Role: Art Director / Senior Designer

Client: Epilepsy Foundation, End Epilepsy Campaign in collaboration with CSM Sport & Entertainment (formerly CSM LeadDog)

Description:
End Epilepsy is the first ever ad campaign of the Epilepsy Foundation, which seeks to heighten public awareness of Epilepsy through educating and countering common misconceptions. The campaign adopted the tagline “Let's Use Our Brains to End Epilepsy” to promote public awareness, education, advocacy, research, and community services.

As Art Director and Designer of the campaign, I was responsible for developing and leading a powerful visual identity that would emphasize and bring to life the essential message of the campaign, which is that the brain is not only the source of seizures, but the solution to the disease itself.


The creative development began through the thoughtful and collaborative process of building a new brand identity for End Epilepsy that would not only align with Epilepsy Foundation’s personality, but also evolve and stand on it’s own two feet. This involved the collaboration between myself, the marketing team at CSM, and the leads of Epilepsy Foundation to establish a definitive vision for creative and develop brand guidelines that would be used throughout the campaign.

As Art Director and Designer I had a responsibility to create impactful and beautiful campaign artwork that would captivate and highlight the stories of select “Epilepsy Warriors” while spreading the important initiatives of the campaign. The artwork featured 14 real people with diverse stories of epilepsy. The colors used throughout the campaign artwork are representative of the core colors of epilepsy and align with the brand identity. The brain silhouette featured within the campaign artwork template was inspired by the graffiti of well-known American artist, Saber, an Epilepsy Warrior, who has been known to use his graffiti as an advocacy platform. The incorporation of this silhouette introduced a meaningful intimacy to the artwork. The words within the brain silhouette of each person speak to the intricate characteristics that will help them to use their brains to end epilepsy.

I created and managed all campaign artwork across multiple platforms including print, out-of-home, digital, and website.

Links/Press:

• ADWEEK: New Campaign Seeks to Heighten Public Awareness About Epilepsy

• PR NEWSWIRE: Epilepsy Foundation Puts The Brain Front And Center To Rally Everyone To End Epilepsy

Role: Art Director / Senior Designer

Client: USTA US Open in collaboration with CSM Sports & Entertainment (formerly CSM LeadDog)

Description:
USTA hosted the US Open Experience at Brookfield Place in Manhattan, a week long fan experience celebrating the excitement and energy of the US Open. I was hired as an Art Director and Designer to manage senior creative needs associated with the event, which contributed towards producing a cohesive, on-brand and immersive experience for fans.

Creative Responsibilities Included:
• Design and production management of a large scale conceptual installation, pictured here to the right, which commemorated the tournament’s 50th anniversary. The installation served as an engaging photo opportunity, while also sharing a timeline of iconic US Open moments

• Assisting in the floor plan and layout of the event space in cohesion with creative elements

• Development of small to large-scale graphics, signage, collateral and promotional items

• Design and production management for pop-up stands, booths, decor, floral selection, etc.

Links:
• US Open Experience
• BizBash: US Open Experience 2018 Event Highlights

Role: Art Director / Senior Designer

Client: Good360

Description:
Annual Infographic designed for Good360 to showcase the organization’s tremendous impact and growth in 2021.

Good360 responded to an unprecedented level of need and distributed more than $1 billion in goods to people in need all across the country and the world. The digital infographic was designed to visually communicate the incredible growth and progress made to generous donors, partners, and supporters.

Vertical infographic design was also reformatted for additional use across multiple platforms including social (Instagram, Facebook, LinkedIn).

More Information: Good360 2021 Impact

Role: Senior Art Director / Senior Designer

Client: American Flag Football League (AFFL), in collaboration with CSM Sport & Entertainment (formerly CSM LeadDog)

Description: Updates in progress. Stay tuned!

Role: Art Director / Senior Designer

Client: UNICEF Kid Power in collaboration with CSM Sport & Entertainment (formerly CSM LeadDog),

Description:
UNICEF launched “Show The World Your Kid Power”, and outdoor full-day activation in Los Angeles, Atlanta and Chicago to unleash kids’ inner heroes. The event was full of games and entertainment, and encouraged children and their families to be more active to help save lives.

During the activation kids were able to unlock Ready-to-Use-Therapeutic Food (RUTF) packets that would globally support severely malnourished children by wearing Kid Power Bands and increasing their own activity. 1 in 4 children around the world are malnourished, and only 1 in 4 American children get enough physical activity. The event sought to merge and tackle this universal challenge.

I was tasked as Art Director and Designer to create and manage all of the activation’s visual elements, including environmental and small to large-scale graphics (collateral, stage backdrops, decorative and informational banners, step-and-repeats, placement and design of directional decals/signage, etc.). This also included the collaboration with account and production to develop thoughtful venue floor plan/footprint that would form a cohesive space between the ongoing festivities and all things creative.

