When you’re starting a paint project, choosing a color is the hardest part. We designed AskVal.com to make it easy. A Pinterest analyzer to get colors from your pins. A personality quiz to find your perfect palette. A free color consultation from an expert. A photo match tool. And, the goal of these tools is to get color chips delivered to your door for free. Or, you could just download them on the spot.
Use a tool. Find a color. Get a chip. It’s damn easy.
2016 OMMA Award, Online Marketing (House / Home)
2016 Local Visionary Award, Street Fight Summit (Most Effective Integration With An External API)
2016 Mashable Mashie's Winner (Best Use of Pinterest)
In the finance space, security is a HUGE priority. And, having control of that security equates to peace of mind. So, if you misplace your credit card, wouldn't it be cool if you could simply freeze your account and then unfreeze it once you've found your card? That was the idea we shared with our clients. A new, innovative feature called Freeze It—only from Discover.
There was a dramatic decline in the number of phone calls to declare lost cards. Success.
The clients then asked us to create a social video to promote Freeze It—and also test against the tv spot they were posting. This video outperformed the tv spot by a landslide. 250k unique views in the first 2 days alone.
ROLE: Creative Director
In 2015, Diners Club asked us to re-skin their international page. We returned with a full content audit and redesign. The rejuvenated DinersClub.com celebrates their Heritage of Exploration with sweeping photography, textural element and sophisticated easter eggs.
Map coordinates overlaid on images transport users to destinations with exclusive Clubmember privileges.
Discover’s customer service strategy for helping delinquent customers get back on track was traditionally done over the phone. They asked us to look at translating that experience to the digital space. With all the legal hurdles this involved, I was excited about the challenge.
We visited the call center to listen in on calls and interview reps for insights. We took a content inventory of every screen service reps use to make it available to users. We conducted journey mapping sessions, developed iterative prototypes and usability testing. We fought with legal—a lot.
In the end, we developed a first-in-class digital product. A product that clients shared at the annual town hall meeting. A product that I love so much and hope I never have to use.
ROLE: Creative Director
In the past 75 years, Aramark has grown into one of the world’s largest innovators in food services, facilities and uniforms. You’ll see them where people work, learn, play and recover—schools, businesses, sports facilities, hospitals, prisons and more! And, you could get information on all those services from 20 different Aramark websites. Ugh.
So, when FCB was tasked with rebranding Aramark, a huge goal was to consolidate all those sites into one global and responsive Aramark.com. My personal goal was to make this B2B experience feel fresh and in your face. I led the digital team to develop a concept we called Bold Innovations. We worked with the brand team to align the site with the new look by focusing on a clean customer-centric experience. Large background video welcomes you; modular content blocks tease you to deeper pages; and, the content?—easy to find and very digestible. Pun intended.
ROLE: Creative Director
After winning the Kellogg School of Business pitch, it was time to get to work. And, with the competition being Harvard and Stanford, we had our work cut out for us. For the new campaign, we developed an organic look and feel based off the concept of being growth minded. What is growth minded? The exact opposite of idle minded, of course. After the campaign launch, applications from top-tier candidates went up a staggering 38%. Not too shabby. (Full disclosure: I left the agency before finishing up with final production.)
Best In Class, Education - Interactive Media Awards, 2015
Outstanding Website, Education - Internet Advertising Competition (IAC), 2015
Silver Award, Website - Creativity International Awards, 2015
Honoree, Website School/University - The Webby Awards, 2015
This is the work we pitched for the number one brand of women’s deodorant, Secret.
The intent was to penetrate the South American market starting with Brazil. Sao Paolo gets VERY hot. Deodorant keeps you dry and confident. When women feel confident, they feel empowered to be brave and try new things—to reach for new goals. The idea: Put Your Brave On. We presented our ideas on a 4’x8’ scroll. When presented to the prospective clients, they are able to see the full extent of the campaign. TV, social, digital, out-of-home, the works. We won the pitch.
Northern Trust desperately needed a redesign to their 'Private Passport’—an online portal for their clients' private banking accounts. The ask was to create a crossover experience that appeals to existing clients (soon to retire) as well as younger prospects (new to the game). What do these two have in common? Sky-high expectations and super-sized goals.
We developed two concepts. (1) The Co-Pilot: A wingman riding shotgun to make sure you’re tracking towards your life goals. (2) The Goal Keeper: A partner always on duty in this relationship-driven experience.
