Each year, The Niello Company hosts their annual Concours Car Show. This year we were lucky enough to have a nine page spread in their program. We wanted to do something different than other program ads. Something that people would take the time to show their friends.
IDEA: My Art Direction partner Brian Hellam and I started this concept thinking about what car enthusiasts love to do, drive. To take this one step farther than flowing copy and pretty photos we used the augmented reality app Aurasma. Aurasma allowed us to place videos about The Niello Company that the consumer could access by just holding their phone over the spreads.
COPY: The copy for this spread was meant to express a car enthusiest's love of the road. Whether they prefer a secluded back road or a busy commuter highway, we wanted them to know that The Niello Company not only understands that love but that they feel it too.
Consolidated Communications is a nation-wide internet provider. They are quickly acquiring smaller internet companies throughout the US and wanted a :30s TV spot that promoted their One Gig Internet in a fun and colorful way.
IDEA: The client really wanted a fast paced and colorful spot that engaged viewers and also explains why having a full gig of internet is useful.
COPY: This copy was focused around the idea of 'living the gig'. We wanted to keep the copy simple and direct so the benefits of the gig were clearly understood while also keeping it fun. Plus, we really wanted to have a goat party on set.
These videos are used on the web to give Guests a look into Walt Disney World's Resorts. I wrote the scripts and aided in the production of these videos which will continue to be uploaded throughout the year. Here are just a few!
Cover Goofy Illustration by Sarah Swenson.
The Walt Disney World branding team wanted a new look and feel for all of the Annual Passholder communications. I worked along with art director Sarah Swenson , who took the reigns creating this stunning look and feel, while I created a tone and voice to the project.
IDEA: We really wanted to focus on the Passholders and exactly what they wanted from their Pass, simply Disney. We stuck to a simple color palate, vintage characters, and sophisticated, simplistic designs.
COPY: The old Passholder communications copy was very sterile. They were mainly headlined "SAVE $XX.XX ON RENEWALS!" and had a theme of using the 1990's style fake-letter. The tone of this rebrand showcases the excitement Passholder's feel towards being in this Disney club. They love Disney and we wanted them to know that Disney loves them too. I chose to give the tactics a small, snackable amount of information so the Passholder can quickly scan the piece while also feeling like a special part of the Passholder Family.
This style is now being used on all Walt Disney World Annual Passholder tactics.
A team of two art directors and I were given the task of creating a Welcome Kit to place in the rooms of Orlando timeshare homes.
Fun update: This won a Silver Addy at the 2015 orlando Addys!
IDEA: We wanted to reach the children in these families and give them some things to do in the homes at night or during the thunderstorms Florida summers are known for.
COPY: The copy for this kit encompassed everything from the name of the kit to fun facts and trivia about the Disney parks. I wanted the copy to feel friendly, as a Disney item should, and I also wanted every piece of copy to lead the consumer to the theme parks. I did this by giving hints of insider info to not only get them into the parks but give them a specific thing they "must see" before leaving Orlando.
This welcome kit will be placed in over 50,000 timeshare homes in Orlando this year!
I've worked on a WHOLE BUNCH of things at Disney! Here are a few!
Disney's Animal Kingdom is known for their wildlife experiences. This year they are creating a new Guest Experience that takes you behind the scenes to work along side the Elephant Keepers of the Park.
IDEA: This experience needed a name that will capture the guest's attention while also telling him/her exactly what they would be doing during the 'tour'.
COPY: After hundreds of word explorations and awful puns my team and I decided on 'Caring for Giants: An elephant keeper experience. We next worked on logo developments with Art Director Julia Dejoseph .
This tour will begin in January of 2016(ish)
Disney's Animal Kingdom is known for their wildlife experiences. This year they are creating a new Guest Experience that takes you through the sights, sounds, smells and tastes of Africa.
IDEA: This experience needed a name that conveyed the idea of the senses while not being too specific.
COPY: After a multitude of word clouds and a bunch of weird sounding names, we landed on Sense of Africa. We next worked on logo developments with Art Director Julia Dejoseph . While this logo is not the finalized logo, I still believe it perfectly portrays the name of the tour.
This tour will begin in 2016(ish)
Beards are on the rise. My partner Sarah Geraci and I decided to utilize this trend for our Gillette Fusion Power Glide razor campaign.
IDEA: Your Beard shows your strength and your inner beast. To showcase this, I illustrated facial hair that could express a man's inner beast.
COPY: The copy in this piece is poetic and strong. We wanted to hit those manly men on a deeper lever than just telling them about maintaining their facial hair.
The Starbucks Verismo is a single serve at home coffee machine. The brand plays well with digital as well as traditional media so my teammate, Stephanie Telemaque, and I decided to add a splash of both. We were also very excited to be featured in Adweek's Talent Gallery for this campaign!
IDEA: With the Verismo, Starbucks is now allowing consumers to customize and personalize their own drinks in their own home.
COPY: We wanted this campaign to be very simple because there were a ton of moving parts. The tagline "designed by you" came easily because we wanted the consumers to know exactly what this campaign was about with just a glance. Most of the body copy would be "written by consumers" so I kept it simple but also focused on the deliciousness of the drink creations.
This high tech campaign includes a logo, a virtual game that you can play from your phone and computer and can be featured on a screen in times square, a twitter contest, print ads, a kiosk in train stations to order a cup of your favorite coffee before you even get to the Starbucks nearest to you, and a recipe page on the Starbucks Verismo website.
The Nissan Leaf is a tiny, eco-friendly car. Due to this, I decided to make a campaign entirely based on tiny media. I call it a "Tiny Takeover".
IDEA: Due to its tiny footprint, the Leaf gets along with and becomes a part of nature. I decided to use media that would reach a millennial audience who are purchasing their first car.
COPY: Because this campaign is so itty bitty it does not lend itself well to copy heavy ads. I chose to keep it extremely simple with a tiny tagline and let the graphics do the rest of the talking.
In 2013 I worked with a team for my schools National Student Advertising Competition (NSAC). The client that was assigned was Glidden Paint and we had twenty weeks to create an integrated marketing campaign, plans book, and pitch. We worked ourselves to the bone but it paid off. We won second place in the district competition and a Silver ADDY award.
There's a sneak peak of the campaign below but because this was a collaboration click here to view the whole campaign.