CREATIVE DIRECTION

It goes like this: There is a meeting. A client gives us a target demo and some goals. After the meeting, we get to work. Researching, brainstorming, prototyping, second-guessing. After a while, we’ll put some pictures together with some words. Add some personality. Some backbone. Eventually, we end up with a some ideas that walk and talk and look like ads. Then, we march those newly formed ideas out in front of a firing squad of marketing pros and focus groups to see if any are bulletproof. This portfolio is a collection of some of my favorite ideas that have survived this process.