Note: This is purely conceptual work. In the end, we may have ironically been a bit too expensive for the client. Go figure.
While we had created a supply of beautiful studio photography, what Dodge.com still lacked was that human feel. So, we partnered up with the catalog team to create a storyline and a unique look and feel for each of the Dodge vehicles. A big thanks to Union AdWorks for all the hard work and 6am roll calls.
ROLES: Creative Direction; worked with 2 art directors and a photographer to produce the visual concepts
Everyone knows Dodge for muscle cars, but Dodge actually INVENTED the minivan. To celebrate this, we developed an experience that highlights every generation of Grand Caravan—from the very first in 1984 to the new 2014 model. The site is an interesting blend of product innovations and key features that build buzz and excitement around the 30th Anniversary Edition (a pretty nice minivan–not that I'm ready for one).
ROLES: ACD; Lead creative direction in a team of 5 including an ACD/writer, an art director, a writer and a junior designer; Worked with ACD/writer to develop and sell concept through to the client
Whats's a nanosite? Essentially, it's a microsite in the space of a banner. Since we're targeting in-market car shoppers, it needs to be a relevant, non-distractive experience—or, the opposite from a traditional online ad. They're looking to buy a car and they want to know why this vehicle is for them. What they don't need a is a clever tv spot. One approach we took was to let our accolades and customer reviews do the talking with a concept we called "The Word on the Street". We also came up with a way to gamify the experience with a concept we called "What's My Ride?".
ROLES: ACD; Lead creative direction in a team of 5 including an ACD/writer, an art director, a writer and a designer; Developed and sold concept through to the client
The Dodge website redesign was well underway and we had a ton of outdated imagery. We needed a huge photo shoot and we needed it fast. 6 weeks and 26 vehicles later, we have a massive library of studio shots that can be used on the site and beyond. Big thanks to Midcoast Studio.
ROLES: ACD/Design; developed look and feel with creative director; art directed up to 3 studio photographers all shooting simultaneously on multiple sets
To tie into the "murdered out" (google it!) look of car culture, Dodge wanted to offer customers the special Blacktop Editions. Of course, a photo shoot was more than appropriate. Instead of just plopping cars on a tarmac, we developed a story for the hero shot: a graphic novel about a bunch of bad-ass guys meeting up before the big heist in downtown Detroit where (eventually) they all get killed. I think the photographer and retouchers did an outstanding job bringing it to life.
ROLES: ACD; developed look and feel with art director; sold concept through to the client directly
Dodge has a been a part of the Fast & Furious franchise since day one. But, with the release of Fast & Furious 6, we were presented with a unique challenge: create a Dodge-branded, Fast & Furious 6 experience that also promotes the Dodge Dart—a car that is NOT in the movie.
Our approach was to treat the cars as heroes and the actors as the supporting cast. With assets rolling in at the eleventh hour, the team did a great job at making the work seamless. And, with some smart language and Photoshop, the Dart fit right in with the more muscular vehicles. For all the online advertising, our motto was simple: Make everything more fast & furious.
ROLES: ACD; Lead creative direction in a team of 9 including a creative director, an ACD/writer, an art director, a writer, a UX designer, a designer and a developer; Worked as a team to develop and sell concept through to the client directly
In the past, the Dodge Durango has been synonymous with "truck" and "Hemi"—NOT what the client wanted top-of-mind when revealing the redesigned 2014 model. So, the challenge was as "simple" as this: leverage the slick, new design to change the consumer's mindset about the Durango while still staying true to the fact that this is one helluva tough SUV. Oh, yeah—with virtually no images until a week before launch and a special request for a parallax experience.
We came up with a concept we called "Rugged and Refined"—a truly ownable idea that highlights the powerful, utilitarian side of the Durango as well as the beauty and craftsmanship that went into the redesign. Together, it's a combination that can give high-end competitors a run for their money.
ROLES: ACD; Lead creative direction in a team of 8 including a creative director, an ACD/writer, a senior art director, a senior writer, a UX designer, a designer and a developer; Worked as a team to develop and sell concept through to the client directly
AWARDS: W3 2013 Best in Show and Gold, WMA WebAward 2013 Outstanding Website, 2013 Mobile WebAwards Best Automobile Mobile Website, 2013 Interactive Media Awards Best in Class Automobile Site
Historically, Dodge has been known for building muscle cars, trucks and people movers—but, they've also had a reputation for using sub-par materials. The client ask was a simple site refresh but, the reality was that today's Dodge needed to change it's brand perception. So, we came up with a concept called the digital showroom.