Links/Press:

• UNICEF Kid Power Month 2017: How Getting Active Can Help Save Lives

• UNICEF launches free app that converts your daily steps into life-saving nutrition

• Atlanta, Los Angeles, and Chicago with UNICEF Kid Power

• UNICEF Kid Power

Role: Senior Experiential Art Director & Designer

Client: National Football League Players Association (NFLPA) in collaboration with CSM Sports & Entertainment (formerly CSM LeadDog)

Description:
NFLPA Rookie Premiere is the first major business and marketing event featuring football’s 40 newest and most promising professional players following the NFL Draft. Players in attendance gain business insight and build exciting relationships with marketing partners, while developing their own personal brands.

The event is produced by CSM Sports & Entertainment and takes place over five days. I was hired as Senior Experiential Art Director and Designer for 2017 and 2018 to lead and oversee creative elements pertaining to the event. The experience mostly took place at the Beverly Hilton Hotel in Los Angeles both years.

As Art Director I was fully immersed in the creative process of the event including strategic planning, floor plan development, identifying and producing innovative branding opportunities, design/placement of environmental signage, and selecting and curating cohesive elements of interior design and spatial decor (including lighting, florals, furniture). Lead up to the event required a time intensive collaboration and communication between client, marketing account, vendors, specialists, and sponsors.

Links/Press:

• Where the newest players and most exciting brands meet for the first time

Role: Senior Designer

Client: Johnnie Walker of Diageo in collaboration with Hunter Public Relations

Description:
Johnnie Walker launched Platinum Label, a new varietal in their iconic line of blended Scotch whiskies. Platinum Label, 18-years-aged, was inspired by a Walker family custom of crafting exclusive blends for private gatherings. In anticipation of the release Johnnie Walker & team sought to develop a creative mailer that would generate excitement and celebrate the new varietal.

As Senior Designer, I was tasked with conceptualizing and designing creative packaging that would present and capture the exclusive and full-flavored sophistication of the new blend.

The exterior of the mailer is a custom sourced ”platinum” attache case. The front face of the mailer displays a dark silver silk-screened Johnnie Walker icon derived from the logo. Minimalistic branding set a premium tone for the product, while leading intrigue for the interior contents.

The opening lid of the mailer introduced the product with a silk-screened custom-fitted plexiglass window. The branded glass was intricately etched with the brand’s criss-cross pattern to add dimension, texture, and interest.

Recipients of the mailer received a bottle of Platinum Blend, an exclusive invitation, unique informational piece, and a reusable flash-drive containing further information on the new label. All items were securely packaged within a custom created velvet mounted foam platform.

Introductory information regarding the contemporary new blend was silk-screened to a custom sourced “platinum” slab. Utilizing a metal slab for messaging emphasized the blend’s identity and provided a unique and more intriguing platform for messaging.

Additional details for the product were housed on a reusable “platinum” flash drive imprinted with the Platinum Blend logo, which also featured the iconic Johnnie Walker Striding Man.

The mailer also included a specialty print invitation, which offered recipients the exclusive opportunity of scheduling a private interview with a custom whiskey specialist during the Platinum Blend launch. The invitation was silk screened to matte cardstock, the back of which was subtly embossed with the brand’s criss-cross pattern. The piece was sleekly housed within a minimalist but cohesively branded envelope, and lifted through use of a small black ribbon.

Role: Senior Designer

Client: Mcllenny Tabasco in collaboration with Hunter Public Relations

Description:
Mchllenny Tabasco hosted “Mchllenny Tabasco Harvest Party” at Serra by Birreria, a rooftop restaurant located at Eataly NYC Flatiron. The experiential celebration was intended to generate interest and participation in the rich culture and history of Tabasco based recipes and products.

As Senior Designer, I was tasked with the conceptualization and execution of all visual design elements that would contribute towards an immersive and live brand experience for attendees. This involved a close collaboration with client and account staff to identify budget, timeline, and event objectives. I was challenged to translate our established creative vision into a captivating event space by utilizing engaging environmental graphics and design elements.

I designed the venue creative with the goal of merging Tabasco’s genuinely rich history with the it’s exciting and strong brand identity. To achieve this I incorporated powerful visuals from Tabasco’s pepper production plantation on Avery Island in Louisana into the event artwork. These photographs emphasized the hard work and humanity behind the Tabasco products, and when combined with colors, fonts, and textures from the brand identity, helped to bring the venue to life in a beautiful way.

