ART. DIRECTOR. ETC.
My Role: Lead Art Director, Concept, Logo Design, UI Design
Motivatour
As part of a large-scale rebrand of Scion Motors, Walton Isaacson was tasked to put together a campaign that would involve young entrepreneurs and win back the millennial generation they had lost since Scion's inception. We created a web-series that gave actual entrepreneurs the chance to win over entrepreneurial icons who could help push them to the next level of success for their business - all while behind the wheel of a Scion.
My Role: Jr. Art Director, Copywriting (Print), Storyboarding
Make Some Noise
What started out as a multicultural spot for the launch of the Lexus NX, turned out to be the biggest project I've worked on to date - Lexus' entry into the playing field of the 2015 Big Game.
My Role: Lead Art Director, Creative Direction, Retouching, Copywriting, Scripting, Directing
Live. Breathe. Blue.
In 2014, I had the opportunity to be the lead art director for our second season with the LA Dodgers. We created and developed the campaign “LIVE. BREATHE. BLUE.” and “VIVE. RESPIRA. BLUE.” The campaign debuted on the team’s website (www.dodgers.com) and on signage seen at the highly successful, off-season FanFest at Dodger Stadium. It was incorporated in the team’s out-of-home ads, print ads, radio spots, television spots, social media, direct mail, game tickets, and souvenirs and throughout the new Dodger Stadium. The updated brand look and tagline signified the start of what would be another winning season and were integral to all Dodgers marketing communications, in-stadium and all over Los Angeles, in English and Spanish.
In 2013, we partnered with The Dodgers' new ownership (Guggenheim Group) to create "A Whole New Blue", successfully rebooting the franchise en route to their first playoff berth in years. "Live. Breathe. Blue." is the followup campaign that centers not around starting fresh but instead around living a lifestyle.
The campaign focuses on the Dodgers' wealth of talent and the incredible story that continues to unfold game-by-game.
Our opportunity with the Dodgers is 100% retail focused. Each of our TV spot assignments were focused on a particular giveaway item. All production was done in-house and took less than half a day to complete (such is the story of working with sports teams). The spots are quirky and silly, but for what they are, I'm quite pleased with them.
My Role: Lead Art Director, Concepting, Copywriting
ABSOLUTELY.ANYTHING
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Password to watch video is "donuts"
My Role: Art Director
WE + ME
Wells Fargo approached Walton Isaacson to handle all of the activations and media for their LGBT outreach for Pride. What we delivered was an interactive experience that went far beyond the small piece of business we were pitching.
In January 2013, Walton Isaacson received an RFP for LGBT activations (specifically centering around Pride 2013) from Wells Fargo, who had been receiving significant backlash from their presence at Pride in 2012, which had been the center of some occupy-related protests.
This is the campaign I created and submitted. WE+ME is a campaign that attempts to celebrate the individual while furthering the good of the community.
The WE + ME look is a visual tribute to "Song of Myself" by Walt Whitman. "I am large, I contain multitudes"...the human being is complicated, multi-faceted, contradictory, and often inexplicable... but all of that only adds to the beauty of humankind. Pride season is about celebrating humanity. I believe we've captured a bit of that spirit here.
In our research, we found that LGBT audiences index up to 15% higher than the general market in mobile usage and up to 18% in social media integration. We created this concept for an app that helps users navigate the Pride experience through a variety of features. Social aspects of the app allow people to connect to other Pride attendees, meanwhile Wells Fargo would receive direct tie-ins for banking.
The "People" function of the WE+ME iOS app functions as a hybrid of the mobile apps, Meetup and Grouper Social Club. The app makes it easy for users to meet likeminded people at Pride and makes the social aspects of Pride simpler and more fun.
Essentially just a simplified version of Yelp!, the places function allows the user to access nearby hotels, restaurants and other attractions in order to determine whether the establishment is LGBT friendly, what the recommendations are, how it is rated and who of their friends has been there.
My Role: Jr. Art Director, Storyboarding
The 2014 Lexus IS was the first move in Lexus’ conquest of the high-performance luxury auto market. Its aggressive styling is only matched by its intimidating 306 horsepower V6 engine and 8-speed sport direct speed transmission. Lexus approached us to launch the IS looking for a spot that would evoke both power and style – bringing their brand to a higher level of competition with their German competitors.
