Iceland Spring

In 2010, I worked on a print campaign for a brand called Iceland Spring, which is bottled from a natural source in a nature reserve called "Heiðmörk" near Reykjavik. Research showed that Iceland Spring is among the purest water in the world. Its mineral content is low, and it has one on the lowest levels of undesirable chemicals ever recorded, leaving it with a perfectly neutral 8.8 pH balance. No treatment of it is necessary; nothing is added and nothing is taken away. So, using the pristine, awe-inspiring imagery of Iceland itself with bold headlines made the most sense in communicating the perfection of the water.

Florida Hospital

One of the country's largest hospitals needed a campaign to tout to their unique makoplasty partial knee resufacing procedure. We conceived a print campaign showing active adults participating in the types of activities they wish they could enjoy again. The copy written in a first-person aspirational tone. ADs/CD: James Hale, Vince DeMarinis. Copywriters/CD: John Huggins, Ward Parker.

Museum of Contemporary Art

One sees a little bit of everything on bus shelters these days – from a sexy model drinking a martini to an ad for wart removal. So when we approached designing an outdoor campaign for Miami's hip, contemporary art museum, we wanted to stick out in an unexpected way. So we took the typical types of headlines one would see on outdoor but gave them an extremely low price. The shock of seeing an oil change service for a mere five bucks definitely turned heads. And copy explains "Experience what contemporary art does for one's mind, admission $5." AD/Illustration: Chris Patir, CD/Copywriter: me.

Knight-Ridder

While at the BS&P agency, I was assigned to publisher Knight-Ridder (now McClatchey) and asked to sell their subscription-based service called 'Dialog.' An online tool for finding articles, abstracts and citations. Upon further research, I found the service could query upwards of 330 million different documents. I thought, "Wow, that's really pounding it out"– thus my jackhammer plugged into a computer idea. The print ad ran full spread in Fortune and BusinessWeek for several months. John Cohen was the photographer and Steve Horowitz wrote the copy.

The Exchange

A loft conversion in a landmark building in downtown a Fort Lauderdale, FL needed to make a hip statement for their young urban professional demographic, so my team at S/A came up with the 'Anti-Condo' campaign. We started by designing the identity based on a badge we found from researching the original, 80 year-old history of the building. We then engaged in full-blown guerrilla tactics that included a sidewalk picketing demonstration, condo commando models wearing blue wigs and wielding semi-automatic weapons, taxicab toppers, beer coasters strategically positioned at nearby bars, microsites – any 'anti' ploy to help reinforce our campaign. The work was so effective, sales records were even set in a slow economy. Creative team included Chris Pastir, Manny Prieres and Fred Adkins.

f.y.e / Spec's Music

We needed to inform Spec's Music's (now FYE) young customer base of the variety of benefits offered in their customer loyalty program called 'Payback.' Instead of talking about the specifics of the program in a coupon-like tone we found the more interesting aspects and handled them in a more fun, fashionable and educational way. Not only did my campaign dramatically increase membership, but it got existing cardholders to use their cards 25O% more. The print portion of the campaign ran full page in magazines throughout Florida, Georgia, Alabama and Puerto Rico. A few from the campaign are shown below. Miguel Caballero and I wrote copy.

Hardee's

I was part of the creative team that created a campaign called 'Real Food. Real People.' for Hardee's, the nation's the third-largest burger chain. Reporting directly to Rick Boyko at Ogilvy & Mather/NY, I was responsible for designing such things as in-store displays, billboards, print ads and tv spots. We filmed folks at franchises all across the country enjoying their meals and telling their stories.