This was UPS's 2015 holiday video that was sent out to all of their customers, business partners and prospects around the world.
As sr. art director on the project I concepted the spot, directed and worked with editors for the final cut.
I also created a series of UPS’s 2015 holiday cards.
The NBC Sports Sunday Night Football Bus was an immersive experience created on a 45’ bus branded with the iconic Sunday Night Football logo, images of marquee NFL football players and Carrie Underwood, bringing to life on a Bus what you see on TV each week. The mobile tour traveled 23k+ miles throughout the country, making stops at local landmarks and events in the host cities and execute at 20+ Sunday and Thursday Night Football gameday stops.
My role as the creative lead on this project included:
+ Bus design and interior activation concepts
+ Fan experience flow from entering the bus and sharing via social
+ Tour schedule and PR activations in cities with the bus
THE ASK: Coca-Cola asked to create a fully immersive collaboration with ESPN’s College Gameday from experiential, social and broadcast. The Coke brand should elevate the fan’s football experience all season long from multiple touchpoints and partnerships.
THE SOLVE: We created the 2018 Coca-Cola Section Refresh Section that lived within the Gameday Set’s footprint, released an award winning Snapchat campaign, launched sampling initiatives and worked with ESPN on talent integration and broadcast.
MY ROLE: I was the creative lead on the project overseeing Coca-Cola’s photoshoot with the College Gameday talent as well as managing experiential design and concepts for social content and broadcast with ESPN.
* Ongoing project
THE ASK: Cam Newton came to us with the idea to create his own cigar lounge in his hometown of Atlanta. We were tasked to create the brand, marketing strategy, design and launch with a party during the Super Bowl for 3 nights.
THE SOLVE: We worked closely with Cam to bring his vision to life while collaborating with interior designers, artist and cigar aficionados.
MY ROLE: I was the creative lead on the project overseeing event design, marketing, content and event execution.
The goal of this broadcast spot and interactive experience was to carry a lighthearted tone when it comes to life’s curveballs. The copy and script was written by the talented Peter Wagoner.
The interactive experience was created to mimic the style of a survival guide. The abstract situations are extreme but it plays on the idea that anything can happen and when it does are you financially prepared?
This video was presented to Kevin Durant at Roc Nation during his decision time on what NBA team he wanted to go too. KD was heavily recruited by top notch celebrities, coaches and players. Unfortunately KD did not go to L.A. but the only presentation he mentioned he was "blown away" by was the Clippers. CSE worked hand in hand with head coach Doc Rivers and his coaching staff to gather all the right tools to approach KD. The presentation received accolades on ESPN and several other media channels.
Mourning the losses from your March Madness bracket has become a ritual for college hoops fans during the first few rounds of the NCAA tournament. And we all know that when your bracket quickly becomes busted, it can be maddening, if you know what I mean. Now, what's a common location for making picks and mourning busted brackets? The office – that familiar place where you can bemoan with bosses and coworkers who are also feeling the pain that comes with a tourney picks gone wrong.
Cue collegiate and NBA legend David Robinson. They say that when Hall of Famers hang up their sneakers, they're never really out of the game. With David now filling out spread sheets instead of making buckets, who better to let everyone in the office know that just because their bracket fell apart during the very first week of the tournament, doesn't mean they’re out of it just yet. There’s still a way to get back in the game and win it all thanks to the Coca-Cola and Wendy's March Madness Bracket Refresh.
My Role on this project: Creative director, talent search and collaboration with Fugo studios on post.
The Ask: Build authenticity by leveraging real-stories across the campaign to our consumers, leverage our partnerships with our core athletes to extend our message and drive further relevancy for the brand in the month of October.
The Solve: We created 14 videos that told the stories of these women and their relationship with breast cancer. The content came in the form of video, experiential and product.
Results: All of Mizunousa.com Page views (125.73% Increase) from 2016 results.
