I believe in solutions, the power of a great idea and a great story.

I deliver bold ideas by integrating strategic and creative disciplines and

get results for MY clients no matter what route I take.

To appeal to an individual, I try to see the world through his or her eyes

and look beyond budget size or media thinking.

Doing so allows ME to make people take notice and change behavior

BRAND EXPERIENCE

DIGITAL

DENNY’S CREATE YOUR OWN BREAKFAST

OBJECTIVE: Get consumers (Millennials and Gen Z) excited about creating their own breakfast platter. Consumers dinning in the diner would be able to download the Groovepad app via a QR code on the menu. Once the individual downloaded the app, they could create their own unique music using the sampled sounds of the food used to make breakfast. Once they created their jam they could upload the tune to the Denny’s Spotify channel.

DENNY’S ALL YOU CAN EAT BACON

OBJECTIVE: Inform consumers of the new ALL YOU CAN EAT BACON for breakfast promotion. We didn’t want to create the typical television commercial since the target consumer (Millennials and Gen Z) don’t respond to traditional advertising. We wanted to create an experience. We developed bus signage informing the consumer of the promotion but we added a twist. Everyone loves the smell of bacon so we added Cooked Bacon Fuel Fragrance to every bus with the signage. Consumers would smell bacon and then crave bacon as they noticed the signage on the buses.

ULTIMATE MIX & MINGLE: THE SEDUCTION VARIETY PACK EXPERIENCE

The "Ultimate Mix & Mingle" campaign was designed to launch the Seduction Variety Pack by engaging consumers through a unique music mashup contest.

Leveraging the “YOU DJ MIXER” app, consumers created their own music mixes, showcasing their creativity just like the diverse flavors in the variety pack. The "Ultimate Mix & Mingle" campaign not only promoted the Seduction Variety Pack but also fostered community engagement and creativity. By combining the joy of music with delicious flavors, Lakewood Brewing created a memorable experience for consumers while driving brand loyalty and sales.

ONLINE CONTEST: • Consumers used the “YOU DJ MIXER” app to create unique music mashups. • They upload their mixes to Lakewood Brewing's Instagram channel. • The community voted on their favorite mixes through Instagram polls. • Top mixes featured on the Lakewood Brewing Ultimate Mix Spotify channel. • Winners receive exclusive prizes, including headphones and branded merchandise.

INTERACTIVE PACKAGING: • Each Seduction Variety Pack includes a foldable template to create a DIY smartphone speaker.

IN-STORE PROMOTION: • Eye-catching in-store displays featuring the Seduction Variety Pack and information about the Ultimate Mix Contest. • QR codes linking directly to the contest page and the “YOU DJ MIXER”app download.

SOCIAL MEDIA CAMPAIGN: • Utilized #UltimateMixContest and #SeductionVarietyPack that created buzz on platforms like Instagram and TikTok

ENGAGEMENT POSTS: • Shared tutorials on how to use the app and create mixes. • Highlighted submitted mixes and user-generated content to encourage participation.

SPOTIFY COLLABORATION: • Create a dedicated Spotify channel featuring the top user-generated mixes. • Promoted the channel through all marketing channels, encouraging users to listen and share.

GOLDEN CHICK / FLETCHER’S CORNY DOGS

OBJECTIVE: Inform the people of Dallas that the only place to get Fletcher’s Corny Dogs during Covid (2020) was at Golden Chick since the Texas State Fair had been canceled.

2020 is a year that many want to forget. Covid-19 and the cancellation of everyone in North Texas’ favorite Fall festivity — The State Fair of Texas. And the cancellation of the State Fair meant the cancellation of that iconic meat on a stick — the Fletcher’s Corny Dog. But Golden Chick and Fletcher’s weren’t going to allow an Autumn to pass without people getting their corny dogs. They teamed up for a collaboration to sell the famous corny dogs in 100s of Golden Chick locations throughout Texas. 

We launched the campaign shortly after the press blitz to keep the buzz going.

FFDD FOO-FOO DRINK DISORDER

OBJECTIVE: Convince consumers to drink beer instead of hard alcohol

The beer category as a whole was losing market share to hard alcohol. The assignment was to develop a campaign that would slowly get consumers to change their behavior and chose berr over hard alcohol. The first thing we did was to visit over 30 bars so we could study consumers and their habits. We also conducted on premise focus gorups to get a better understanding of the consumer mindset. 

We created a campaign to create awareness of a fictional syndrome while simultaneously providing its cure, “Don’t drink Foo-Foo drinks (Hard Alcohol), drink Bud instead.” By highlighting various disorders caused by drinking Foo-Foo drinks, we put a clear message before the consumer and, even though the disorders are fictional, the lasting impression was positive.

The campaign was a success and Anheuser-Busch as well as the beer category as a whole saw positive results.

Through constant reminders of the consequences of drinking Foo-Foo drinks, we achieved the goal of shifting attitudes and, in the end, altered the outcome when consumers are faced with a choice of drinks.

