Art Director

What Do You Play For? is Chevrolet's global football program featuring their sponsorship of Manchester United FC and their global good works program One Football. The effort rolled out on across multiple platforms, with Youtube page takeovers, social media,  TV, Print and stadium signage.  This was especially fun for me being an ardent Man United supporter. http://www.chevroletfc.com/us/en/index.html/

Art Director/Creative Director.

Sports fans build their life around their sport and their favorite teams. It's on their mind all the time, even when it probably shouldn't be.

Art director

The brief for this assignment was simple "You can't break it". With a truck this indestructible the question becomes not how tough the Tacoma is, but rather are you tough enough to drive one.

Creative Director/Art Director

As the creative director I touched all facets of the creative product. This included designing the cards and premium items, and all communications. I also supervised the website design and worked with the developers to make sure everything was ship shape. 

Writer/Brand Strategist

Laws Whiskey House is an experience as much as it is a whiskey. The brand is of course the tasty 4-grain bourbon. But it's also the people and the distillery itself. The assignment started with the label copy where I developed a brand promise, come and share your love of whiskey with us.  That was then extended across a robust website and into point of sale and digital as an invitation to join us at Laws Whiskey House.

http://www.lawswhiskeyhouse.com/

Creative Director/Director/Photographer

Fram's campaign Garage Wisdom capitalizes on their status as a category leader. Garage Wisdom is the kind of DIY knowledge passed down from generation to generation. It's shared in millions of garages every single day and Fram is right at home in the conversation. The campaign is built on stories, tips and anecdotes that are shared out through the DIY community via video, banners, social media and at events such as car shows and races.

Art Director/Video Director

Navistar is one of the largest truck makers in the world with products in every segment from defense to waste management, building and selling trucks on 5 continents. And for the Mid America Truck Show they wanted to have a dominating presence.  So we designed an experience that lead prospective customers and investors through their story, from their history with International Trucks and McCormick Tractors into their future as a high-tech innovator in the industry. The experience took place in an enormous installation, one large enough to display massive trucks, defense vehicles and engines, plus dozens of pieces of video content and stills as well as design of all the signage.

Art Director

Is there really beer in Beer Nuts? Uh, no. This campaign seized on that question. Sometimes the advertising falls right out of the product. 

Art Director

After an absence of 27 years, Fiat decided to return to America. And their first car was the updated and still iconic Fiat 500. A car made famous in through film and legend throughout the sixties, the modern version of the original, was a blend of tradition and technology that was still true to its fun, irreverent heritage.

I've worked on McDonald's both in the US and abroad in New Zealand and the Czech Republic. And if there's one word I'd use to describe the brand in all those diverse places it would be humanity.  There is a warmth to McDonald's relationship with their customers that just seems to come through in all the work.

It's a free concert, if you can hike 2,000 vertical feet to get to it.

What better way for Merrell to highlight the benefits of outdoor activity and fitness than to offer a concert that only the fit can enjoy.

You might say it's free, but you have to pay for it.

Writer/art director

Creative Director/Art Director

Freedom Airlines is low-cost carrier based in New Zealand. We developed a cross-media campaign touting their everyday low fares and convenience in a cheeky tone of voice which is really perfect for the Australia and New Zealand market. The campaign was comprised of digital, broadcast, outdoor, and airport signage.

Director/Cameraman

Cruzan is, simply put, the best rum money can buy.  It's made according to a family tradition of craftsmanship that stretches back to the 18th century. These films tell that story using imagery from the Cruzan distillery and from the beautiful island of St Croix itself along with interviews with the family.

Creative Director/art director

The "Love Your Beer" campaign positioned Miller Lite as the light beer men take seriously. This is supported in the fuller taste profile compared to other light beers. After all, a man shouldn't just "like" his beer. He needs to love it.

Creative Director/Art director

Millions of kids quit playing sports by age 13. The reason? Their parents. So we came up with "Don't Be That Dad!" a campaign using web video and posters at sports facilities to remind parents to lighten up. After all sports is about kids and having fun.

Art Director

Right Guard wanted to promote a new product Right Guard Power Strip which is aimed at active young men. They also wanted to tout their relationship with the NBA and star player Chris Paul. But there wasn't time or money to use him in a spot. So we did the next best thing. Kinda.

Art director/writer

While digging through the research we came upon a statistic; 80% of skin damage happens before age 18.

Done.

Art director

Sky TV are the number one source for sports coverage in New Zealand.  And rugby is the number one sport. Sky centered their Father's Day Promotion around this fact and as an incentive, every new order came with the commemorative hard cover book of New Zealand rugby, Century in Black. Much better than a bottle of Bloke aftershave.

Art Director

Purina wanted to position their dog food brands among hunting enthusiasts. The advertising had to speak the language of the  hunter and convey the product benefits in terms they would find relevant.

Art Director

This campaign, "It Hits Home" was picked up in local talk radio due to its hard hitting subject matter.  Some felt it was too graphic and scary others felt it really addressed their own experiences.  We were delighted because the work instigated a discussion about people's lives that was much bigger than advertising. And at the end of the day, that's what we are here to do.  The work was also recognized in British Design and Art Direction as well as Archive Magazine.