The challenge was to provide a great school in a dodgy neighborhood with a competitive advantage over its better funded and better located rivals. My solution was to create a provocative campaign encouraging direct dialog between boys and their parents around the moral and ethical issues students would face in the classrooms and in the real world surrounding the campus.
Large retail pharmacy chains pay pharmacists top dollar, but the work hours often leave little time for a personal life. While NeighborCare couldn't compete on salary, it could offer a far better work/life balance. This entire recruitment campaign – for which I was copywriter and art director – put a new "life at work" spin on industry jargon in ads, direct mail, collateral, and trade show materials.
When invited to pitch ideas for ArcelorMIttal's upcoming leadership conference, I suggested a provocative theme that could inform and inspire every aspect of the event.
If one assumes everything can be a powerful and engaging media, even the most mundane elements can be transformed.
Call me a geek, but in order to concept, write, and design these displays I felt I had to understand the steel industry from well below the surface and straight to the heart.
In the early stages of the dot com frenzy, companies such as Lightscape Networks were competing to build the infrastructure necessary for our digital world. But with so many start ups claiming untested capability, I chose to highlight Lightscape's years of experience converging with the real world in real time. Their experience is expressed as the confident pause between manic clips and the sharp focus amid the blur of digital progress.
