Hi. I'm currently the Executive Creative Director at WONGDOODY LA. Feel free to email me if you'd like to get in touch.
I helped win the Dickies account for Creature in 2011 and led the account for two years. We launched a new campaign for Dickies under the tagline "Built to Work," which brought the brand back to its core worker segment.
Dickies "Built to Work"
Dickies Brand Book
The Dickies brand book took inspiration from an original 1950s pocket-sized notebook used by farmers for recordkeeping.
I had the pleasure of CD'ing the Creature windows for three years. They became an excellent form of self-promotion for the agency, both a regular source of PR and a showcase for Creature-thinking. The mix of displays ranged from interactive to personal to philanthropic to controversial, and gave us the opportunity to problem-solve and experiment across disciplines on non-client projects.
One of our first displays was a one-day barbershop, where we gave free haircuts to anyone who showed up. We had a stylist give cuts in one window, and set up the other window as a waiting room, complete with vintage Playboy magazines.
This display is about a fake movie, called "Montreal Cop 2," featuring clues to a plot we invented.
"You Were Here" experimented with vanity and voyeurism, asking the question - what if a mirror checked you out in return? We found out, hundreds of thousands of times.
The Window Shop
Creature has an ongoing tradition of using its street facing windows for art projects and visual experiences. For the holiday season, we wanted to benefit a charity, so we transformed this space into a functioning boutique called The Window Shop, a window you can actually shop from.
The store featured “one-of-a-kind gifts to confuse your loved ones,” including many items handmade by Creature employees. The eclectic range of items is made of up over 100 gifts, which include things like a miniature presidents set, a rum bottle lamp, “Dirty Hankies,” and a paper maché dolphin with Elton John’s face.
All proceeds from The Window Shop went to Hamomi Children’s Centre - a charity that Creature lends space to in its offices. Hamomi provides comprehensive care to orphaned and vulnerable children in Nairobi.
The Window Shop was promoted locally through giant gift tag wildpostings, and local PR. It was in the Seattle Metropolitan magazine online gift guide, and local blogs like the Capitol Hill blog.
Items purchased came with Window Shop branded packaging and information about Hamomi Children’s Centre. Creature employees handled packaging and shipping for most items.
You could shop in person, on your smartphone, or though the website, creaturewindowshop.com.
I helped bring in this AOR client for Creature and launched a new national campaign under the line "from nature, for sweetness." Previous to this work the brand focused on guilt-free indulgence, but we brought the brand to a place that elevated it above the diet messages and into the premium position where it belongs. This campaign coincided with a 29% increase in year-over-year sales for the brand.
This work launched the first new campaign for Absolut Vodka in 20 years (after the iconic bottle campaign), under the tagline "In An Absolut World."
Absolut Vodka "Protest"
Absolut Vodka "Swim"
Travel back in time to 2001, when I was the art director on this campaign at Wongdoody. It still one of my favorites though and was recognized by D&AD, One Show, Creativity Magazine, Archive, and the Seattle Show.
Are you wondering what this is all about? Predrag (also known as Peja) Drobjnak was a center for the Sonics who we discovered loved to ham it up for the camera. So we turned it into a very low-budget mini campaign featuring Drob, and created a cult following for Drobnjak's Manjaks.
It was even featured on NBA on TNT, commented on by an unimpressed Charles Barkley, who called it "weaker than water."