Event Creative Included:
• Large-scale window decals and graphics
• Utilization of sidewall window decals
• Entrance stairwell branding and signage
• Informational graphics strung to beams and poles throughout space and inserted into decorative Tabasco pepper plants.
• Table runners, table & cocktail menus, branded napkin rings
• Generating digital graphics and invitations to promote excitement in anticipation of the event

Role: Senior Designer

Client: Hasbro’s Battleship, in collaboration with Hunter Public Relations

Description:
Specialty promotional packaging created to generate excitement for Hasbro's new line of Battleship toys, which were introduced alongside the new Battleship movie (2012). The box held promotional toys and swag for editors, bloggers, and other Hasbro enthusiasts. The outside surface of the mailer was custom-illustrated to resemble the exterior of a battleship, and featured marks of combat such as die-cut bullet holes. The interior of the mailer was illustrated to resemble a battleship cockpit. The side and front box panels acted as a control panel and the main interior lid acted as the main ship window. The receiver was able to click a "fire" button which ignited  a missile blast  sound chip hidden within the box. 

Links/Press:
• IFC of AMC Networks: Hasbro delivers a boat-load of “Battleship” toys

As reviewed per IFC of AMC Networks Inc.:

“You have to hand it to Hasbro for knowing how to create a promotional package — and we’re not even talking about the contents of the box.

Made to look like it’s wrapped in metal plating, the “Battleship” box is riddled with faux bullet holes that are both painted on and actual holes in the cardboard (there’s another box inside that holds the products). The lid of the box flips up to display an interior illustration that makes it look like a HUD-style monitor, complete with fold-out sides (also illustrated with various radar screens and gauges), and a lenticular decal showing one of the alien ships from the film in its sights.

The remaining cardboard flap covering the contents of the box is made up to look like the control panel of the “Battleship” board game, and has a red “Fire” button. Pressing the button invokes the sound of a torpedo being launched at — and destroying — the alien ship.

And we haven’t even made it to the contents of the box yet…

(Confession: It took about 10 minutes for us to actually get to the contents of the box, as we spent an shameful amount of time repeatedly pressing the “Fire” button and giggling like a six-year-old. *shrug* It happens.)”

Role: Senior Designer

Client: Madria Sangria, in collaboration with Hunter Public Relations

Description:
Madria Sangria is a festive and fruity wine-punch derived from traditional Spanish and Portuguese recipes. The brand sought to create a pop-up activation that would educate and engage public interest for the brand’s varietal, Madria Sangria Tradicional.

As Senior Designer of the activation, I was tasked to conceptualize and manage the production of a pop-up that would embody the welcoming, refreshing, and laid-back energy of the product. The established creative vision was to design and build a custom Madria Sangria fruit stand that would showcase the product and brand.

The concept for the booth’s design was initially rendered in Adobe Photoshop for client review. Once the design was approved, I oversaw and managed a specialized production company in bringing the rendering to life. The structure of the stand featured two logo-routed wood bases and branded awnings connected through a centered wooden tabletop. In addition to the structure of the stand, I was responsible for overseeing acquisition of all decorative elements needed to bring the stand to life, which included the barrow wheel, chalkboard signs, faux ivy, assorted fruits, as well as the branded tote gift bags for passerby’s.

The stand was brought to life in Union Square of NYC, and Grove Street in Los Angeles. Jillian Harris and Ali Fedotowsky, celebrities from the ABC reality show, The Bachelorette, served as spokespeople for the brand at the booth. Passerby’s were gifted with branded tote bags containing additional product information and custom-designed tip cards for throwing a Cinco De Mayo at-home soiree.

Role: Senior Designer

Client: Dark Horse Wines of E. & J. Gallo, in collaboration with Hunter Public Relations

Description:
Dark Horse Wines prides itself on utilizing high quality wine making techniques to produce a wine that over-delivers a premium taste for it’s price point. The energy of the brand aesthetic is bold, unique, and mysterious.

As Senior Designer, I lead the design of a custom creative mailer that would generate interest for the brand while upholding the premium and mysterious nature of the wine.

The structure of the mailer was created in partnership with a custom resourced wood production specialist. The packaging maintained premium and mysterious appearance through it’s minimalistic exterior, which included a custom laser engraved brand logo and icon. The mailer opened to the right by a thumbhole driven silver gilded sliding door. To enhance the high end nature of the wines and to better showcase the product, I partnered with a separate production specialist to develop a custom etched plexiglass window fitted below the exterior sliding lid. To further enhance the premium nature of the wine through attention to detail, a single color imprinted logo was secured to a white ribbon on the upper left corner of the introductory plexiglass window.

The recipient received two Dark Horse wine varietals, custom branded black linen napkins, and two branded wine glasses. These gifts were nestled securely within the mailer in a custom traced foam platform.

