Flu Shot Campaign
Why should you get your flu shot at Rite Aid? Because 64% of people out there didn't. And a sneeze from one of them can travel up to 6 feet and get you sick. Protect yourself with a flu shot from Rite Aid today.
*CA Ad Annual 57 - Television
MakeItPersonal.com
A portal where customers can recognize, read and share stories of outstanding personal service of Rite Aid employees.
*2016 Horizon Interactive Award - Best in Category, Gold - Social Media
The Path to Play Billboard Campaign
Expanding by 90,000 sq ft, The Strong Museum needed to increase attendance from 600,000 to 1 million. That meant drawing out-of-state, and even out-of-the country visitors. A series of playful toy themed billboards created a path from Toronto to Rochester to draw families in from all along the 300 mile route.
*Platinum Graphis Advertising 2023
Play Strong
With the goal of expanding the Strong’s target market to teens and adults, we launched a broadcast campaign to let everyone know that the museum isn’t just for little kids anymore. That people of any age can “Play Strong.”
Toystimonials
To support the campaign, we ran video on programmatic TV, online and social. The spots were produced entirely in-house. Because the museum isn’t just a children’s museum but a historical toy museum, we used nostalgic toys from their collection to connect with parents and children alike to break through and stop the scroll. Even the toys can’t contain their excitement about a trip to the Strong.
National Toy Hall of Fame
The Strong Museum of Play is home to the National Toy Hall of Fame. Unlike the rest of the museum, the target audience is adults not children. Again, we leaned into the nostalgia of toy commercials to get them interested in visiting the museum.
*Gold Graphis Advertising 2021
*CA Illustration 2021
World Video Game Hall of Fame
The Strong Museum of Play is also home to the World Video Game Hall of Fame. The posters were used to help promote the hall to families in other parts of the museum.
*Platinum Graphis Advertising 2022
National Toy Hall of Fame: Found a Home
For the third year in a row we were able to make a series of posters to help the Strong Museum promote their Hall of Fames. This year we leaned into an idea that the favorite toys or your childhood have found a home in their Hall of Fame.
National Toy Hall of Fame: Every Toy
The fourth year of our Hall of Fame rise series featured over 30 iconic representations of to from everyones youth. Can you guess them all?
*Gold Graphis Advertising 2023
Smooth Off
Friendship Dairies wanted to promote their whipped cottage cheese which is smoother than any other cottage cheese on the market.
How smooth is it? Watch and learn.
The specialty cheese aisle can seem intimidating and pretentious.
Cello wanted to be seen as the expert for cheese enthusiasts, but approachable to cheese novices.
The campaign addressed the multiple pain points a consumer may have when trying to choose a cheese - confusing cheese speak, the daunting cheese aisle, and how to make a cheese board.
The solution was the resulting campaign, helping translate the complexity of the specialty cheese aisle so that everyone can “Cheese Confidently.”
*2022 Silver Effie Small Budget - Products
Maimonides Health, Brooklyn’s largest healthcare system, launched “My Bklyn. My Care.” as an integrated program to cement Maimonides’ position as the health system that knows Brooklyn best, highlighting its deep roots in the community, its high-quality and accessible care as well as its appreciation and shared pride for its diverse neighborhoods.
The campaign is Maimonides Health's love letter to Brooklyn.
Manhattan hospitals can boast Nobel winning doctors. In Brooklyn, Maimonides Health is in the trenches, treating the bus drivers, delivery workers and abuelas who make the city run. Doing that for 112 years gives you trust. And when consumers are deciding on a hospital, trust is what they need most.
When our audience needs care, they can get it from a place that gets them, a place that’s treated their family for generations, a place where patients and doctors recognize each other from the neighborhood.
Maimonides is Brooklyn.
Brooklyn is Maimonides.
My Bklyn. My Care.
Maimonides Health
The Vote Needs U
With all the issues polarizing America, we wanted to make the point that now more than ever it’s important to vote.
The campaign launched two years ago right before the vital midterm elections. Because the 2020 election was so important, we redesigned and extended the campaign with more issues that were now relevant.
This campaign centers around a website with a rotating collection of hot-button issues that users can share to social media to persuade others to vote: www.TheVoteNeedsU.com
There’s also a local grassroots effort of wild postings.
Two years ago we also sent out a DM kit with buttons, stickers and t-shirts and made a Chrome app to help get the word out.
All pieces reinforced that without U, the issues you care about won’t be addressed unless they take action and vote.
Wherever you stand, The Vote Needs U.
*2019 National Addy Gold (2)
*2021 Silver Graphis Advertising
Burgers For Every 1
Okay, when your client tells you they only use the top 1% of beef on the planet, you’ve got to find a way to share that. But how do we actually make it stick? The guys using the other 99% are showing big, juicy burgers already. So we brought our top 1% of beef benefit to life, not with burgers, but BurgerFi customers who are the top 1% of something too. Who better to deserve such an awesome burger?
