One of my favorite aspects of working in advertising is the creative process. Pretty much every day, we take ideas from an initial sketch on a napkin (or iPad) and develop something new and interesting. If the idea sucks, really there is no amount of polish that can make it great, so we want to make sure that the kernel of the idea is both interesting and on target for the creative brief. Because of this I usually work with my creative partner to create a number of creative concept sketches to present to the client and from there we fully realize that concept. Recently we developed a new campaign for ImpactZ just this way. From the initial sketches in my iPad using ProCreate to working with the CG team at Afterglow studios. This is a glimpse into that creative process that shows how I work with a creative team […]
All posts in: Campaigns
Produced at: RIESTER Produced for: Aramark I was recently tasked with working with a team on developing some print concepts for Lake Powell National Park. I worked with a Senior Designer and our Executive Creative Director to find ways to really showcase all of the adventure, watersports and lodging amenities offered at Lake Powell in a way that would give them maximum impact. Ultimately drive sales for houseboats, personal water-craft and reservations at park properties. Lake Powell has more shore than the U.S. West Coast and it has so much to offer. We wanted to communicate that through these print ads in a way that was clean and simple and allowed Lake Powell to stand out from competing marketing visuals and messaging. We did this with bold typography and wall to wall hero images that feel so epic they could literally pull you into the experience. And that really is […]
Produced at: DesignConcern Produced for: CU Direct Member Protection Services /Arrowhead Advertising A lot of times a client will come to you with what they think they need. We need a brochure. We need a logo. We need a website. As creative thinkers, art directors and strategic designers it is important that we educate our clients about what they really need and then guide them to their end goal. A lot of marketing executives think they understand their needs prior to meeting with their design partner. It is the duty of the designer to help their executive understand that their presumptions and personal bias may be wrong or hinder the outcome and that research must be commited to come to breakthrough creative. After research and establishing what the client needs are, then we can get to that logo, website or brochure. Case in point; CU Direct Member Protection Services. They […]
Produced for: Pacific Links International Produced at: Big Yam, the Parsons Agency I was tasked with developing a print campaign for Pacific Links Golf Network, an international luxury golf service offering executive-level members the opportunity to play championship level golf courses worldwide . The creative brief was pretty much wide open; there was very little guidance from the client or account service. Sounds like a creative dream come true right? Well there is a huge difference between giving a creative free range and not providing research. This was one of the initial campaigns that was eventually scrapped that I developed based off some first round concept that PL Golf Network was their passport to a world of golf focusing on three premier international destinations for golf: Las Vegas, Hawaii and Australia. We eventually scrapped this idea and went with something a little more subtle and less direct.
I put this design together this spring and submitted it to Cotton Bureau for production. The shirt was picked up Cotton Bureau but came in short for being produced. I truly feel like this message of radically waging peace is one that should be embraced by people globally to end the continuous violence and exploitation of people around the globe. It all starts with you.
I was working through some type explorations and was working with the concept of pop culture meme statements and bros.