Experienced Creative Director with a passion for advertising. Strong arts and design professional skilled in developing a personality for brands and making sure that personality comes across whether the strategy is traditional, digital-first, social-first, or one we haven't even developed yet. I help people fall in love with brands while helping agencies win, grow and retain business along with leading and growing creative teams.
The assignment was to make a 76-year old Michigan institution feel contemporary and approachable. Now more than ever, people are personally involved in their health care coverage decisions and we needed to show how their insurer understood their lives and what they needed to live well.
We started by creating online advertising that was contextually-relevant to the sites people go to when trying to be healthier. An “exercise superhero” taught fitness classes in mobile ads. Fresh, local produce was promoted in pre-roll. Banners offered up fun family activities. We directed viewers to the company’s health and wellness blog where engagement stats soared.
For tv and digital video, we worked with director Peggy Sirota to develop a series of spots that told the Blue Cross story while showing the vibrancy of the people the company protects. The content bank we created gave us the ability to reach different targets. Radio allowed us to dive deeper into talking points while keeping the same tone.
The end result is a cohesive campaign that shows how Blue Cross is always evolving to meet the needs of people in Michigan.
Medicare advertising looks a lot like you would expect it would. Testimonials from Wilfred Brimley’s kitchen table or “active seniors” on paddleboards. With our “Go Confidently” campaign, we broke away from category conventions to focus on self-assured individuals just doing what they do. Consider it the confidence that comes from having Blue Cross personified.
These portraits and the attitude behind them are driving an integrated, multiagency campaign that spans TV, OOH, Print/Inserts/DM, OLA/Landing pages and Social.
When Dan Gilbert rebranded his empire JACK, our team went to work on it. We turned that name into civilized debauchery across all media placement.
Blue Cross Blue Shield of Michigan promotes health and wellness among kids through their MIKidsCan program. With a lovable mascot, an empty stadium and a few healthy tips we delivered the message in a new and memorable way.
Okay, selling insulation can be fun. Just don't ask about the trade show.
A few years back, MotorCity Casino Hotel opened a brand new hotel, spa, high-end restaurant and concert hall. Then the great recession hit. Our team at CE was brought in and we quickly repositioned MotorCity as the place for Metro Detroiters to escape the everyday without having to travel faraway.
Within days of launching with locally-targeted outdoor, visitors and revenues increased. We followed up with print, tv and digital.
The campaign sensibility was brought into every brand interaction visitors had on the property, from cocktail napkins to laundry bags.
We extended the campaign with contextually-relevant messaging in places like the doors at Joe Louis Arena and on Comerica Park's bullpen roof.
Our brand voice was also used to promote special events, like Pointer Sisters concerts and appearances by the Chippendales.
And really, what greater opportunity can a creative ask for than that?
Reintroducing an iconic character was even more fun with a pirate.
I spent over 4 years working on Chevrolet. Lots of late nights and memories. Meeting Nascar drivers and pop stars was both rewarding and challenging. Over 1.5 years was spent working as a one-man team, but it produced a great launch piece for the Chevy Avalanche.
Heating and Cooling accounts can produce great work when you enlist the talent of director/photographer Peggy Sirota and editor Hank Corwin.
At Campbell Ewald just a ton of great work was done for Kaiser Permanente. Here's a few pieces I was proud to be a part of.