PORTFOLIO
As a Creative Director, I have directed and overseen video/photo shoots, product launches, 360° programs, new business pitches, content strategy, web site/app builds, radio/tv production and a plethora of groundbreaking creative content.
CLIENT: BOMBAY DRY (BACARDI USA)
Challenge: Bombay Dry was seen as a stodgy and outdated brand. It's sales were weak and BUSA was considering discontinuing production.
Idea: Because of the brand's unique and rugged taste profile, we decided to market it like an ale. We developed a drink strategy around the Bombay Dry Gin & Tonic served in a pint glass and crafted a tagline, "Let the Night BeGin," which spoke to making a G&T the target demo's first and subsequent drink of the night.
Results: On-Premise sales saw an immediate spike. The tagline was well-received and became the brand's global tagline. The brand rebounded and is still available today.
CLIENT: MTN. DEW (PEPSI) & LITTLE CAESARS
Challenge: Utilize 4 production hours with racing superstar Chase Elliott to develop an intriguing and attention-grabbing campaign showcasing the Mtn. Dew and Little Caesars partnership.
Idea: In order to integrate Chase into the promotion, we marketed a meal deal as though Chase was the one buying the 2L Mtn. Dew for the customer. We shot a national TV spot showing Chase using his personal credit card to buy a Dew for any customer who bought an LC meal. The TVC was accompanied by in-store POS, digital content and social posts.
Results: The campaign was highly successful. It had a tremendous franchisee opt-in rate and generated incremental sales of over $14MM for the quarter.
CLIENT: D'USSÉ (BACARDI USA)
Challenge: Bacardi USA wanted to launch a brand new cognac to contend with mid-tier (VSOP) cognacs. Our task included product naming, story, marketing strategy and brand visual identity.
Idea: Honing in on the higher, drier location of the cognac barrels that gave D'Ussé it's unique taste, we utilized an NYC skyline as seen from a high-rise apartment, and developed the tagline "A Bold New Expression of Cognac." We partnered with the brand's silent partner, mega-celebrity and hip-hop icon Jay-Z, to be the living embodiment of this bold, new spirit.
Results: Within weeks of its release, D'Ussé Cognac was the #1 trending cognac on social media. After strategic launch parties and concert sponsorships, the full launch saw the brand overtake Courvoisier VSOP within it's first year on the market.
CLIENT: UNILEVER
Challenge: Develop an engaging and intuitive micro-site to feature the entire line of Unilever haircare brands and products.
Idea: Using cutting edge AI technology, we developed an artificially intelligent, keyword-based "virtual hair stylist" bot capable of providing grooming advice and recommending Unilever hair products that could help the user obtain the style they were going for. The site also featured comprehensive product details, customer reviews and a "where to buy" feature that linked to various online retailers, allowing the user to purchase the items without even leaving the site.
Results: The site drew over 1MM visitors within the first 8 months of being live and contributed to an additional $1.5MM in online sales in its first year. The bot was very well received and was revamped several times with new styles and tips.
CLIENT: PAPA JOHN'S PIZZA
Challenge: Create a local Boston-based campaign that utilized sports and pro athletes without infringe upon local competitors' Boston sports sponsorship deals
Idea: Using 4 popular (on-budget) Boston pro-athletes, we created a promotion where every time a professional Boston sports team won, a promo code "BOSTONWINS" could be applied for 40% off a Papa John's order. The campaign used the athletes in generic sports attire, relying on their local recognition to represent the 4 major Boston sports franchises. Aside from local TV and radio spots, the program included in-store POS, digital advertising, athlete social media
Results: The campaign was wildly successful. Nearly all of the New England franchisees opted in and saw a sharp increase in sales during the promotional window.
GQ MAGAZINE "MOST INSPIRED BARTENDER"
Art directed 3-day photo shoot and wrote editorial featurette for Bombay Sapphire / GQ Bartender competition.
WWE MAGAZINE "SHAWN MICHAELS" SPECIAL
Acted as Managing Editor for WWE Special Magazines, including overseeing all facts of writing, editing and design.
FEATURED COPY
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