Hello, and thanks for stopping by. Below is a snapshot of my work. I’m a freelance Creative Director with a passion for content development, brand overhauls, social strategies and new business pitches. You can reach me at mahonolith@mac.com, thanks again!
Who said whiskey and politics don’t mix?
We ran a campaign for Jack Daniel’s in the Political Convention during the '08 elections. A heavy media blitz of wild postings, store fronts, and free weeklies throughout Denver and St. Paul. We’ll also took over bars and outfitted them like Eisenhower-era campaign headquarters. (this assignment was originally a single page print ad)
The campaign went over so well, that the good people at Brown Forman asked for another round of hand made posters. Here's a little video that Arnold Worldwide made of that round. Proud to be apart of the team that took this brand that was struggling with maintaining their heritage/traditional values and still be relevant in this modern age. We did it through Authenticity.
In 2012 we launched a new product for Minute Maid, a fresh squeezed juice that required the bedside manner of Ty Burrell to gently break it to real oranges that this product wasn't that much of a threat to their stake in deliciousness.
2012 marked the return of the FIAT Abarth to the US market.
Created a superbowl spot, four page spread for ESPN draft issue as well as a launch spot about the visionary behind this little demon. #gofasterthanyesterday.
Copy: DON'T GET TYPECAST
interior: Eight model options. Over a half million ways to play it.
There's no bigger space in the world of magazine advertising than the Vanity Fair Hollywood issue. So when Fiat bought a triple page spread to mimic Annie Leibovitz's cover shot, their may have been a slight bit of pressure. Add to that the interesting client request to not have any people in said cover tribute. Result: shot it both ways and two weeks later the below composite was hanging on Olivier Francois's wall.
2012 Communication Arts Advertising Annual, 2012 Cannes shortlist, Cresta Press Grand prix, 3 Hatch silvers bowls , 4 gold national addys,
I was surprised to find out that the typography from this iconic bottle was hand drawn and had never been developed into a set of fonts. Upon further research, it became evident that the gritty, distressed typeface the brand had been using for the past several years wasn't so much in line with Uncle Jack's original vision. So, we collaborated with Carlos Segura to fully realize these three character sets, and I proudly accept responsibility for setting the brand back 148 years.
The Jack Daniel’s brand enjoys a huge following in the UK and the British love its down home, Americana roots. In fact, the people who make Jack Daniel’s may be the only Americans they really like. This spot, which ran in UK cinemas, was meant to be somewhat of a live action postcard from Lynchburg and served to reinforce the fact that, despite the audiences’ skepticism, every drop of Jack Daniel’s really does come from one place.
CHALLENGE
How does a music festival get noticed in New Orleans? A city with loads of 'em! Well, the Ponderosa Stomp is not your average festival. The organizers scour the south finding the best of the unsung heroes of rock and roll and soul.
So, this festival has no problem attracting the old folks, and they always attract a good international crowd, but the one group they really wanted to attract was the younger millennial US based audience. Through Instagram videos and NOLA trolley banners and some little short films that showcased some of these legends and their stories, we were able to do just that.
