Bellefaire JCB is a Cleveland-based youth services program. They desired to develop and execute a compelling campaign to raise awareness of youth homelessness.
With a shoestring budget, guerilla tactics were used – life-sized dummies wearing sweatshirts with shock-inducing slogans were placed all over the city, resulting in extensive media coverage. A viral video was created using GoPro cameras to capture the public’s reaction to the mannequins that were placed all over Cleveland. This campaign won a National Gold ADDY 2015, a District Gold ADDY 2015, and Best in Show ADDY 2015-Cleveland. The viral video has gained much attention and currently has over 8.4 million views. Upworthy Take a Closer Look
Sweatshirt art, Creative Direction
Old Bay needed a pre-shop and in-store based campaign that would drive sales during the summer months and encourage shoppers to use Old Bay on food outside of just seafood. We came up with a region specific campaign that incorporated lifestyle imagery paired with appetizing food and product shots.
concept, Art directed photoshoot, digital, strategy
McCormick needed a way to show the versatility of extracts and how they can to amp up any dish during the holidays. To achieve this I worked with a copy writer to come up with a concept that shows the power and potential that a single drop of McCormick extracts can have.
Creative lead, Photoshoot art direction, concept, digital
Tuffy is an auto service center that puts a priority on getting things done right the first time. The company is built on customer service and honest morals. Keeping their reputation for reliability intact, it was time for Tuffy to rebrand toward more modern and eye-catching imagery. This was carried out through large, extruded typography and witty headlines.
Creative Direction, Print Collateral, Web Design
Following the take a closer look campaign I worked with Bellefaire JCB to create a pop-up shop in a high end shopping plaza to spread homeless youth awareness. Hidden cameras were placed throughout the store to capture customer reactions as they witnessed child mannequins for sale with tags attached to them providing chilling statics and facts about the homeless youth epidemic. This campaign was awarded a Gold ADDY 2015-Cleveland, a District Gold ADDY 2016, and a National Silver ADDY 2016. The viral video produced has gained much attention and currently has over one million views. Upworthy 2nd Look
Olympia beer is a classic Seattle Washington staple that every Dad drank growing up in the Northwest. When rebranding their company I wanted to maintain the classic style of beer that their company had become famous for while bringing their brand up to date. Classic can design along with a new logo helped bring Olympia beer up to speed.
I worked with Allegheny Health Network to create a series of advertisements that promoted their desire to keep patients healthy. The campaign was adapted to work with all components of their organization.
The Cleveland Botanical gardens hosts an array of different summer events to generate revenue and keep people coming back to the beautiful gardens. I was tasked with creating a poster and event materials for a dinner and social event titled the secret garden.
Style and assist in a shoot for Dutch Boy’s “Go Dutch” spot that targeted millennials through the use of modern design, fun music and custom animated typography that brought the “Go Dutch” statement to life.
Logos and marks for an array of different clients.