Creative Director/Brand Storyteller
A new smash burger joint with a saucy name deserves a cheeky voice and mischievous visuals. We were happy to deliver with playful lines and a mash-up of retro pin-up images wrapped in modern art direction. The launch of this eatery at The Cosmopolitan of Las Vegas was a huge success inspiring many social posts and the selling a whole lot of merch.
The 2023 brand campaign introduced the platform: You Do You, and featured animated graphics that enhanced the lifestyle imagery, highlighting the bold and unique experiences to be had at a Gila Resort & Casino. In 2024, we were tasked with creating a more tactical version of the brand campaign that would showcase Gila’s various amenities and brand partnerships. I was the third creative director to be tapped to lead this initiative. I showed up on set and took it from there. The two-day shoot covered video and stills across five verticals: sports, gaming, dining, resort and entertainment. We developed assets for OOH, paid social, digital display and airport placements, over 200 in all.
The shops at City Center in Las Vegas are some of the most exclusive flagships in the world. Think Prada, Tom Ford, Louis Vuitton and the like. The uber nature of these boutiques can be a little intimidating. So I created a campaign that lent some whimsy to the art of luxury consumerism.
How close are Luxor and Mandalay Bay to Allegiant Stadium and T-Mobile Arena? So close you can walk. Even in the desert heat. With drinks in your hand. To leverage this proximity, we developed The Fan District – a brand whose sole purpose was to amplify the many bars, restaurants and activations surrounding game day. We shot social-first video and stills, and designed a logo and signage, all to convey the high energy and spontaneous fun to be had.
In a city with four spas per block, differentiating oneself from the competition isn’t easy. Fortunately, Vdara has a key advantage: it’s intimate size. The photography and copy capture this intimacy, delivering a sense of authentic serenity that’s absent from most spa advertising.
United Aqua Group’s retail brand, AquaValue, was in deep need of an overhaul. My challenge was to carve a unique brand space within the already crowded pool store market. We wanted to position the brand as the local experts, a store you could count on for advice and repairs as well as products. And that’s how I created our affable, but clueless pool guy. I wrote the scripts and produced the spots. Then I built a website to help consumers find their local AquaValue store. I’m pretty handy with WordPress.
The bad boys of magic reached out to Caesars’ in-house ad agency for their post-pandemic brand campaign. In their tradition of relying on conceptual imagery centered on macabre humor, we brainstormed a number of scenarios. We offer two dozen concepts. The hardest part was whittling those down to a lucky five for executing.
OH Partners called needing help with their pitch for Virgin Hotels Las Vegas. How could I say no? I worked with their team to develop two conceptual directions for Virgin’s new Las Vegas venture. My ideas and writing helped OH win the business, and I got called back to help with the teaser campaign. For the latter, I suggested a website: whileyouwaitlv.com, to create anticipation for the grand opening. Unfortunately, just as the teaser campaign hit the streets, the pandemic put an end to the launch campaign before it could be developed.
WEBSITE
The original celebrity chef, Wolfgang Puck, needed a campaign that reminded Las Vegas visitors that his restaurants were still hip and desirable destinations. These ads have a little fun suggesting that everyone is doing the Wolf.
The infamous Five50 pizza joint hired my agency to develop a campaign as hot as its ovens. We launched the following print, outdoor and email campaign to rally Vegas to drop in for a slice. Needless to say, it worked.
