welcome to my creative direction
To better understand Cadillac’s electric car I help create the “Why?” video series. The fusion of art + science was our direction. Therefore we wanted to create films that could artfully explain the ELR features. We ended up creating two perspectives, a series of artful and poetic films and a series that included the science and engineering. The outcome is beautful, if I do say so myself. The integration of unique materials like ferrofluids, plasma coils, light prisms to metaphorically visualize the idea of what the car could do was astonishing. Check one out to get the idea.
Cadillac ELR | "CHARGE FORWARD" :49
Cadillac ELR | FeatureS
I’ve never seen 50 Shades of Gray but if you like being tied up and driven to an underground club, well we did it. I wanted to create a film that showed the car features in the same way we would get ready for a night out. This film was specifically created for a private launch at the New York Auto Show. Also, I personally oversaw and directed the CGI feature videos with Oscar winner Eric Barba too.
CADILLAC CT6 | PRE-REVEAL FILM
Cadillac CT6 | FeatureS
CADILLAC CUE & SAFETY FEATURES
I was tasked with the Cadillac Touchscreen CUE System and Safety Features. Instead of providing some basic training videos, we wanted to integrate more of a brand tone into the film. It turned out beautiful and displayed the CUE features in a simple artful way.
“The World of Cue”
SAFETY Feature montage
CADILLAC CTS V-SERIES
CTS V-SERIES REVEAL | :45
After a difficult 2012 season, the Lions were looking to rally its fans. Meanwhile, the city of Detroit was on the verge of declaring bankruptcy. We needed to create a platform that helped to energize and unite Detroit fans. Our insight was to tap into the affinity that Lions fans have for their team and their city. We didn’t need to create the conversation – we just had to provide the tools and guidance for a conversation that was already taking place. The idea was simple in concept and execution. And therein lay its power: One Detroit. One Pride.
2014 Pre-game videos
Print, SOCIAL, Website, T-Shirts
The second year of the "One Pride" campaign was about evolution. With bankruptcy behind the city of Detroit, the overall look was transformed to replace the cityscape with a powerful visual foundation. The stone lions are representation of both the team and the community as proud and powerful members of the pride. The blue storm demonstrates that we are all in this fight together. The second goal was to incorporate elements of actual Lions culture. The theme "Defend The Den" became tied to home games, incorporating the message in ticket-related collateral and advertisements, as well as on the front of the stadium.
We are One Pride and together we Defend The Den. Go Lions!
2015 stadium entrance wrap
2015 pre-game videos
2015 Tickets and banners
Reasons why to get into advertising. This campaign was a blast, it went on and on. Constantly creating ridiculous retail spots for Alltel using their blonde haired brand icon, “Chad.” Here’s a few of the spots I Art Directed and created.
RETAIL SPOTS | :30
ALLTEL promo posters
In effort to promote Alltel’s unlimited texting plan we created these promo posters. It’s thumb wrestling taken to the next level.
UNIVERSITY OF MICHIGAN HEALTH SYSTEM
Researched, developed and filmed for the hospitals brand campaign – broadcast, photography and online video content.
I proposed that we should shoot a set of videos that would dive into the stories of the hospital doctors and patients. This was in effort to better understand the doctor a patient could potentially see and also get the perspective of the patients who have been at the hospital. Once approved I shot and directed each one. The campaign is still continuing today.
Art directed photo shoots. Each individual was a real doctor or patient with amazing stories. Photography was used for print ads, in-hospital signage, pole banners, web banners, flyers, public relations and outdoor boards.
Print ad turned curly
Well the client requested just a print ad for the Game Day program. I thought it would be funny if everyone had a mustache like the Cincinnati Reds logo - “Redlegs”. The mustache won. We ended up having a parade and creating the first ever Mustache Day at the Great American Ball Park for the Cincinnati Reds. To promote the event, we created a series of outdoor boards, posters, print, tickets, and even digitally added mustaches to all of the players pictures displayed on the scoreboard. Got the largest attendance that game for the year too.
Created and developed broadcast spots as well as end tag mnemonics. Also, realized there’s a lot of weird stuff out there.
Convinced people to create a commercial where people can eat off the floor, because Bissell vacuums are that good. It worked, people ate off the floor. Funny thing, I was at my sisters softball game a week later after the commercial aired and I overheard a couple women talking about how ridiculous the commercial was “like com’on, really.” My mom took offense to the banter and told the ladies that I did it and it was good. Thanks mom.
UNITED STATES MINT
Created brand new campaign using CGI for broadcast. For print we shot practical using gold water trays to create liquid gold. To achieve the high detail and velvety reflection of light we shot the coin in pieces and stitched it together in post.
proof set | :30
creative director / Director
CREATIVE DIRECTOR / DIRECTOR
Lowe & Partners 2013-2015
Associate Creative Director
J.Walter Thompson 2002-2003
Wayne State University ‘01
B.F.A. Graphic Design
Motor City Casino
National Flight Academy
States United to Prevent Gun Violence
United States Mint
United States Postal Service
United States Navy
University of Michigan Health System