Creative Director/Brand Storyteller

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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.

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.

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.