Immersive parallax experience to promote the La Brea series premiere

Client: NBC Universal

Project: Parallax advertising unit

Role: Creative direction, design, animation

To promote the series premiere of La Brea, NBC Universal sought an immersive advertising campaign to draw in viewers. The show explores the fallout of a massive sinkhole that creates two worlds, so the key goal was to illustrate that dichotomy.

This client pitch came in early in the show’s production, so useable assets were limited. Pulling from one key art image I envisioned how the imagery could be positioned to begin with the serene cityscape, then reveal the mysterious underworld as the user scrolls. Using a parallax effect the show title appears out of the ground, highlighting the division between the two worlds.

Custom interactive unit to drive holiday shopping

Client: Tiffany & Co.

Project: Custom interactive digital advertising

Role: Creative direction, design, video editing, animation

With so many types of gifts, Tiffany & Co. wanted to distinguish their jewelry as a unique choice by telling a story. The exceptional gift experience begins with opening the iconic box and ends with a piece of jewelry to last a lifetime.

The client’s key ask was for a first-to-market custom unit, inspiring me to take a provided video asset beyond a standard video player and create an experience where the user could feel like they were opening the box. I crafted a design that replicates that experience by clicking (desktop) or press-and-hold (mobile/touch screen) on the box latch, which prompts the unit to launch the video player. To create the most seamless experience I edited the video for the background to match the tiffany blue ad background and keep the box in a static position so that just the lid appears to move. This innovative design concept received spectacular reviews from the client and was instrumental in our revenue team succeeding over other advertising competitors in securing this large holiday ad buy.

Print and digital campaign to promote civic engagement in the 2020 elections

Client: Reddit

Project: Print and digital advertising

Role: Design, preparation and QC for print publication

Reddit sought a print and digital ad campaign to promote civic engagement and increase voter turnout in the 2020 elections. They wanted to use humor to encourage their users to feel just as passionate about voting in the elections as they do about voting on subreddits.

The creative direction was to closely mimic the visual design of Reddit’s site, making the humorous and eye-catching images prominent and include recognizable brand elements.

The full-page print designs were slated to be printed in successive right-hand pages for maximal impact, so it was paramount to make the designs pixel-perfect iterations.

For the digital campaign we separated the copy into animated blocks appearing in quick succession to engage the viewer.

Custom video unit to promote season 2 of Making The Cut

Client: Amazon Studios

Project: Custom video player

Role: Creative direction, design

In 2020 Amazon Studios launched Making The Cut with great success. To promote their second season they requested an eye-catching video unit proposal featuring the season 2 trailer.

This design concept was a critical part of our cross-functional revenue teams’ advertising pitch. The challenge I faced in this design was the limited number of available key art assets. I began with an impactful overlay frame promoting the show title that cuts away to reveal the video player. Show host silhouettes and other sewing imagery expand beyond the video frame and round out the show concept.

We succeeded in landing this campaign ad buy in part because the client loved this cutting-edge mock.

Immersive homepage experience to promote the return of The Twilight Series

Client: CBS Television Studios

Project: Full width homepage takeover

Role: Design and animation

CBS relaunched the iconic The Twilight Zone show in 2019 and approached Concert Studio in 2020 to create an impactful marketing campaign for season 2. The client’s goal was to generate buzz with an impossible-to-miss advertising push.

The plan to meet their goal was to run a homepage overlay on the Vulture site that would be seen with every visit. CBS provided key art that we used to create an ad concept that would make the viewer feel as though they were entering the twilight zone as the ad transitioned to the homepage.

The concept received rave reviews from the client and became a key part of their promotional marketing.

A quirky summer marketing campaign for Lagunitas beer

Client: Heinekin

Project: Interactive Mad Libs-style advertising unit

Role: Creative direction, design, animation

Heinekin sought an unexpected and engaging advertising experience to promote their subsidiary Laguinats brand. The key ask was for a format that would showcase Lagunitas brews as the perfect companion for summer moments in a funky way.

As the creative director, I pushed past conventional marketing that any beer brand could be associated with and designed a humorous fill-in-the-blank interactive unit. With unexpected choices, I put a twist on the traditional summer clichés and created a connection between whimsical fun and each unique Lagunitas brew.

Complete Branding Suite

Client: Two Wolves Golf Club

Project: Logo + Branding

Role: Creative direction, design

The Two Wolves Golf Club was seeking a logo to create branded materials for club members.

The client provided a rough sketch that included two wolf faces and a blackletter script to use as inspiration. From there I worked on stylizing the wolf faces and simplifying the details to make the design work well at scale, as well as sketching various icon and lettering arrangements. With the client satisfied with the branding direction, we worked together to decide the number of logo variations to fulfill all of their branding needs. At the completion of the project the client received a full suite of six logo marks in mono and full color as well as a brand style guide.

The final design features a stylized two-tone wolf with modern blackletter typography and a color palette inspired by the natural beauty of the golf course. This masculine design was a seamless blend of modern approachable style with classic golf heritage.

Illustration and concept work