This is my baby. From concept to execution. I inherited the unenviable task to come up with a new campaign on the heels of a much maligned and mocked Cooler & Warmer debacle from the previous year.

Rhode Island has great stuff but guess what, so does all the surrounding states. The one thing we could own is size. No one can argue that it’s not the smallest state, and that size becomes and advantage, allowing visitors to do all that great stuff in a short amount of time. From the white sands of Newport to the white tablecloths in Providence in 40 minutes. Fun-Sized was born.

We couldn’t just say we’re small. We had to be small. 7.5 second commercials. Tilt-shift to create tiny worlds. We shot 33 commercials, each with a unique end card logo and original stinger that captures the mood of each spot.

This was a true labor of love.

Created The Toughlings for Floating Hospital for Children in Boston as a way to encourage, inform and comfort sick kids during their stay in the hospital.

The Toughlings concept was an extension of the You Don’t Have To Be Big To Be Strong tagline we created for Floating Hospital, which referred to their small but mighty stature in the competitive Boston medical world. This campaign was strictly internal and kid-centered.

Working with international superstars Meomi, creators of The Octonauts, we created a team of animals who are also small but mighty: Buff the brave badger, Elbo the 7-armed octopus, Mica the strong ant with a heart condition, Cozi the turtle with a magic backpack, and Sage the wizened owl.

With the team in place, we designed murals that covered 7 floors of elevator banks, main entrances, exam rooms, and emergency rooms where kids would be most nervous.

There’s a monster in your basement. And it’s freaking terrifying because it eats money. Your money.

Summit Natural Gas needed a campaign to introduce itself to the citizens of Maine, the majority of whom rely on expensive heating fuel - and it gets cold in Maine if you didn’t know.

Brown needed to attract potential students to learn more about its executive program in healthcare management. Each piece tackles a pressing issue in the medical field.

The target demographic is a New Yorker reading set - so I designed the campaign (both concept and caption) around a visual vernacular in which they were familiar.

Worked with fellow RISD grad Kelly Murphy to execute the concept.

Developed the Meat Without The Middleman tagline.

Adapt print campaign for New Balance Running. Performance gear seamlessly transitions from the professional world into the everyday street world.

Taken entirely from concept to execution. All athletes were shot in studio, background plates shot on location, composited in post.

The ADAPT and UNLEASH concept applied to NB Apparel’s Trinamic Collection. Each background depicts a different product benefit, from cooling and warming to cushioning.

Art Directed overall design, studio and location video and still shoots with both models & product. Copywriting for headlines.

Case study for campaign here.

Art directed the design and photography for New Balance’s 2016 Boston Marathon campaign.

Created the All Roads Lead To NYC strategic and visual concept for the 2017 New York City Marathon.

Custom manufacturing company in Warwick, RI who wanted to make it clear that whatever your need are, they can figure out a way to make it happen.

Proposed Bed Bath & Beyond campaign launch for Under The Canopy, a purveyor of fine organic towels and bedding.

Developed the Threads That Count strategic platform which is rooted in the company’s commitment to sustainable farming and organic certification (as well as play on the thread count misconception)

Slated to work with Brazilian thread artist Aline Brant to stitch over product photographs, each conveying a different benefit through stitching and color.

The Instruments of Care idea came straight from the unsolicited testimonials of patients and patients’ families – stories about exceptional care from Lifespan employees who went above and beyond standard medical care to deliver comfort in times of need.

The “instruments” in this campaign aren’t your standard medical tools - they’re the video game controller a doctor used to play with a patient when his parents couldn’t be there. Or the car keys used by a nurse who drove a patient 700 miles home.

These truly demonstrate Lifespan’s mission and tagline, Delivering Health With Care.

Philly has seen a rise in HIV cases amongst its gay population, mostly due to apathy from the belief that it is no longer a death sentence.

With scare tactics no longer effective, we appealed to what matters most (according to research) to this demographic: not being oppressed or marginalized.

So yes it’s a condom campaign, but one not based on safety - it’s basically saying “your existence is an affront to ‘the man’, so stick it to him just by being around.”

Strategic and Creative decks for your viewing pleasure.

Everyone knows about the aspirational side of golf. The strive for perfection. But for the vast majority of golfers, not only is this unreachable, they don’t even really want it. 

It turns out most golfers nowadays are down to earth, working class, and playing it for fun. To these people the lofty, jargon-filled language used in golf and golf marketing isn’t only irrelevant, it’s confusing. 

There is a vacuum for a golf brand that can bring golf down to earth. A golf brand that can be as simple and straight forward as the game actually is once you remove the fluff. 

At a price point that is dominated by all flash and no substance, Pinnacle can be the brand that is all substance and no flash. 

Pinnacle - The hardest working ball in golf.

Visual:

The dream projects, big ideas and award-winners that came within an inch of being made - then heartbreakingly weren’t.

It’s what’s beyond the frame where the interest lies…