Our objective was to make the Colorado Lottery more relevant to more people. We wanted to reach a new, younger audience and remind them that Lottery games, like life, come with the thrill of the unknown. It’s not just about the promise of mansions or private islands, it’s the promise of possibilities.
Odell Brewing in Ft. Collins, CO, was adding Texas as the 11th state in their distribution footprint. With a small budget and just weeks until the beer would hit shelves and taps, we needed to get the buzz going. (Note: Beer pun entirely intended.) We created this "love song" to the good people of Texas and geo-targeted beer lovers on social. Like a good ol' beer bust, word spread quickly. Results: Within six months of launch, Texas became Odell's second-largest state for sales.
As the name implies, the burgers at Smashburger are smashed on a hot grill. It's a technique for locking in the flavor and it was a key differentiator for the brand. To educate consumers, we created the Smashburger Burger Smasher character and let him tell the story through radio, print, social and POS. Then we built a digital kitchen and let people challenge the Burger Smasher.
The Colorado Lottery partnered with ATARI to launch a series of Scratch tickets. With a neon nod to the most ridiculously radical decade, we paid homage to all things 80s. The TV spot is a spiritual step-sister to an actual ATARI commercial circa 1984. We created a Tumblr page for content that related to the Lottery, ATARI and the 80s.
University of Colorado Hospital is a national leader in academic medicine. To maintain awareness among referring physicians and specialists across the country, we developed a targeted direct mail campaign. In the first year, we worked with scratchboard artist Steven Noble to create a series of maps highlighting discoveries in key services lines, with outcomes and advancements highlighted on the backside. The following year, we created a limited-edition letterpress poster featuring the Hippocratic oath.
Denver Zoo ranks as one of the top zoos in the nation and it's a popular destination for tourists and locals alike. But for all of the natural wonder found at the zoo, the brand was failing to communicate the lively energy of a trip to the zoo. So we created a vibrant palette, developed a library of animal illustrations and textures, and designed a new digital experience to help kids learn and parents plan visits.
A collection of food and drink projects I helped brand.
The Mental Health Center of Denver is a national leader in behavioral healthcare. With a diverse network of community partners, MHCD successfully serves tens of thousands of individuals and families annually. Our goal was to educate a broader audience on the prevalence of mental health issues, demonstrate how MHCD is making a difference, and engage potential supporters.
Smashburger was an early entrant into the exploding “better burger” category of fast-casual eateries. While the burgers were incredibly tasty, the brand hadn’t quite found its way yet. We helped establish an identity, a personality and an experience that matched the boldness of their food.
Albert Bartlett is the largest potato producer in the UK. When they expanded to the US, they had little to no awareness. To help launch the brand stateside, we wanted to establish a bold brand that put these tasty tubers in the spotlight. These two spots were part of the launch.
Odell's flagship 90 Shilling is an approachable, well-balanced, easy-to-drink craft beer. After talking to consumers, we deemed it the "always appropriate amber ale" and decided anytime was a good time to have one. We came up with a million good reasons, but since 90 was in the name we started there.
A sample of spots I worked on as creative director, copywriter or both.
Tri-State Electric Co-Op serves 44 member cooperatives across the West. Our brand work highlighted new initiatives in innovation while reminding consumers that the goal of the co-op was to keep electricity reliable and affordable.