The State of Washington
Our True to Nature campaign was all about getting back to the real. We were very intentional in our effort to strip away all the advertising and present the Washington that truly is. Real. With no traditional script, we outlined trips, we hired real people, removed the big production and soundtracks and told the stories about the people and the land that unfolded along the way.
My role: Led campaign conceptual development for TV and print. Executed design direction in print and digital.
Jeep is synonymous with the outdoors. The strategy was to sell the product benefit, not the product. We introduced a series of outdoor photography that gave visual suggestion that a consumer’s world can expand with a Jeep beyond the confines of cement and curbs.
My role: Led campaign conceptual development and executed design.
The lottery was releasing a new game where you can win by getting all the number, or none of the numbers. So—the famous question “is it better to have all, or nothing, became our campaign hook.
My role: Led campaign conceptual development and executed film, editing and design direction in broadcast.
It’s a family owned business, and a transition was underway. Mom and Dad were stepping aside and two brothers were taking over. How do you tell a company’s leadership transition story to a consumer audience and get them to care? How about digging through all their childhood family pictures and appealing to the Mom’s and Dad’s with children all around the world with their brand promise?
My role: Led campaign conceptual development, executed print design and reconstructive photo editing.
People love their Packers, and they love their scratch games. The Wisconsin Lottery partnered with the Packers to bring fans the chance for the ultimate prize of the season tickets. Which by the way, are sold out, with a waiting list of almost 80 years.
My role: Led campaign conceptual development, and executed film, editing and design direction in broadcast.
Milwaukee Brewers and the Wisconsin Lottery teamed up to create a fun and interactive “Guess the Attendance” experience at Miller Park. When the announcement kicks-off, fans rise and select one of the four numbers. Then they watch, as the pitcher takes one balloon out at a time.
My role: Led campaign conceptual development and executed film, editing and design direction in broadcast, print and digital.
Dogs can’t talk, but their DNA can. With Wisdom Panel, pet owners can not only discover their dog’s breed, but learn more about their health and behavioral needs. We developed an ad campaign depicting a dog’s family lineage to help tell that brand story.
My role: Led campaign conceptual development and executed design and photo editing in print.
What happens when the Wisconsin Lottery launches a holiday scratch game and markets it as the perfect gift for the Holiday season? Well, in this made-up world, the toy making business tanks and the elves head south for retirement.
My role: Led campaign conceptual development and executed film, editing and design direction in broadcast.
Montana is vast, and it never fails to amaze. As our team embarked on a new strategic direction we uncovered the power in letting the landscapes of MT speak for themselves.
Tourism campaigns are synonymous with beautiful imagery, and Montana tourism is no exception. However, during the 2020 pandemic, we needed a way to not directly inspire travel, while also visually communicating that tourism now looks different across the state. Illustrated landscapes became our vehicle of communicating this message to those travelers who continued with their itineraries through 2020.
My role: Led campaign conceptual development and executed design and illustration in print and digital.
The new surf capital of the world.
Freezing cold winter temperatures and extreme weather patterns bring the biggest waves to the midwest, from Lake Superior to Lake Michigan. This ad campaign targeted the adventurist surfers, looking for a unique, fresh water surf experience.
My role: Led campaign conceptual development, selected photographers and executed design direction in print.
25 years of loyalty, why not give a little back. Known for lifting anyone’s spirit with a great sandwich, Milio’s Sandwiches ran a limited offer campaign with a print and social campaign.
My role: Led campaign conceptual development and executed design direction in print.