Role: Senior Designer

Client: McNeil Consumer Healthcare, Zyrtec, in collaboration with Hunter Public Relations

Description:
Zyrtec participated in the 40th annual Macy's Flower Show in New York City in partnership with actress Debra Messing and celebrity makeup artist Jamie Greenberg. Both Messing and Greenberg suffer from seasonal allergies, and aligned with Zyrtec’s initiatives at the show by providing beauty tips for combating “Allergy Face” challenges.

As Senior Designer, I was tasked to conceptualize and design an environmental space that would highlight Zyrtec’s identity, while cohesively providing a platform for the talent/beauty consultants to engage with the public at the flower show. I was also responsible for creating digital and print material pertaining towards generating interest for the event.

All environmental graphics within the space were initially rendered in Photoshop for client review. I then consulted with vendor specialists to assist in the production of all structures and signage. It was essential to create a space that maintained Zyrtec’s brand identity, but also emphasized the product’s effectiveness and presence within the beauty realm.

In addition to experiential design, I created a speciality print “Get The Look Book” for the event which highlighted Jamie Greenberg’s tips and solutions for allergy beauty ailments. The custom illustrated book features a Spot UV cover treatment and folding page flaps, and received Honorable Mention at Creativity International Awards. See link below.

Links/Press:
• Creativity International Awards: Honorable Mention
• Changing the Face Of Allergies: The Makers Of Zyrtec Unveil New Resources To Tackle Allergy Face Beauty Challenges

Role: Senior Designer

Client: Post Foods (Post Sesame Street Cereal) in collaboration with Hunter Public Relations

Description:
Post Foods launched Sesame Street Cereal, a wholesome and playful cereal formulated for toddlers that features some of Sesame’s most recognizable characters. As Senior Designer I was tasked to produce a creative mailer that would introduce editors and parents to the positive and playful breakfast for toddlers.

The exterior of the mailer features a silk-screened full color Post logo as well as a gloss “XO” pattern, which is derived from the shape of the cereal pieces, and emphasizes the identity of the Sesame Street Cereal line. The gloss “XO” pattern achieved the sheen and texture of a premium Spot UV appearance, but was produced through the much more cost-effective application of a single color red ink silk-screen on a standard red matte box. Sourcing standard sized packaging options in advance also avoided the additional budgetary expense of producing a custom box template. Through creative problem solving and thorough communication with production vendors I was able to achieve a premium but playful exterior aesthetic without running costs beyond client budget.

The full color bright and lively interior of the mailer tastefully contrasts the minimalistic exterior. The interior lid was designed in line with the cereal packaging by showcasing familiar Sesame Street characters and “XO” cereal pieces.

Recipients received two cereal varietals, a toddler cereal cup, as well as an educational custom designed laminated placemat, which doubled in purpose by providing introductory information for the product. The placemat rests above the cereal and toddler cup, which are securely enclosed within a custom created single color yellow platform.

Role: Senior Designer

Client: Kellogg's MorningStar Farms Garden Veggie Burgers in collaboration with Hunter Public Relations

Description:
MorningStar Farms innovate better-for-you, better-for-the-planet veggie foods as alternative to traditional meat products.

As Senior Designer I was tasked to design playful packaging to that would generate enthusiasm for MorningStar Veggie Burgers. The creative mailer was conceptualized to adopt the aesthetic of home grill. The full-color MorningStar branded exterior featured a illustrated grill handle, and was created with full-color digital printing. The interior featured silver grates, which mimicked the cooking surface of an outdoor grill. This appearance was achieved through the process of offset printing as a metallic monotone.

Recipients received samples of the MorningStar Veggie Burger, which rest above the grates (a play on how they would be cooked).

Role: Designer

Client: Gallo Family Vineyards in collaboration with Hunter Public Relations

Description:
Gallo Family Vineyards' launched the Every Cork Counts program to support the efforts of Meals on Wheels America, and to raise national awareness about the growing epidemic of senior hunger in America.

As Designer I was tasked to create a low-budget mailer that would generate interest and promote participation in the program.

Standard sized gift boxes were sourced as a low cost alternative to custom packaging option. A full-colored branded graphic band was secured around the exterior of the mailer to introduce the brand, and set an elegant but laidback tone. Upon opening, the recipient was gifted with an invitation to the program as well as a “starter cork” to kickstart their participation. For every cork sent back to Gallo Family Vineyards, $5 would be donated to aid Meals on Wheels' senior hunger relief efforts. A pre-stamped canvas bag was included within the mailer to further encourage recipients to engage with the program.

Role: Senior Designer

Client: Hunter Public Relations

Description:
This vertical accordion-fold promotion was created collaboratively by the in-house design team at Hunter Public Relations to share updates with clients and friends. The infographic was also shared as an animated digital piece on social media.