines that expressed each tool’s point-of-difference. The specific Bosch...

“Motorola Accessory Sell-In Kits” created for Ogilvy. Getting the latest accessories into the hands of consumers begins with getting the right information into the hands of sales associates. Breaking through the clutter involved kits that included POS materials, brochures and a DVD with full product details and device pairing instructions. Generating success around the world involved suitcases of products and information that explained the profit potential of selling accessories with new phone purchases. The results got everyone saying, “Hello Moto.”  

“Stop Hiding. Start Living.” psoriasis awareness campaign created for Wunderman. People with psoriasis tend to hide behind their disease. Using the visual of camouflage, we brought the campaign to life with a celebrity endorsement, TV spot, print, outdoor, online and special events. Encouraging others to seek help… How do you get 7 million people hiding from psoriasis to seek treatment? The concept: educate the other 293 million Americans and have them encourage their friends and family to seek help. Part one: work with a celebrity who has the disease. Part two: begin spreading the word. Part three: create a website that...

“MotoPure Headset Global Launch” integrated ad and retail campaign created for Ogilvy. Making big news for a global product launch required a little help from David Beckham. Using his worldwide fame and notoriety, we created a simple, powerful message that played out in store, in print and online. Since the key differentiator was the product’s unique noise cancellation technology, we positioned David as the perfect spokesperson to use the product in his daily life. Plus, I scripted a video featuring the man himself to promote the new high performance headset in stores around the world. The result was a kit that could be...

“Sweet Discoveries” trade ad campaign created for Jacobs. Beverage manufacturers were facing some tough decisions. The price of corn was rising fast and consumers were starting to turn away from products loaded down with high fructose corn syrup. The makers of Splenda, a natural sweetener, had a smart solution. By secretly replacing the sugar over time with Splenda, manufacturers not only gained control over their costs, they also began serving up drinks with far less sugar and calories. Telling the creative story involved a teaser ad campaign in print and online that drove customers to learn more for...

“San Antonio Spurs Celebration” outdoor campaign created for Wunderman. Burger King created a special sandwich just for Texas called the Texas Double Whopper. To kick it off in San Antonio, we launched a campaign that celebrated the Spurs recent championship victory with billboards around the stadium and all over town.            

“A Good Night’s Sleep Lasts All Day Long” consumer magazine print ad created for MSI. More than just a good night’s rest, we elevated the mattress conversation to be about “comfort”. The premise was simple: a comfortable night’s rest leads to a comfortable day which in turn leads to a comfortable life. To support this notion, consumer and trade ads promoted a line of mattresses designed to fit everyone just right. Plus, in-market mattress challenges took the “choose your comfort” story to consumers in malls across America.