You're Golden.
Michelob Golden Light.
Michelob asked agencies to pitch new ideas to give a tired brand some oomph. So, we ditched the "Minnesota nice" and served the North Country a little swagger with the following concept, which won us the account.
Deliverables: 2 TV spots, digital ads, social, POS, OOH, and even two train wraps. Agency: MSK. Role: Associate Creative Director.
A community bank.
STAR Financial Bank.
In my experience, banks get a bad rap as stodgy. STAR Bank encouraged us to push the creative to add some life and personality to the brand.
Deliverables: TV, digital, print. Agency: Publicis. Role: Associate Creative Director.
B2B direct marketing.
Adventure sells.
Technically this isn't consumer marketing. It's B2B agency self-promotion. But because our audience was outdoor/adventure companies, the Art Director and I wanted it to feel more like a consumer campaign instead of a run-of-the-mill direct mail piece. Plus, we had to hold their attention with a 50-page magazine style brochure. So we turned it into a Call To Adventure much like the mythic hero's journey. Apparently it clicked because we had a 59% response rate.
Deliverables: Lots of swag in a box. Agency: Element Three. Role: Creative Director.
All about the scratch.
Hoosier Lottery.
I worked on the Hoosier Lottery at two different agencies. Over the years, I concepted, wrote, and produced dozens of media assets for TV, radio, OOH, print, and digital. This spot was always one of my favorites.
Deliverables: Everything listed above. Agencies: Publicis & MSK. Role: Creative Lead.