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Leica is a German optics company best known for it's legendary cameras. They also make some of the most expensive binoculars and rifle scopes in the world. These two campaigns have a similar look but changed slightly, by request, when a new marketing manager was hired.
Leica had a problem it wasn't aware of. The advertising always spoke from the perspective of a Leica engineer. So proud of ground glass down to a thousandth of a millimeter. A dull point to a hunter who wants to take down an elk. These are told from the perspective of the hunter. What matters to them.
Firearms Training Systems (FATS) has created some of the most advanced combat simulators in the world for training law enforcement, security forces and military personnel.
I wanted to cut through the clutter of typical firearms genre advertising. Mustached men with determined looks, wearing aviator sunglasses and firing weapons. Basic message from these ads, FATS will simply make you a bad-ass marksman. This visual, no-copy campaign communicates that without apology.
Japan based YKK has two major divisions. YKK Fasteners for the fashion industry and YKK AP which makes architectural products. Both North American divisions are headquartered in Georgia.
The fastener division makes the bulk of its sales in the denim market and they're quite proud of their standard blue jean zipper, the 45YGR. The first spread ad focused mainly on the buttons and second on the zipper itself. Since they wanted a green message as well I went with an Eastern Mysticism feel.
Most architectural product advertising can be technical and lackluster. Usually it's a shot of a building they're proud of with a one word headline like, "Balance". YKK AP was looking for another green message to tell so I used insects and animals, exchanging body parts for product. Wings mean thin and lightweight. Rhino horns for strength and longevity.
The UGA Hotel had an identity crisis. The name was a political nightmare:
The Georgia Center for Continuing Education, Conference Center and Hotel
There were ten words in the name. It was changed to UGA Hotel and Conference Center. Or just UGA Hotel for short. I recreated their name and logo. This was translated to signage, stationery, van wraps, key cards and every application a hotel would need.
Even though they've been around since 1957, few Athens outsiders have heard of them. It was assumed the hotel was reserved for alumni and faculty. I created red and black ads that spoke to the University affiliation but presented it as a place where anyone can stay.
I find logos to be of great importance as they are the very first and most memorable thing about a company, ministry, service etc. It is in microcosm what an agency or studio offers a client as it may be the only thing anyone will see of who it represents. I have been known to spend more time designing one than I have on assembling a brochure. And I don't skimp on brochures.
Brochures, collateral and posters I have created.
Corporate brochure covering the Fastener and Architectural Product divisions.
Just a sampling of 56 pages.
Menu design, membership card and outdoor. They were so pleased they used the look I created to inspire the interior design of the restaurant.
Options for Magazine mastheads.
Brochure designed for their adult series of puppet shows.
Poster series demonstrating their global presence.
Trade show graphics for the architectural division of YKK.
Posters demonstrating my love of fonts. Only the font is used to create the image in the poster.
In design, as well as conceptual art direction, several options are created for the client. I have been so proud of some of these options I've never wanted to delete the rejected designs. This will give you an idea of my creative versatility for any client during the creative process.
Dynasty Caviar
Squeeze Juicebar
52 Fresh Carrot Juice
CoCreate Films
I cut my teeth in print but digital is where my talents lean these days. I hold one very strong opinion about both. Print is a superior canvas but an inferior tool. Digital is a superior tool but an inferior canvas.
During the creative input meeting for the first ever Freebairn Mini Marketing Hack I actually uttered the words, "So what's a hack?" Everyone laughed and when I returned with my ideas I presented them with the image of two giant fingers holding a tiny axe. Everyone loved it. So I produced a logo, poster, several interactive htmls, a concert poster, lobby cards and wine labels. Even during the function I was still asking, "So what's a hack?"
