Breckenridge Ski Resort came to us to figure out a way to celebrate their 50th anniversary. While any ski resort has their share of followers, we knew that since its inception, Breckenridge has built a community and culture of devout skiers, snowboarders, and snow sports enthusiasts. It was these very people that made Breckenridge into what it is today, so the celebration shouldn't be about Breckenridge, it should be about the people.
In order to spearhead this notion, we came up with the idea of "Our Birthday, Your Wish," in which Breckenridge would celebrate its 50th anniversary by granting 50 wishes throughout the ski season to its well deserved guests. A Facebook app and Twitter were used to gather thousands of wishes from all over the world, while a team at Breckenridge was used to sort through and choose the 50 most unique and/or deserving wishes. What resulted was a season of memorable and heartfelt stories.
A unique logo was developed for the season, as well as print ads to celebrate all of the unique characters at Breckenridge.
Every Friday home game, Comcast Sports Network hosted a special section in the upper deck of the Oakland Coliseum for the most "authentic" of A's fans. We developed print and outdoor to celebrate all of the unique and hardcore A's fans who make them the best fans in baseball.
At every Authentic Fan Friday game we set up a photo booth, so fans could show their A's pride on their very own baseball card. Props and gear were provided so they could dress up as their favorite A's players, past and present. Thousands of cards were created and shared on CSN's facebook page, where they were used for tagging and sharing with friends and family, generating tons of free media.
A baseball trading card app was created for people to use so they could trade with friends and strangers alike. Incentives like food vouchers, memorabilia, player meet and greets, and season tickets were used to encourage people to collect full sets from individual games and even the entire season.
Television campaign for Comcast Sports Bay Area's flagship show, Sportsnet Central. We filmed iconic landmarks all around the Bay Area, cleverly linking them to Bay Area sports as only the most hardcore fans would know.
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For the show's launch, we placed teaser newspaper ads in the one place we knew the most hardcore Bay Area sports fans would be – the box scores. Our ads looked like ordinary box scores but instead of highlighting normal stats, we went into extreme depth of Bay Area sports.
Anolon is the leading brand of gourmet cookware designed for creativity in the kitchen. They approached us, wanting to take their culinary vision into the blogosphere, specifically targeting the social chef that wasn't afraid to take risks in the kitchen.
So we created Whisk Takers, an original content Tumblr that dares you to get creative in the kitchen. Using editorial concepts like Hot or Not, Mad Skillets, and Yes We Pan, we set to put a modern twist on the culinary status quo. We produced videos, posters, illustrations, photo sets, and GIFs to inspire and entertain your inner chef.
By provoking new ideas around traditional cooking, we were able to build a following that looks to Anolon as a category leader in thinking outside the stovetop.
Tasked with a complete rebrand, we turned to focus groups to reveal the true impetus for visiting Harrah's. While most would assume that gaming is the main driving force, our focus groups revealed that many guests view Harrah's as a chance to let their guard down and "play" as many put it. With so many different amenities and attractions, many unique to certain Harrah's locations, guests viewed Harrah's as their own personal playground to escape from their everyday lives.
"Come Out & Play" was born.
Television and print was used to enforce this notion of play, showing normal people channeling their playful side throughout Harrah's different offerings.
Print campaign for the San Francisco Zoo to help boost membership sales during the Holidays.
Comcast Sports Bay Area wanted some simple print and OOH to reinforce their relationship with the Golden State Warriors. What better way to do that than with some homely cross-stitch, just like your mom used to make.
Print ads for the launch of Natural Choice Cat food.
A collection of various logos and marks showcasing a range of styles and clients I have worked with.
Beyond Aero is a cycling shop in Berkeley specializing in road and time trial bikes and gear. For the shops opening, I was asked to update their branding with a more sophisticated look. The inspiration for the logo derived from the simple idea of a bicycle wheel and incorporating the brand name around it. The result was something sleek and refined which matches the type of image the shop wanted to achieve.
An accomplished photographer, Eilon Paz started Dust & Grooves in 2009, documenting avid vinyl collectors from around the world. Our mutual love for music and records brought Paz and I together in 2010, when I became his go-to designer and art director for numerous projects. These are just a few of the things I did for him.
I've been a music junkie my whole life. I used to make pause mixtapes in high school and give them to friends. In college I got into vinyl and DJing and that's when the real obsession started. Since then I've amassed a collection of about 3,000 records with a specific interest in jazz, soul, funk, hip hop, rock, psych, Brazilian, and African music. In 2009 I started my own blog Dreams In Audio which became an outlet for me to compile and release mixtapes using records from my collection.
These are a selection of covers I've made over the years, as well as ones that have been commissioned by other DJs and vinyl afficionados.
If an image is clickable that means you can download the mix. Go ahead, give them a listen.
Foldout poster promo I created for my good friend and photographer Chloe Aftel, highlighting all of her work with one of her favorite models, Helena.
One of my high school friends is a professor at Saint Mary's college. As he was approaching his turn to go up for tenure, my friends and I decided to give him a little encouragement by self-publishing his first book, a comprehensive guide to manscaping (something he is not shy about being an expert about). We wrote all of the copy and made mockups to present and handout at a New Year's Eve party. It was pretty funny.
What started out as a simple happy hour at BBDO SF quickly turned into a bi-monthly concert in our kitchen. For every show, art directors and designers took turns designing the show bill posters. When it was my turn, this is what I made.