Essentially, we give the user a guided tour of a vehicle without bombarding them with offers and details. The deeper they dive in, the more info they'll receive. Since Dodge has a diverse lineup, we needed to give each vehicle it's own personality and voice while showcasing the new designs. So, we dove into a 3-month project which included a 300-page website, a 6-week photo shoot and a huge, new team. Oh yeah—and this was a week into my new job.
ROLES: ACD/Design; Lead design and creative direction with creative director and ACD/UX; partnered with ACD/UX to lead a team of 25 (including design, copy, ux and dev) from concept through execution
AWARDS: Ranked #3 for 2013 JD Power Top Automotive Websites (behind Acura and Porsche)
After 2011's hugely successful Sharpie YouTube Takeover campaign, our client wanted something even bigger for 2012. Since Sharpie is all about self expression in the real world, we needed a real world idea.
We came up with a concept called "The World is Your Gallery"—a mobile/desktop app that lets you showcase your creativity anywhere in the world, at anytime. Using augmented reality, the app allows users to take their Sharpie creations to the streets. Create a gallery on the corner of your block where others can stumble upon, add to and share it instantly. Or, walk down the street and get an alert that you're fifty feet away from an awesome Sharpie creation. The world is now truly your gallery.
ROLES: ACD; Lead design and creative direction in a team of 5 including a creative director, two art directors and a senior writer; Developed and sold concept through to the client directly (project was killed due to budget cuts)
After the sharpie.com redesign, the next order of business was the mobile site. Although the client requested an app, we felt that a rich WAP site would fulfill the business needs without forcing the consumers to download and constantly update. That being said, the mobile experience needed to be much lighter (for fast page loads). At the same time, we couldn't let mobile visitors feel like they weren't getting the full experience. The end result is a clean, modern mobile site that still retains the Sharpie brand and voice.
ROLES: ACD; Lead design and creative direction in a team of 5 including a creative director and two art directors and a senior writer; Developed and sold concept through to the client directly. Worked closely with UX to develop site flow and incorporate best practices.
The client wanted us to create a facebook page where consumers can discuss their cleaning habits. They supplied us with one interesting bit of information—couples that clean together have a better sex life. The first thing that came to my mind was the Newlywed Game... and the "What's My Shine?" quiz was born.
ROLES: ACD; Lead design and ideation; creative direction in a team of 4 including a creative director, a second ACD and a writer; worked with UX and development teams to streamline the experience.
Motorola has broken into the fitness category with MOTOACTV–a smart device that fuses music and fitness like never before. With the release of a new breakthrough device, how do we break away from boring old training sites and brochures to educate salespeople on the product? The correct answer is: Quizzes with instant win prizing. Retail sales associates can choose to play and learn on a desktop and/or mobile device.
ROLES: ACD; Lead design and creative direction in a team of 6 including a creative director, a second ACD two art directors and a writer; worked with UX and development teams to streamline the experience
Having a separate e-commerce site, a community-based site and a blog can cause confusion when an audience wants to engage with the Sharpie brand. We took all three and created a transparent, seamless destination where Sharpie users can post & share work with each other, find inspirational Sharpie creations from all over the web and learn about new products & promotions all in one place.
ROLES: ACD; Lead design and creative direction in a team of 7 including a creative director,a second ACD, two art directors, and two writers; Developed and sold concept through to the client directly
AWARDS: Caples Silver (Branded Websites)
When you start with Sharpie, you never know where you'll end up. Sharpie took over YouTube's homepage for one day and let users upload something (ANYTHING!) they started with Sharpie. We then used all those uploads to create a series of Sharpie-inspired mosaics. The result is a hugely successful social and mobile campaign fueled by original and inspiring user-generated content.
ROLES: ACD; Lead design and creative direction in a team of 4 including two art directors and a writer; Worked with media team to maximize the experience; Worked with the UX team to streamline the experience for maximum impact
AWARDS: Adweek's Ad of the Day, 2012 TED Ads Worth Spreading, Chicago Addy 2012 Gold (Film) and Silver (Web), Caples Silver (Integrated Campaign)
When KFC began offering grilled chicken, no one seemed to care. The challenge: Get customers to talk about KFC grilled chicken and increase traffic to KFC stores. The solution: Make choosing fried versus grilled a competition. How it works: Go to kfc.com, click once to vote, get a Facebook friend to vote and if they vote the same as you did, you get a free meal when you show up to KFC with that friend. Then, we announce the most voted side (no pun intended) on Facebook. If your side wins, you get even more of your choice—for free.
