MINI Brand Work
Art Direction, Creative Direction, Advertising
2012
A collection of my favorite pieces from a variety of MINI projects.
-
Sorel has been creating footwear for the fearless since 1962. In 2009, they decided to conquer new territory and step off of the mountain and onto the fashion runway. We created a campaign that announced Sorel's new look in time for fall fashion week. This campaign included how-to-style-it videos on Vogue TV and the Sugar Network, Daily Candy e-mail blasts and a lot of fashion blog seeding. As a result, Sorel boots have been chosen as the footwear in top fashion shows and worn
by top fashion icons.Advertising, Art Direction, Photography2012 -
Espolón is a premium tequila available at an almost unimaginable price. We needed to differentiate their unique brand and refute the notion that great spirits carry great big price tags. Playing off of the photogenic packaging, we pitched the business with the idea that it's time to get out there and seek adventure. We won. We made the campaign and rebranded Espolón as a spirit that makes stories.Art Direction, Illustration, Web Design2012 -
MINI's whole marketing goal is to get butts in seats for test drives, since people who drive one tend to buy one. As part of the MINI Coupe launch, we asked people to describe the best test drive they could imagine–in just six words–and promised to use the winning entry as the plot for a two-minute ad starring the winner. The program was a success, 97% of dealers participated making it the biggest dealer event in MINI history, 15,000 entries were received and year-on-year sales rose 70.5%.Advertising, Art Direction, Web Design2012 -
RadioShack's heritage started with do-it-yourself electronics and projects. DIYers are a creative bunch, always coming up with cool solutions to everyday dilemmas and looking for their next product. To stay relevant in this culture, we launched the Great Create, an online community of the coolest projects submitted by our most creative customers using parts from RadioShack.
Another branding component of The Shack was the need to make it clear that they carry the same electronics as the big box stores. To achieve this, we created a collection of funny, short commercials where the product is the hero.Art Direction, Photography, Web Design2012 -
One of the challenges of re-branding The Shack was making it clear that they carry the same electronics as the big box stores. So we created a collection of funny, short commercials where the product is the hero.Advertising, Cinematography, Visual Effects2012 -
The Reserve is a premium line of ice cream carried by Häagen-Daz in which the flavor ingredient combos are exotic and hard to find. Naturally we thought it made sense that they should be enjoyed by mature palates only. To emphasize the importance of this revelation, we created a campaign that put a risqué spin on the otherwise monotonous pleasure of eating ice cream.Art Direction, Photography2012 -
A problem for U-Haul customers is that they typically have trouble choosing what size truck will properly fit all of their belongings. To make it simple, we created a visual execution that clearly demonstrated a solution.Art Direction, Creative Direction2012 -
Chipotle is known for delicious food and they want people to know that the reason their burritos tastes so amazing is because they take great effort into sourcing ingredients that are organic, local, free-range and hormone-free. It's food that tastes better because it is better.Art Direction, Print Design, Typography2012 -
Project AMP'D was a BSSP internal speaker series designed to teach others about the inner mechanics of agency life. Account Management saw it as a chance to educate office newbies. I saw it as an opportunity to design some cool looking posters.Game Design, Illustration, Typography2012 -
A friend asked me to design a poster of his favorite quote using type only. Being it a great opportunity to create fonts out of shapes and textures, I gave him 15. Here are a few of my favorites.Art Direction, Graphic Design, Typography2012