My client list
What I did
Digital • Media • Photography • Social • Television • Pop-Up Store • Print
THE AMAZING AMAZON APP
We transformed the way people looked at shopping.
The world becomes your store, anytime, anywhere. I was hired to build Amazon's in-house creative department. The first major ask was to design a holistic campaign to support Amazon's shopping app. We teamed up with the New York agency, Eyeball to produce a multitude of experiences to showcase this technological breakthrough. The Amazon shopping app had been retooled to not only connect to the site but also recognize products through voice, barcode, type and image recognition.
Bringing the world of the internet out into your real world. Bringing the vast knowledge of the Amazon community to the forefront of your daily life, anytime, anywhere.
The interaction between your savvy, and future technologies makes the most educated and enlightened shopping experience available. Never before has advertising had such immediacy or been so interactive. Making necessary shopping easier, even for everyday items, and inviting us to be a part of an even newer way to shop.
The rise in the Amazon shopping app purchases since its inception in 2012 has been exponential. After the campaign was released in 2012, Amazon's app showed a blistering 200% growth in 2013.
What I did
Print • OOH • Digital • Experiential • Photography • Social Media
MEET THE PETERSONS
We brought Americans off the couch and back on the field.
Rebooting a tradition. It’s Thanksgiving and the Peterson family is ready to win back their Turkey Bowl title from the Stevens clan across the street. Last year’s game left a bitter taste in their mouth and they know a two-year losing streak is not an option. Thanks to Nike they have a new secret weapon, Hyperwarm.
In partnership with Dick’s Sporting Goods, Nike provides families, like the Petersons, with the playbook for organizing their ultimate neighborhood Turkey Bowl. Families nationwide will be provided personalized training plans, tips on which Hyperwarm gear to sport, and even ideal playing sports. The goal is to get Americans off the couch this Thanksgiving. Let's take this outside!
Seven Official Nike Turkey Bowls were played as experiential events around the nation. Increased holiday sales of 20% at Dick's. It engaged hundreds of thousands of new customers via social and digital campaigns.
What I did
Digital • Photography • Social • In-Store
AROUND THE WORLD
We turned Starbucks into a celebration of connectivity. As the Manager of the Global Concept Studio at Starbucks I was tasked with coming up with a new way to tell the Starbucks story around the globe in their 18,000+ locations. Starbucks hadn't updated any of its artwork in over seven years and its competition was using many similar images in-store. I was in charge of generating new illustration, murals, photography and more. I also headed the new product naming for what became Evolution Fresh while at the helm.
The White Cup is a trademark of Starbucks around the world. The idea was to own the ubiquitousness of the brand by showing the cup as a badge of membership in the global club of coffee aficionados. We hired National Geographic-World Press winning photographers, Ami Vitale and Peter Turnley to travel with me around the world and shoot photojournalistic images of real people with their Starbucks in the morning. Then, they were featured in-store in triptychs, posters, signed prints and coffee-table books to celebrate the brand. We effectively changed from selling the category to selling the brand with the new upgraded artwork.
The success of the rebrand along with the White Cup campaign followed with the opening of more than 3000 new stores the following year, each decorated with the new visual imagery.
What I did
Packaging • Branding • Digital • Photography • Social • Television • OOH • In-store • Experiential
THE WORLD OF HORIZON
We didn't just create campaigns, we created a world. I was brought into the Sterling-Rice Group of Boulder as a Creative Director and given the honor of re-pitching Horizon Organic against some heavy-hitters in the ad world. Suffice to say, we kept the client and I went on to champion the brand, building the world of Horizon.
Horizon was an industry leader in the organic field. However, they had spent their first years selling the organic category instead of the brand. Now, faced with store brands offering similar products at reduced costs we needed to make the story of Horizon come alive in the minds of the consumer. Growing up on Schoolhouse Rock as a trusted source of education inspired me to contact the people responsible for its creation 40 years ago. I hired the original animators and produced a series of spots celebrating the world of Horizon.
