The snowmobile industry had become a mindless-marketing arms race. Our new machine has XYZ. Oh yeah? Well our machine has XYZ and ABC. Boom! After years of declining sales, our clients warmed to the notion that short-term product news did nothing for long-term brand loyalty. So we created an emotional connection with riders—tapping into the quintessential riding moments they dream of and can realize (i.e. “See”) on a Polaris. The campaign is going on its fourth year with sales at a 10-year high.  

Role: Creative Director

Blue Moon wanted to generate awareness for their robust line of seasonal beers in hopes of driving trial beyond their famed Belgian White beer. The concept was simple: there's a different beer for every season. The execution was elegant. The design was intelligent—built to be modular and start/stop in any order, depending on which beer is currently in season.  

Role: Copywriter

As Victory began to carve out its niche on the American heavyweight motorcycle scene, we created a product campaign as youthful and scrappy as the brand itself—born from a series of oversized décollage murals created by the team. Sort of a lo-fi Photoshop layering in reverse, we had a gallery night to show off the scale and beauty of the original art and generate some buzz for the campaign launch.

Role: Creative Director

Working on Toro meant marketing consumer-grade and commercial-grade lawn-care equipment and irrigation systems to a vast range of audiences. Whether it was an end consumer looking for a new way to mow his lawn or a greens keeper’s trying to find the right irrigation system to keep his course looking its best—you could count on Toro.  

Role: Copywriter

To lure people away from using other tax-preparation methods, H&R Block would double-check your old tax returns to see if something got missed. So who better to enlist for this Super Bowl spot than the all-time master of bad tax decisions, Willie Nelson? This spot is an older one and I was one of a small army of people who worked on it, but I still love it. And Willie Nelson. 

Role: Copywriter

Smashburger makes burgers. Good old-fashioned red-meat Man Meals. So when they expanded their menu with the introduction of a few lighter-fare offerings, the challenge was to serve them up (pun!) in a way that stayed true to their brand essence. 

Role: Creative Director/Copywriter

As part of their "Burger and a Movie" program, Red Robin did a promotional tie-in to the movie X-Men: Apocalypse—complete with a limited-time Berserker X burger. Goal was to tap into all the big-screen fun of the X-Men brand as a means to generate excitement and traffic for Red Robin. 

Role: Creative Director/Copywriter

As is typical with most engineering-based companies, Polaris’ comfort “gravitational pull” is to talk about the machines. Features and Benefits—with a heavy emphasis on the Features, and light-to-little on the Benefits. One year, I had some extra time in the edit suite to run down a few spots that got to the heart of what makes this audience tick. Goal being to show my clients what a real connection between brand and consumer looked and sounded like. Baby step by baby step, these spots helped pave the way for better things down the road.

Role: Creative Director/Copywriter

Polaris ATVs come in all shapes and sizes. And, so do their owners. Big-game hunters in Montana, Mud Boggers in Louisiana, Dune Goons in California—how do you find commonality in such a widely-varied, nuanced group? While the terrain may change, all Polaris riders have a burning desire to get away from all “that” and just be Out Here.

Role: Creative Director/Copywriter

Once our SEE campaign for Polaris Snowmobiles was established and gaining traction within the endemic snowmobile space, we set out to expand awareness within adjacent snow enthusiast territories. By collaborating with snowboard film masterminds, Brain Farm, and legendary pro snowboarder, Travis Rice, we created a cool film short that helped connect the experiential dots between snowmobilers and their Brothers and Sisters in Snow.

Role: Creative Director

Slingshot, Polaris' new three-wheeled on-road roadster, was unlike anything anyone had ever seen or experienced before. At launch, the goal was twofold: entice people with a sense for what the Slingshot experience was like; showcase it in ways as unique as the machine itself. 

The last piece [work in progress] showcases how we evolved after a year in market. The initially undefined Slingshot audience started to take shape. And it became clear the brand needed to shift messaging gears—putting more time to celebrating the fun and playful driving experience.

Role: Creative Director

[SPEC] Blue Moon wanted to reimagine the brand in hopes of better appealing to the ever-growing millennial audience. No rules, no sacred cows—just have a look around the old place and start knocking down walls. Better approachability started with bucking the Craft Beer industry hallmark: talk endlessly about yourself and your precious beer. We instead chose to serve the brand and beer up as the perfect accessory to those looking to discover and experience something new. Not just in beer. But in life. 

Role: Creative Director/Copywriter