NIKE TURKEY BOWL
"Let's Take This Outside"
What I did
Analog • Branding • Digital • Media • Photography • Social
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.
MICHAEL DAVID WINERY
The Seven Deadly Zins and Step Right Up
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.
The Amazing Amazon App
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.
MARY'S GONE CRACKERS
"Love at First Bite."
What I did
Packaging • Re-Branding • Digital • Photography • Social • Television • Experiential
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 Science of Rebirth."
What I did
Packaging • Branding • Digital • Photography • Social • Video • Experiential
OWN YOUR JOURNEY
We showed how the power of botanical knowledge can change the world. Vitanova is a Bay-Area organic supplement company that hired me to build their brand from its nascent stage. With minimal budget I was able to produce the look and feel, messaging, packaging, digital, web and social and dozens of videos since its inception.
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 has been 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.
The White Cup Around the World
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 has its competition 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.
The World of Horizon
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 for more than two successful years.
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).
THE ANSWERS PROJECT
You Have Questions, They Have Answers
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.
Yes, I did Yahoo!
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 challenge 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 Winter Olympics
The flag arrives in Torino
WHAT I DID
Experiential • Event • OOH • Logo Design
THE FLAG ARRIVES
One of the biggest events I ever worked on was the Torino Winter Olympics. While working in Italy for Zer021, our agency was given the opportunity to design the Olympic logo and put on the massive event to celebrate the arrival of the torch and Olympic flag to Torino.
Torino opened up its largest piazza to a jubilant celebration. For the arrival, we built a five-story ski jump, built a giant stage and brought in the biggest music acts in the country and hosted a three day extravaganza.
This event was the beginning of a multi-year celebration, a rebuilding of the city and a chance for Torino (Turin) to be on the international stage.