Diversity Matters Print Ad

This ad was created for the Multicultural Advertising Intern Program (MAIP) Graduation Ceremony Handbook to be handed out at MAIP graduation. It was concepted and designed with fellow Art Direction intern Chris Carlon while interning at Draftfcb this summer (2010).

Samsung Ambient Campaign

Samsung has an opportunity to present its all-new, innovative, 3D LED TV directly to consumers on a unique platform, in an engaging way.

Planet Fitness: Easy as 1 2 3

Here are two print ads that I did for a portfolio class. As the assignment called for using only typography and logo, I decided to do two print ads for Planet Fitness, an innovative health club brand in the United States. Known for their absurdly low prices, lunk alarm and their Judgement Free Zone philosophy, Planet Fitness is one of the top 500 fastest-growing private businesses in America.

I wanted to bring Planet Fitness's affordability to the forefront of my campaign. By targeting a cost-conscious consumer, Planet Fitness can benefit from many American's typical New Year's resolution to lose weight, gain muscle, and simply get in better shape. The primary target is a younger group of M/F 18-25 who aren't willing to spend hundreds of dollars on a gym such as LA Fitness.

The USP is Planet Fitness's 12 3 Special, which correspond with the first three month's of the year, January, February, and March. The use of a QR code is a great way to track ROI in addition to getting people's attentionin a poor economic climate.

Typography = Avenir Light, Avenir Heavy & Avenir Book

I used this particular typeface because it is an extremely clean sans-serif that has a good range of weights. And since the ads are centered on weight loss and muscle gain, Avenir's wide-variety of weights proved to be useful. The clean sans-serif also contrasts with the ads' overall textured aesthetic.

Monster Beats by Dr. Dre: Delivery Unrivaled

After my professor from Portfolio class said that the idea for this particular campaign did nothing for him, I decided to get insight from another professor and also peers. My other professor thought that I should run with it. She loved the idea. And after speaking with a few of my peers, I decided that the concept of using hip-hop artists was smart for Monster Beats by Dr. Dre. And so, I felt that if executed correctly, this campaign has the potential to resonate with a particular niche group of hip-hop audiophiles.

Below is a print campaign for Monster Beats by Dr. Dre Headphones. It utilizes three legendary hip-hop artists (Nas, Eminem & Jay-Z) to reach out to a niche audience of hip-hop audiophiles. I used these artists in particular because they areperhaps 3 of the greatest hip-hop artists still living. Among hip-hop circles, everyone knows who they are and what they have to offer. Their delivery on the microphone is sick, and any avid hip-hop fan knows that. In the execution, I went for an urban, street vibe. The use of color was to make the reader aware of the color customization of the headphones. The copy is changed slightly for each ad, subtly mentioning a popular song of each artist.

Image Credits: Flickr & Beatsbydre.com

The Love Agency & Just Creative Group Logos

For my Advertising Campaigns class were split up into groups of 6. As a group we whittled our potential agency name down to two, The Love Agency & Just Creative Group. We ultimately decided to go with Just Creative Group. Here are the executions of the logos I created.

Since our Agency will be based in Philadelphia, PA, I thought that The Love Agency was relevant as well as a smart name for an advertising/creative agency. With Love, anything can be accomplished. As an agency, everything we do and provide for our clients, we do it with love, and so the results are always positive for both the agency and the client. I felt that the color choice of red & gray and typography (Clarendon) gives off a professional feel. And the subtle tilt of the "O" in Love pays homage to the famous Love Park logo.

Above is the color choices for the Just Creative Group logo execution. I created the logo with a variety of different colors and as a team, we decided to go with the light blue on a darker blue. The team liked Just Creative Group better as a team name, and also found the logo more visually appealing.

And so we went with Just Creative Group for our agency name. The typeface used was Futura Light and Medium. Above you can see what the logo would look like mocked up on a business card.

Introducing Voss Sparkling Rain

As the final project for my Art Direction II class, we were to concept the strategy & positioning for the roll out of a new age beverage of our choice. I decided to go with a brand extension of Voss Water, an ultra-premium water in the beverage market. For the campaign, I decided to employ online media, interactive media and ambient media tactics in addition to an online presence to promote the new brand extension, Voss Sparkling Rain.

Brand: VOSS® SPARKLING RAIN
Target: 25-35, Females. Young & successful, fashionable & sophisticated. Extravagant living. New Money.
Challenge: Launch a multimedia advertising campaign for VOSS® SPARKLING RAIN, a brand extension of VOSS® WATER to inject personality and excitement into the VOSS® brand.
Single Most Important Message: VOSS® SPARKLING RAIN is not only for drinking, but its beautiful bottle serves as a decorative element to any personal space.
Tone: Excited, conversational mood to reach target at multiple touch points in and out of home. The target should feel as if their best friend is persuading them to buy the product.
Tagline: "Taste it then Decorate with New Voss Sparkling Rain"

Packaging: The VOSS® SPARKLING RAIN packaging was inspired by the fragrance industry where products are sold based on beautiful design aesthetics just as much as the scent.































































The bottle in the banner ad changes color based on what color the user's mouse pointer is hovering over.

















Again, the bottle in the banner ad changes color based on what color the user's mouse pointer is hovering over.

















