I was responsible for the design, production and media placement for a series of ads. that ran in Oprah, Wired, Popular Photography and other high-profile publications.
Product Catalog Spreads
In Store Freestanding Two-sided Display Concepts
POS Marketing Support Material
Remixed music track
Seth McClellan Interview 2017
Video L/C 1280 x 720
A Personal Interview with Seth McClellan
.30 Second TV Commercial
Oakley Fight Club, Chicago
James Bevel the Interview - recut
Packaging re-design concepts. The idea was to maintain the clamshell size and shape but instead of marketing individual pens, our creative suggestion was to sell a certain line of pens as a set and while doing so recommending several graphic alternatives treatments.
Crystal Light: Keynote Presentation Re-Launch
PURE Chrystal Light, Single Serving, Tea Bag
Creative Shoot Out: I was recently involved in a collaborative team exercise/competition hosted by the ONE CLUB and LEO BURNETT, the ad agency of record for Crystal Light, a Kraft Heinz product.
The objective of the assignment, was to develop a marketing/creative solution to a real world marketing problem and at the end of the creative exercise prepare and present a keynote, power point presentation to the Kraft Heinz marketing team and a panel of top Chicago agency creatives.
THE BRIEF: Develop a cost effective marketing/creative strategy for PURE Chrystal Light, targeting Millennial Women.
Our approach was to:
1. focus on social media, and re-packaging
2. Re-position the product (next to the bottled water) currently placed in the section with water additives, ie Cool-Aid, Lemonaide.
3. Packaging redesign.
The Rolled Out: Use: All forms of social media to attract Millennial women to the sugar free all natural single serve water additive. Special events that encourage healthy decision making:
- "The Color Run," - "Yoga Rocks the Park" - Promote through "Online web sites that promote healthy life styles like, "Fit Snacks".
Kraft Chrystal Light has great brand recognition however not with Millennials. So, we increased the visual emphasis to the word PURE on the package.
We also suggested a visual change to the package. A more Starbuck like corrugated box approach, and add an interchangeable product wrapper ie. strawberry, lemon banana...
Kraft Chrystal Light is located with water additives that are full of sugar and artificial sweeteners. Koolaide, Tang and a variety of other name brands to mention a few.
Kraft PURE Chrystal Light is an all natural fruit flavored water additive, with no artificial sweeteners.
Of the twelve groups that participated in the competition our team was runner-up, the team received a silver award.
(TEA BAG) Currently in a PURE Chrystal Light box, there are individual packages that once opened they can not be re-sealed. The individual packages in each box are more then one serving size, which makes it difficult and messy to use a second time?!
You could also market a variety fruit flavored packets that offer multiple fruit flavors in one box.
Re-design a series of bird feeders packages for Lowe's Home Improvements.
Ceramic Tile Manufacturer
BRIEF: Create a comprehensive family of multi-channel marketing material for a Ceramic Tile manufacturer. Included in the roll-out was corporate branding, stationery, letterhead, envelopes business cards, brochures, packing boxes, packaging, pricing material across four separate families of floor and wall tile.
One Club Team - 2015 - Award Winners
One Club Creative Team:
The Brief: Develop a cost effective creative strategy-presentation for the Kraft Heinz, Chrystal Light PURE product family.
Target: Millennial Women
We were one of twelve teams that competed in a creative shoot out.
At the end of three days, each of the twelve teams made a presentation to the Chrystal Light PURE, marketing team.
Leo Burnett hosted the competition and is the agency of record for Kraft Heinz.
Each team was given three days over a long weekend to develop a strategy and put together a keynote presentation. Each member of the team needed to participate in the final presentation.
The Kraft Heinz, Chrystal Light PURE marketing team, along with other Chicago Agency creatives were the judges.