Creative Director/Brand Storyteller

Brand

Showing 19 Result(s)

El Encanto

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We were tasked with launching the revival of Santa Barbara’s famous El Encanto hotel, which Orient-Express had purchased and chosen to restore to its former 1930s glory. With its private villas and proximity to LA, El Encanto had always been known as a destination where Hollywood’s rich and famous could relax away from the cameras. Our “Embrace Anonymity” campaign leveraged this history, and won SK+G the Orient Express North American account. I wrote every word. The samples below are from the pitch deck.

CONNOISSEURS OF ANONYMITY
You know who you are.

You’re the kind that loves to steal away. Start the weekend on Thursdays. In the morning. You have no problem saying: Hold my calls. Or popping up the coast to feel the sun from a new angle.

You don’t bother with luggage. Or plans.

You respect that leisuring under deep cover is a distinct art form. And you, in your linen shirts and dark sunglasses, are one of its most ardent practitioners.
Welcome.
We are here to assist you in all your anonymous pursuits.

WE’VE GOT YOUR NUMBER

It’s Villa 320. That’s the Presidential Suite. Where you’ll steal away. Remove the cell from your ear and bring a cocktail to your lips. Hear the trees rustling. See the ocean spread out below you. Ask your man to send over a cappuccino and handmade pastries. Sink your teeth into flaky crusts. And taste the sweet life.

THE HIGH LIFE. ON THE DOWN LOW.

Unlike the genie in the Aladdin’s lamp, your personal concierge grants unlimited wishes. A midnight candlelight dinner for two? Why not. A round of mango gelato for your cabana? Already on its way. A Swedish massage? How does noon sound? Whatever your leisuring heart desires, your concierge delivers with a quick snap of his fingers.

THE BUSINESS OF ANONYMITY.

The melding of great minds works best when you retreat together to a quiet lair with a cup of foamy delight in your hand and the horizon within your reach. For the former we have a masterful kitchen staff. For the latter we provide ocean view boardrooms overlooking islands you may wish to conquer. So gather your thinkers, disperse the dossiers, and strategize away.

LET THE SECLUSION BEGIN.

There is no time to lose. Only time to gain. Swing up to our bluff and ensconce yourself in a posh villa. Ask your concierge to bring around a cheese plate. And a cabernet. From Napa. Preferably ‘97. And a little chocolate something the chef whipped up. We would expect nothing less from a connoisseur of anonymity like you.

United Aqua Group

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Launched over 50 years ago by a small group of luxury pool builders, UAG has grown into a multi-million dollar company comprised of commercial and residential builders, pool retailers and service professionals. I was tasked with evolving the corporate brand for the next 50 years of growth. I created a new lead generation website to attract new members, and a print campaign, as well as a number of collateral pieces. The video below was developed to introduce the new brand to the company shareholders at the annual conference, the theme of which was “Spark.” The collateral pieces and ads that follow branded UAG as a modern, forward-thinking company.

AquaValue

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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.

Nevada Cancer Institute

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A private venture to offer Nevadans a state-of-the-art comprehensive cancer treatment center close to home, NCI offered a simple message: hope thrives in the desert. The spots below, both of which I wrote and were created on a limited budget, ran in Las Vegas and offered a conceptual departure from your typical cancer center ad.

Montbleu Resort and Casino

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When Montbleu bought the Caesar’s Casino in Lake Tahoe, they decided to take the resort in a new, more Vegas direction. That meant a hip bar, sleek ultra lounge, and advertising that conveyed a youthful, irreverent brand. My art director and I played up the juxtaposition between nightlife and wildlife. A few days after our spot aired, life imitated art: an actual bear ventured into the parking lot.

Horseshoe Las Vegas

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When the original casino brand returns to The Strip and brings WSOP with it, you need a campaign to match its bravado. I developed and wrote these ads to embody the swagger and style worthy of a destination revered by true gamblers.

Crystal Geyser Water

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The budget was miniscule. The challenge: to give Crystal Geyser a personality, was huge. I called up a friend with the biggest personality I knew. Hired him to be “The Water Guy.” Myself and a tiny crew ran around San Francisco filming our new spokesman and his homemade water pack as he introduced Crystal Geyser to random people. Crystal Geyser sales rocketed. And my friend became a neighborhood celeb–and the currently stars as Big Baby in Cirque du Soleil’s Mystere.

Pertrossian

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This Russian lobby bar inside the Bellagio was getting eclipsed by the newer, hipper Red Square at Mandalay. The campaign below, which I created and wrote, championed Pertrossian’s position as the old guard, reminding folks this is where you savor the real Russia.

University of Nevada, Las Vegas

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UNLV was celebrating its 50th anniversary and looking for a campaign that would move the fundraising needle. I concepted and wrote these all-type ads to cut through the busy clutter of the university’s alumni magazine, and show how the smallest of gifts can have the greatest of impact.