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.