2015_fcj_book_2
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The document discusses several client objectives and creative solutions for promotional campaigns. It includes campaigns for skincare brands like Simple and Dove, as well as for food and beverage brands like Dole, Dr Pepper, and Heineken. The creative solutions involved developing websites, videos, digital campaigns, logos, packaging designs, and other promotional materials. Common elements across solutions included a focus on highlighting products, generating positive reviews and sales, and engaging target audiences through digital and social media platforms.
2015_fcj_book_2
- 1. CLIENT OBJECTIVE | Create a destination on simpleskincare.com to support the launch a new revolutionary cleansing water product added to the Simple Skincare line and highlight the power of triple-purified water. CREATIVE SOLUTION | Team developed an entire user flow specific to highlighting the client’s objective: registration for a free sample of the micellar cleansing water and social plug-ins to share the free giveaway, product carousels allowing the user to quickly view and purchase the entire line of Simple products, and videos educating the consumers on the power of the new micellar cleansing water. Project included logo development, design and production of a suite of promotional digital media, mobile, and a digital ambassador program to generate positive consumer reviews to entice purchase. Site is live at simpleskincare.com
- 2. CLIENT OBJECTIVE | Create a destination to support the launch of the 10 year anniversary Dove video by an acclaimed film director focused on widening the definition of beauty. The dove.com destination needed to showcase the video and allow users to add to the conversation after watching it, creating a gallery of quotes, photos from women everywhere. CREATIVE SOLUTION | Team took the opportunity to create an entire content aggregation platform that worked on both desk- top and mobile, allowing users to not only add to the conversation, but also view previous Dove videos on the topic of real beauty. The platform was built from the ground up, with the intent to support future Dove Masterbrand video-led socially engaged campaigns. Team developed the logo lockup, all digital media, and the dove youtube channel and google media all designed to feed user generetad back into the site gallery.
- 3. CLIENT OBJECTIVE | Create a socially and digitally driven promotional campaign to support the launch of a new formula for the line of Dove Bodywash in partnership with the 66th Emmy’s and E! CREATIVE SOLUTION | Team led the concept development, production and execution of the entire campaign, including the logo development, promotional film and stunt launched at the night of the Emmy’s, desktop and mobile site development, home page takeovers, and digital media. Over 500,000 women particated in the challenge, and the campaign boosted sales beyond client expectations.
- 4. CLIENT OBJECTIVE | Redesign the entire dolesalads.com site to make it more of a culinary resource for all things greens-based and more. All promotions, recipes and products would still need to live in this content rich site CREATIVE SOLUTION | Team took a wordpress-based old site, and rebuilt it on a Kentico platform, and redesigned it to be fully responsive so that it would view seamlessly across desktop, tablet and mobile platforms. Worked with two content providers to create Dole specific recipes, tips, and shot and art directed over 50 new blog-inspired food shots to create a site that is all about big photography, and rich and engaging content that will keep users coming back for more. Site is live and constantly expanding. Dolesalads.com
- 5. CLIENT OBJECTIVE | Develop a Dole Salads Q4 online consumer promotion that challenged the consumer to think emotionally about their salads for a chance to win a culinary adventure to Napa Valley, CA. CREATIVE SOLUTION | I designed the entire promo site with the idea that all imagery and communication should carry with it a more premium culinary esthetic, yet still evoke emotion from the consumer. The result is a clean user experience that tantalizes the senses while still maintaining the Dole brand look/feel. Campaign styleguide was carried through to rich-media banners, email blasts, and facebook posts. Produced 3 videos leveraging celebrity fashion and food guru, Clinton Kelly.
- 6. CLIENT OBJECTIVE | San Pellegrino Fruit Beverages had been sold in the US for some time, but in 2012 increasing brand/product awareness at retail became a primary objective. The challenge: how do we create engaging and educational in-store graphics for the US market. CREATIVE SOLUTION | Working with the creative that was developed by the Italian leadership team, we developed case stackers and casecards that brought to life the fusion of san pellegrino sparkling water and vine-ripened citrus from Italy. The communication objective was to really tell the product story in a premium, yet refreshing, playful, and educational way.
