Commercial Projects
This portion of my website represents a wide range of my favorite commercial projects. These examples illustrate how I've approached and solved my clients' business objectives. Whether launching a global division, going to market before a competitor or bringing a brand's personality to life on social media, every project has its own unique requirements, challenges and rewards.
ABOUT ME
My role as a Group Creative Director was to leverage creativity, storytelling and technology to create work that engages, has soul, and isn't merely chasing a click.
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My experience at Nestlé Purina afforded me a wonderful range of projects. I created branded experiences that span every marketing channel and social platform.
I managed a team of internal and external art directors, writers and production experts and collaborated with cross-functional teams within Nestlé Purina’s
multi-billion dollar global organization.
THE PURINA INSTITUTE
GLOBAL LAUNCH 2018
Led the launch of Nestlé Purina's new global division promoting its role as the world’s largest food and nutrition research organization with over 500 scientists working from Brazil to Singapore.
MUSE
CREATING A NEW BRAND
Selected as design lead to create the new Muse brand from the ground up to deliver incremental growth in the ultra-premium pet food category. Led the branding and design process starting with extensive consumer research culminating in package design, web, digital, social design strategy, experiential, PR, point-of-purchase, eCRM, e-commerce and retailer programs.
PRO PLAN
BRAND ARCHITECTURE
Design lead for the brand architecture and repositioning of Purina’s premier dog and cat food brand. The process started with extensive consumer research around brand architecture territories and culminated in national digital, TV and print advertising campaigns. To support the repositioning, my team and I concepted and produced a video web series of pet behavior tips for ProPlan.com hosted by celebrity Jeff Probst. This series provided an additional level of engagement for consumers visiting the brand's website and demonstrated a level of expertise in pet care.
