True view
Brand Awareness Campaign

CAMPAIGN CONCEPTION, ART DIRECTION, EXECUTION

TV Spot • Photoshoot

I had the opportunity to work on a campaign that aimed to increase brand awareness for the locally-owned custom glass installation and repair company. The campaign was designed to be vibrant and eye-catching, and it included a variety of marketing materials such as billboards, digital banner ads, truck wraps, and social media. One unique aspect of the campaign was that we used children of the employees in the campaign, which as a bonus, created a sense of community within the company.

To achieve the desired results, I worked directly with the client and led our team to execute the campaign. We collaborated with vendors to ensure that the campaign was executed to the highest standards. The billboards were strategically placed in high-traffic areas, and the digital banner ads were designed to be eye-catching and engaging. The truck wraps were designed to be attention-grabbing and can be seen all around town. Overall, the campaign was a success, and it helped to increase brand awareness for True View.

I worked on another Donor Network AZ mini-campaign with the goal of generating more general awareness of the non-profit. The campaign included a 30-second video for digital and broadcast, a radio spot, digital banner ads, and a landing page to direct people to sign up to donate.

I collaborated with the creative director and copywriter, we conceptualized and presented ideas to our valued client. Upon finalizing the chosen concept, our team diligently embarked on the task of scouting and auditioning talent while also actively seeking out a director and a proficient production team to breathe life into our vision.

Shoppers Supply, a relatively new presence in Arizona, sought to enhance its brand visibility through a broadcast commercial and a website overhaul. A significant challenge was effectively showcasing their extensive product range within the confines of a standard commercial. To tackle this, we collaborated with the client to craft a script featuring three distinct scenes, strategically highlighting different aspects of Shoppers Supply's offerings while overlaying call-outs to draw attention to their product variety.

The next steps involved sourcing suitable actors who could authentically represent the brand and finding an adaptable shooting location. The logistical complexity of shooting three spots in a single day required precise planning and coordination with the director, production team, and talent. This meticulous approach enabled us to efficiently capture the essence of Shoppers Supply and create a compelling broadcast commercial that boosted brand recognition and supported their expansion efforts in the Arizona market.

PHOTOSHOOT:
When I redesigned the Shoppers Supply website, one of their goals was to add much more product and store photography to the site. I worked with the client and photographer to organize a custom photoshoot of several hundred products in addition to store photography.

Wickenburg Ranch, nestled just north of downtown Wickenburg, is an expanding golf community that epitomizes the essence of modern living amidst stunning natural landscapes. The primary objective for both the commercial and photoshoot projects was to illuminate the allure of this idyllic property, accentuating the beauty of the homes, the picturesque golf course, and the vibrant community that thrives within its borders.

In orchestrating the commercial, my role was multifaceted and entailed a comprehensive approach. This included the vital task of procuring a production company with the expertise to capture the essence of Wickenburg Ranch effectively. The selection of actors was a pivotal aspect, requiring a keen eye to choose individuals who could embody the lifestyle and spirit of the community. Furthermore, wardrobe selection played a crucial role in conveying the desired aesthetic, ensuring that the attire complemented the ambiance of the location. The process also involved scouting locations that encapsulated the essence of Wickenburg Ranch, providing the ideal backdrop for the visual storytelling. Lastly, directing the actors and collaborating with a skilled drone videographer were integral components in bringing the vision to life, resulting in a commercial that not only raised awareness but also painted an alluring portrait of this thriving golf community.

During our two-day photoshoot at Wickenburg Ranch, we embarked on an expansive journey across the vast property, capturing the essence of this sprawling community. Coordinating such an ambitious project demanded meticulous planning and attention to detail. Given budget constraints, we opted to feature real residents of Wickenburg Ranch as models, adding authenticity to the visuals. This choice introduced an extra layer of complexity, as we needed to synchronize their participation with various factors, such as facility availability and the schedules of residents.

Another crucial element was the coordination of lighting throughout the shoot, an integral part of showcasing the property's beauty. Our photographer's expertise was pivotal here, as we worked in tandem to harness the natural light and artificial lighting when necessary to capture the desired ambiance and enhance the visual appeal of the homes and the golf course. Thanks to meticulous planning and seamless coordination, the project unfolded seamlessly, resulting in a successful photoshoot that authentically portrayed the charm and vibrancy of Wickenburg Ranch.

Modesto dairy solutions

BRANDING, WEB DESIGN, PHOTOGRAPHY

Photoshoot • branding • Website

Collaborating with Modesto Dairy Solutions, our objective was clear: to transform the perception of dairy farming and showcase the company's role in modernizing this traditional industry. Our journey began with the creation of a comprehensive strategy, drawing upon extensive research into the latest advancements in dairy farming technology and design. This strategic foundation enabled us to craft a visual narrative that would not only highlight the modern features of dairy farms but also encapsulate the essence of innovation and progress.

One of the pivotal moments in this endeavor was my direction of a captivating photoshoot on an operational dairy farm (complete with the presence of cows!) This immersive experience allowed us to tell a compelling story of how Modesto Dairy Solutions seamlessly integrates state-of-the-art technology and farm design to optimize efficiency and animal welfare. The photographs artfully captured the synergy between tradition and innovation, emphasizing the company's commitment to bringing dairy farming firmly into the modern era. Through strategic planning and visual storytelling, we successfully conveyed a fresh, contemporary look and feel for dairy farming, positioning it as an industry that embraces cutting-edge solutions and sustainable practices.

Venezia's Pizzeria

BRAND UPDATE, WEB DESIGN, PHOTOGRAPHY

Venezia's Pizzeria, a cherished family-owned establishment, recognized the need for a fresh and contemporary image that would resonate with their loyal customers while also attracting new ones. To address this challenge, our team embarked on a comprehensive rebranding journey that aimed to breathe new life into the pizzeria's identity. My role was instrumental in orchestrating this transformation, encompassing a holistic update of their branding strategy, which spanned across various facets of their business, including their website, food photography, product labels, and social media campaigns.

One of the central components of our rebranding effort was revamping Venezia's Pizzeria's online presence through a redesigned website. We focused on creating an intuitive and visually engaging platform that not only showcased their mouthwatering menu but also conveyed the warmth and authenticity of a family-run pizzeria. The updated food photography played a pivotal role in this endeavor, as it not only made the dishes appear even more delectable but also told a visual story of the restaurant's commitment to quality and tradition. Simultaneously, we overhauled product labels to reflect the new brand identity and crafted dynamic social media campaigns that included video promotions of their partnerships with the Phoenix Rising soccer team and ASU Football, ultimately reinvigorating Venezia's Pizzeria's image and ensuring its continued success in the competitive world of food establishments.