“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...

“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...