Digital
Levitra Viral Video
A 60-second clip of Steve Martin’s “The Great Flydini” comedy magic act drives visitors to the Levitra web site, where they can watch the skit in its entirety and learn more about the causes and treatment of erectile dysfunction.
E*TRADE Web Animations
These web animations use the E*Trade asterisk in unique ways to illustrate exclusive features such as higher money market rates, risk management tools, and portfolio balancing aids.
ViralGains | Case Studies
ViralGains is a video platform that engages consumers in a two-way conversation to discover exactly what they want and how they feel. Brands can then build a unique journey that connects consumers with relevant messages. This creates authentic connections, not cursory clicks. We gave them a mantra: Don’t Chase Eyeballs, Capture Hearts.
I wrote these headlines to introduce their compelling case studies. As is often the case in freelance assignments, the client executed them. My originals included the specific brand names in the headlines.
Conceptual and strategic thinking always come into play in any visual communication, whether it’s a billboard or a book cover. I think the best ideas transform the familiar and invite the viewer to “get” the joke and enjoy the satisfaction in figuring it out.
Logo Design | Reloaded Mac
This tech company upgrades Macs to meet the demanding requirements of the professional creative community.
I started by writing a headline/tag line for their web site: “We put more into them so you can get more out of them,” and thought about visualizing that idea. I sketched oversized Macs, bulging Macs, Macs with huge angel wings, and so on, but it all felt obvious.
Then I looked at it another way: by the rigorous requirements of media production, factory-shipped Macs are incomplete. I also recognized that the famous Apple logo was incomplete, too. This gave me my solution: a hand (Reloaded Mac) placing the absent piece back into the apple. This was a bigger statement than just showing a specific machine and also reinforced the company’s name.
I found I had to flip the logo horizontally so that the action moved left to right in order to read as intended; the hand appeared to remove the piece when it was on the right side of the apple. This modification had the added benefit of avoiding copyright infringement.
E‑Book Cover Designs | IAT Interactive
In this series of text and ebooks, students examine the impact humans have on the environment. They address specific land-use challenges, choose solutions, and defend their choices.
I was tasked to design the covers. I didn’t want them to be generic, or even all typography, but wanted them to illustrate each topic and engage the students in a unique, delightful way. I researched the stock photography and did the retouching.
Urban. Students decide whether to preserve a nature trail or build an athletic field for the school.
Among my ideas for the “Urban” cover was one lane of the running track as still an undeveloped trail, or flowers pushing through cracks in the track. But since the students must choose one or the other and defend their choice, my idea literally evolved into a fork in the road depicting their two options.
Sprawl. Students consider the proposed conversion of farmland to a suburban housing development.
My first ideas for “Sprawl” included an aerial view of a housing development that formed a giant question mark, or was shaped like an arrow pointing toward and encroaching on pristine land. Then I recognized that, in a way, these developments were like farms themselves; instead of orchards or fields with evenly spaced crops, they contained evenly spaced homes. This insight led to the idea of a farmer planting houses instead of seeds.
Amazonia. Students must prepare a plan for a small region of Amazonia, juggling such land uses as soybean farming, cattle ranching, and forest preservation.
I thought about a pie chart to depict land use options, while also being mindful of the global concern over deforestation of the Amazon. Combining the two I came up with a pie chart carved into a tree slice, since each designated use would come from the elimination of trees.