"Healthcare For What's Next" is a fully integrated campaign for NorthShore University HealthSystems of northern Chicago. We positioned NorthShore as the healthcare frontrunner and technological leader in a highly competitive market.
The campaign contained TV, print, OOH, digital and transit, including a motion-sensor bus shelter.
Film Director: Theresa Wingert
Art Direction // TV // OOH // Print // Digital
The Black Cloud Gallery was an art gallery in the Chicago Artist District of Pilsen, co-founded by myself and three partners. The branding was inspired by street graffiti, which perfectly reflected what we showcased: beauty and edge in the arts of Chicago and beyond.
We ran monthly shows featuring a set of new artists while developing programs in the art community. We also started sub divisions of the gallery like the Art Bazaar, a popular $200 only art salon; and the retail section of the gallery called the Art Market.
See Black Cloud's Facebook page.
Art Direction // Branding // Print // Digital
Gear Up and get ready for a new adventure. Enough of you "city folk" who never leave their 'hood that is always "the best" and think that the only views needed are on rooftops, and the only culture you need is a street fest. We positioned Kathmandu as the best gear to go the distance and get you out into the unknown.
The campaign included print, transit and OOH, and an exciting app that gave you location-based adventures to choose from, routes to take and the best gear to use on your trek, with an instant purchase option.
I also contributed original photography to the art direction.
Art Direction // Print // OOH // Photography // Digital
Nokia was set to release its anticipated Lumia 920, and we created the "Bring It On" campaign to carry it. We targeted millennials to make use of our apps and unique durability to boost shares in the cell phone market up 5%. The highly successful launch spread to every medium available, including social, OOH a series of mall events.
We also created a 6-page print series for Rolling Stone, and ads for ESPN Magazine, People and Fader Magazine followed.
Art Direction // Print
The look and feel for the Hornitos campaign "Not Just Any Tequila". This was used to elevate a brand considered to be bottom shelf, and was used for all on-premise and in-store elements.
We created a nice series for all three flavors: Hornitos Plata, Lime Shot, and Black Barrel.
Partnering with Playboy and Thrillist, we created a bartender-centric event which allowed for trial and education of the brand in subtle, authentic ways.
Art Direction // Retail // Print // Video
For NorthShore University HealthSystem, I designed a Breast Cancer Awareness pop-up activation to encourage Mammogram screenings.
Where most breast cancer awareness messages are usually filled with warnings and scare tactics, the overall feeling here was celebratory and uplifting with an elegant, modern chic look. It was very well received and was extended into social media using the hashtag to promote what people were celebrating in their lives.
I worked with a local interior designer and print vendor to help bring the ideas to life, and designed all elements from environmental graphics to furniture design to digital.
Art Direction // Environmental Design // Branding
Legacy Marketing is a brand activation agency that specializes in memorable consumer experiences. The agency needed a fresh look, and a new brand positioning. I directed the creative team to concept looks for a new brand rollover, and led the implementation of the rebrand across all channels and communications, including the office space.
See the agency website here.
Creative Direction // Branding // Video // Environmental Design // Digital
Disney Vacation Club releases the annual Vacation Planner to its Members, giving a rundown of travel opportunities, financial updates and other relevant information. It's full of charts and graphs. Not super exciting. Well, pictures are worth a thousand words, so we took that approach and let the images do the talking to sell unique vacations.
Disney Vacation Club retools the storefront displays of its Doorway to Dreams stores in Chicago and New York. This campaign highlighted the unique travel opportunities and moments autumn brings, despite being the end of the busy vacation season.
The initial pitch also incorporated a winter theme to carry the campaign into the next quarter. It too was bought and run in both stores.
Art Direction // Print // Environmental Design
To promote its partnership with the Despicable Me franchise and the release of the new DM3 movie, Tic Tac needed a fun sweepstakes microsite.
We developed a responsive, single-scroll site that brought to life the fun and whimsy DM3 characters, encouraging deeper user exploration and engagement beyond the site while simultaneously adhering to tight usage guidelines. The mechanics of the sweepstakes were oriented to facilitate repeat visits on a daily basis, and to encourage sharing on various social networks.
Creative Direction // Art Direction // Digital
1 + 1 = 3 with Modelo Combinada by leveraging the equities that Modelo has already built as a favorite in beer cocktails. Modelo is taking it a step further by mixing its unique beer styles into a third distinctive drink. Promotional advertising was pushed hard in the on-premise and was well received in key markets.
Creative Direction // Photography // Retouching // Art Direction
There's no better way to get into the authentic spirit of Cinco de Mayo than with Sauza and Hornitos, and the umbrella of Casa Sauza lets you do just that, with a little help from partner products like Herdez and Corona.
We made mass grocery and drug displays, bundle packs, coasters, t-shirts, and other ways to get you celebrating this Cinco and throughout the summer.
Art Direction // Retail // Print
Modelo launched a Be a Part of the Story campaign with multiple agencies that span 3 seasons including soccer, Day of the Dead, and football, while activations and sweeps rounded out the program.
A key activation element was an image overlay filter that changes your photo to a Modelo mosaic-inspired piece of artwork. By taking a photo, you choose between multiple filters based on color schemes and program season. When you share your mosaic photo on social media you get an entry submission. It was very successful in on-premise accounts.
Point of Sale elements accompanied the digital activation to spread the word of the program and encourage sweepstakes entries.
Creative Direction // Digital // Print
Children's National Bear Camp is a non-profit organization providing residential summer camps, family retreats, leadership training and youth programs for children with chronic health conditions. They asked for a rebranding from "Brainy Camps." I provided a new brand toolkit based on the CN bear icon including print, video, and digital.
Art Direction // Branding // Digital // Print
You saw the missing person ads on milk cartons for years, well now...MILK is Missing! All the soy and almond and coconut and non-dairy substitutes have given milk a bad rap. The trend needs to end. Well, there's a campaign to find milk and bring it back to breakfast and snack time.
The campaign used print, digital and social, and strategically placed in-store signage.
Art Direction // Print // Retail // Digital