Target

I was the Creative Director on Target for almost 3 years and in that time grew the business from an endangered account that was about to be fired to the largest account in the agency.

I'm currently working on compiling that work together.  If you want to learn more, feel free to contact me!

Los Angeles Times

The Los Angeles Times was facing what newspapers all over the country were dealing with - declining readership.

With the costs of producing a newspaper rising and advertising sales declining, trying to buy readership with discounts wasn’t a prudent, or even viable, option.  We needed to remind people why the newspaper was important to their lives.  And we wanted to do it in a way that created impact in a city driven by image and entertainment.

We distilled the Los Angeles Times masthead into a visual that connected Angelenos to images from the newspaper's archives in ways that were shocking, exciting, curious, idiosyncratic, and bold.  We blanketed Los Angeles for two months: 4 TV Spots, 52 print and outdoor pieces surrounding stand-still traffic, and 16 double truck ads in the kickoff edition as well as daily ads and radio.

The response was immediate. Some people loved it. Some people were very uncomfortable with it.  And sales increased for the first time in decades.

These are a few of the over 60 executions we created.

 

ESPN + Major League Baseball

During the MLB playoffs, ESPN didn’t have the rights to broadcast the major marquee games – basically they had the rights to all the games that people didn't care about as much.  

So we introduced the idea of making an event out of the entire playoff season.  

Baseball has something close to a million and a half games during the regular season. But during the playoffs in October - things change. The heat is on and if you mess up during the playoffs - you’re out of the running for the World Series. And thus - October is different.

This idea was wildly popular among fans and at ESPN, and inspired some knockoff campaigns at Fox Sports.  (Minus the intense guy screaming at kids and getting the face of nice old ladies in their bathing suits.)

Beck's

Beck’s wanted to be the beer that championed self-determination and authenticity.  And they needed a global campaign that could be used in markets as disparate as the United States and Romania.  

We created a campaign of making authentic choices.

In each ad, we used doors to represent different choices that led to different paths.  Some were big decisions, some were small.  All connected with the tagline: Life Is What You Choose  (so make a better choice in beer) 

This gave Beck’s global partners a ton of flexibility, because they could name the doors with whatever choices were locally relevant and in their own language.  The choices could be as brazen or as safe as the market could handle. 

The template was also so simple, that partners could produce more ads, which in turn, strengthened the idea.

For television we featured a few dilemmas in which the hero retreats to an ethereal bar in his mind in order to think it through. This bar eventually became a traveling showpiece for special Beck’s events.

On Beck’s website people were confronted with a variety of choices that determined which path they would take and which new dilemmas they would be faced with. After each choice, the percentage of people who made the same choice was displayed.

For online display advertising, we wanted to create an ecosystem of banner ads that led people to unusual websites, based on the choice they made.  

We also dreamed of an city-wide, interactive game, based on choices.  At different points in the city there would be a decal of two doors, each with a choice and a text number.  Punch in the number and you would receive a map location pin to the next set of doors, based on your choice. This would continue through the day, giving people a chance to spend the day cruising the city and meeting new people. At the end of each possible decision tree we would have a pop up Beck’s bar set up for like-minded people to sit and enjoy a Beck’s together. We even suggested having contests to send people to other countries to participate in the event.  

No, it didn't happen.  

X Games 12

After elevating action sports to an Olympic level within the core fan base, the X Games wanted to reach out to the traditional sports fan and get them to tune in.

We had to make the football, baseball, and NASCAR fan understand that the same qualities they admire in their favorite sports was part of the epic athleticism of the X Games.  We needed to erase the stereotype that X athletes were just bombastic members of the Jackass tribe by elevating what was in their minds, hearts, and views in an unexpected way.  

 

 

A Few Laughs

It's not all so serious or grand in vision.  

Here's a sampling of lighter fare.

Virgin Mobile + Best Buy; for the holiday season / Assoc. Creative Director & Writer

Target Holiday / Creative Director

ESPN; The Launch of Basketball College GameDay Ep. 1 / Assoc. Creative Director & Writer

ESPN; Basketball College GameDay; Ep. 2  / Assoc. Creative Director & Writer

ESPN; Basketball College GameDay; Ep. 3  / Assoc. Creative Director & Writer

ESPN: Basketball College CameDay; Ep. 4  / Assoc. Creative Director & Writer

X Games 10 / Assoc. Creative Director & Writer

X Games 10  / Assoc. Creative Director & Writer