Over the years, I’ve worked as Creative Director, Art Director and Designer on campaigns of all shapes and sizes. The goal is always the same. I want to create a reaction that causes an action. Move people to make decisions based on what’s in their heart. Develop an emotional relationship with an audience to build an authentic brand that people care about.
The world is full of complexities, formalities and challenges that confuse us all, adults and children. When to say, “whom,” or, “who.” The difference between Spanish and Latino. What all the letters in “LGTBQ” mean… There are so many academic, social, cultural, political and scientific details to understand. Who can keep up with them all? A Montessori child knows.
Advertising / Digital Marketing / Website Design
There is something about each and every one of us that is unique. It's what drives us, frames our thinking and guides us when we make the decisions that make us who we want to be. How, and where, we chose to do our banking is no different.
Creative Direction / Advertising / Video / Digital Marketing / Print Collateral / Outdoor / Brand Identity Design
The idea was to make my best friend, Brian Paulson, a cultural icon. Brian’s signature, “Oh, Hey...” greeting and lovable face were the perfect fit for a “repurposed” version of Shephard Fairey’s, “Obey Giant” artwork. And after a few years of slapping stickers on every wall I could find and handing out hundreds more, Paulson stickers have appeared across the globe. From Alaska to Costa Rica, Italy to Nigeria. In 2012, a sticker made an appearance on an episode of WWE Friday Night Smackdown.
Non-Traditional Advertising / Print Collateral / Illustration
Live Kayfabe was founded as an independent professional wrestling t-shirt brand with a simple goal: Make the nicest professional wrestling t-shirts in the world. Founded in 2013, Live Kayfabe has partnered with some of independent wrestling’s biggest names and sold t-shirts all across the globe.
Brand Identity Design / Apparel Design / Website Design / Digital Marketing / Illustration
During the Spring of 2013, the state of Michigan was battling over workers’ rights. Downtown Lansing was host to constant protests and the third annual Capital City Film Festival. Looking to insert a more productive and promotional message, this clash between the establishment and the people was the backdrop for this campaign. Pro-film protest signs were produced and posted in shop windows throughout downtown mid-Michigan. Accompanied by some classy apparel and timely outdoor, the campaign brought the film festival back to the people.
Non-Traditional Advertising / Print Collateral / Outdoor / Apparel Design
NuUnion Credit Union had a $5,000 budget to design and print new brochures that were meant to promote the benefits of joining the financial cooperative. Rather than filling landfills with more unread banking brochures, we hijacked the budget and scattered actual $5 bills all over the campus of Michigan State University. Each bill had a cute li'l call to action and was the start of their NuUnion savings account.
Creative Direction / Non-Traditional Advertising / Print Collateral / Marketing
The world’s leaders, thinkers, creatives and disruptors give their best one-word answers to five questions. Visit 5Q1WA.com
The Kent District Library wanted to let the fine people of Western Michigan know about their new eBook checkout system. Hundreds of “downloaded” books were placed around the Grand Rapids area. Every page of each book was blank, except one random page that was spray-painted and ink-stamped with the message, “DWNLOAD THE LIBRARY!” Mock library cards and stickers that were scattered throughout Western Michigan book stores.
Non-Traditional Advertising / Print Collateral / Marketing
The Oldham Project provides photoshoots and a moment of glamorous empowerment for those battling a life-threatening illness. When given the task of drawing attention to such an inspiring organization, the goal is to get out of the way.
Advertising / Print Collateral / Non-Traditional Advertising / Outdoor Advertising
Throughout many of our most forgotten neighborhoods, the signs often tell us what to do. What if the opposite side of the sign was true as well? I designed and printed vinyl stickers to be placed on the back side of stop signs. Then, placed the lighthearted messages throughout Michigan's urban communities. The campaign was merely an act of disruption, but grew to become part of the neighborhoods.