Creative Direction
Strategy
Branding
Experiential Design
360 Marketing
Copywriting
Packaging Design
3D Design
Store Design
Industrial Design
Beyond Hello Store Design
We designed the store from the ground up, innovating on the experience to be something transformational—the adults version of a candy aisle. With directional sound over our strategically segmented zones (calm, balanced, boost) and a digital engagement strategy to help new and experienced consumers find their way around and come back for more. Furthermore the store layout was planned to help facilitate inventory, house one-on-one consultations, and deliver a unique purchase and exit experience to shoppers.
(Click on the sizzle video at the end to get the full story.)
Office Design
The redesign of the Barrows Global New York office.
I directed this concept to bring the elements of the brands heritage into a space where all could enjoy coming to work.
Alienware Experience
Understanding the unique world of gaming and blending it into a contemporary, experience-first, immersive shopping experience . One in which we blended the massive audiences love for "arena" games with an in-store experience centered on trial. The centre space was designed to house gamers and the store designed to
transform into an event space.
(Click the square on the video to hear V.O.)
Branding
Re-branding the Barrows business, with a complete overhaul of the brand ethos, aesthetic, website, and all outward facing channels to create a global, consistent look.
The CCI:
There is passion and vibrancy in everything we do. From our colorful personalities, to the expression of our creativity through our vibrant designs.
We need a place for all of this color to stand out:
Barrows Chiaroscuro.
Budweiser Experiential
THE INSIGHT
Budweiser Global wants to change the world. We have a once in a lifetime opportunity to use the economic power, global reach, and sheer scale of our brand to start a movement around renewable electricity. This is an initiative that will genuinely change millions of people’s lives for the better. As part of ABI’s global commitment to move to 100% renewable electricity by 2025.
THE BRIEF
Switching to brewed with 100% renewable electricity is a moment to make a show of. We created Lights-out parties where energy was captured through outdoor solar panels, and motion from people dancing. At midnight the lights switched out when Budweiser switched to renewable electricity, the event flipped to blue light and ran the rest of the night on stored electricity.
Estee Lauder Travel
We created a summer-specific travel retail program to increase sales across the Estee portfolio, with a suite of unique but connected visuals in the spirit of travel.
Targeted at travel shoppers who are in an exploratory mindset,
looking for a price advantage and travel retail exclusives.
Single Malt Scotch Holiday
A 360 program that will stand out in store during the most saturated season of the year, and inspire shoppers to make a confident choice (for themselves or others).
Sketches & Key Visuals
I find often the best way to communicate with clients and designers is to throw together a sketch. That said, my style of direction is only prescriptive where it has to be, for the most part I guide and steer and lean into the skills of my team.
Here you'll find a mix of personal and work sketches and below some of the numerous key visuals I have directed over my 14-year career.
Switch Everything
Co-founded a startup in the circularity (sustainable) space.
Switch Everything creates sustainable alternatives to wasteful office products, design led, and future forward.
Built the brand, the website, designed the products, engineered the products, sourced the suppliers, liaised and problem solved with the suppliers, created the marketing, designed the packaging, directed the photography and videography, and navigated a thousand other legal hurdles along the way. (A real-life MBA.)
Neuriva
A shopper marketing program for the launch of Reckitt Benckiser's Neuriva into Walmart U.S.A
Creative Territory: Live life a little smarter
Budweiser Legends
This shopper marketing program was so impactful it became the strategy for the ATL as well. The program centered on legendary sports players, and we adapted this to include past and present, as well as the viewers by making it about the moment. From key visual photoshoots to a national program rollout through four major US sports, it was well adopted, drove sales, and reinforced Budweisers roll as a key part of the sports viewing occasion.
Big Idea: Legendary moments.
Where will you be watching when the next legend is made?
