Through the years I’ve done a lot of really fun work with some very creative outcomes. I didn’t want to leave out some of my favorites. Though not necessarily proper branding case studies, these few select projects showcase my creative chops when it comes to delivering ideas that stand out and stand the test of time.
Madison Marquette Building “Centers of Gravity.”
The National Building Museum in Washington D.C. awarded Madison Marquette for excellence in development and placemaking. District Wharf on the river is a marvel of mixed use destination creation. Hotels, restaurants, offices, residences and entertainment venues are all part of this massive concept designed to reclaim the riverfront. Our team developed the positioning, “Centers of Gravity,” and created the enterprise wide brand video to be screened at the awards event.
Arby’s Social “Meat Up.”
Arby’s was looking for a strong social activation for their “We Have the Meats” campaign. The approach needed to be current and replicable. In order to stay on top of events and pop culture it had to be entertaining, easy to produce, in a hurry, and each episode had to be affordable. The answer was improvisation, with recurring improv actors as characters who happened to be eating at Arby’s while riffing on current news events and pop concepts. For these hilarious friends Arby’s become the “Meat Up.” Short videos were edited for posting in social feeds.
Love all. Serve all.
Having enjoyed a long-term relationship with Hard Rock Cafe, we executed ads and outdoor campaigns from New York to Singapore. This one for a subway posting still feels quite relevant. And it makes us smile.
Yogi Bear Meets Latin America
We helped to launch the Cartoon Network brand in Latin America. This poster art is from a trade campaign targeting the broadcast distributors across the many countries and varied cultural mindsets within.
Smart Marketing
The Vision Center inside Wal-Mart is a major player in the vision health space. Though typically marketed under the Wal-Mart brand and the Everyday Low Price guarantee, we occasionally riffed on some entertaining executions. One of our first pitches also featured Velma from Scooby Doo. Research showed her image skewed too young. But we still think it would have been effective.
Rehab for Hackers
This national print campaign was an entertaining faux PSA calling for “Hugs for Hackers.” AVG Internet Security being so effective the sad, defeated hackers were now in need of rehabilitation into normal life.
Award Winning Ad
This execution received a Gold Addy award in the International Print category. At Hard Rock the focus is on the rock and roll, not the food.
Refreshingly Different
Bass Ale was launching Hooper’s Hooch Alcoholic Lemon Brew in the US. Already popular in the UK, the brand needed to make an impact and cut through in a crowded category. We created the character of Fergus, a Scottish surfer who would sing the praises of the beverage.
Let Freedom Ring
As part of a local store marketing package we created some fun and entertaining audio spots. With competitive pressure coming from Chipotle and Baha Fresh, among others, we landed on a unique positioning for the brand. At Moe’s we just feel free. Free to be ourselves, choose our toppings, and relax. Moe’s is the land of the free.