I've had the pleasure of leading many multi-channel campaigns and teams over the years. We've done everything from occasions, product launches to large promotional commercial campaigns. They each have had their unique objectives that reach the relevant target audience and shopper. The campaigns span instore and digital channels and typically consist of over 900+ assets. It spans many levers, such as social, Google ADs, site, instore and experiences. As mentioned, there are many assets created to support, so here is just a small sampling of the Star Wars™ May the 4th campaign.
I am also including a sampling of the 2024 Valentine's Day campaign. It's a great example of an occasional campaign. I would love to chat more about the campaign development process, so let's have a talk.
Other Campaigns - Halloween, Lunar New Year, Valentine's Day, Easter, Holiday, Black Friday, Exclusive product launches and more.
My role: Creative Concept, Creative Strategy, Creative Direction for print and digital designers
I love branding and am passionate about it. I’ve had the pleasure of creating design systems for major programs and initiatives. Here is a small sampling of my projects.
My Role: Creative Strategy, Creative Direction, Layout Design
Our campaigns are made up of many marketing levers, including some fun displays and activations for families and kids. We have created some exciting instore hunts (Halloween ghost hunt and egg hunt), which helps navigate shoppers to focal products around the store. We also hand out surprise and delights such as headbands, they are centered around the relevant campaign theme in a given drive period. This is a fun way to create awareness and attention outside of the stores, as most are located in Malls.
My role: Creative Concept, Creative Direction
I absolutely love collaborating with photographers and illustrators to collectively create something unexpected and wonderful. I've had the good fortune to work with many over the years and have loved every minute of it. Composition is a passion of mine, so having the opportunity to iterate and play to get it just right always makes my heart sing.
My role: Creative Concept, Creative Direction, and sparring with photographers and illustrators.
Photo credit: Huntington Creative Commercial Photography
Illustration credit: Doodle Pictures
Logos are so much fun! I've been fortunate to create many over the years, some of which were used and some that were not. The best part, as you can imagine, involves numerous iterations and experiments to arrive at the final designs shown here.
My Role: Creative Concept, Design
In my early years, I was hands-on in creating some fun posters with equally fun content. As a Star Wars™ fan, having the opportunity to create these exclusive posters was a blast. They were typically tied to campaigns, supporting new novelty products. I developed these from concept to layout design, usually with help from our 3D Maya artist and/or a photoshoot.
My role: Creative Concept, Creative Direction, Layout Design
My first gig was working on The Club magazine, a global publication centered around storytelling through the lens of the latest and greatest products. It included quizzes, word searches, and other fun activities for kids.
Professionally, this experience exposed me to the global market and colleagues. It was educational to learn about country-specific nuances and local details to improve the work. Not to mention, I made a lot of global friends along the way.
My role: Creative Concept, Layout Design, Creative Direction
for 3D artists, photographers and freelance designers
After the Club magazine, I moved into supporting the Direct-to-consumer business unit. I started with the global direct mail catalog that supported driving awareness and conversion around our great assortment of products. It was also a great tool for creating awareness around our owned stores and E-Comm site. These were a lot of fun, as they showcase a good majority of the product offerings They were typically 52 pages, went out 6 times a year and were in 5 countries around the world.
My role: Creative Concept, Layout Design, Creative Direction
for 3D artists, photographers and freelance designers
Doodling and sketching keep me alive. I love to unplug and experiment with things that inspire me and that are on my mind. Vector and digital art are my favorites, but I occasionally dive into painting. This is a great outlet to keep my creative thinking sharp and to inspire ideas that can be leveraged in my professional work.
I've always had a sweet spot for packaging, even though I haven't done a ton of it. However, I thoroughly enjoyed these projects! This Star Wars™ packaging was created for a 2009 San Diego Comic-Con exclusive. We crafted 500 limited edition boxes filled with amazing collectible content.
The two colorful boxes below were designed for our store's Pick a Brick wall, offering a fantastic way to bring home some bricks for the holidays.
My role: Creative Concept, Layout Design
The long and short of it is that I've been skateboarding since I was 15 years old. My friends own a skate shop, so I've been fortunate to create some skateboard graphics and apparel for them. Now that my son is getting into skating, I'm reliving my youth and loving it!
My role: Creative Concept, Design
I love toys. I think that's actually the name of a toy shop, but truly, I love collecting and occasionally customizing toys. Here is a sampling of some fun I've had customizing both well-known and lesser-known toys.
My role: Creative Concept, Customization Design
