KEVIN DURANT WIN AD
Sometimes the best work doesn't get seen. This was a spot created to celebrate Kevin Durant winning the NBA Finals in 2012. Unfortunately, LeBron's Miami Heat super-team took the series and this spot never saw the light of day. Had KD's Thunder prevailed, it would have been a great celebration of the relationship between mother and son.
Agency: Wieden+Kennedy
Skills: Art direction
As Global Creative Director for DJO, I recognized the sports recovery brand, Compex, needed a visual and messaging re-fresh to better capture its performance story. I was able to create a visual language, voice, and the brand tagline “Feel Next Level” that set Compex apart from its competitors and help define the brand purpose and vision for the future.
With the in-house production team focused on shooting video content for this new direction, I was able to pitch in as photographer and capture these stills. The collection of imagery was utilized in a variety of mediums from advertising to catalogs to social media and features CrossFit athletes Mat Fraser, Brooke Wells, and Sara Sigmundsdóttir, and 7x Mr. Olympia Champion, Phil Heath.
Company: Enovis / DJO
Skills: Creative direction, brand strategy, brand design, web design, digital advertising, photography, copywriting
As a startup business management company in the Austin, Texas area, JOVA Holdings Inc. asked for a look that drew inspiration from their vibrant community and historic state. I created a branding system that featured Texas-inspired colors, photos, and textures that could grow with them as they grew their business. The icon is inspired by old cattle brands giving the new brand an established and trusted feel when paired with the rest of its more contemporary brand elements.
Company: JoshuaMark Design
Skills: Creative direction, design, web design, branding
As Associate Creative Director on the Adidas Golf account, I worked to develop a fully integrated campaign that rolled out across multiple touch points including, print, digital advertising, retail, and social media.
The “Early Victory” campaign capitalized on the insight from professional golfers that “you win or lose before you even step on the course.” We worked to develop key visuals and video content that highlighted the pre-course/on-course story for the team at adidas Golf to use across all of their marketing efforts.
Agency: VITRO
Skills: Art direction, design
How do you tell the stories of abstract concepts and intellectual thinking that comes from one of the world's most elite universities?
By creating an image that tells its own story.
Working with a team of creatives, we concepted single images in a series of key visuals that showed up as print ads in magazines and newspapers, digital advertising, and a microsite that gives prospective students and alumni a bigger picture of what is going on at the campus of UC San Diego.
For local OOH, we partnered with MTS and abstracted the concepts of the breakthroughs being made at UC San Diego into everyday objects like Swiss cheese, Minecraft gaming, and tattoos. To explain the unconventional thinking that happens on-campus, we wrapped a trolley to make it look like it was moving upside down—complete with dangling passengers. At a couple of high-traffic trolley stops, we built a plant-powered power plant. It was a solar-powered, cantilevered planter that offered USB charging for riders who found themselves in need of a boost.
Agency: VITRO
Skills: Art direction, design
NIKE SPORTSWEAR
Working with illustrator Mickey Duzyj and the creative talents at Doubleday & Cartwright, my partner and I at W+K created a campaign for Nike Sportswear and Foot Locker that celebrated the 25th anniversary of the 1992 Olympic "Dream Team." There were two TV spots that ran during the Olympics and a series of key visuals that were used across social channels and in-store.
Agency: Wieden+Kennedy
Skills: Art direction
Logo lockup for retail activations
Agency: VITRO
Skills: Design, Branding
Nike Golf struggled to tell an authentic golf story within the category. The brand was releasing some of its best products yet, and needed a campaign that felt real and authentic to the research, development and craftsmanship that went into the creation of their products. The creative focused around their research and development facility in Fort Worth called The Oven, and the rough-around-the-edges yet highly technical space.
The campaign re-cap book was created to showcase all of the elements of the campaign—each being numbered. Like the campaign, it was designed to resemble the industrial and utilitarian nature of the research and development facility that inspired the work. It included all of the TV, print, digital and social assets that were generated for the campaign story.
Agency: Wieden+Kennedy
Skills: Art direction, Print Design, Digital Design, Production
In a crowded, sea-of-sameness, healthcare market that is used to seeing boring product shots on white, DJO Surgical had an opportunity to stand out with the expansion of the AltiVate shoulder implant line. As the Creative Director for DJO, I was able to work with the department’s marketing team to develop an impactful visual and messaging to set this product apart in endemic advertising and a website landing page.
