WIN FROM WITHIN

“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.       CLICK HERE TO SEE THE CAMPAIGN Print & Digital Ad Print & Digital Ad Banner Ad Banner Ad Banner Ad Brochure to High School Athletic Trainers Trade Show Wall Graphic    

GATORADE: BEFORE, DURING AND AFTER Apr05

GATORADE: BEFORE, DURING AND AFTER

“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.   CLICK HERE TO SEE AN EXAMPLE MAILING Heat Safety Kit Mailing

RESTAURANT.COM

“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.   CLICK HERE TO SEE THE BRAND BUILDING ELEMENTS PRINT AD CONCEPT FATHER'S DAY HOME PAGE CONCEPT 2-PART BANNER AD (1 OF 2) 2-PART BANNER AD (2 OF 2)

THE POWER OF TRANSFORMATION

“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...

BUILT ON INNOVATION Sep16

BUILT ON INNOVATION

“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...

THE GREAT STATE OF BK Jul10

THE GREAT STATE OF BK

“Local Market Softscape” in-restaurant campaign created for Wunderman. The concept was simple, create customized point-of-sale materials and promote specialty menu items for specific markets. Humorous messages focused on local flavor created a strong connection for BK in those markets. Texas in particular even got it own tagline….Have It Your Way, Y’all. Plus, this market even received a special message which welcomed G.W. Bush home to Texas after his term was over.   SEE THE LOCAL MARKET POSTERS   TEXAS-SPECIFIC SIGNAGE MINNESOTA-SPECIFIC SIGNAGE MINNESOTA-SPECIFIC SIGNAGE

FINDING A COOL NICHE Jun10

FINDING A COOL NICHE

“Tame Your Blade” consumer ad campaign concept created for Ryan Partnership. When it comes to shaving, most shaving creams and gels are sold with razors as part of a system. But what do you do when your shaving gel stands alone on the shelf? To break through, I created a new story by re-launching Edge as the shaving gel that worked with all blades. Promoted as a performance upgrade that guarded against the harshness of a cold steel blade, Edge became the coolest accessory in the medicine cabinet. This playful gel image also became a key interactive device in other ads and online banners.    CLICK TO SEE THE...

KING STANDS ALONE May03

KING STANDS ALONE

“Taste the Greatness” in-restaurant campaign created for Wunderman. Nothing beats the Whopper and nothing beats the King. This fun campaign brought the attitude of the King in-store with posters that were created to decorate the walls and tell the story of BK greatness. Created to support a national Whopper campaign, messages in store promoted the infinite amazingness of the sandwich and drove purchase of follow-up dessert items.   SEE THE IN-RESTAURANT POS KIT  WHOPPER POSTER #1 WHOPPER POSTER #2 WHOPPER POSTER #3 DESSERT POSTER

GOOD MORNING GORGEOUS Nov03

GOOD MORNING GORGEOUS

“Good Morning Gorgeous” consumer ad campaign concept created for Ryan Partnership. Making the Skintimate brand relevant to teenage girls and young women involved the development of many different looks and messages. The inspiration behind this winning concept was based on the thoughts that ran through a young woman’s mind while shaving her legs. Seeing how her day might turn out if she kept her legs soft and smooth was very appealing when tested.    CLICK TO SEE THE CONCEPT  CONSUMER AD CAMPAIGN CONCEPT

SHAKING THINGS UP Apr03

SHAKING THINGS UP

“Bonefish Grill Restaurant Signage” campaign developed for Y&R. Creating an in-restaurant experience that was motivational meant creating reasons to celebrate every day. Higher priced meals are typically reserved for special occasions. Getting guests to think that every day is special created a big opportunity for success. This in-restaurant kit included elements throughout the restaurant that invited Mom and her family back to celebrate Mother’s Day. Other kits created fun reasons and reminders to come back and celebrate all throughout the year.   SEE THE RESTAURANT KIT In-Restaurant...

HELLO STEAKHOUSE Mar24

HELLO STEAKHOUSE

“Steakhouse Burger Launch” in-restaurant campaign created for Wunderman. Big, juicy premium burgers decked out with indulgent toppings were taken up a notch with a humorous messaging campaign in store. The concept was simple: “you don’t just eat one, you earn one.” This funny approach included two 3-panel drive-thru messages, posters and two different trayliners that encouraged people to reward themselves for doing good.   SEE THE IN-RESTAURANT POS KIT DRIVE-THRU SIGNAGE (SERIES: 1 of 2) DRIVE-THRU SIGNAGE (SERIES: 2 of 2) IN-RESTAURANT POSTER (SERIES: 1 of 2) IN-RESTAURANT...

