24 Hour Fitness decided to bring back a long dead fitness supplement brand called APEX. The new line has a simplified approach to ingredients that they wanted to be reflected in the branding. We redesigned everything from top to bottom including the packaging, digital and print. The brand is targeted less to the core body builders and more to general fitness and females.
To raise brand awareness 24 Hour Fitness decided to run billboards in key markets. We wanted to showcase our new brand images with a touch of humor. The campaign ran over a three month period. Half of the boards ran during the first month and a half then were switched out with the rest to keep the impact high. The success of the campaign led to 24 Hour Fitness to spread the campaign to more markets.
As part of the launching of CoronaExtraUSA.com, my team was tasked with capitalizing on the Boxing sponsorship. The result is a go to destination for news, promotions, schedules, fight photos and videos.
The Art of Eating Well was designed to help elevate the perception of the quality of Del Monte canned products and make them the go-to brand when in the canned aisle.
In an effort to refresh Marlboro's photography we were asked to come up with innovative approaches. We partnered with a photographer that used antique lenses and junk cameras to create a vintage look, which was later popularized by Hipstimatic and Instagram.
...AND THE WINNER IS YOU! was a web promotion to support the Shop Victoriously Campaign. The promotion helped spread awareness to the campaign through simple interaction and the ability to choose which prize the consumer wanted.
Harley-Davidson had us develop materials that their dealerships could use to excite their core consumer and entice them into visiting one of the dealerships. The campaign's focus was centered around the love of riding and Harley's 105 year history of making great bikes.
To help Tsingtao celebrate the Chinese New Year we developed a Year of the Horse campaign that felt traditional to our core Chinese American base, but grabbed the attention of the domestic market as well. The hero image was also bilingual, allowing us to use the same materials in both markets without printing two versions.
These days people use computers for a wide range of things but they don't understand the difference between processor sizes. The See Yourself Intel concept was developed to helped to visualize these differences and help the consumer realize which processor best fits their needs.
Qwest's retail presence lived in kiosk's placed in the middle of busy malls. Five to six of these silent spots would run on vertical TV screens on each side of the kiosk. Each spot's main purpose was to break thought the clutter of the mall environment and draw consumer's attention. They were also a good way to promote our most recent promotions and products.
After redesigning the Qwest kiosk to be a more interactive experience we came up with this in-mall campaign to promote the speed of Qwest's internet and to encourage consumers to engage with the products at the kiosk.
These posters were designed to create awareness on college campus's of our activation events. The events were held on college campus's to drive awareness of the students .edu email accounts and to encourage the to start using them. This mundane subject was disguised as a on campus event with free food and the game Rock Band. Students that got involved also had a chance to win a Xbox, TV or MP3 player.
After years of sourcing products to give away as incentives in duty free stores, Marlboro wanted to develop one a kind products that could be owned only by them. We partnered with Frog Design and developed a lighter, backpack, and watch that were then bundled with product. This campaign was developed to promote the slick modern lines of these incentive items, reminiscent of the way you would showcase a car or a high end watch.
People these days like to treat their pets like their children and similar to parenting everyone likes to share their opinions about a new pet. Go Puppy gift registry was a fun play on this behavior. It gave consumers a place to share or gift products.
Everyone that registered their dog got a free bag of Nature's Recipe. This was the most important part of the promotion since most pet parents don't change dog food brand after the first few months they have the dog.
For Marlboro's 50th Anniversary they launched their new shorter 72mm versions of Marlboro Reds and Lights. We developed the promotional materials to to clearly explain the new size as well as tie into the historic nature of the brand.
The Marlboro Adventure Team is a long running international promotion where consumers win a trip to the American West. We decided it was time to expand the promotion to include winter sports instead of the usual summer activities.
We developed the Unwrap The Blues This Holiday to increase foot traffic in Chicago Levi's Stores. During the heavy shopping times between Black Friday and Christmas we brought in local Blues musicians as in store entertainment. Consumer's were also rewarded for shopping with us with a gift card that they could use on themselves.
Qwest often partnered with other companies to entice consumers into signing up. This concept was developed to promote a free Starz Play subscription when consumers get Qwest High-Speed Internet.
Using Qwest's established look and feel we wanted to create an experience that would stand out to the consumer. This FSI gave the consumer the experience of tearing their cable bill in half. The bill was a thin scored sheet of paper glued to each side of the inside so when the the piece was opened it literally tore the sheet in half.
To celebrate 50 years of memories at Disneyland we were tasked with creating a OOH campaign. Nothing says Disneyland quite like the interaction of young children and their favorite Disney characters. Using these moments juxtaposed with a gold 50 with a Mickey Ear's hat kept the visuals simple and said everything that needed to be said.