How do you tell the stories of abstract concepts and intellectual thinking that comes from one of the world's most elite universities?
By creating an image that tells its own story.
Working with a team of creatives, we concepted single images in a series of key visuals that showed up as print ads in magazines and newspapers, digital advertising, and a microsite that gives prospective students and alumni a bigger picture of what is going on at the campus of UC San Diego.
For local OOH, we partnered with MTS and abstracted the concepts of the breakthroughs being made at UC San Diego into everyday objects like Swiss cheese, Minecraft gaming, and tattoos. To explain the unconventional thinking that happens on-campus, we wrapped a trolley to make it look like it was moving upside down—complete with dangling passengers. At a couple of high-traffic trolley stops, we built a plant-powered power plant. It was a solar-powered, cantilevered planter that offered USB charging for riders who found themselves in need of a boost.
In September of 2014, TaylorMade made the decision to open its own retail stores in the U.S. for the first time. They had an aggressive deadline to have the first store open in the first quarter of 2015. Without a look and feel for owned retail, the canvas was clear. We made some strategic decisions what the feel of the store would be: premium, open, true to golf. This had to be the best shopping experience in golf, even if it is for off-price store. On March 31, 2015 these doors opened in Myrtle Beach, SC with 10 more locations planned.
GOLF BALL PACKAGING
TaylorMade struggled to have a consistent look at retail to merchandise their entire line of golf balls. as Global Creative Director, I lead our design team to create a template that allowed each ball to have its own look and visually hint at its performance story, while still maintaining a unified shelf at retail. That unification helped TaylorMade steal shelf space from competitors and increase sales at key accounts.
Nike Golf struggled to tell an authentic golf story within the category. The brand was releasing some of its best products yet, and needed a campaign that felt real and authentic to the research, development and craftsmanship that went into the creation of their products. The creative focused around their research and development facility in Fort Worth called The Oven, and the rough-around-the-edges yet highly technical space.
The book was created to showcase all of the elements of the campaign—each being numbered. Like the campaign, it was designed to resemble the industrial and utilitarian nature of the research and development facility that inspired the work. It included all of the TV, print, digital and social assets that were generated for the campaign story.
KEVIN DURANT WIN AD
Sometimes the best work doesn't get seen. This was a spot created to celebrate Kevin Durant winning the NBA Finals in 2012. Unfortunately, LeBron's Miami Heat super-team took the series and this spot never saw the light of day. Had KD's Thunder prevailed, it would have been a great celebration of the relationship between mother and son.
Working with illustrator Mickey Duzyj and the creative talents at Doubleday & Cartwright, my partner and I at W+K created a campaign for Nike Sportswear and Foot Locker that celebrated the 25th anniversary of the 1992 Olympic "Dream Team." There were two TV spots that ran during the Olympics and a series of key visuals that were used across social channels and in-store.
Nike asked for a kit of assets they could use across all of their retail and social channels. The final deliverables were a textured type lockup, collage, a suite of photos, and detailed written guidelines to pass along to vendors and partners.
A friend of mine, the head football coach at David Douglas High School, and I were chatting about uniforms one day. We were discussing some of the Oregon Ducks recent duds, and I asked if anyone had ever done a design for his school. He said no because his school is one of the poorest in the district and custom anything would be beyond reach. I saw it as a fun opportunity to do something to make him and his students feel like a big-time program.
I re-made their Scotsman logo, created a custom tartan pattern, and designed mock-ups of all the major sports uniforms. I sent him this presentation a month or so later, and he and his students were in love.