LEANING TOWER OF DALLAS

OBJECTIVE: Use the unfortunate occurrence of the Tower not coming down and turn it into as positive for the DE LA VEGA Capital Development company.

On Feb 16th, a routine demolition of an 11- story building was scheduled to commence. Unfortunately the tower did not come down as planned.

The Leaning Tower of Dallas immediately became a local phenomenon the people of Dallas could not only interact with, but also unite around to appreciate the symbol of resilience this building represented.

Our strategy was to develop a social community where The Leaning Tower of Dallas was not just a random occurrence, but a personality and character eager to share its story with anyone interested in listening.

We provided The Leaning Tower its very own Twitter handle: @leaningtower and created an emotional connection with people on Twitter.Local celebrities began to interact with the Leaning Tower, and the account even inspired a spin-off of The Wrecking Ball that failed so many times to bring down the Tower.

VISIT DALLAS

OBJECTIVE: Make Dallas a destination millennial's want to visit. Instead of taking the traditional tourism approach we decided to create an experience for the viewer. We created an interactive short film where the viewer had control where in the city of Dallas to go to as well as what to do. In the process of watching and interacting with the film the viewer would learn about the things you can do in Dallas as well as how much fun they could have in Big D.

SWEATER WEATHER

OBJECTIVE: Launch the Sweater Weather brand and get peoples attention from the get go. For the Launch of Sweater Weather we wanted to create excite around the brand. We knew that the consumer target prefers experiences over traditional marketing so we created an Ugly Sweater contest on Instagram. The ugliest sweater would win a personal snow day. Sweater Weather launched in October so there was no snow, so we created a snow day with several snow machines that showed up at the individuals house and made it snow.

TEMPTRESS NITRO

OBJECTIVE: Introduce the New Temptress Nitro and get people excited about this new beer. We wanted to make sure we had a successful launch especially since we were getting good placement in stores. Nitro beers need to be poured upside down to get the best pour. We wanted the perfect pour to be at the core of our communication. We took advantage of the challenges that already exist on social media and we created our own. We created the Upside Down Challenge where people would need to film themselves pouringTemptress Nitro upside down. A winner was selected and won a plethora of Temptress Nitro merchandise.

LOGO DESIGN

GRAPHIC DESIGN

GRAYSON TEXAS BLENDED BORBON

OBJECTIVE: Develop the strategy, name, bottle design and website for Grayson Texas Blended Bourbon

The new bourbon Needed a name, a story, and a visual identity. The first step was to create the positioning playbook for Grayson — who is the hero of the story and how does Grayson help solve their challenges and fears? We landed on the name Grayson. Simple and sophisticated. Rugged, yet refined.

From there, we in tandem developed a unique look and feel for the brand, as well as the tagline. With Grayson Green as the primary color and accents of gold, Grayson looks like it tastes — rich, yet approachable. And because this is a small batch whiskey, we made it so that each bottle was hand numbered, displaying the true craft that goes into making just one bottle. That bottle is unique, just like every individual who buys it.

All of this eventually came together in the splash page, allowing people to get a feeling for this burgeoning whiskey brand.

So how’d we do? Grayson sold out of the online offering within an hour and a half, and within 2 days, every Spec’s in Texas was left without any on the shelf. A true partnership of a great product and great design.

This was an approach for Indio Beer. The executions were developed to give Indio Beer an underground appeal to a very unique consumer, the Urban Young Professional. We used different media to get the message across. The power wash stencils got some attention.

PRINT ADVERTISING

TIRED?

To accelerate brand awareness, as a new entrant to the category, Shotz (a 2oz. multi-flavored energy shot) needed sharply highly targeted messaging working in synergy with broader high-visibility branding. First, a college poster campaign was deployed in major university campuses. This sought to rapidly generate awareness with heavy-users 18-24 males, defined through research as the primary target, and emphasizing the benefit of overcoming the fast pace of this segment’s intense academic and social lifestyle. College events were also used for an extensive sampling program. Complementing the college poster and activation efforts, magazine ads and billboards were used for broader mass appeal and for driving the Small But Powerful positioning.

GO GET VAX

The objective was to get adults to get vaccinated by going to gogetvax.com. When it came to getting vaccinated we knew that we needed to connect with adults since they are the decision makers not only for them but for their kids as well. We also knew that kids were scared to loose their parents to covid. We designed and provided children’s books that illustrated how the parents could be hero’s in their kids eyes by getting vaccinated.

GO GET VAX

Go Get Vax wanted to inform everyone how easy it was to get tested at one of their facilities. We used a guerilla style tactic in places where individuals needed to touch buttons in order to convey how easy it was to get tested. This had a duel effect. It helped individuals understand how easy it is to get tested for covid but it did it when getting infected is top of mind.

BROADCAST & DIGITAL CONTENT

CASE STUDY