Roles: Concept, Creative Direction, Art Direction, Editing

Gravity Products wanted to take their hero product, the Gravity Blanket, to broadcast media for the first time. Based on positive customer reviews and illustrating responses from fans on social media, the concept of this weighted blanket whisking its human away to the comforts of their happy place was born.

Roles: Creative Direction, Brand Development, Art Direction, Design

In an often chaotic world with what feels like little individual control, many people are turning to sleep betterment products to reduce and alleviate stress. To build upon their successful early growth, Gravity Products LLC began expanding upon its catalog of offerings—looking to develop a strong brand in what was quickly becoming a crowded category.

Taking this foundation and working hand-in-hand with leadership, I developed the following brand guidelines and worked to apply them to all products, creative initiatives, and communications, including partner communications.

The result was a nomination for Digiday’s 2019 ‘Brand of the Year’.

Roles: Concept, Art Direction, Editing

The NFL playoffs. Twelve teams, four playoff rounds, sixty-six potential matchups... One shoot day.

How do you generate a ton of relevant content for one of the year's biggest events? Enter The Bandwagoner. He's no hometown hero, but is a master of mixology, The Bandwagoner was ready to celebrate (And antagonize) any possible playoff outcome by sharing a unique Crown Royal cocktail tailored for each city.

Roles: Concept, Art Direction, Design, Content Creation

The magic of science, made simple.

How can you bring classic DIY science home to a new generation? Labracadabra by GE combines how-to videos, DIY at-home kits available for purchase on Amazon and voice-assisted instructions from Amazon Echo's Alexa.

Videos and supplemental photo content were published under the GE brand as a new media property to promote science at home to a family-friendly audience. 

The series was featured on Facebook, YouTube, Instagram and Pinterest and racked up both impressions and views; 15MM across platforms, with a community of fans 50,000 strong in the first 6 weeks.

Roles: Concept, Art Direction

A series of ads for GE Appliances “We Engineered For This” campaign showcasing new features from a line of laundry appliances. We engineered them for facebook’s newsfeed to be short, sweet, and full of brand lift.

Roles: Art Direction, Design, Content Creation

This content series was developed for the Slate Line GE Appliances, designed to show off the versatility of the products as being able to work with any style of kitchen. One shoot provided daily organic content on Instagram and Pinterest over the course of 30 days, and category influencers were enlisted to provide their own takes via their social accounts.

Roles: Concept, Art Direction, Content Creation

GE Appliances launched a premium line of appliance finish options. To appeal to DIY homeowners customizing their home, this subtle papercraft illustrated a simple way to compare the options.

Roles: Art Direction, UX/UI Design

The HP Helion website illustrates HP's vision for cloud computing. It also acts as a map of available products & services and an information destination for regular updates on cloud.

Cloud computing customers often face difficulty in making the right decisions. The current product landscape has the valuable information and specific solutions customers want. But it is spread scattershot and often fueled by dialog that is confusing and contradictory. Plus, the cloud product is always changing. 

It’s a complex challenge to distill the vast array of information and products at HP's disposal—but the redesign of the HP Helion website offered this exact opportunity.

HP takes pride in presenting its extraordinary solutions in a straightforward, transparent way. To cater for cloud customers with differing needs, this means providing a range of content to engage users in different ways. 

For the customer who knows what they want, we created a graphic product map to categorize and navigate the many existing product pages. For those who are new to cloud computing, we created an educational slideshare as the homepage header to provide a digestible starting point. And for anyone looking to learn more about cloud computing, we created a content hub of topical news that can be sorted categorically. Each news item is social media-ready and shareable—ensuring that HP not only drives an engaging narrative but also invites conversation.

The HP Helion website is a responsive one, accessible on all web-browsing devices. 

Roles: Concept, Creative Direction, Art Direction

A series of wild postings from the 2014 New York Red Bulls campaign which were spread across walls all over Manhattan and Brooklyn. All photography was from the annual team shoot. 

Roles: Concept, Creative Direction, Art Direction

A mural from the 2014 New York Red Bulls campaign in Williamsburg, Brooklyn. It depicts defender Jamison Olavé. 

Roles: Concept, Creative Direction, Art Direction

These designs helped to create a more inspiring atmosphere around Red Bull Arena in Harrison, New Jersey. The interior piece is located in the player's tunnel and what both teams see as they walk onto the field. This messaging was repurposed around the field in clear, easy to read fashion from all of the seating. 

Roles: Concept, Creative Direction, Art Direction

A series of custom canvas printed panels which are found in the Skybox and Club Lounge levels of Red Bull Arena. Red Bull athletes are depicted in profile and their sport. Players of the 2014 New York Red Bulls are depicted in the style of the current campaign. 

Roles: Concept, Art Direction, UX/UI Design

'A Gentleman's Call' was a social platform that invited users to submit ideas; the kind of genius that pops over a drink but tends to fall by the wayside. The winning idea was funded with $100,000 to become a reality. Partnering with GQ and our three hand-picked mentors, 5 semi-finalists were chosen and given a spread in the magazine before our winner was chosen.

To get attention, takeovers were staged on prominent websites such as ESPN, The New York Times and the first ever animated takeover of CNN.

With nearly 3,000 entries, over 100 million online impressions and thousands of repeat visitors engaging in as many conversations, a strong, lasting impression was made upon the target audience resulting in Ketel One's facebook fans growing exponentially.

Media coverage:

Business insider

Wall Street Journal

Good Magazine

Huffington Post

Interview Magazine

Also pictured is a future case study: This video was used to pitch the idea of the campaign. Many of the facets changed once production began, but the essence and spirit were successfully realized.

Roles: Concept, Art Direction

All of these pieces were created as part of Ketel One Vodka's signature campaign, "Gentlemen, this is vodka". Uniting an ultra premium beverage with a nightlife that is both luxurious and edgy is nothing new. But applying a distinct masculine tone in order to attract a notoriously fickle demographic? That narrative ensured Ketel One would create and celebrate an entirely new category of drinker: The vodka-drinking gentleman. 

Also pictured:

A partnership ad with TUMI, for a custom leather bar set. The ultimate in luxury baggage delivers the most luxurious mobile drinking experience imaginable.

A partnership ad with GLAAD to commemorate and celebrate the diversity of vodka connoisseurs everywhere.

A brand partnership with the New York Yankees which appeared in Yankee Stadium and on taxis across the New York City. The Yankees embody the same excellence, attention to detail and demand for superior quality that Ketel One customers have come to expect.

Roles: Concept, Art Direction

This video was produced to define the voice, character and tonality of Ketel One Vodka and their content production for marketing and distribution purposes.

Roles: Concept, Art Direction, UX/UI Design, Game Design

This iphone/android/facebook game was one chapter in an annual holiday saga. Every year the famed Hess toy truck is released for the holidays and this arcade-style tilt-shift game was released in tandem with the model of the year. 

Users can choose to race as either a stock car, or as the Hess truck itself across three diverse landscapes. Refueling along the way and testing your mettle by avoiding intense heavy traffic jams, the action is simple but addictive. 

This overhaul of the Red Lobster website was part of a complete brand relaunch. The site underwent a three stage process to arrive at a greatly streamlined UX with all new designs. 

The designs represented the campaign of 'Sea Food Differently', showcasing current in-restaurant promotions while telling the story behind the people who make Red Lobster tick, from the grillmasters to the supply chains.