Viral video storyboard playing on the theme of decorating one's personal space with different flavors of Voss Sparkling Rain.

















































Here is a basic wireframe of Voss's current website. Since VOSS® SPARKLING RAIN is a brand extension of VOSS® WATER, I decided to use the current web layout for consistency.

















Landing page prompts user to select a backdrop for her viewing pleasure.

















For the initial launch, users will see this page after clicking a backdrop to enter the site.

Dentyne Campaign: "It's the Gum"

Target Audience: Socially bold young adults. The bulls-eye age is 21.
Challenge: Re-establish Dentyne as the go-to gum by creating distinct experiences that are persuasive and relevant to the target audience.
Core Idea: Dentyne Gives You the Edge in the Mating Game.

After countless hours of generating ideas for this campaign, I finally arrived at a clear and simple solution. We tend to do all types of things such as buy nice cars or wear certain type of makeup to get the opposite sex to notice us. Ultimately, It's the Gum that drives her wild, that makes him look, and that spices things up.

Typography: Headline = Rockwell, Call to action & Tagline = Myriad Pro

Image Credits: Flickr, Getty Images & Dentyne.com

Notes: Peppermint is known as the classic flavor. Hence the juxtaposition with the '69 classic Camaro in the first ad.

Metal Gear Solid 4 Magazine Layout

I created this 4 page double truck magazine layout for my Design for Journalists course. This is my first ever magazine layout, paying homage to my favorite videogame of all-time, Metal Gear Solid 4: Guns of the Patriots. The idea for my layout was to connect it with the EGM magazine cover I created a few months ago.

Crucial to good design, white space is often overlooked. I wanted to have white space in my layout, because of its simplicity. it's clean and strong all the while engages the reader at the same time. For my color choices, I basically took the red black, gray and white from the MGS4: Guns of the Patriots logo. These colors complement each other quite nicely, and have strong associations with simplicity and strength. It was the perfect color choice to convey the tone and feel I was going for.

For my typographic choices, I used Trajan Pro for my headline because it is a very clean and elegant typeface. It is also very distinctive, so I thought it was perfect for the headline. For body copy I used ITC Medium Eras. Eras is a beautiful sans serif typeface that is unique because of its 2 degree slant. Not quite italic, but still distinctive nonetheless. I opted for a sans serif for body copy over a serif font because I wanted to give my article a modern appeal for a younger (gaming) audience. A classic serif font such as Stempel Garamond or Times New Roman would have worked, but I also wanted to contrast the body copy with the Trajan Pro I used for the title. Lastly, I used Avenir LT Std for my page numbers at the bottom. I chose a different typeface from the body copy for additional contrast. Also, Avenir is very readable at small font sizes.

Hell, Michigan Advertising Campaign

An assignment for my Art Direction II class, I created this multimedia advertising campaign for a small town called Hell, Michigan. The assignment was to choose a city, neighborhood or town, and create a campaign based on the UNEXPECTED. We were to find out something odd about the place, discovering random facts that may draw our target audience in. Furthermore, we were to increase brand awareness, targeting a younger market, ages 25-35 through various advertising mediums, and to entice them to check out the town for a weekend, or even potentially move to.
















Before getting into the campaign, I wanted to give a peak into some of my ideation process. During this process, I pretty much go wild with thoughts and ideas. I try to put everything down that I think of so that I have a record of it all.

A moodboard is meant to inspire designs. It's apparent where some of my inspiration came from just by taking a quick glance at my moodboard.

















The identity above features a devil's pitchfork creating negative space within a heart. The pitchfork spells out an "h" for hell and also spells out "m" for Michigan. Simply put, Love Hell, Michigan.

















This traditional billboard is saying that you'll have a "HELLUVA GOODTIME" when you visit Hell, Michigan.

















This traditional billboard is says that you'll have a "HELLUVA GETAWAY" when you visit Hell, Michigan.

















This street billboard is says that you'll have a "HELLUVA RUN" when you visit Hell, Michigan. Texting "gotohell" provides additional information regarding ad.

















This bus shelter is says that you'll have a "HELLUVA STORY" to tell when you visit Hell, Michigan. Texting "sureashell" provides additional information regarding ad.

















This bus wrap is says that you'll have a "HELLUVA RIDE" when you visit Hell, Michigan. Texting "roadtohell" provides additional information regarding ad.

















Those who texted in will receive a direct response text message detailing more specifics about the street billboard, bus shelter, and bus wrap.

















This ambient media tactic will be placed on the steps leading down into city subways. Targeting couples specifically -- when you're in love, you're in heaven. And so, "THE STAIRWAY TO HELL IS CLOSER THAN YOU THINK," implying that Hell, Michigan is close by.

















This interactive banner works when the user rolls his mouse pointer over the ad. The word connection will begin to connect together and then take the user to the Hell, Michigan homepage. I used the word connection because we go online to connect with other people. You'll have one "HELLUVA CONNECTION" with your lover when you go to Hell, Michigan.


















This is the Hell, Michigan homepage. It is my hope that through the various advertising mediums that the target audience will ultimately end up visiting the Hell, Michigan website to find out further information, and plant their trip.