Stretch Thinking

Here's the kind of raw thinking I can produce in brainstorms, off the cuff and when collaborating with clients.

VOLKSWAGEN: BEETLE SEASON

The re-launch of the iconic VW Beetle was an exciting project from start to finish. And since the car's redesign was a radical departure from the "love bug" days, the campaign had to be as well.

STATE FARM: THIS VS. THAT

State Farm, like any solid insurance firm, does a ton of mailings. And when I was requested for this project, wherein we had to position State Farm as the best choice, even though it is on average more expensive, I chose to turn this perceived weakness into a strength.

(Fun fact: This Vs. That was inspired by 1930s-style boxing posters.)

A FEW MORE RANDOM THOUGHTS

BABY DOVE LAUNCH

When Unilever launched Baby Dove, I proposed a unique partnership with Target to provide sponsored nursing stations in their stores.

At the time, in 2017, Target was exploring ways to provide a nursing station in its stores, so the timing was perfect!

PB&J BFFS

For most CPG brands, private label competition is a major concern.

To encourage shoppers to continue choosing classic brands like Jif and Smuckers, I proposed a concept that linked the two as BFFs and set them apart from competitor brands.

Each execution would have a friendship element, such as a BFF heart neckhanger that reinforced the notion that the two name brands belong together.

CAZADORES TEQUILA

I was inspired when I realized that "caza" sounded like "casa," and expanded upon that theme to reflect these divisive times. The concept zeroed in on the fact that mi casa es tu casa, with that casa being our country.

Each execution within this campaign was created with the purpose of encouraging on-premise patrons to buy a round, share an app and enjoy the company of those around them.