Note: Although this project was not produced, I thought it merited space in my portfolio because of it's sheer simplicity and potential.
ROLES: Sr. Art Director; Developed concept with the ECD, a creative director, a writer and an art director
Similar to the butterfly effect, the Boeing Effect was created to pinpoint and archive Boeing's innovative achievements and the impact they continue to make on the world.
ROLES: SR. ART DIRECTOR; Lead design and creative direction in a team of 4 including a creative director an art director and a writer; Worked with the creative director to concept, develop and visualize the idea; Creatively directed the production house to ensure vision of the idea was captured in presentation video execution
The Happy Appy is a place where moms and can easily post, share and search for pics of what makes them happiest.
ROLES: Sr. Art Director; Design lead in a team of 3 including a creative director and a writer; Worked with UX team to streamline the experience; Worked with 3rd-party vendor to creatively direct and develop final execution
We were tasked with introducing the Sharpie Liquid Pencil—a pencil without breaking lead (like a pen), so you won't break your flow. We focused on the smooth, free-flowing writing experience and came up with this simple yet very fun game.
ROLES: Sr. Art Director; Lead design and creative direction in a team of 5 including a creative director, a second sr. art director, an art director and a writer; Developed and sold concept through to the client directly
I feel this banner merits it's own space in my portfolio. This was an extremely effective and topical ad that compared the cost of pizza delivery to the then-high cost of gasoline. The traction and results were so impactful that the client asked to turn the banners into 2 DiGiorno TV spots. Take that, broadcast!
ROLES: Sr. Art Director; Lead design and creative direction in a team of 3 including a creative director, an art director and a writer
The Taco Bell demographic likes the nightlife and at the end of the night their pockets (and stomachs) are pretty empty. We came up with an app to solve this dilemma. Just plug in how much $ you have left, hit the submit button and we'll serve up a menu just for you and point you to the nearest Taco Bell to pick it up.
ROLES: Art Director; Lead concept in a team of 4 including two creative directors, and a second art director; Developed and sold concept through to the client directly
Touch screen interactivity, digital out-of-home media, cross-platform digital communication, and a dancing elf spreading holiday cheer.
ROLES: Art Director; Lead concept and design in a team of 3 including a creative director and a writer; Worked with creative director to sell concept through to the client directly; Worked with 3rd-party vendor to creatively direct and develop final execution
Drinking milk helps you get to where you want to be so why not highlight the athletes and other celebrities who truly inspire teens. We did so with a concept we called "This could be you." The result is a clean, modular, shareable and easily updatable site.
ROLES: Art Director; Lead concept and design in a team of 5 including a creative director, a second art director and two writers; Worked with creative director to develop and execute concept
We needed to get users to experience the colorful joy of Jell-O digitally. We thought of a number of ways users could create and bring Jell-O jigglers to life and share that fun with family and friends.
ROLES: Art Director; Lead concept and design in a team of 3 including a creative director and a writer
Frutista Freeze is a cool, refreshing escape in the middle of your stressful day. So, the client asked us to figure out how to escape those stresses in the digital space. How about throwing mangos and strawberries at your stresses—your roommate, your ex, your boss, and your co-worker?
ROLES: Art Director; Lead concept in a team of 4 including two creative directors, and a second art director; Worked with team to develop and sell concept through to the client directly
I was going through an old 80's French computer textbook and thought of the juxtaposition between computer logic and French sexiness. So, I designed some boards, animated a few vignettes and wrote some music for it. This one ended up getting shown in the Chicago Motion Graphics Fest.
ROLES: Design; art direction; animation; sound design—in a nutshell, I did it all.
I still love the simplicity and sentiment behind this animation. I designed the imagery in Illustrator and After Effects. I then wrote the music to the animation in Reason. I lost the original files when my old backup drive died, so all I have left is the 320x240 version.
ROLES: Design; art direction; animation; sound design—the whole shebang
Here's an animated ID for VibraCobraDesign. I used some stock, line and original art. I also wrote the music to the animation in Reason. I lost the original files when my old backup drive died, so all I have left is the 320x240 version.
ROLES: Design; art direction; animation; sound design—all of it