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Creative Direction | Art & Copy | Trad Mad Ave | Interactive | Design | Crosswords | Papercuts — New York, NY
THIS PROJECT PAGE FEATURES: print ads + billboards ||| CLIENT: MASTERCARD ||| REGIONS: U.S.A. + Canada ||| AWARDS + RECOGNITION: Global Effies (Gold) ||| The 9-month stretch in which I had no copywriting partner at McCann was also my most prolific. Writing as well as art directing was incredibly fun, yet few realize how challenging it can be to pen original ads for a campaign as time tested as Priceless. The client aslo frequently asked for partnership tie-ins, hence occasional co-branded themes. (*Broadcast uploads forthcoming. Ask about my "Johnny Cash" debit spot some day...)
"Cooking at Home" (*Flirting with talent in order to bring about the most natural facial reactions, can also be amusing. I remember attempting to intentionally embarrass this model.)
"OnStar"
"Mobile Phones" (*What you'll likely never guess in looking at this image is that the actress is speaking with me! In wanting to avoid model-y facial reactions in favor of more natural candor, I rang her up by cell and shared horror dating stories of my own. The set was built for the shoot.)
"Holiday" (*This ad was created for a holiday series which decorated kiosks and signs all over malls throughout the U.S. and French Canada, translations included.)
"Hiking" (*Debit ads were especially challenging, because there are only so many synonyms for "Leave your cash at home.")
"Home Depot Sweepstakes"
"Cookies for Santa" (*This ad was created for a holiday series which decorated kiosks and signs all over malls throughout the U.S. and French Canada — Pepé le Pew translations included.)
"Home Improvement" (*Sadly, the photographer's wiener dog didn't make the final cut, although the photographer's producer can be seen framed within the background c/o her elementary school photo.)
"Red Lobster"
Full Size (highres_width x highres_height)
"Universal Studios" (*This highway-bound billboard was created with Universal Studio Orlando's Jurassic Park ride in mind. Raaawr.)
"Broadway Across America" (*The pictured marquee was actually custom manufactured, at half true-to-life scale. Ads appeared on billboards and bus shelters in cities with appreciative theater audiences.)
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