When this challenge came to us, Horizon had been struggling to stave off the competition especially the generic and in-store brands of organic products. Now, Horizon Organic, holds 4.2 percent of the organic market share (the most of any single brand).
MICHAEL DAVID WINERY
THE SEVEN DEADLY ZINS
We translated naughty into lush, unexpected and inviting for Michael David's flagship brand, The Seven Deadly Zins. The campaign ran in Wine Spectator and Wine Enthusiast magazines, in-store displays, social and as digital media.
We see an amazing visual of a beautiful, sensuous woman reclining on a tattoo parlor couch as the artist tattoos the Seven Deadly Zins logo on her thigh. A single bright light illuminates the image and a David Lynchesque red velvet curtain brings the mood even more so into the surreal. The strong visual message of being unconventional, forbidden and sensual differentiates the brand from mundane vineyard-themed wine advertising.
The Seven Deadly Zins had started small in Lodi with fewer than 25,000 cases. After the relaunch of the packaging and subsequent advertising campaign, the brand grew tenfold. It was named an Impact Hot Brand in 2016, and 7 Deadly Zins is now America’s No. 1 Zinfandel by dollar sales
What I did
Print • Posters • OOH • Digital • Photography
STEP RIGHT UP
There's a new way to get your freak on. To introduce the brand to the American public, the campaign ran in Wine Spectator and Wine Enthusiast magazines, in-store displays, social and as digital media.
We see an image of a sideshow talker inviting the audience into the tent barking the classic, 'step right up!' The photo was shot in rich, vintage colors of a real circus barker with hypnotic appeal. This created immediate event excitement and directly tells the consumer something amazing lurks within.
Freakshow Cab was awarded Impacts’ “Rising Star” award in 2016. Freakshow expanded to its production from fewer than 10,000 cases to more than 100,000 after the campaign. They also introduced additional products and now are sold across the nation.
WHAT I DID
Brand Strategy • Photography • Film
We changed direction from the logical to the emotional. In April, 2018, I was brought into the Tombras Group as a Creative Consultant and given the honor of pitching the Norwegian luxury furniture giant Stressless to have the agency champion the brand globally. Together, we presented a new shift of messaging and brand strategy that would resonate globally.
Stressless has achieved global success as a product, but to continue to grow it must become a brand.
That involves nothing less than a 180° shift in communication. To this point, Stressless has talked about itself—the features, design and engineering of the chair. From this point forward Stressless should talk about the consumer—his/her feelings, aspirations and values.
The product features and design are critically important, of course, but they will confirm, rationalize and justify a decision that begins with emotions.
The client was thrilled with the new direction and manifesto film (they asked to see it twice during the pitch). Tombras now is the agency of record for Stressless in North America.
The Global Content Summit: YouTube United
What I did
Branding • Digital • Social • Video • Experiential
YOU TUBE UNITED
THE FIRST GLOBAL CONTENT SUMMIT
While helming the Creative team at MKTG.Inc. in San Francisco, I put together the first Global Content Summit for Google's YouTube brand. My role was to name, generate the theme, scout the location, and organize the experience.
The Summit brought in YouTube leaders from around the world for a week of networking, sharing ideas, connecting and planning out the brand strategy for the new year.
Our theme was United based on the unity of this large-scale global endeavor as well as the World Cup matches being held that year during the conference.
Held at the San Francisco Hilton, The Global Content Summit was a huge success for YouTube and launched a series of global events in the following years. One of the key takeaways from the summit was the elevation of YouTube stars into household names, generation of original content globally through YouTube studios.
MARY'S GONE CRACKERS
What I did
Packaging • Re-Branding • Digital • Photography • Social • Television • Experiential • E-Commerce
LOVE AT FIRST BITE
We moved Mary's from the organic aisle to the center stage.
