Goals:
The American Advertising Federation of Greater Rochester had bestowed the honor of creating the 2024 Addy Award theme on us. The objective was to create materials to promote the event to raise interest and drive ticket sales. Ticket sales had been declining over the last 5 years and since they are critical income for funding events for the club, we needed to get people excited to participate and also enter.
Process:
We recognized that maybe what we all needed was something to celebrate beyond creative excellence. I mean, this career path isn’t always easy. It’s scary coming up with new ideas. And frightful trying to keep them alive with creative killers lurking around every corner. Timelines closing in on you. Budgets creeping you out. Frankensteins stitched together by mad marketers. Self doubt that makes you feel like an imposter. Feedback that eats your brain. It takes incredible talent to make killer creative. It takes even more skill to keep it alive and truly slay. We need to recognize the tensions of this business, confront the impact on our psyches and actually celebrate the incredible talent we truly wield.
Assignment:
Ace Valley needed to launch their new cannabis-infused sex gummies called Lust & Thrust.
Approach:
At the retail level, budtenders are extremely important in educating the cannabis customer. A play on the iconic Kama Sutra, decks of Canna Sutra cards were given to budtenders to help educate them and gain their favor when they were talking to their customers about cannabis options.
Results:
The product launch was a huge success – cannabis retail outlets sold out of all product within a week.
Good Health All Around
Highmark Wholecare is a new kind of healthcare provider, bringing a new approach to the entire industry. Moving beyond just healthcare as people know it, our Wholecare Medicaid encompasses your whole you. Because life is all around you. Your care should be too.
Here is a sample of some of the Spectrum DRTV spots I’ve gotten to work on. Duties include conceptual development, working with production companies to achieve a specific look and feel, working with editors and animators to tell the story the best possible way, and creating graphics and art cards during post production.
The proof is in the work. L’Oreal. Toys “R” Us. Kylie beauty. Macy’s is a place where industry giants and cutting edge brands come to play. We used this proof point to speak for itself in a video using a film-strip like banner showing off Macy’s catalog of brands and categories for an event celebrating Macy’s brand partnerships.
Series designed for internal communications.
TV & Digital
Small business owners think they always have to choose between getting the best services or getting the best price. So, we set out to show them that with Spectrum Business, they can have it all — by taking their internal debate, and making it reality.
Here’s a sample of some of my side projects!
Deep Space is for people comfortable with living in the moment.
People who enjoy the journey every bit as much as they enjoy the destination.
They appreciate who they are, who they’re with, and where they’ve come from.
It’s not mystical, or magical, just more grown up and centered.
A dose of perspective that reminds us what matters most is often right in front of us - here and now.
