MOTORCYCLE RIDING'S COOL

The Motorcycle Riding School in Chicago wanted to catch people in transit, at bus stops, in subway cars, and at stop lights, to promote scooters and motorcycles as an easy cost-effective alternative to public transportation and commuting. I cranked out about 20 headlines in a couple hours or so. Here are a few of my favorites.

VISA INTERNATIONAL

Visa International was looking to promote its new online authentication step called "Verified by Visa." We developed three solid concepts for presentation. This one was my favorite because it personalized the consumer action of password creation in demonstrating how Visa was making it easier and safer than ever to pay online.

With Verified by Visa protection, your password is your signature. In this way we were able to demonstrate that passwords are unique and personal - just like an actual signature.

GARAGE DOORS MADE SEXY

How do you create a preference for one garage door over another?

The following ad slick was created to help C.H.I. dealers promote the strength and durability of their brand. We wanted to demonstrate their toughness visually, so I suggested throwing a garage door on an igloo. It's fun, on message, and it definitely gets your attention.

The open space in the ad is where independent dealers can add their contact information before submitting to their local print publication.

DRIVE ALOHA

Here's a TV spot I conceived and wrote for DTRIC Auto Insurance, a big carrier in Hawaii. They engaged us to help promote their community outreach program, "Drive Aloha."

I came up with eight different concepts for this spot and they went with this one because they felt it would have the most impact. Despite the low budget, I liked how the final spot came together.

ALLSTATE BUZZ KIT

Allstate corporate wanted to help their agents in the field, so they developed a program I named "Referral Rewards." With Referral Rewards, Allstate customers would be provided incentive for recommending their friends and family to their Allstate agent.

I managed the creation of all of the consumer creative components, as well as the creative featured above, which is the support package sent to agents helping them execute the program.

To generate excitement at the agent level, we had a little fun with the program materials, packaging them in a box called the "Buzz Kit" with helpful directions on how to efficiently run and manage the Referral Rewards program.

OLYMPIC EDUCATION

The Salt Lake Organizing Committee for the 2002 Winter Games embraced urban forestry as its environmental cause. I conceived an integrated marketing campaign intended to educate the public as to the ecological and economic benefits of responsible urban forestry.

The campaign consisted of a branded website, television spots, radio spots, outdoor boards, and a series of print advertisements - 5 of which are shown here. In association with this effort, I wrote educational copy for a number of free-standing legacy kiosks still on display in Winter Park, Utah.




































































Here are two storyboards we developed for presentation. The one with the dog was filmed in Salt Lake City, where I helped direct the production team to preserve the integrity of the execution.

EVANSTON NORTHWESTERN HOSPITAL

A former employer called me looking for some snappy heads for a health care pitch. They wanted to position the prospect's network as superior based on a number of perceived of competitive benefits.

I sent over a three page document loaded with concepts and copy. Below is a taste of the creative developed in support of that pitch, which was very well received.

LOOT

After successfully helping brand Nature's Hand Granola (a small Minnesota-based Granola Company) for wider distribution and deeper market penetration, a client came to me with another pet project in consumer packaging. He wanted to develop a snack food product targeting a very specific niche segment: gamers.

The product would be called "Loot" and needed to appeal to the sensitivities of this highly desirable youth group. My art directors and I collaborated in developing 6 bag design concepts. The client took this concept to investors and was subsequently funded.





Promoting the concept required mocking up a variety of promotional elements, including a DVD-ROM card and mag-a-log.

FNBO NRA AFFINITY VISA CREDIT CARD

First National Bank of Omaha wanted to promote its affinity co-branded NRA credit card with a new direct marketing effort. I constructed two message platforms for presentation: The Sportsman and the Patriot.

Working with my talented art direction team, we blew out two creative concepts with full copy and graphics. The Sportsman package targeted the hunting public with lifestyle copy and images. The Patriot package, showcased here, took a more patriotic approach in appealing to the emotional driver of national pride.



Strong direct mail tactics throughout.

Short subheads.

Call to action icons.

Bullet points promoting key rate benefit.

Multiple call to action references.



Buckslip promoting rewards program.



Gemini slip toting uniqueness of card's support of the NRA with every purchase.

MBNA TARGETED DIRECT MAIL

You may remember a little bank by the name of MBNA. They were actually quite large, and one of the largest affinity card issuers in the nation - if not the largest. If you had an interest, affiliation, or hobby, they had a credit card for you. They were the Issuer of my first credit card - the University of Illinois Alumni Association Card. MBNA may no longer be operating as MBNA, but the creative I wrote and directed for them lives on right here!

Pictured below is a direct mail package targeting college students. It radically outperformed the control by so large a percentage you wouldn't believe me if I posted it. So use your imagination. This was executed several years ago when text messaging and shorthand was all the rage. Just a few years later this concept would be perceived as patronizing...but at the time, it really hit the mark.




Below is another big hit for MBNA - the NASCAR credit card. They loved the headline I wrote for the outer envelope so much they actually trademarked it. Yes, seriously. These packages were developed to really sell the affinity through relating to the NASCAR experience and promoting experiential rewards. Not sure if they brought a tear to anyone's eye, but I like to imagine at least one Tony Stewart fan wept over this OE.

ALLSTATE ACQUISITION

Allstate Auto Insurance was looking for a new acquisition control-buster package, so we developed several options for their consideration. This stealthy number features a manila flavored OE and faux sticker with techno-garble. A faux stamp postal indicia is a tactical play away from standard corporate indicia which signal "business solicitation" to savvy consumers. This envelope package all but screams "I am not ordinary - open me!"

















Inside we employ all the proven direct tactics. Courier typeface. Bold yellow fields for maximum visibility. Blowout savings figures. Call to action icon. Personalized tip-on card.

It's ugly, but effective. The concept they eventually went with was actually louder and busier. But I preferred the way this one came together, and since this is my page, I can show you whatever I like. It's definitely "junk" mail - but it does what it's supposed to. Sell savings and drive response.

The obnoxious control-buster did beat control, btw, proving yet again that ugly ain't pretty, but it works.

MOTOWORKS CHICAGO

Chicago-based Motoworks wanted to get some exposure for its line of Vespa scooters. To compete with transportation alternatives, we positioned the Vespa as a cost-effective, sexy, exhilarating transportation experience. Below are three of the bus board designs developed to generate awareness and promote the viability of Vespa brand scooters in the Chicagoland market.

MB FINANCIAL ANTI-PREMIUM DM

MB Financial was on the hunt for new demand deposit account customers, but they wanted to try something new. Instead of bribing prospects with shiny baubles and cheap toys, they wanted to position their BANK as the reason to switch. In a competitive environment where every other bank was offering cash and swag, they wanted to try running counter. Below are two direct mail concepts developed in support of this effort.