IBM needed to introduce a new engineering service that improves on the traditional waterfall development lifecycle by introducing process checkpoints on a continuous rotation. Could be a dry topic, but I figured that skeptical engineering audiences might need creative vignettes that tell an authentic story for it all to make sense.
Trade print ads
Auto shop owners aren't just shop managers. Fixing cars is part of their identity. These ads for TECHNET, an owner-focused trade network run by Advance Auto Parts, speak directly to what matters most — their pride at being car guys.
Client: "I'm looking for something that gets to the heart of these IT guys' lives and the manic energy that radiates throughout the team during an IT emergency."
Videos + social
This campaign for the Hopscotch Music Festival taps into what makes people want to be a part of the festival experience: new sights, infectious sounds — and a weird, intangible spirit.
Creative brief strategy = the quietest dishwasher on earth.
IBM z Systems hardware (also known as the mainframe) was about to turn 50. For their product launch of the new z13, I helped them use this celebration as way to highlight 50 years of innovation for its audience of business leaders, analysts and IT leaders. For these people, some of whom may look at the mainframe as outdated, the challenge was to shape perception and explain z’s context in the new digital economy across the categories that tech people care about — cloud, mobile and analytics. Through an integrated campaign that included a documentary film, technical highlight video, infographics, animations, customer reference videos, sales enablement assets, outdoor assets, and various web and social assets, IBM was able to speak to the audience in a way that was technical, informative and engaging — ultimately educating businesses on z13’s added value and driving them to buy. The result was a significant increase in market share, plus 118% year-over-year growth. And a handful of content marketing awards (MarCom, Stevie, AVA Digital).
We all know that NC State University prepares students for life. These print ads aim to tell another part of the story -- that NCSU creates innovations to make people's lives better.
A scandal with Wells Fargo Bank spurred Coastal Credit Union to re-establish their brand as standing in opposition to the mistreatment and exploitation that can often occur with big banks. I helped develop a new brand platform called “Bank Better” – and created a fully integrated campaign that offered people a “better way to bank” and outlined the clear differences between Coastal and the disappointing status quo from banks. See the campaign website here.
Wrangler wanted to enter the home furnishings game. Step one: acknowledge the denim elephant in the room.
The challenge was to frame health insurance as being a dependable, stable part of your life to younger people who may be skeptical of their need for insurance. The resulting ads for BCBS show that a life lived to the fullest requires support that's there when you need it.
Physicians Pharmacy Alliance (PPA) — an integrated pharmacy services organization — needed to show they understood the difficulties of providing care to the chronically ill, a population whose medication non-compliance drives up medical costs to over $290 billion a year.
This brand manifesto video was developed to show PPA’s perspective on how physicians and payors can work more collaboratively to help improve the health of and drive down costs for the chronically ill. As a first communication, this video was an educated and energetic way to show how PPA can work to help bridge the gaps in a broken healthcare system.
Magazine + outdoor
Once upon a time, cordless technology was a novel concept. Back in those heady days (1999), I developed an integrated campaign for Logitech to promote the power of cordless freedom while at Arnold in San Francisco.
These TV spots from Progress Energy (now Duke Energy) show that saving energy and money is a good idea — even your appliances think so. Other elements in the campaign (magazine, newspaper, web) deliver savings advice in the form of "tips."
TV + radio
Hasbro wanted to tap into the fun people remembered from playing their favorite childhood games -- and let them know they could now play those games again, online. The resulting TV and radio campaign captured that infectious energy of playing games and crushing your friends and family.
Performing arts centers need a big hook to get butts off the couch. These newspaper ads for the Progress Energy Arts Center grabbed audiences with unexpected, tongue-in-cheek humor -- and boosted ticket sales in the process.
For an internal-facing video to highlight Cisco collaborative communication technologies, we told the story of Callie, a 15-year-old with leukemia who had received a bone marrow transplant. Because she had to be isolated for months, she would have missed out on much of her everyday life. Cisco stepped in to help with technology that connected her to her academics and her friends — providing Callie with a lifeline to re-connect with her world.
What makes jazz music different? Melody + harmony + experimentation + catharsis + exuberance + pain + beauty, with a chord change you probably didn't see coming, delivered as a sonic message that hits you square in the gut.
Technology companies often have trouble explaining what their business actually does. These print ads were created to answer that question, as honestly as possible.
LabCorp wanted a way to talk about their specialized experience and testing services that treat each woman individually. The resulting brochure aimed at women's healthcare providers was framed around the simple idea of "No two female patients are alike."
ShelterBox is an international disaster relief charity that provides temporary shelter and life-saving supplies to displaced families. To promote a giving campaign for the holidays, we suggested that giving a gift of ShelterBox is a win-win for everyone involved.
First Citizens Bank wanted to re-imagine their online experience to attract a younger customer base. We helped them transition from a product-centric website to a customer-centric one. The new site (complete re-write and design) emphasized First Citizens’ personalized support while still offering competitive and services, as well as help and advice – which helped them build loyalty with existing customers and prove credibility with prospective ones.
This interactive infographic for IBM Economic Development was created to show city and regional decision-makers how other areas have used IBM smart technology and services to better the lives of their citizens and achieve greater economic vitality. We developed this piece to work as an adjunct to face-to-face meetings -- where viewers can read as an interactive case study of several success stories, watch supporting video, learn more about the story through statistics, or download a white paper.
Video (live action + animation)
IBM’s Global Business Services unit had a new way to use technology and analytics to help auto retailers capture and track sellers along the car buying process. This fun video helps explain the bells and whistles of the product and how it can help boost sales and promote customer engagement.
YMCA of the Triangle wanted an animated video to communicate their theme — The Power of Us. Together with motion graphics studio Dash, I helped create a fun, engaging piece that spoke to the diversity and uniquely warm and collaborative experience that is the YMCA.