Find The Good
In a category that typically uses a calculated sadness to guilt people into supporting their cause, I wanted to focus on the good. The first thing we did was enlist the super positive creative forces of The Aquabats to write a musical mantra that we could use as our inspiration and standard for brand tone.
The “Find The Good” tune also made for some pretty great radio. From there everything we did from Back To School campaigns to Halloween social posts to how we designed gift cards and the annual report all came from a place that felt good because it was all about how to “Find The Good”.
As a result of this approach, we had a 8.66% increase in 2013 over 2012 (All Store Sales) and $3.9MM in total fundraising including planned giving in 2013.
Role: Creative Direction, Art Direction
Music by The Aquabats
Photography by Johnny Beutler
Halloween Illustrations by Travis Millard
Annual Report Illustrations by Column Five
Honest. Simple. Turkey.
The biggest difference between a Honeysuckle White Turkey and all of the other turkeys is the way that they are raised. And the farmers who raise them.
Farmers don't really get much customer feedback. But we discovered that on social media, people had plenty to say about Honeysuckle White Turkey Farmers. So one of my favorite pieces in this campaign was when we turned these comments into very personal objects of gratitude for farmers who are raising turkeys the right way.
These farmers are the reason that Honeysuckle White Turkey is “Honest. Simple. Turkey.”
Role: Creative Direction
Less Money. More Go.
When you’re the underdog of the air with no real ad budget, you have to make yourself stand out. With Spirit Airlines we went with a bright yellow brand color, illustrated art and a not-so-serious sense of humor.
Through daily email blasts, tweets and the occasional jetway poster we tapped into the zeitgeist and, in spite of the brand’s no-frills model, the airline has become a favorite among fliers, sometimes for the emails alone.
Role: Creative Direction
Illustrations by Arian Gimbutas, Sal Carrasco & Eli Lafollette
When we pitched Jimmy Dean, I went all in. I worked super crazy long pitch hours. I wrote and performed songs on my guitar in the pitch meetings. I ate every product they made. And it was so much fun.
And when the agency won the pitch we made these really fun spots about how with Jimmy Dean, “good mornings lead to great days.”
Role: New Biz Pitch & Win, Art Direction, Song Writing & Performance
Directed by Simon Cole
Huggies Fitting Rooms
Huggies had a product that was not selling. People just didn’t know that Huggies Slip - On Diapers were designed to fit walking babies better than other diapers.
So to prove that these diapers have an outstanding fit, we transformed the diaper aisle into fitting rooms for babies! We then cut footage from the in-store activation and ran :30 TV.
The results were crazy! There was a 916% traffic increase to the product page leading to a 47% sales increase in the first two weeks of the campaign.
Role: Art Direction
Directed by Tyler Manson
Design & Illustration
Here is a handful of graphics and illustrations I've done over the years for clothing brands and record companies.
Role: Design & Illustration