What would you like to see?
Print/OOH ·
Interactive ·
Student Work
Print/OOHWhile everyone else is debating the future of print, I'm helping maintain it using this solution: have ideas, put them into words, make them permanent with ink. But even solutions were once problems. Below are some problems/solutions I was presented/solved.

GRAZE
Everyone likes an upgrade. But when you were a sports bar known for the size of your TVs rather than your food, how do you let everyone know you remodeled into a modern, family-friendly restaurant that uses locally grown ingredients? You get a new name and tagline, obviously.
Names like
Common Grounds or
The Town Common appeal to the community-center feel the client wanted, and
Harvest House and
Fresh Fields convey the idea of fresh ingredients. However,
Graze combines these ideas - eating fresh from the fields, savored slowly, while enjoying both flavor and company. Building on this, the tagline,
Refresh the Usual, promises that dining never has to be ordinary. Nobody's ever going to miss that sports bar.
MADE IN FLORIDA SERIES
Sure, people like to
say they enjoy looking at art, but how many are willing to commit to a full season? It's a tough sell, but the Museum has collected a loyal following. For their 2012 season, however, each of their three exhibitions had a common theme: all pieces were created in Florida. Alright, cool - so, if you've seen one exhibition, you've basically seen all three, right? Wrong. And this was just the sort of thinking the museum worried about.
It was essential that the overarching feel of the season clearly express:
a) A collect-them-all mentality
Three Views. Many Perspectives.
Three Shows. Uniquely Florida.
and/or
b) A regional patriotism
Works That Are Locally Sourced.
Where Local Meets Nationally Recognized.
A combination of copy that championed the state's inspiration for each of these exhibitions as well as a unifying logo and look allowed each exhibition to stand on its own, while still getting the hook into patrons to want to come back and see Florida from a different perspective in the other exhibitions. These efforts helped to double the first-exhibition's attendance over the previous year's.
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InteractiveI've done e-blasts, evites, web banners and sponsored, web-based PSAs (don't call 'em advertorials!). Below are some examples.
EVENT EVITE
"FRESH FACTS" E-BLAST
KID'S BIRTHDAY EMAIL
And now you get the pleasure of reading raw copy before it is placed into layout for a SPONSORED BANNER.
[masthead]
The Healthy Kids Chronicle
Brought to you by the experts from Nemours.
[banner content]
Asthma – The Leading Cause of School Absences.
It’s true - the number one reason kids miss school isn’t the common cold, but asthma attacks. Asthma occurs when parts of a child’s airway become swollen and inflamed, resulting in difficulty breathing. Knowing what triggers these flare-ups can help a child avoid many of asthma’s symptoms – and prevent school absences.
As pediatric experts, Nemours treats nearly 30,000 children with asthma each year, working with families to determine a child’s triggers for flare-ups and develop an individualized management plan to minimize the symptoms of asthma.
Learn more about asthma.
[link]
Asthma research at Nemours. [link]
Advanced asthma care at Nemours.
[link]
Get valuable resources on asthma.
[link]
Find an asthma organization in your area. [link]
Back to the top.Student WorkOh, the halcyon days of college - back when I didn't have clients and chose which products to write ads for.MoleskineMoleskine notebooks have been used for centuries by artists, writers, and those who enjoy putting pen to paper. Known for their attention to detail and famous customers - Hemingway, Picasso - it is a product favored for its creative status as much as it is renowned for quality.
Binge Drinking Campaign
This was a campaign directed toward University of Florida students, encouraging them to decrease their alcohol intake. The budget was limited, but it needed to catch their eye and resonate with students.

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