Tool guys don’t take themselves too seriously. It was time that tool advertising followed suit to break through the noise of the category.
Highlighting product benefits while dramatizing the heroic nature of building, these two social videos were the perfect way to get the attention of an oversaturated consumer base. They went on to win a Construction Marketing Award and Silver Addy to boot.
Responsible for: Concept, Copywriting, Art Direction, On-set Video Direction, Design.
A collection of design work of the 4th dimension.
“Allergy Royale” was my submission with collaborative partner Youssef Mahmoud to the 2019 Cannes Young Lions Competition. The mission was to promote End Allergies Together (E.A.T.) as a non-profit focused on funding and finding cures for food allergies.
The “big idea” was to use Fortnite, a popular online video game with global reach and huge demographic appeal, as a vehicle for promotion. In-game merchandise available on the digital shop would give players the chance to show-off “E.A.T.” brand assets during play, and the proceeds would go to help fund “E.A.T.” itself.
Step 01: Rally The Troops
Fortnite influencers, like NINJA and DrLupo will host a Twitch stream-a-thon to generate hype and build awareness around the new event. Through additional Facebook and Instagram posts, users will then have the opportunity to see the new drop and get involved.
Step 02: Ignite the Flame
In Fortnite, apples are normally a health-boosting necessity. However, the first apple that a player eats during Allergy Royale will trigger a reaction that slowly knocks their character down, simulating an allergic reaction.
Step 03: Fight for the Cause
Upon exiting the match, gamers will have gained a new perspective on the effects of food allergies and will be able to purchase the exclusive champion bundle. Gamers can then run head first into the next match sporting their new skin and spreading the word.
Founded in 1929, it was time to infuse some personality and spunk into this iconic tool brand. The brand voice, easy to use approach, and helpful sense needed to come through by elevating the brand’s web presence. Through a confident, helpful approach, I designed a site integrating tool and project in unison. This site continues to be a favorite among the category, earning a Brand Builder Award and Golden Addy. Explore the full site here for the complete experience.
Responsible for: Art Direction, UI/UX Design.
Produced at SWBR. Programmed by Peer Pressure Creative.
As a manufacturer of medical products specializing in prototyping and mass production, NPI longed for a way to stand above their competitors. So, I designed a visual framework based on their tag line “Anything But Prototypical.” This highlighted the key actions taken in their approach by introducing the visual perspective of “A Window Into the Process.” The theme carried over into everything including a trade show booth to an entire redesign of the company’s site.
Responsible for: Art Direction, On-set Photo Direction, UX/UI Design.
Produced at SWBR. Photography by Randy Monceaux.
Responsible for: Design, Photography, 3D Modeling, Illustration.
A curated collection of visual experiments.
Responsible for: Design, Concept, Photography, 3D Modeling, Illustration.
The Federated Monkey and his compatriots are resilient symbols of ideals that creatives encounter often. As a statement on collaboration, it serves as a collective brand where creative ideas can live, thrive, and build something great. This movement empowers those who have a love of making things and growing beautiful ideas into fantastic final products.
Responsible for: Brand Concept, Design, Illustration.
State Bicycle Co specializes in making the most durable and reliable fixed-gear bikes. This poster series is written in a style that effectively describes fixed-gear riding for those who do it and intrigues those who would like to give it a try. The approach and tone immediately connect with those who already ride, sparking new interest in this unique experience.
