CLIENT: Multiple Clients
MY ROLE: Develop creative concept including mood boards and shoot direction, visual direction of photography, hiring of talent (including studios, photographers, producers, models, H&MU, prop and wardrobe stylist, location scouts), direction of model castings, image editing and coordination of image retouching
CLIENT: ProFlowers
The spot was directed by the Director Bros. and shot on-location in Hollywood.
MY ROLE: Contributing AD on campaign concept including tv commercial shoot (shot on location in LA), digital asset creation for site, email and social media.
CLIENT: Jockey
DETAILS: Jockey spokesperson, Tim Tebow partnered with client for Jockey Sport and Stay Cool collections. Both product lines featured materials that had anti-microbial and cooling/moisture wicking properties that made them perfect for athletes. Tebow’s endorsement of the product and ad’s drove up sales of men’s & women’s underwear product. Stay Cool product became the fastest selling products in the company’s 140 year history.
MY ROLE: Concept & Art Direction of Tebow photography for Jockey Sport and Stay Cool collections. Images were featured in print and digital ads across the country.
CLIENT: Jockey
DETAILS: Jockey’s “Dare To Be You” commercial stemmed from a Feel Free brand campaign which focused on individuality and feeling free to be yourself. In a time where everyone tries to look like a Calvin Klien or Victoria Secret model, Jockey took a different approach. Their strategy was to pitch feeling free to just be yourself and feeling comfortable in your own skin. The commercial hinged on this idea.
The spot was directed by Marcus Nispel and shot on-location in Prague.
MY ROLE: Contributing Art Director for campaign and TV commercial (shot on location in Prague)
CLIENT: ProFlowers
DETAILS: The primary purpose of this campaign was to create excitement around ProFlowers Perfectly Paired collection along with building brand awareness and drive product purchase. The product itself is unique in that both flowers and dipped berries are delivered together in a single box experience. Campaign goals were achieved by building an omni-channel campaign built around the idea of "Thinking inside the Perfectly Paired Box". Channels included video, digital advertising, radio and social media. The result was an entertaining, and exciting campaign that drove customers to visit the ProFlowers site and buy the Perfectly Paired product.
The spot was shot on-location in Mexico City
MY ROLE: Contributing Art Director on TV commercial (shoot shot on location in Mexico city). Overall concept contributor, digital asset creation and photo art direct campaign imagery.