- 7. CLIENT OBJECTIVE | Chris Taylor, a jazz musician was releasing his first solo album, and needed a full album design for the release. CREATIVE SOLUTION | Using the photography that his wife took on one of their many trips abroad, I captured the emotion and movement of his contemporary jazz music. I wanted to keep it simple, clean, yet evocative and modern.
- 8. CLIENT OBJECTIVE | Client was relaunching a premium water brand: a responsibly sourced spring water infused with natural electrolytes, bottled in a bottle that was made out of over 60% recycled plastic. They asked us to brainstorm sales kit ideas for their key sales managers to use as sell-in pieces. The sales kit was to be lightweight, portable, and innovative. CREATIVE SOLUTION | We designed three concepts that all used recycled materials (leveraging the brand), were re-usable and recyclable, and highlighted the natural electrolytes. Client was so pleased with the concepts that they decided to extend the sales kit usage beyond their soft launch market, and into their national launch market. Client picked version B, which was extremely well received: a reusable bottle bag made out of recycled plastic, imprinted with the brand icons. Sales documents were delivered on a 3 gig jump drive for the sales managers to download and print for all customers. A B C
- 9. BRAND STAMPS/LOGO DEVELOPMENT | Here is a collection of designs I have completed for both cpg clients and my own freelance clients, everything from promotional logo lockups for DrPepper, to a commemorative anniversary logo for all laundry detergent, to logo identities for small businesses---from boutique recording studios, to luxury fashion importers, restaurants, dog walking services and customized wedding logos.
- 10. CLIENT OBJECTIVE | Develop the cd artwork for Shockely’s debut album. CREATIVE SOLUTION | I designed the entire album using the artist’s personal photography to evoke the uniqueness and emotion of his music. Deep blues and rust colors being the artist’s favorite colors, I made sure to incorporate them throughout the cd artwork.
- 11. CLIENT OBJECTIVE | Bernstein’s was coming out with a new line of salad dressing infused with “vineyard inspired” flavors. With no budget for traditional advertising, the message was to be conveyed via a free-standing insert in the local newspapers. CREATIVE SOLUTIONS | Different campaign concepts were presented, each highlighting the unique vineyard flavors and taking cues from wine advertising.
- 12. CLIENT OBJECTIVE | Pond’s was losing share to other competitive facial wipes, and with a brand new package design and concrete lab test results, was ready to release a campaign that highlighted the efficacy of its product. CREATIVE SOLUTION | We found and shot the new face of Pond’s Towelettes, turning a percieved “old lady” brand, into a clean, modern beauty product for the modern woman promising proven results.
- 13. CLIENT OBJECTIVE | Develop an in-store promotional campaign for DrPepper and its partnership with the Academy of Country Music Awards CREATIVE SOLUTION | We developed a sweepstakes that enticed consumers into winning a trip to Las Vegas during the time of the awards. Creative execution merged DrPepper Branding and country music iconography
- 14. CLIENT OBJECTIVE | Develop a creative look/feel for the “relaunch” of their spring water-with-fruit-juice-blends product. Given the short turn-around for in-market retail creative, Ryan Partnership was awarded the task to come up with the creative for spring/summer campaign. CREATIVE SOLUTION | We developed three very different campaigns that all did something different. The first captured the abstract essence of water using graphic swirls encapsulating our target consumer--the purity enthusiast who likes to have a little fun. The second showcased the full flavor range using the graphic almost warhol-esque colors of each flavor. And the third execution brought to life the appetite appeal of the product, focusing on the water/fruit ingredient story.
- 15. CLIENT OBJECTIVE | Develop a printed booklet that would educate freshman year students at TUFTS about the six different cultural centers on campus. All talent featured was real students. CREATIVE SOLUTION | I designed the entire book with education in mind. The logo was developed with the periodic table in mind. I created a color key that worked throughout the book to distinguish one group from the next. Culture, after all, gives color to an otherwse colorless world.
- 16. CLIENT OBJECTIVE | Develop a promotional summer campaign for Heineken that made it the beer of choice for summer entertainment. CREATIVE SOLUTION | I designed the entire look of the campaign, from logo lock-up to the graphics, creating a visual language that was relevant to the target and the scope of the promotional campaign.