Agency : RPA
Racing at Heart for Honda was a true 360 degree campaign that included everything from a TV spot to a robust social media presence, its own website, print, billboards and even a clever bit of onsite activation. With IndyCar season approaching and anticipation building for the release of its sporty Civic Type-R, Honda wanted to tie its racing heritage directly to its production vehicles. From this thinking, the Racing at Heart campaign was born.
As the project's lead CDs, Lior Ben Aharon and I piloted the campaign from concept creation to final production. The ultimate reward was bringing together a diverse crew of creatives and seeing the idea come to life in all its forms.
Procore is the construction industry's leading software platform for end-to-end project management. During a 3 year stint as an Art Director and Associate Creative Director for the brand creative team, my time was spent crafting concepts and visuals, directing photo and video shoots and overseeing a small team of designers and writers. I was involved in all consumer facing, brand-level campaigns and played a major role in the visual identity and voice of Procore's yearly user conference, Groundbreak, one of the construction industry's largest annual gatherings.
Seen here is a small cross section of the work.
Project: Visual branding and ID for the AI monitoring software startup, Mona.
As a newly formed company with no design language yet established, the good folks at Mona came to me with a blank slate and open minds. We worked together to create a fresh look & feel that would help them stick out from their crowded field of competitors.
* Note that all of the design work was created by myself except for the logo, which Mona had previously designed.
Produced, directed and edited these docu style videos for the digital mental health care company, Mindstrong. This series of shorts tell the stories of patients from around the country who suffer from mental illnesses and how they are using an exciting new mobile technology to help alleviate their suffering.
Agency : RPA / Role : ACD - Concept development, site design, video shoot art direction
The HR-V is an all new vehicle for Honda and it represents the automaker's entry into the CUV category. To generate excitement before it went on sale, the client requested a pre-launch site that would wet appetites without giving too much away at once. The responsive site used scalable full screen video, gorgeous still photography, and a user controlled 360 degree spin of the vehicle.
For our efforts the site was recognized with a Silver Addy Award.
Project: Logo design for a new wine importer of boutique, natural wines made using grapes grown on biodynamic or organic vineyards.
Production Company & Agency : Bestfriend
Investment company Janus Henderson believes that their experts are able to deliver unique solutions by sharing what they know amongst one another and their clients. They were looking for a symbolic and entertaining way of telling this story. I partnered with commercial production company, Bestfriend, from the concept stage through post production to bring this spot to life.
Agency : RPA / Role: ACD - Concept Development & Production
Life doesn't always turn out like you expect it. Sometimes, that's a good thing. The Honda Pilot can help.
Client: Halo Pet Food
Role: Art Direction and Design
Agency : RPA
Role : Concept, Art Direction.
An online campaign for the delectable frozen fruit and deep dark chocolate treat from Dole.
Agency : RPA / Role: ACD
It's a long form video that demos the features of the new Honda Odyssey, but wait, it's actually fun. Kids, dancing, music, a minivan! What more do you want?
Agency : RPA/ Role: ACD - Concept Development & Production
Where does inspiration come from? In the case of the all-new redesigned 2017 CR-V it comes from those who drive it.
Agency : RPA / Role : ACD
Credit where credit is due - GIMI-5 was the brainchild of RPA ACD Jason Hines. From drawings, to fabrication, to showing him off at SXSW, I partnered with Jason every step of the way. We led a diverse team to bring the idea to life. What or who is GIMI-5? All shall be revealed in the case study video. Check it out.
Agency : RPA / Role: ACD
I oversaw the photo shoot of these colossal human beings for the 2016-17 season campaign: It Takes Everything. Credit to AD Mark Aco for the impactful ad layouts.
Agency : R/GA / Role : ACD - Concept development, design.
When Microsoft launched it's latest version of the Windows operating system, they turned to RG/A to come up with an interactive ad campaign that would run solely in the xBox Marketplace. This was part of a larger attempt to position Windows-based devices as not only the best for work, but also for play. The simplistic concept is meant to appeal to gamers and eventually grew from a humorous interactive ad to a small scale print campaign. Objects on the site were available for download as avatars if users viewed enough screens in the experience. Based on xBox Marketplace data for click-throughs and avatar downloads, the campaign was a huge success.
Agency : R/GA / Role : ACD - Concept development, design.
The Pill was Beats By Dre's entry into the wireless speaker market. Timed to coincide with Mother's Day, we came up with the #PillConfessions campaign. User's were urged to confess the worst gift they'd ever given mom, using the hashtag #PillConfessions. Hiphop stars Jhene Aiko and Sean Kingston got the ball rolling with confessions of their own. We created a "Wall of Shame" on the Beats website where the shameful admissions lived. Winners of the best confession, as voted by their peers, won a free Pill and everyone was urged to buy one for mom as a way to make up for what they had admitted to.
Agency : RPA / Role: ACD - Concept Development & Art Direction
This is a campaign idea for Union Bank developed during a pitch at RPA. The premise - by switching over to Union Bank, one could experience a higher level of personalization. The campaign was never produced.
Agency : RPA / Role : ACD - Lead Designer
In 2016 I created the winning layout for a redesign of the automobile section of Honda USA's website. The responsive design was rolled out for each new automobile over the course of the next 1.5 years, a gargantuan project which I oversaw from a design standpoint. I managed a small team of art directors and production artists in close collaboration with a UX and web development team to pull it off in a relatively smooth manner.
Save The Waves Coalition / Role: Illustration
I created a series of illustrations inspired by the surf zone in and around San Francisco's Ocean Beach for use by the non-profit environmental group, Save the Waves Coalition to promote their annual film festival.
Agency : RPA / Role : Art Direction/Design
Print ad created for Honda team driver and Indy 500 winner, Takuma Sato.
Agency : Razorfish / Role : ACD - Design
SwooshBook was a concept for a content aggregation app proposed by Razorfish to Nike. Inspired by apps like Flipboard, the entry point was simple - by answering 4 questions (age, gender, favorite player, favorite sport) users could be served a personalized selection of content from around the Nike universe. Once up and running, users would have the option to add more criteria to the mix thereby increasing the variety of content. Unfortunately, after much back and forth, Nike passed on the project.
Agency : RPA / Role : ACD - Design
I created 2 posters that would set the overarching look and feel of all collateral produced for the 2015 Honda Classic Golf Tournament in Palm Beach, Fla. The pastel colors and vintage local newspaper textures are meant to evoke the classic Palm Beach style.
Agency: Organic / Role: Senior Art Director - Concept development and design
This project involved the creation of a print campaign along with design concepts for in-store display. The i7 processor and Solid State Drive are aimed at gamers while the i3 and i5 are marketed as all-around trustworthy/powerful processors. The in-store displays were a fun venture into the 3D and material world of industrial design.
Agency: Razorfish / Role : Senior AD - concept development, design, illustration
The "How To" series was a digital offshoot of WAMU's larger "WooHoo!" ad campaign. Intended to show how easy it was to sign up and use Washington Mutual's banking services, the illustration style was inspired by airline safety instruction cards. Ironically WAMU crashed and burned in the 2008 financial crisis shortly after this campaign was released. Either the banking public was appalled by these ad banners or there were larger forces at play. I hope it was the latter.
Non-profit organization / Role: Illustration
Illustrations created for a series of t-shirts. A portion of each sale benefits ocean cleanup causes. All of the animals pictured are effected by excess plastic refuse polltuing their ocean environment.