The10th anniversary rebrand of the iconic gluten-free, organic cracker company, Mary's Gone Crackers meant literally starting from scratch in bringing the voice, messaging and imagery into the the modern world.
The Mary’s Gone Crackers brand has been revitalized to deliver an updated image that conveys a shift from the niche, gluten-free, small market brand to a more accessible, healthy alternative to the hordes of non-quality snacks. The concept brings out the ethos of Mary herself, the pathos of conscious eating and that feeling one had when one took their first bite. The look and feel had to be both traditional, health-conscious and current to showcase the expanding line of organic products.
Mary's Gone Crackers reported a whopping 32% growth the year after the rebrand. Today, Mary's Gone Crackers is a beloved brand fueled by transforming this mom and pop brand from a great innovation to an international success story.
THE ANSWERS PROJECT
WHAT I DID
Photography • Social • Video • Editorial • Digital • Web
THE ANSWERS PROJECT
You have questions, they have answers. We connected tribal elders with the world. In 2017, I began a journey. Inspired by working with the CEO of Vitanova, we co-created a non-profit designed to bring ancient wisdom to today's hectic world. During the past year I have traveled to Borneo, Ecuador and Bali personally filming, interviewing and photographing tribal elders, shamans and chieftains.
Our mission is to listen to the wisdom of hidden tribal elders, share their knowledge and preserve these ancient cultures before they are lost for all time. All over the world there are hidden "Dalai Lamas," each with their own wisdom to share. However, they face cultural extinction at a rapid pace. The West spends trillions each year on self-help, books, retreats and cures only to find themselves more anxious than ever. The idea behind the project is to showcase the wisdom of the elders and to shine a light of respect upon them before they are lost for all time.
In 2018 we are expanding our reach, have brought onboard a group of professionals ranging from linguists, National Geographic photographers, filmmakers, anthropologists and those who have dedicated their lives to preserve indigenous cultures. We have donated to help build schools, support languages and tribal dances in several countries.
WHAT I DID
Brand Strategy • Photography • Television • Experiential • Print
YAHOO! GOES INTERNATIONAL
Maybe the biggest challenge I had early in my European career was to bring Yahoo! to the world. I was given the unique charge to create international television spots, print ads and experiential programs to introduce Yahoo! to a global audience.
Yahoo! was positioned as the best way to communicate. Their American ads however did not work globally. The concept was to show in the European market how Yahoo! was the best, newest way to communicate. We had to make a Euro-centric campaign that would also be applicable globally outside of the States.
Our television spot, "Horn" won the Media Key award for spot of the year. It ran on all British Airways flights, was shown in 28 markets including Canada, China, Japan and most of Europe. The following year, the brand solidified itself as the top choice for search engines in Europe. And, the irony was, it was written by an American (me).
The Coca-Cola Company
WHAT I DID
Brand Strategy • Photography • Television • Experiential • Print • OOH • Digital
RUNNING COKE FOR EUROPE
I was hired by Publicis as the Creative Director to run the entire Coca-Cola account for Europe. I championed the brand for the Alpine region which included Germany, Austria, Italy, France, Switzerland, Croatia and other European nations. Some of the achievements from my time at the helm were the award-winning campaigns for Fanta and the launch of My Coke Music with Lenny Kravitz.
The successful launch of My Coke Music coupled with the rebranding of the entire Fanta line increased awareness and market share for both brands in all 6 major European markets. The Fanta outdoor campaign launch captured the imagination of the public by its innovative use of lenticular technology.
WHAT I DID
Print • OOH • Digital
GIVING VAIL A LIFT
While working at Boulder's Sterling-Rice Group I was given the opportunity to give the ski town, Vail a new look. Vail had fallen behind the other ski destinations and badly needed a fresh image. We created the "Expect Big Things" campaign to accentuate the luxury, the lifestyle and the premium of the brand.