Conversions - $201,886.39
Contributed Social Coversions (21.43% Increase) - $6,004.17 foundation-affiliated product.
Our first project with ChooseATL was activating at SXSW 2017. Here, we set up shop in a zombie-themed “ChooseATL house” complete with a gif booth, posters, a panel with Ludacris, stickers, a sizzle reel and more—all tying into the idea of “Feast on ATL.” The result? #ChooseATL began trending on Twitter and rose to number 5 for several hours.
After SXSW we hit the ground running on developing THEA, Atlanta's own OTT platform. The brand started with our logo design seen here and the app THEA Launched on November 16th. Check it out out www.thea.network
From the 1960’s to late 90’s, Winn-Dixie and their market dominant sub-brand, The Beef People, were synonymous. For a time, the store fronts literally said “Winn-Dixie. Home of The Beef People.” Our challenge was to relaunch the legendary meat department brand in a way making it relevant for new, younger consumers in 2013 without alienating those who remembered and loved the classic campaign and it’s rich, rustic “cattle ranch” motif. One client-requested wrinkle — No ranchers, No cattle roundups, No butchers, No red meat.
The Results: Winn-Dixie saw a 2.4% lift in meat sales, year after year, and a 6.4% increase in number of units sold over the same period. The campaign was heralded as the “Best Achievement in Store Brand Marketing” by Private Label Store Brands. While Supermarket News recognized the campaign’s “The Best Beef in the Land” instant win Facebook game app — which generated over 90,000 entries — as one of the Top 10 Retail Store Brand Promotions of 2013.
The Ask: Elevate the presence of AT&T brand in local communities as well as announce the relationship between AT&T and Mexico's national soccer team with games in Miami, Atlanta, San Diego, San Jose and Chicago. Provide a pathway to connecting loyal followers as well as potential consumers to AT&T.
The Solve: AT&T and CSE launched the campaign "mejoramidia" which translates to better my day. The concept was to connect to local hispanic communities in each of these cities and surprise and delight fans with gear and experiences. A turf-wrapped food truck was born from this concept to dart around each city delivering Mexico gear, tickets to the games, autograp signings from players and store appearances. One of the most successful city takeovers was in Atlanta where AT&T took over The SkyView and offered free rides, Mexico team gear from the truck and tickets.
Results: 2,074,714 social media impressions, 30 local heroes were recognized by AT&T, 72 hour take-over of the SkyView in Atlanta and developed 12 local hispanic community partnerships.
The Ask: Explain Interface Hospitality’s custom design process in a video for potential buyers.
The Execution: My team and I concepted and produced a video that educates B2B prospects in a way that reflects the whimsical nature of designers’ inspiration. With unique animations on each page, the pop-up book takes viewers on a journey from inspiration to implementation, showing just how simple it is to create beautiful, custom designed floors with Interface.
My Role: I was the creative director leading concept, overseeing animation, music selection, voice over and selling in the concept to the client.
Awards: The video won a Silver Addy for animation and special effects.
Amid the chaos and crowds that is the Las Vegas SEMA Show, the largest gathering of auto aftermarket businesses and exhibitors in the country, UPS was finding it difficult to stand out. Competing against custom cars, celebrities and bikini-clad models, UPS needed not just to be noticed, but to define their presence there and capture the attention of a highly targeted group of potential clients. Conveying a memorable message of UPS supply chain expertise for the industry to this audience after the show, let alone during, had proven very difficult.
Speaking in specifics rather than generalities is key to capturing the attention of these prized contacts. But first, you have to get them to your booth. We developed a pre-show mailer teasing commercial tool chest giveaways and offering an event technology no other company at the show offered. Partnering with Poken® touch marketing, targeted contacts were provided Pokens they could use to instantly connect digitally, as well as download collateral with just a tap. Attendees got the information they wanted, no paper needed. Through a customized Poken website, UPS gained contact data, tracking downloaded information via detailed reports for post-show follow-up, precisely addressing the supply chain needs of this audience.