Company: Enovis / DJO
Skills: Creative direction, design, web design, digital compositing, digital advertising, copywriting
NVA is a leading veterinary support company with a unique (and difficult to capture) differentiator. Instead of buying a long-established vet practice and replacing its identity with a big-business brand, NVA preserves the name and legacy of the individual vet has built—”Join us. Stay You.”
NVA needed an impactful and personal way to speak directly to a collection of 150 pre-identified vets across the U.S. and encourage them to join the NVA community. As Associate Creative Director, I created a concept that allowed NVA to preserve the legacy of each of the 150 vet practices with a scale-model representation of their practice.
Each practice was documented with either onsite photos or screenshots from Google Maps. The images were then handed over to a 3D modeler who re-created the building and all of the associated details. The CAD file was then passed to a 3D printer to bring the practice to life. Once in physical form, the miniature practice was given to a scale-model painter to add color. The finished building was shipped to a local florist along with guidance of which plants and materials to use, a glass bowl, and a presentation box that included tools and care instructions for the vet staff to care for their new terrarium. The florist composed the final presentation kit for the local NVA sales rep to deliver to the vet.
Specific vet stories were featured in print ads for industry publications and shared in quarterly newsletters to bring additional awareness to the campaign.
Agency: VITRO
Skills: Creative direction, Art direction, design
The words “cool” and “diabetic footwear” have probably never been used in the same sentence. The opportunity to bring a unique tone and inject some much-needed personality into a stale, diabetic footwear category was something my team and I, as the Creative Director at DJO, really had fun with. We reinvented Dr. Comfort into a light-hearted and friendly brand with a unique point-of-view that found its way into all touch points: e-commerce site, print advertising, social, patient marketing, and the brand’s first-ever TV spot. Leaning into their product names which are named after people, we were able to bring an optimistic message to patients living with a serious condition.
Company: Enovis / DJO
Skills: Creative direction, brand strategy, brand design, web design, advertising, copywriting
In September of 2014, TaylorMade made the decision to open its own retail stores in the U.S. for the first time. They had an aggressive deadline to have the first store open in the first quarter of 2015. Without a look and feel for owned retail, the canvas was clear. We made some strategic decisions what the feel of the store would be: premium, open, true to golf. This had to be the best shopping experience in golf, even if it is for off-price store. On March 31, 2015 these doors opened in Myrtle Beach, SC with 10 more locations planned.
In addition to a full retail build-out, we also re-designed the retail fixture kit found in all key account and green grass locations. These replaced the previous fixture sets that were over-engineered and over-designed—making the displayed product hard to see. This new fixture package was a simplified yet distinct backdrop that let the innovative products shine.
Company: TaylorMade Golf Company
Skills: Creative direction, design
As the Senior Designer on the Nixon account, I worked with the product managers at the brand to concept, design, and spec timepieces that pushed high-design fashion accessories into the action sports market. Through forward thinking design and premium materials, we were able to take what was a stagnant segment within the surf/skate/snow market and elevate it past the $1000 mark, making the brand a status symbol in action sports culture.
Agency: Cinco Design
Skills: Design, Product Design, Art Direction
As a Senior Studio Designer, I worked with the agency’s planning department to capture their research and design it into books that would be given to marketers at Nike to help inform future product design and marketing efforts. These books featured the stories of women and girls from around the world and needed to reflect each of their unique energy, vibrance, and passion for sports. Bright colors, feminine patterns, earthy textures, and handmade elements helped capture their unique spirit.
Agency: Wieden+Kennedy
Skills: Design, production
TaylorMade struggled to have a consistent look at retail to merchandise their entire line of golf balls. As Global Creative Director, I lead our design team to create a template that allowed each ball to have its own look and visually hint at its performance story, while still maintaining a unified shelf at retail. That unification helped TaylorMade steal shelf space from competitors and increase sales at key accounts.
Company: TaylorMade Golf Company
Skills: Creative direction, design
When working with a cultural influencer like Nike, planning for every contingency and outcome of sports is what makes their stories so inspirational. As Senior Studio Designer/Art Director, I worked along with the writers on the account to create newspaper ads that celebrated the lead up, potential victory, and ultimate loss of the Oregon Ducks to the Auburn Tigers in the BCS Championship game.
Agency: Wieden+Kennedy
Skills: Art direction, design, production
