YANKEE
HARLEY-DAVIDSON
Retail Advertising Campaign
The Challenge:
Introduce an established motorcycle dealership to a new market in the Weekly Alternative press.
The Execution:
Designed and wrote copy using stock art and corporate imagery from Harley Davidson.
The Rewards:
Client ordered a 26-week, full-page, full-color schedule.
THE ANGRY OLIVE
Retail Advertising Campaign
The Challenge:
A new restaurant needed a branding campaign. They were totally open to anything, but wanted it memorable.
The Execution:
The restaurant’s name was a copy writer’s dream! I centered on the olive logo and any quote the contained “angry” that would invoke a Happy Hour visit.
The Rewards:
Client adored the concept but felt they didn’t need to commit to a long-term print campaign for financial reasons. They closed 8 months later.
Hartford Advocate 3.83" x 5.00" 1/27/10
Hartford Advocate 3.83" x 5.00" 1/27/10
Hartford Advocate 3.83" x 5.00" 1/27/10
Hartford Advocate 3.83" x 5.00" 1/27/10
BIN 228 WINE BAR AND BISTRO
Retail Advertising Campaign
The Challenge:
Create a branding campaign for a small wine bar and bistro with a very limited budget that would drive in customers and build a strong return business.
The Execution:
The campaign I conceived revolved around the play on the their name and the rotation of their logo to fit a small ad size in black and white.
The Rewards:
The phrase “Have you bin to the bin?” became successful and synonymous with the business. Client increased initial 13-week contract to 26 weeks. Client today still refuses any suggestion to change of branding.
LITTLE EVERETT'S BBQ
AD RE-DESIGN
The Challenge:
Client requested their current ad be revised to be "more festive" and "use some brighter colors and confetti" and "make 6 bigger".
The Execution:
Found vector art and changed up colors.Shifted text around and really went heavy with the 'party' look.
The Rewards:
Client and sales executive were very pleased and extended the ad run for 3 more days.
NICK'S PIZZA AND PUB
AD RE-DESIGN
The Challenge:
Client was very specific about the changes they wanted and referenced their web site as a guide.
The Execution:
I basically just kept the text placement but changed up the look completely with photos and vector art.
The Rewards:
In spite of the amount of different imagery in a black and white advertisement, the client was very pleased with the outcome.
RETAIL ADVERTISEMENT
VARIOUS CLIENTS
The Challenge:
More often than not, advertisers want big things with very little to go with. Vague ideas, poor art but huge expectations.
The Execution:
I try to always use humor or word-play when appropriate. It's kind of my style.I am always striving for that "Wow!" response from client and consumer.
When I'm restricted to the text/design submitted, then it's my job to create a visually pleasing, effective ad without the 'Ha-Ha's'.
The Rewards:
Seeing how good the ads looked not only alone, but how they stood out from the others on the page.
Hartford Advocate
Williamsburg Magazine 10"x10.5 Run date: 04/10/18
South Florida Sun-Sentinel 4.91"x7" Run date: 03/11/16
South Florida Sun-Sentinel 4.91"x10.5 Run date: 01/28/16
Orlando Sentinel Newspaper 4.915” x 10.5” Run date 1/25/2018
Baltimore Sun Media Group 4.917” x 10.140” Run date: 10/29/2017
Courant Community Weeklies 4.915” x 10.5” Run date: 7/14/2016
Baltimore Sun Media Group 2.375" x 4.980" Run date: 9/3/2017
Carroll County Times Newspaper 4.917” x 10.140” Run Date: 11/24/2016
AUTO ADVERTISING
VARIOUS CLIENTS
The Challenge:
Every Automobile client deserves a unique, clean, attractive and FUNCTIONING design. Price points need to be clear. Disclaimers need to adhere to state standards and the vehicles all have to fit (and sometimes there's a LOT of vehicles).
The Execution:
I start with an easy to manipulate template, working stylesheets and a lot of patience. Photos are either obtained from the manufacturer site or supplied by the dealer.
The Rewards:
It all fits and looks great. Ready for the next week's challenge.
Chicago Post Tribune 10"x5.25" Run date: 02/24/18
South Florida Sun-Sentinel 10"x10.5" Run date: 04/14/18
Orlando Sentinel 10"x10.5" 9/20/16 Spec
San Diego Union Tribune 10"x10.5" Run date: 04/28/18
San Diego Union Tribune 10' x 10.75" Run date: 05/30/18
Orlando Sentinel 10"x10.5" 9/20/16 Spec
South Florida Sun-Sentinel 10"x21" Run date: 05/29/18
Los Angeles Times 10"x20.5" Run date: 05/26/18
REAL ESTATE ADVERTISING
VARIOUS CLIENTS
The Challenge:
The Real Estate market is a very competitive field. And it changes each week. The realtor wants to sell homes AND stand out from the crowd! There in itself is a huge hurdle to overcome.
The Execution:
Like my auto ads, a well-designed template, stylesheets and a firm understanding that the text needs to be readable and the images need to be toned and sized for quality reproduction.
The Rewards:
The ads have their own identity and the production was seamless and on deadline.
Baltimore Sun 10"x21" Run date: 07/08/18
Hartford Advocate 10"x10.50" Run date: 03/02/17
Los Angeles Times 10"x10" Run date: 7/28/18
Chicago Tribune 6.610"x10.50" Run date: 06/23/17
Baltimore Sun 6.250"x9.50" Run date: 10/11/17
San Diego Tribune 4.91"x5.25 Run date: 07/31/17
GROCERY ADVERTISING
VARIOUS CLIENTS
The Challenge:
Just like the two aforementioned advertisers, Auto and Real Estate, Grocery advertisers need to get a lot of information in a limited space. A competitive market indeed, the ads need to be visually attractive (eye appeal is buy appeal), and to get as many sale items in a cohesive way into the ad.
The Execution:
It starts with a grid, a slew of images, good and bad and the always time-saving template. The branding needs to be maintained while showcasing the items and prices in a way that is unique to that specific client.
The Rewards:
The ads follow a basic design formula, yet still stand on their own merits. Clean, not too cluttered and always delivered on deadline.
Hartford Courant 4 Page Insert 10"x10.5" Pub date: 07.07.18
Orlando Sentinel 10"x10.5" Pub date: 08.31.17
Baltimore Sun 10"x21" Spec date: 07.18.18
Los Angeles Times 10"x21" Pub date: 12.27.17
Chicago Tribune Newspaper Group 10"x10.5" 01.26.17
Chicago Tribune 10"x10.5 Pub date: 01/26/17
RECRUITMENT ADS
VARIOUS CLIENTS
The Challenge:
Recruiters want attention grabbing imagery and copy that draws the potential candidate to their ad.
The Execution:
Research. Before I begin any recruitment ad I find out as much as I can. By knowing who I'm working with, I can attract those candidates THEY want to work with.
The Rewards:
Several successful campaigns and contracts resulted from my copy and designs. Not to mention an Award of Excellence.
Direct Mail
Award-winning
Movie Screen Advertisement