And our target agreed. The client got huge results, and so did we winning an Effie in the low budget category. scroll to the bottom and check out the case study.
*2019 Bronze Effie - Small Budget Services
Ready For Anywhere.
How does an older and seemingly stodgy brand capture the attention of younger hipper target while still proving its toughness and durability?
Action movie spies.
Fruit on the Bottom Cottage Cheese
“I can’t wait to see that new cottage cheese video,” said No One Ever.
Friendship Dairies was launching their new Fruit on the Bottom Cottage Cheese but knew nobody would watch a video about cottage cheese on social media.
But they would watch fashion videos, especially for a fictitious pair of jeans with ridiculously sparkled fruit on the bottom.
We mimicked and poked fun at 70’s fashion ads and at the end, we let the consumer off the hook by introducing them to Friendship’s new Fruit on the Bottom Cottage Cheese.
The campaign ran exclusively on social as videos, stills, stories and slideshows, with an additional influencer push to reach a hipper audience.
The target ate it up (pun intended), got the joke and loved the brand for it. Plus, we made a traditionally old skewing brand now feel young, fun and relevant.
Sometimes it's better to make things instead of making ads.
Xerox Jazzfest As the core sponsor of Jazzfest Xerox needed a way to attract people to their booth. we created posters that were, like Xerox, the intersection of technology and paper. The posters were printed with a touch sensitive ink that allowed festival goers to play music without any instruments. The posters were their instruments. Now that’s jazz.
Monroe County The Coronavirus Pandemic got national and local coverage on the news but the word wasn’t getting to underprivileged neighborhoods. We hired street artists to make murals in these neighborhoods to reach minorities who weren’t getting the news.
Partners + Napier Branding Partners + Napier were moving. They needed a more modern identity that reflected their growth and the new space. We created a new logo, identity system, voice and swag. Welcome to the new Partners + Napier.
MARC USA To show how adept we were at problem solving we created search-a-word cards that can be used for any occasion when you find yourself without a card.
Every year MARC USA gives their Long-standing client Rite Aid a unique gift to celebrate the relationship.
For the 21st anniversary of the relationship we created a drink book with custom drinks tailored to each specific client.
Another year, we created Fire Drill, The Approval Process Game poking fun at the process all of us go through to get work out the door. Roll the dice and see if you can make it to the end and get your project approved.
Fun with Instagram: I post on Instagram everyday but I like to keep it light. I have a few series I keep coming back to.
Draperisms - Wisdom from the madman himself, hypothetically.
Covid Signs - Every day during covid I switched out the sign behind me to offer inspiration, laughter and a bit of sarcasm.
Cars Mashup - What if famous movie and tv cars made an appearance in Pixar's Cars movies?
Not in Cannes - I've never been able to attend Cannes. This is life outside of the Cannes Festivals.
Asshole Cat - Cats are assholes, aren't they. This stuffed cat is no different. In fact, I think he's trying to kill me.
Portraits - I hate pictures of myself. Unless there's some fun to be had.
A chance to flex my design muscles.
Posters, prints and posts. For small clients or a worthy cause. I love to design. If you've got a great concept or a killer headline, I'm in.
Fruit Juice - The Ocean Spray Growers are a successful long-standing campaign. As part of the lead creative team on Ocean Spray, it was our job to shepherd the success of the campaign into the future and to extend it into an online and social presence. We used the humorous growers to connect with our audience with Facebook posts, timely online videos, promotional launches, and, of course broadcast tv.
Craisins - Craisins' are the Official Dried Fruit of the Disney Parks. What better way to promote them than to send our growers to experience the magical parks themselves? The Growers' adventures were documented and shared on a travel log on the Craisins site and across social media.
Crispy Chicken Strips - Mom's will try anything to keep their family happy at dinnertime. With Tyson's Crispy Chicken Strips, they no longer have to try so hard.
Grilled and Ready Chicken - Life is busy and there just isn't time to make elaborate dinners every night. But with Tyson's Grilled and Ready Chicken, it's easy to make a healthy homemade meal.
Take any image, add the Sci Fi logo to it and it will take on an entirely new meaning. Science fiction is lurking everywhere you just have to look around to see it.
Ever Wonder?
To add an extra edge of eeriness, the commercials were directed by David Lynch. Yes, that David Lynch.
Broadcast or online. Large client or small. If it’s video, it needs to be breakthrough.
Print may be dead but it sure was fun to do.
A collection of some oldies but goodies.
A large sampling of websites I've designed before becoming a creative director. Man, these things age quickly.
