The Brief: Bring attention to the poor practices and human rights abuses that exist in the tuna fishing industry and provide people with an avenue to learn more and take action.
The Idea: Show that it’s not just tuna, it’s a choice to stand against the mistreatment of workers and the destructive fishing practices that are decimating our oceans.
Role: ACD/Art Director
Accolades: One Show Silver Pencil: Print and Outdoor, Lürzer's Archive: Vo. 2, 2016, Creativity feature.
Northern New Englanders weren’t aware of The Salvation Army’s breadth of year-round services, like homeless shelters and rehabilitation centers. They were simply “the guys ringing bells during the holidays.” It was our job to change this perception … with an advertising budget of zero. They didn’t have a budget for advertising because 83 cents of every dollar donated goes directly to the people who need it most. An impressive number in the nonprofit world. We decided to embrace this message and create the first true community campaign.
With the help of over 50 businesses we launched thousands of guerrilla executions in Portland, Maine, supported by print, online and TV. Businesses became the medium. And any space was potential ad space. Storefronts became outdoor advertising. Dirty cars became mobile billboards. Rocks and mirrors were point-of-sale ads. And ordinary pizza boxes, coffee sleeves and retail bags turned into branded content. The campaign brought a community together. And it did a lot of good for an organization that is “Doing The Most Good.”
CW: Mike Irvine
Maine Beer Company is dedicated to doing what’s right by those who do the same. We crafted a website like no other brewery's out there—by putting Maine Beer Company's values first, and the beer second.
Illustration by Aaron Staples
Photography by Leah Fisher
In a category of mammoth spenders, we had to introduce a radical new brand, Republic Wireless, and get noticed with a shoestring budget. Our strategy was to serve the Smartphone Neophyte who needed Republic’s remarkable value: $19/month unlimited smartphone service. We created a character, H. Bud Chadwickson (America’s Foremost Factuarian) who championed Republic’s cause to democratize the smartphone. Through a targeted use of DRTV and shareable video, we established Republic as a credible wireless offering. And we convinced our target that Republic was on a mission to empower, not impoverish.
Garbage to Garden is a curbside composting service that collects and recycles organic waste in Portland, ME. We were asked to develop a campaign that shows how easy curbside composting is and increase sign-ups.
CW: Dan Jordan
Metal Sculpture: Nate Deyesso
FairPoint is a telecommunications company that found itself in a tough spot after some massive PR issues. They needed to overcome negatives while going against two of the biggest names in telecommunications, Time Warner Cable and Comcast. While the term “bundle” is widely used in the world of telecommunications when referring to the packaging of two or more products, no company has owned the term. With help from Henson Studios we brought the "Bundle" to life. This furry, adorable creature embodies the FairPoint product attributes—Bundle is fast, reliable and entertaining, and perfect for cuddling with on the couch.
Friendly's is a 76 year old dining chain that had simply grown old and off the consideration list of the next generation of moms and dads. They used to be the place to celebrate anything and everything with family and friends—the fact is they still are. We just needed to remind people of that and get them back in the door. So we set about owning the ulitmate celebratory gesture: The High 5, and made it synonymous with Friendly's brand.
Chief Creative Officer: Greg Smith
Creative Director: Teddy Stoecklein, Steve Street, Kevin Phillips
Senior Art Director: Chris Avantaggio
Art Director: Katie Rogers
Copywriter: Stephen Davis
Directors: Chris Bean (Live Action), Nick Fuglestad (Table Top)
We helped Samsung launch the Galaxy Tab in the fall of 2010. Feel Free to Tab was an integrated platform featuring a youtube video contest, rich media banner units and broadcast tv.
ECD: Greg Smith
GCD: Teddy Stoecklein
CD: Ken Matsubara
AD: Chris Avantaggio
AD: Bobby Pheiffenberger
One of these days you’ll take a hike. You’ll hit the Appalachian Trail, explore caves and climb mountains. You’ll build a lean-to. You’ll drink from a stream and cook your food on a stick, over an open fire. But right now you’re stuck in a race—the RAT RACE. From your perspective the world consists of concrete and steel, and “take a hike” is what you tell the guy whose cab you’re stealing. But if you’re in “the know” you’d know … OUTDOOR IS EVERYWHERE.
(An integrated campaign we pitched to Timberland)
CW: Mike Irvine
The Negative: The New York Metro area was unaware that it was home to one of the nation’s top orthopedic, rheumatology and neurology hospitals—trusted by some of the best athletes in the world.
The Positive: We created a medically inspired campaign that promoted HSS’s impressive resume in a visually stunning way that was impossible to ignore.
CD: Teddy Stoecklein
AD: Chris Avantaggio
CW: Mike Irvine
Brand development and creative for the Press Hotel, Portland's newest boutique hotel and a part of the Marriott-owned Autograph Collection. The Press is housed in the historic former Portland Press Herald newspaper building, which informs all aspects of its design. We created/developed the logo, brand voice, interior signage, website, promotional posters, and original video content featuring local artist Erin Hutton and her contributions to the hotel.
CW: Chris Jacobs
PHOTOS: Irvin Cerrano
WOOD SCULPTURE: Matt Hutton
My little brother opened up a Butcher Shop in Damarsiscotta. I developed all of the branding and design for the company.
Ad Age Global Cover Design - Finalist
Ad Age conducts an annual competition for their Global Cover design. My partner and I submitted this design and were shortlisted as 1 of 18 international finalists. The design is featured on the inside gatefold of the June 2011 issue of Ad Age, and will be displayed on billboards at the Cannes Lions International Festival of Creativity in France.
The passport is the perfect canvas to show how brands transcend national boundaries. Today, brands need certain “stamps” to successfully travel the world. Traditional stamps like print, TV and Outdoor remain important. Even more so, brands need a blend of social media stamps like Facebook, Twitter and YouTube. Our passport design is symbolic of this old school meets new school world. Well-traveled brands don’t need every stamp to see the world. But they do need the right stamps to connect with people on their own terms.
LiveME is a Maine lifestyle brand I founded in 2009. It's a celebration of my home state and it all began with a t-shirt design I created for some friends attending a beer festival.
Check out the full story here.