Tag: Writing

El Encanto

SK+G Advertising in Las Vegas rehired my partner and I to pitch the lucrative Orient-Express North America account, which included NYC’s famous 21 Club among other bespoke destinations. “Embrace Anonymity,” our pitch campaign for 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, leveraged the hotel’s history as a hideaway for Hollywood’s movers and shakers.

I wrote every word with a delightful wink to old Hollywood. The campaign won the account, and we launched most of it with hardly a note to the copy.

Wolfgang Puck

The original celebrity chef, Wolfgang Puck, needed a campaign that reminded Las Vegas visitors that his restaurants were still hip and desirable destinations—and that he was still the celebrity chef among celebrity chefs. So while every restaurant showcased their spectacular entrees, we zagged. This campaign featured the luxury accessories brought in by dinner guests, all with a telltale detail revealing where they had dined. Because when you are the notorious Wolfgang Puck, showing dishes is entirely pedestrian.

Ideation Writing

United Aqua Group

Launched over 50 years ago by a small group of luxury pool builders, UAG had grown into a multimillion-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 collaborated with the C-Suite on a new brand architecture, then developed materials to educate the 350-plus members about the new corporate structure.

To grow the membership, I branded the new company, as well as created distinct identities for each of its sub-brands. The video below was developed to introduce the new brand vision 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.

Art Direction Creative Direction Design Ideation Writing

The Fan District

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.

Creative Direction Writing

The Greenbrier

In a modern world, tout what’s classic. This became the mantra behind the rebrand of The Greenbrier. Struggling to compete against more modern alternatives, The Greenbrier requested an image makeover. David and Natalia delivered with a campaign that spoke of timeless traditions and old world romance. And research showed that after 9/11, the country was yearning for traditions. Besides, wearing a tux to dinner can be a lot of fun.

Creative Direction Ideation Writing