Jack Daniel's Tennessee Whiskey
Video Editorial / Music / Writing
Not everyone gets the chance to work on one of the most iconic brands on planet earth. I consider my four years on the Jack account to be an honor and a privilege. And, it was an education into what makes a brand so special and so indelible.
I was brought onto the creative team through the music that I helped write and perform for their TV and Radio. From there, I cut together cinema spots for their South African and Australian markets. At Arnold Worldwide, I was given authorship of the Jack Daniel's rodeo sub-market. Which was awesome. I will never ride a bull, but I respect the hell out of those guys.
And, along the way, I pitched in wherever I could, which included creating a two-page spread in Rolling Stone's 1000th issue. The headline's inspired by Neil Young, but the ad is pure Jack.
Buffalo Wild Wings
Concept / Creative Direction
Project | 03 title
I'm a Paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me and you can start adding your own content and make changes to the font. Feel free to drag and drop me anywhere you like on your page. I’m a great place for you to write more. Tell a story about yourself.
Buffalo Wild Wings was looking for a way to make a splash on social. They had been creating these "surprise and delight" videos to reward their customers, but they weren't getting much traction. We proposed upping the ante by introducing some narrative tension and the results have been measurable. 1.5M views. 4,500 thumbs up. 400+ shares.
Working with Grant Hill and truly surprising a deserving fan in the heat of the NCAA tournament was a thrill. The project was proof that if it's fun to make, it's probably going to be fun to watch.
Branding / Web Design
When Delaware Life launched it's new brand (a nimble spin-off of Sun Life annuities), I was given something every creative dreams of: a blank canvas.
I spent weeks with a very talented logo designer working through options...and options of options...until we landed on this elegant look.
The lowercase "d" describes the shape of an egg – a symbol of investment, protection, and new life.
We applied this design along with a suite of brand standards to letterhead, brochures, business cards, coffee mugs, signage, etc.
PR / Social Media Content / Event
Monsanto, a Saint Louis-based company, has been a lightning rod for criticism in the food and agriculture space. I have worked on many projects as part of a reputation campaign that’s helped Monsanto tell its side of the story, dispel some misconceptions, and engage in conversations.
As far as PR experience goes, it doesn’t get much more challenging. On a personal level, it’s been fascinating. I’ve travelled the world to film farmers in Kenya and Brazil, developed fruit and veggie “Cropsicles” to hand out at the Aspen Ideas Festival, met some of the world’s smartest scientists, and learned a ton about the realities of agriculture.
The “Give it A Minute” explainer video series that I’ve spearheaded has been a huge success for driving social engagement.
Radio / TV/ Writing and Video Editing
I’m German, I live in Saint Louis, and I love beer. So, when Kräftig was looking for an inaugural television and radio campaign, my hand shot straight up in the air. We wound up creating an award-winning series of absurdly humorous language lessons that invite viewers and listeners to taste Reinhietsgebot -- the German brewing method behind Krätig’s distinct flavor. “You Don’t Have to Speak German to Drink German.”
In addition to the language lessons, a video that I concepted, animated and scored wound up taking home a 2014 Regional Emmy. The Radio campaign qualified as a finalist for the Radio Mercury Awards. Kräftig sales and awareness rose steadily over the course of the campaign.
Writing and Video Editing
The odds of having fun on a lottery account are pretty good. Basically, you’re selling one of life’s little thrills to the broadest audience imaginable. As you result, you get a long leash, and at Adamson Advertising, we ran to the end of it. Racoons, pro wrestlers, wizards, animated gingerbread men…you get the picture.
I love working on brands that have a great story to tell, and it doesn't get much more authentic and compelling than Naturalizer's. Believing that women deserved a better shoe, they were the first company to make a shoe specifically to fit a woman’s foot in 1927. For over 90 years, they’ve remained dedicated to giving their customers versatile, stylish shoes that fit and feel amazing. And it’s not just talk. I was there when the models would try on the shoes and exclaim “these are so comfortable!” So, it felt good to be a part of a brand that actually walked the walk. As part of a brand relaunch, I led a campaign that celebrated the power and intrigue of today’s modern woman, inviting her to Wander Boldly.
< Here is a case study of my time with Naturalizer. The video components and gifs are in here, but it gives a good overview of the overall creative output.