Client: Beech-Nut Baby Food
Project: Re-Branding (Concept and Copy)
Solution: Beech-Nut had a reputation as a high-quality -- if boring -- baby food. Their advantage was that they didn't add sugar like the big player in the category -- Gerber. So we enhanced Beech-Nut's image to make it more dynamic and playful by using their unique selling proposition. We said (in attention-getting handwriting) Beech-Nut babies are full of personality, not sugar and starch. Tagline: Full of the good things in life.
Client: Windex (Ad 1 of 2)
Project: Re-Purposing Print Ad Campaign (Concept, Graphic Design and Copy)
Solution: In these tough economic times, people are looking for ways to cut back, buy less and economize. Research revealed that regular, original Windex works great on multiple surfaces such as chrome, marble and granite -- eliminating the need to buy multiple cleaners.
My campaign idea was to show Windex in dramatic situations involving chrome and marble. In this ad, I placed Windex via Photoshop on top of the Chicago "Bean" sculpture.
Client: Windex (Ad 2 of 2)
Project: Re-Purposing Print Ad Campaign (Concept, Graphic Design and Copy)
Solution: A challenging economy calls for cutting back, and good old Windex makes that possible. We discovered that original Windex works great on all kinds of surfaces, including marble (material for Michelangelo's "David"). Therefore, consumers only have to buy one cleaning product. And Windex looks like a hero.
Client: The Children's Museum of Indianapolis
Project: Fireworks of Glass Sculpture (Concept, Graphic Design and Copy)
Solution: Dale Chihuly's blown-glass sculpture had been at the Children's Museum for a few years, and many people had already seen it. What the museum needed was an ad that inspired people to see Fireworks of Glass in a new way.
The graphic solution was to get up close to the writhing, twisting pieces of fiery colored glass, and to show the exhibit through the fresh eyes of a child.
Client: Roche Diagnostics
Project: Accu-Chek Spirit Insulin Pump Launch (Concept and Copy)
Solution: Insulin pump therapy -- a relatively new competitor to traditional insulin injection therapy -- gives patients new freedom. Because it's worn on the body and administers insulin 24/7, it revolves around the patient's life, instead of patients having to revolve their life around their therapy.
Our product launch (which received a standing ovation at the national sales and marketing meeting) featured a "wheel" that highlighted all the ways Accu-Chek Spirit pump revolves around your life.
Tagline: Insulin therapy that revolves around YOU.
Client: Golden Books
Project: Create "Fractured Fairy Tale" book cover
Solution: My goal was to create a book cover that resembled a Golden Book, but with an edge. I used candy-colored hues and whimsical typography to create the cover for the cautionary tale: "Abby, the Abscessed Tooth Fairy."
