The new 5 gum campaign proposes the 5 seconds before an event happens are where the real excitement happens. To launch the new campaign, I proposed a new visual language for the campaign that moves the brand into a new modern world, out of the digital, Matrix movie that it has resided. The project included tv cut frames, a custom font for the brand, a website that would house the UGC content and print/OOH.
Made for Whatever
To promote the “Up For Whatever” platform, I led a group of designers to rethink the Bud Light packaging and brand experience from the ground up. Sadly, none of that body of work went forward (it was awesome). However, I did work with the brand managers at BL and their internal design team to redesign their current label for the Up For Whatever scrolls. Individual statements giving a taste of the "Up For Whatever" lifestyle.
To highlight the new label for all upcoming spots, starting with the Superbowl, I worked with the creative director and DP to define that establishing shot. So, I’ve kinda had my work on the Superbowl. I stress kinda.
Bud Light Super Bowl 2015 Commercial
100% Up For It? Pinnacle Vodka is.
We created a platform for Pinnacle Vodka and all of their 30 flavors that added up to 100% fun. It was social in nature and mixed well -*ahem* - with their millenial audience, while giving an inventive creative twist to traditional vodka advertising. To see it through into more tactical situations, we built an icon system based upon their flavors that utilized the campaign language mixed with product photography.
100% Up For It
Soda Is ______.
In some circles, acknowledging that you like soda is a social disgrace. High fructose corn syrup, red dye 41, aspertame and so on are the monkey on society's back. That's why we used it as our tension point to launch Veri Soda, an organic, low-calorie soda. Playing off that notion, we travelled to SXSW and asked passersby to vandalize our van, and share it online. UGC for us meant U Graffiti (our) Car (van). U means You.
Our new white van...
Xfinity Office Olympics
For the 2012 Summer Olympics, Xfinity gave employees access to all of the thousands of hours of athletic prowess...for free! Imagine all that sweat!
To announce the event at every Xfinity office nationwide, we brought the Olympics to Xfinity employees with an arsenal of guerilla office tactics, wild postings, and internal displays meant to build excitement for the event and promotion. We also road tested each of the tactics. Office archery was not successful.
The Spiderswiper App
Helped make an app when apps were all the rage. Download it here.
Mentos Spider Swiper App
Would You Eat Steak from Walmart?
We challenged the belief that Walmart had poor-quality steak by going to steakhouses in cities where steak is king, and switching their choice cuts with Walmarts — unbeknownst to their customers. We shot six spots and created a number of online pieces, with behind-the-scene access to the Steak-Over, a Twitter Q&A with Walmart's VP of Meat, Scott Neal, (yes, that's his real title), and short pre-roll video on how to grill a steak.
Walmart Steak-Over Case Study
Kansas City Walmart Steak-over Event
Walmart Steak-over: Meet Scott Neal
Love doesn't come in a bottle.
Want to know what makes colds go away fast? Love. Duh. We created a print campaign for Tylenol that supported the TV work from the senior team, establishing love as the best medicine, followed by Tylenol. Oddly, the client did not disagree with this insight.
You might know Penske as rental trucks for moving, but most of Penske's business comes from the B2B side, not B2C. The "Penske Was Here" campaign was used to educate people about the true scope of the Penske brand, from BMW part supplier to Whirlpool refrigerator door locator.
I had been looking for a real reason to roll around in mud for some time, and printing white ink on a white t-shirt for a Tough Mudder race seemed like the perfect opportunity. (That last photo is photoshopped to feel more epic instead of surrounded by a bunch of other smelly, muddy competitors, but the mud is real.)
The World's Longest Email
How do you sell the world's longest illuminating headlights? With the world's longest email of course!
The World's Longest Email
Not everything we make should have a purpose. Here's some random things I've made.