YOU SAY TOMATO Jan19

YOU SAY TOMATO

“Kitchen Equipment Ad Concepts” created for MSI. Vollrath doesn’t make the food, they make the serving equipment that makes chefs famous. By tailoring our message to the chefs themselves, we created an appetizing reason for them to demand our equipment in their kitchens. Starting with a full page ad, each concept also included successive 1/4 page column ads to own the trade pubs without bankrupting the client.    CLICK TO SEE EACH AD CONCEPT CONCEPT A - FULL PAGE AD CONCEPT A - QUARTER PAGE AD CONCEPT B - FULL PAGE AD CONCEPT B - QUARTER PAGE AD CONCEPT C - FULL PAGE AD CONCEPT

THE KING NEVER SLEEPS Sep17

THE KING NEVER SLEEPS

“Late Night Hunger.” consumer print ads created for Wunderman. Driving restaurant traffic during late night hours involved a campaign of print ads and handouts targeted at teens and college students. Special ad placement in college magazines and websites generated late night awareness and persuaded hungry insomniacs to pay a visit to the King. Adding a coupon also added a great tracking tool.   SEE THE PRINT ADS Print Ad #1 Print Ad #2 Print Ad #3  

RISE AND SHINE Jul22

RISE AND SHINE

“Wakey, Wakey, Eggs & Bakey” in-restaurant campaign created for Wunderman. Making a big deal out of breakfast can be pretty fun when you serve it up with a little attitude of the King. Right on target, this campaign was aimed at the taste buds of the post-teenage guy looking to satisfy his late night cravings or crush his early morning hunger pains.   SEE THE IN-RESTAURANT POS KIT Drive-Thru Signage In-Restaurant Poster (Series: 1 of 3) In-Restaurant Poster (Series: 2 of 3) In-Restaurant Poster (Series: 3 of 3)

PREPARE TO ROCK Apr14

PREPARE TO ROCK

“For Those About To Rock, We Salute You” trade magazine print ad created for TGS. Understanding that sheetrock installers demand speed and performance to simplify their day, we created an ad that spoke to them in their own language. Creating a multi-material cutting story for all professional contractors helped everyone else realize the power and versatility of RotoZip.    CLICK TO SEE EACH AD SHEETROCK INSTALLER AD GENERAL CONTRACTOR AD

LOAD. GIVE. EAT. Mar30

LOAD. GIVE. EAT.

“BK Crown Card POS”. An in-restaurant campaign created for Wunderman. Really, who doesn’t need a BK gift card? This in-store campaign gets the point across using a little attitude of the King. Plus, the three word tagline (Load. Give. Eat) gave us an easy way to provide concise directions in a way that even fast food fans would understand.   CLICK TO SEE THE IN-STORE POSTER

MOTOSELL-IN Feb25

MOTOSELL-IN

“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.”   CLICK TO SEE EACH SELL-IN KIT CAR SPEAKER...

SPREADING THE WORD Sep28

SPREADING THE WORD

“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 Sep12

MOTOPURE

“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 IMPROVEMENT Jul13

SWEET IMPROVEMENT

“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 themselves.   CLICK TO...

EAT LIKE A CHAMPION Jul02

EAT LIKE A CHAMPION

“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.   SEE THE OUTDOOR CAMPAIGN San Antonio General Market OOH Stadium Vicinity OOH #1 Stadium Vicinity OOH #2          

NAILED IT Apr27

NAILED IT

“Weight. Less.” trade magazine print ad created for TGS. Delivering on the key benefit for this product launch was essential. Targeted at finish carpenters, this print ad drove home the message that Paslode now had an angled finish nailer that was ideal for overhead work and great for installing crown moldings.    CLICK TO SEE THE TRADE PRINT AD TRADE PRINT AD

LIVING IN COMFORT Oct06

LIVING IN COMFORT

“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.    CLICK TO SEE EACH AD CONSUMER PRINT AD

NEVER STOP IMPROVING Sep23

NEVER STOP IMPROVING

“Never Stop Improving” integrated brand relaunch created for MSI. Skil had huge issues to overcome. As just another brand in an overly crowded category, Skil found itself losing out to bigger brands like Black & Decker. In fact, Skil had lost almost all of their product placements at major retailers. The objective was to fix the problem fast. To make this happen, we changed everything. Our focus: new tool users. Our goal: help people improve their Skil level with more tools for more projects. Our rally cry: Never Stop Improving. Packaging and merchandising, for the first time, focused on projects not just power and features....

GOOD CALL Apr19

GOOD CALL

“Hey Chatter, Chatter.” An in-store poster, in-program ad and concourse translite created for DraftFCB (formerly Lee Hill). This ad made the connection with mobile phone users and true blue-blooded Cubs fans.   As a co-team leader, our 12-person creative team launched Sprint nationwide through retailers and dedicated Sprint stores. We also created and launched the successful store-within-a-store concept at Radio Shack. The Sprint Store at Radio Shack provided a co-branded telephone and wireless destination section in all stores nationwide.    CLICK TO SEE THE POSTER, AD AND TRANSLITE...

STOP BY FOR A SET Mar06

STOP BY FOR A SET

“USPS Jazz Stamp Introduction” created for DraftFCB (formerly Lee Hill). Launching a legendary stamp collection included the creation of an authentic and collectable jazz poster. To make the event even smoother, we introduced the stamp set with a free jazz masters CD and this poster at the Montreux Jazz Festival in Switzerland. Incidentally, this was the first international presence for the U.S. Post Office and a big hit with stamp collectors worldwide.   CLICK TO SEE THE POSTER