We worked with director Anthony Mandler - famous for his music video work - to develop a universe that could showcase both the style and power of the car. Bold color palettes and edgy fashion choices give the spot the attitude that the 2014 IS needs. To compliment the energy of the car, we selected MLB star Matt Kemp - himself an icon of both power and style.
In creating the look and feel for the spot, I felt it should live in the same world as a fashion advertising - focusing on the style aspects of the car that Lexus felt strongly about. I pulled inspiration strongly from fashion film, such as this Kate Moss video from Italian Vogue. I cut together a mood video with the good folks at Iron Claw, which became the cornerstone of what would eventually become "This IS Your Move."
I worked with photographer Kal Yee to shoot these over-the-top images that could live in the same world as Lexus' already obsessive car photography.
A simple re-design of LuxuryAwaits.com to focus completely on the IS.
My Role: Lead Art Director, Compositing
Momentum
The thing I enjoyed most about working on the Lexus LGBT account was that I was occasionally able to make a crossover between social justice and marketing. Lexus, which consistently achieves a perfect score on the HRC index for best places to work, asked us to create a special ad for the annual "OUT100" edition of OUT magazine. We used the iconic HRC yellow-and-blue stripes to become the lines in the road - celebrating the historic road that OUT, Lexus and the LGBT community are driving together - at high velocity.
My Role: Jr. Art Director, UI Design, Retouching
The DO:MORE campaign with Degree was far-reaching and vast, but one of the biggest pushes in 2014 was during the FIFA World Cup. Using USMNT captain Clint Dempsey as our poster boy, I designed the microsite and art-directed the overall look and feel for the push toward our trip-to-Brazil-sweepstakes.
The DO:MORE campaign is all about taking your game to the next level - pushing yourself beyond what you thought possible. Clint Dempsey is an icon of this philosophy - he may not be the most quick or nimble player on the field, but his resilient work ethic and "DO:MORE" mentality have made him the captain of the 2014 US Men's National Team.
The look and feel for the microsite unites both determination and grit.
Users register to win a trip to Brazil for the World Cup while they create custom "badges" and join the USMNT tifo sponsored by Degree.
Dynamic, gritty, aspirational.
My Role: Jr. Art Director, Image Comping
Everything.
The redesign of the Lexus LS in 2013 also brought, for the first time, the first LS spot marketed specifically to the Black community. I had the opportunity to work on the broadcast production as well as lead the art direction for the print.
The Lexus LS has been a luxury icon ever since its inception in 1989. In 2013, however, Lexus took their luxury flagship to another level – launching both the LS hybrid and the LS F Sport. The idea behind the “Everything.” campaign is to draw a comparison between the wealthy consumer and the feature-rich LS. The F Sport model is the most outfitted vehicle to enter production in the Lexus line. It’s everything – for the person who has everything.
Keeping with the idea of “Everything.” , the spot depicts the fullness of our consumers’ life –fast, exciting, full, complex.
My Role: Art Director, Concepting, Illustration
Just Because
Wine Country Gift Baskets' business currently looms exponentially higher during major holiday seasons. Their goal was to close the gap between holidays and the rest of the year without eating into holiday sales. We decided to challenge viewers to celebrate those they appreciate all-year long with this video about giving just because.
Why give someone a heartfelt gift?
Why not just because.
My Role: Art Director
Leave the Right Kind of Footprint
Timberland needed a sort-of rebrand in response to environmental criticism about the leather they use. This was a pitch to sell the new Earthkeepers as well as announce that Timberland had proudly switched to more ethically raised leather.
I got to concept this idea with Cesar Sanchez and Martin Cerri. We had no budget, but the client wanted a big impact.
The Challenge:
People in developed countries don’t know that there are 1 billion people that don’t have access to clean drinking water. This causes a lot of different diseases, especially in Africa, one of the most affected parts in the world. The Water Project Foundation helps people to have access to clean drinking water.
The Goal:
The goal was to create awareness about The Water Project Foundation and explain how they change people’s lives in developing nations. We started with different stunts around the Los Angeles area movie theatres and then we created an online campaign in the USA that spread worldwide. The strategy was pretty simple. Make people feel, at least for a little bit, how frustrating it is not to have access to clean drinking water, compared with the enormous effort that other people have to go through.