Taking a page from vintage tourism posters and infusing it with a fresh, contemporary look and feel, the Expect Big Things campaign targeted lifestyle publications and experiences to align Vail with other premium items.
We did an ad buy in publications and online with such luxury lifestyle items as Cigar Aficionado, Travel & Leisure, Wine Spectator and a host of social media sites targeting this demographic.
NEW PRODUCT DEVELOPMENT
One of my favorite positions was the creative lead at Brado in St. Louis in charge of coming up with potential new products for Anheuser-Busch. Several of the products I worked on went on to see pilot test marketing and success. Trying to compete with the influx of imports, microbrews and other competitors, we employed the brewmaster, himself to create our dreams.
WHAT I DID
Print • Television • Radio • Digital
100 YEARS OF TRADITION
While working at The Sterling-Rice Group, I worked on many CPGs including Werther's Original. We were asked to create a world tied to the European tradition and play up the heritage of this classic brand. For this campaign, I worked with the ECD and helped source locations and food filmmakers, built the print campaign and rolled out the new product, CaraMelts to great success.
The Winter Olympics
WHAT I DID
Experiential • Event • OOH • Logo Design
THE CHILDREN'S HOSPITAL
It's all better
WHAT I DID
Rebranding • Television • Digital • Social • OOH • Print • Event • Interior Design
IT'S ALL BETTER
One of the most inspirational assignments I had was the rebranding of Denver's Children's Hospital. After more than 100 years the institution was slated to move into a new half a billion dollar structure and leave the immediate downtown. The Children's Hospital was known as the place for the sickest of the sick. It was a scary place for parents. Our job was to warm the experience, add color and life to it and take the art of healing kids to a whole new place.
During the two years working on this client, I produced many television spots, transformed the entire corporate identity and helped design the entire look and feel for the institution. This all culminated with the tagline, "It's all better."
The science of rebirth
What I did
Packaging • Branding • Digital • Photography • Social • Video • Experiential • E-Commerce
OWN YOUR JOURNEY
We showed how the power of botanical knowledge can change the world. Vitanova was a Bay-Area organic supplement company that hired me to build their brand from its nascent stage.
Vitanova invites its customers to make every day a new beginning. The unique selling position was to honor the botanical knowledge keepers, the indigenous peoples of the world who provide the sources and wisdom behind the organically-sourced products: Respect. Differentiate the brand from the charlatans amongst the supplement industry by showcasing fact-based claims instead of easy promises. Research. And, most importantly feature real people with real stories as they tell what makes every day a new beginning for them. Rebirth.
Vitanova was featured on multiple newscasts with famed Dr. V, increased sales monthly, paid forward thousands of dollars to build schools in Ecuador and Indonesia for indigenous cultures, and grown enough in two short years to sponsor multiple non-profits including: Bioneers, Biomimicry Institute, Gaia Amazans and The Answers Project. The brand has increased its social following one-hundredfold, sold on Amazon and launched new products yearly.
Art Direction and Logo Design
WEB • E-COMMERCE • DIGITAL • BRANDING
Famed London jewelry designer, author and thought-leader, Vanessa Kandiyoti hired me to build her online presence and to give her brand a strategic reboot in 2016. The work included a redesign of her e-commerce site, the merging of her book, "The Jewel Process" and her seminars as well as bringing all of her products and services into one, clean user experience.
THE CULINARY ART OF LOVE
San Francisco author and sacred food activist, Anya El-Wattar hired me to build her brand from the beginning as she launched her drive to awaken the world about positive eating. I traveled around the world with Anya, built her brand strategy, designed her online presence and ran her social media for two years.
THE GODDESS OF TANTRA
The world's leading authority and internationally best selling author of tantra, Margot Anand came to me for a complete rebranding. From her website, logo, visual center, e-commerce, and seminar experience, I took decades of material and created a cohesive user experience. I traveled to Bali to film and photograph Margot to update her image and give her the respect she has earned in the world of self-help, healing and tantra.