The PALottery decided to simplify the names of their number games. Having experience with a complicated last name, I thought this simple idea would be a fun approach.
And let there be no doubt, I’m only too happy to do whatever it takes to get the idea across. Here is the rough I did to prove it. And yes, that’s me in a wig.
A co-op idea with Williams Sonoma introducing the All-Clad d5 Stainless product.
The Lottery wanted to unveil a new brand campaign leveraging the news of their 50th anniversary. But we didn’t just want to spread awareness, we wanted it to mean something. After all, you have people enjoying something for 5 decades, you’re doing something right. With too many pieces to show, this was a fully integrated marketing effort telling our players’ stories and encouraging them to freely fly their Lottery-loving freak flag.
Results: Delivered 44 million impressions on average per month. Winner of Digital Media Coordinated Campaign Excellence / 2022 NASPL/WLA CONFERENCE
Our second year into the campaign brought higher goals to engage light and non-players, which led to a stronger call-to-action to give it a try – “Try it. Love it.” Lottery Love remains a powerful, flexible umbrella brand campaign that spans the entire portfolio — across digital and physical touchpoints fitting naturally into the Found Fun and Conversation Starter Demand Spaces.
Lots of POS, Video and Social for Cooper Tire. Here is a sizzle real of some of the work.
The Warhol needed to announce a new exhibit on Corita Kent, aka Sister Mary Corita. If you haven’t seen her work, I cannot recommend it enough. It is bold, poignant, beautiful and thoughtful. This is a proposed design that I really think captures the experience of seeing her work. Pop art from a nun. Who knew?
The client needed an ad to promote their Summer Camp for Kids. What could be better than finding the message inside one of Warhol’s most iconic pieces of Pop Art. Just remember, you’ll have to bring your own grilled cheese.
The “Gus: The Second Most Famous Groundhog in Pennsylvania” Campaign was created when we pitched the Lottery account, and it won the business. Inherited from the team who created it (for who I still have great respect), it was a lot of fun to carry it on throughout the years. A puppet at first (the “Poconos” spot below), times and tech changed, so we brought him into the CG world. It was important to create a balance – designing Gus’ look to be different enough from the puppet, and still holding on to the character’s existing caché. Below are some of the sketches and retouches I did while working with the 3d vendor, and then some of the resulting spots. I really enjoyed being a brand steward with this little guy for the last two decades+.
We presented the talking tickets as an idea for a completely different project. But the client immediately fell in love with them, and asked how we might use them to introduce a new monthly ticket. I remember writing the Laundry script from about a dozen different angles. At the end of the day, we made a campaign able to push boundaries and reach a younger audience – all while developing a strategy behind it. Essentially, fear of missing out on the possibility of a win (wrapped in humor). It was so much fun writing scripts on this. I still have a bunch in my back pocket.
Before the client would agree to shoot, they said they’d feel better if we did a short round of testing to make sure there weren’t any landmines. Without a budget, what do you do? You build a partial set and convince your kind neighbor with a bottle of Scotch to play the talent. He did a great job. And thankfully, the spot tested very well.
Sometimes it’s necessary to use unconventional tools to help the process. I created this little Blender animation for a discussion regarding the placement of the tickets within the approved location.
And so has this campaign. Here are some concept frames for another spot. It was where one of the tickets were having a nightmare about the demise of the other ticket. The Halloween ticket being introduced was a foreboding giant who’s also bad news for the Lucky Day ticket. I share it only because I laugh a little every time I play it in my head.
Here is a test using Blender for a potential mobile AR experience. The ticket would act as an image target to trigger the 3d animation.
Cooper tires are the tires for life’s every day road trips. But not everyone’s every day road trips are necessarily average, everyday road trips. This set of short documentaries features people who swear by Cooper tires to accomplish their unique, every day road trips. And if Cooper tires can handle their every day, they can handle yours too.
The Wellness Plus campaign was a way to differentiate Rite Aid from the competitors by helping our consumers focus on achieving wellness. This was designed to appeal to consumers in the front of the store with beauty offerings and a strong rewards program as well as highlighting services and elevating the patient experience in the pharmacy.
Rite Aid saw an opportunity to give back and we were excited to help. KidCents is a round-up program designed to support organizations who champion the wellness of kids. And what a difference it made on all of us. I’ll never forget working on this project. And yes, the butterfly in the video was a very happy accident.
Employee poster campaign.
