For the Le Cordon Bleu Campaign, I worked closely with the Brand Director in development of the brand architecture and positioning, attended focus groups in 3 locations across the US, collaborated with the marketing director on the strategy for bringing 17 brands together to form one brand. As Creative Director, I concepted the brand design and directed an the creative and digital teams.
Developed the tactics for brand rollout through collaboration with the Brand Director and Marketing Director. - Collaborated with the Engineering Design team building a plan for 17 campus, their restaurants and bookstores exterior and interior signage. Directed the signage vendor on design and development of channel lettering, monument and parking signage, interior room signage, lobby branding, restaurant and bookstore branding.
Directed onsite photography, creating shot lists and collaborting with the Corporate MasterChef on food photography, and pulled selects.
Concepted and managed, campaign and broadcast (tv and radio) production, created storyboards, wrote scripts (tv and radio), scouted location and talent, attended and oversaw production direction, procured production crew, directed voice over, reviewed and approved video and radio production.
Provided creative direction for all print materials, out of house signage, digital - websites, landing pages, digital ads.
Collaborted with CRM Manager to develop digital CRM campaigns for 30, 60, 90, 120; and cancels, drops journeys; directed art and digital teams; and reviewed analytics with R&D.
Developed creative strategy and conceived concepts, wrote copy, directed art, built pitch decks and presented to the client for business win and campaign material approval.
Oversall the rollout of the campaign to website, advertising, print materials, presentations, and conference materials.
The campaign concept communicates a protective shield against skin cancer that affects 1 in 4 people regardless of age. The tone of the campaign was protection, shield, seriousness, and care. The construction of the shield was contracted with an artist and built, utilized for photoshoots and conferences. The public service campaign branding was integrated through several advertising and communication channels including high-traffic public areas including airports, bus depots, train stations, and other out-of-house placements; signage and print materials for dermatologists' offices; public and member publications and healthcare professional educational materials.
This tshirt was designed for the agency based off an album cover for an industry challenge. I concepted and proposed an iconic replica of a Van Halen tshirt implementing our branding of navigating beyond expectations, directing the design and executing the execution.
Subway placement
UX Platform/Digital Infographic with thumbnails
Photography guidelines were developed to standardize white sweep product photography.
Wrote copy, directed photography and design for this contest.
At the competition, I directed photography and videography against a storyline, then directed the producer for the video production and final products.
Email in a CRM Campaign. A/B testing performed. Analytics tracked for performance and to make adjustments.
Concepted and directed styling and photography, catalog design and layout. Collaborated with Buyer for merchandise and scheduling.
Concepted and directed styling and photography, catalog design and layout.
