Full content portfolio coming soon. Until then, please enjoy a few videos from the “Out There” series…
I led the effort with our internal team and agency partners to create the Vrbo Style Guide. A 68-page document centered around our brand strategy, brought to life through a system of brand elements and built to ensure that we remain cohesive across all channels.
A 2-year journey starting with a newly architected strategy and culminating with the launch of a new Vrbo brand. Our goal was to move from a family of disjointed brands around the world to a single global champion brand. Through strategy, testing, redesigning and creating we evolved our purpose, our beliefs, our product features and our look.
COMPONENTS
• TV & digital videos
• Anthem video
• Logo redesign
• Paid & organic social
• Consumer & Homeowner launch assets (emails, landing pages, etc.)
CREATIVE IDEA
There are countless benefits to participating in high school sports and activities. Through the #MyReasonWhy campaign we highlight diverse stories and memories shared by students, parents, coaches, officials and community members. Because when students participate they not only develop individual skills and character for the future, but gain a stronger sense of self and community that they will feel immediately and for the rest of their lives.
COMPONENTS
• Digital videos
• Posters
• Logo refresh
• UGC Campaign
CREATIVE IDEA
How do you demonstrate the compassionate side of a hospital that's been known primarily for it's scholar and medical expertise? By showing how doctors and nurses stand alongside parents and are there to protect childhood moments threatened by sickness or injury. Together we are all the Guardians of Childhood.
COMPONENTS
• TV & digital video spots
• Print
CREATIVE CONCEPTUAL IDEA
The Bucking Horse & Rider.
No other state in the West—or America, for that matter—can lay claim to this legendary symbol. Who’s the cowboy in “Bucking Horse & Rider”? That mythical figure locked in a battle of wills with something refusing to be tamed? That all depends on who you ask. And that’s the lure of this enduring symbol: Anybody can be the cowboy. And plenty of things in Wyoming are all too willing to be the bucking horse.
In other words, this is a state that will try like heck to buck you off. But, oh, the reward if you can hang on. Grab those reins tight. Hang on. Fall down. Get back up. Try again.
Because in this state, in this Wyoming, you don’t just take a vacation. You take a hard look at yourself. And you decide if you want to be a spectator of the West. Or if you want to be the rider.
Be the Rider.
CREATIVE IDEA
MiniAbe: One small wonder, embodying all the wonders of Illinois.
How do we find a new way for our client to engage travelers? How do you stay true to Illinois’ diverse and seemly disparate offerings with an idea that unifies them? And how do you ensure every piece of communication is instantly and indisputably Illinois?
Our idea was to package all of Illinois’ diversity into a single character that inherently represents Illinois. MiniAbe not only embodies Illinois’ most famous icon but also the state’s wonders. He is able to encapsulate the diverse offerings of Illinois instantly unifying them, while making every piece of communication indisputably Illinois.
COMPONENTS
• Fully integrated, multi-year campaign
• Broadcast & online videos
• Website
• Online media including rich media
• Partnerships
• OOH
• Social content
• Product creation
ACCOLADES
AdWeek (Ad of the Day), AdWeek (Ad of the Week), Creativity-Online, Buzzfeed, AdFreak & FastCo.Create
Visit MiniAbe's page.
CREATIVE IDEA
Illinois is full of inventors, artists, artisans, performers, innovators, pioneers, makers and doers. Their passion for what they do and how they do it has made a positive impact on the people and culture of Illinois. The same way Illinois has made an impact on them. They do it here for a reason. They've been inspired here for a reason. They thrive off the culture of Illinois as well as help shape it.
Illinois Made is a series of short films about interesting people that are creating, sharing, serving up, building, designing or rallying around something that is uniquely Illinois.
CREATIVE IDEA
Enjoyillinois.com provides a way to explore Illinois' regions and cities, get travel ideas by season, or find inspiration in Trip Ideas that bring an epic feel to everything from Illinois Wine Country to Route 66.
COMPONENTS
• Design & content creation
• Responsive product design
• Database creation w/CMS
• 40+ location photoshoot
• Cinemagraph creation
• Social integration
• Dynamic mapping
ACCOLADES
Webby Awards, National Silver ADDY, Chicago Silver ADDY, Regional Gold ADDY & TheFWA
Visit enjoyillinois.com.
CREATIVE CONCEPTUAL IDEA
Space makes everything more interesting. The more space (or space knowledge) you have in your life, the more interesting it becomes. Therefore the more Adler Planetarium you have in your life, the more interesting your life becomes.
Space seems even more interesting when served up in a fantastical way.
COMPONENTS
• Online videos
• Print posters
• OOH
CREATIVE IDEA
Bill Kurtis encourages men everywhere to explore the manly side of Illinois.
Who better to pitch "Mancations" in Illinois than Chicago legend and original anchorman, Bill Kurtis. In a series of videos laced with explosions, trumpet playing bears and stock cars, Bill encourages men everywhere to vacation like a man in Illinois.
Complemented with a Mancation webpage packed with manly trip ideas that go beyond just golf. Race a stock car on a NASCAR track. Take a brewery tour. Bet on the ponies. And hit the casinos. Why? Because Bill says so.
COMPONENTS
• Digital video series
• Website page
• Social posts & graphics
• Online media & digital takeovers
CREATIVE IDEA
The “Big Ten’s Smallest Fan” campaign was created in partnership with Big Ten Network and Big Ten Conference and was promoted across the Big 10 Network’s (BTN) channels: on cable, online and in stadiums.
What MiniAbe lacked in skill and size, he made up for in notoriety. We celebrated MiniAbe’s enthusiasm for collegiate sport despite his size and skill, while Illinois Tourism’s website highlighted the state’s unique sports attractions and venues.
COMPONENTS
• Broadcast TV Videos
• In-stadium signage
• PR activation
• Pre-roll videos, display banners
CREATIVE IDEA
As the touchscreen grabbed hold with everyday users in the mobile device arena, Blackberry's brand difference stayed true to it's root with their full qwerty keyboard and enterprise software. But, that didn't mean they couldn't improve their form by going sleeker and slimmer.
This called for a sleek new website design and a print campaign.
COMPONENTS
• Website Design
• Print
• In-store signage
• Retailer style guide
