01.A /// HONDA

Ideas built to move.

LAUNCHING A CAR AND TAKING OVER TIMES SQUARE.

Brand building, launches, campaigns, experiences and whatever the idea needs to become.

Integrated launch / Digital / Experiential / Motion

THE CHALLENGE

Lead the creative from screen to Times Square. I directed a three-phase Reuters.com takeover from teaser to preview to reveal, culminating in a live Times Square launch and a two-month digital spectacular that kept the Odyssey moving long after reveal day.

MY ROLE

Creative Direction
Art Direction
Integrated Concept
Digital + Experiential
Motion / Final Delivery

THE RESULTS

24 HRS / 100% SOV* — REUTERS.COM TAKEOVER ✦ 7,000+ SQ FT — TIMES SQUARE ✦ 2 MONTHS — EXTENDED MEDIA TAKEOVER ✦ +13% — U.S. SALES ✦ 24 HRS / 100% SOV* — REUTERS.COM TAKEOVER ✦ 7,000+ SQ FT — TIMES SQUARE ✦ 2 MONTHS — EXTENDED MEDIA TAKEOVER ✦ +13% — U.S. SALES, 2004–2005 ✦

RESPECT EARNED

01.B /// BAT TRAC

Built for swing.

BUILDING A BASEBALL TRAINING PRODUCT INTO A BRAND.

From identity and packaging to photography, advertising and film, every piece of BAT TRAC was built to feel like it belonged in the game.

Brand Identity / Packaging / Campaign / Photography / Film

THE CHALLENGE

Give a performance product a personality worth following. Build BAT TRAC from the ground up, from brand and packaging to the people, photography, advertising and films that brought it to life.

MY ROLE

Creative Direction
Brand Identity
Packaging Design
Photo + Video Art Direction
Casting + Wardrobe
Advertising + Content
Concept to Final Delivery

THE RESULTS

1,000s+ PLAYERS / AND COUNTING ✦ 88% 5-STAR / CUSTOMER REVIEWS ✦ 200+ POINTS / REPORTED BATTING AVG. LIFT* ✦ HIGH DEMAND / CURRENTLY BACKORDERED ✦ 1,000s+ PLAYERS / AND COUNTING ✦ 88% 5-STAR / CUSTOMER REVIEWS ✦ 200+ POINTS / REPORTED BATTING AVG. LIFT* ✦ HIGH DEMAND / CURRENTLY BACKORDERED ✦

BUILT FROM ZERO.BUILT TO MOVE.

01.C /// UNITED WITH EARTH

The world. Well packaged.

TURNING A GLOBAL FOOD COMPANY INTO A COHESIVE BRAND BUILT TO GROW.

From shelf to screen to social, every touchpoint brought a world of products together under one unmistakable brand.

Brand Strategy / Identity Evolution / Packaging / Campaign / Social + PR / Film

THE CHALLENGE

Evolve United With Earth from a collection of premium products into one unmistakable brand. Create a unified identity across 21 products, then build the voice, packaging, social, PR and content strategy to carry it into the world.

MY ROLE

Creative Direction
Brand Strategy + Positioning
Logo + Identity Evolution
21-Product Packaging System
Social + PR Strategy
Copywriting
Motion + Animation
Video Production + Editing
Voiceover
Concept to Final Delivery

THE RESULTS

24% GROWTH / YTD ✦ 1.5M LBS / DATES ANNUALLY ✦ 21 PRODUCTS / ONE BRAND ✦ DOUBLE-DIGIT GROWTH / YEAR AFTER YEAR ✦ SPECIALTY → MAINSTREAM / BRAND EVOLUTION ✦ 24% GROWTH / YTD ✦ 1.5M LBS / DATES ANNUALLY ✦ 21 PRODUCTS / ONE BRAND ✦ DOUBLE-DIGIT GROWTH / YEAR AFTER YEAR ✦ SPECIALTY → MAINSTREAM / BRAND EVOLUTION ✦

21 PRODUCTS. ONE UNMISTAKABLE BRAND.