In 2012, The beverage landscape had become so inundated with noise, pretenders and others, that vitaminwater needed to to help bring visual clarity to its brand and to create distance from the marketplace chaos. The distinct bands of color and the impact of athletes, musicians and other high-energy personalities work together to create an impossible-to-ignore endless ribbon of bold,delicious enhanced hydration that threads through the culture. We amplified the brand,and in turn, reinstated vitaminwater’s leadership status.
We also made a NYC Pastor pretty angry.
the objective – to further differentiate vitaminenergy from vitaminwater while harnessing the larger brand’s equity. the result – a new scientific design that consumers won’t confuse as “ vitaminwater in a can.”
In 2011, Lurzer's Archive, the go-to guide for a collection of the world's best in advertising, photography, and illustration, came out with their latest edition of "200 Best" They focused on packaging, making it "200 Best Packaging Design Worldwide" for 2010/2011.
I was honored to have one of my pieces included on the top 200 list. Some of the notable judges included: Michael Weinzetti, Editor in Chief of Lurzer's Archive; Mitch Nash, founder and owner of cult giftware producer and design company Blue Q, USA; Shingo Miyoshi, president and publisher for Pie Books, Japan; and Dr. Christoph Haberle, dean of studies, Packaging, Design & Marketing at Hochschule der Medien, Germany.
You can find Lurzer's Archive's "200 Best Packaging Design Worldwide" at select book stores or online at Lurzer's Archive.
Shot in Las Vegas, NV in a studio with NBA stars and vitaminwater partners Chris Paul, Dwight Howard, Lebron James, Kobe Bryant, and Deron Williams before their trip to the Olympic games in Shanghai. The concept for the shoot was to show how our all star lineup of basketball players would prepare themselves and bond together before they left on the road to redemption at the 2008 Summer Olympics. Our answer: good old fashioned team building. Media placements included ESPN the Magazine, Sports Illustrated and billboards in Times Square.
Photography: Andrew Eccles
To celebrate the historic return of the Winnipeg Jets to Manitoba, Budweiser - the number one selling beer in Canada - literally bottled up the spirit of Winnipeg Jets fans with a limited-editionWinnipeg Jets Fan Brew. The water used to brew Fan Brew was collected from a number of iconic Winnipeg locations during the Jets' home opening weekend. The water was placed in vessels that travelled throughout the city for fans to bestow their good luck wishes for a successful hockey season. Before the game, a portion of this honoured water was poured onto the ice ensuring the spirit of Winnipeg remains forever in the ice. The remaining water was brewed into a special limited edition brew celebrating the strong spirit and hopes of the entire City of Winnipeg. I had the honor (honour) of designing the package that would house the limited edition brew.
Creative Direction: Chris Greve, Anamoly
Unreal Brands candy is the brainchild of 15-year-old Nicky Bronner, who got so peeved one year that his parents had confiscated his Halloween loot that he decided to come up with new versions of his favorite candies that his parents would approve of. In 2012, I was hired by Unreal to design a packaging that was bold, disruptive and had a sense of discovery.
The target for Groundlink is described as George Clooney (from Up In The Air) meets Ari Gold. Now that’s one dynamic male figure. The classic good looks of the Clooninator with the dynamic personality of Ari Gold? Are you kidding? Could you even imagine the ego on this super creature? Well that got us thinking. Who are the real life versions of these characters off the screen? We put together a list of the smart- est, wittyest, in the know executives and thought long and hard about how we might introuduce them to GroundLink. But what do all of these guys have in common? The answer: they like themselves. A lot. Let’s target these guys with personalize ads that convince them to use GroundLink while introducing them to our service and our unique brand personality. The result is a blog worthy campaign guarenteed to get people talking.
The objective of the champs rebranding project was to enhance or redesign the logo identity for mega sports retailer Champs Sports. This new mark scored well in testing and was intended to be extended across multiple categories (store signage, online, mobile, apparel, etc). The goal of the branding was to be modern and progressive, as well as reflect the brand characteristics of Champs Sports. My goal was to create a new branding that targeted the high school male athlete who’s style is defined by the sports he loves.
To promote the partnership between rapper 50 Cent and vitaminwater, we created a multiphased campaign around 50 mixing up his famous "formula 50" product in the laboratory. We also created a iPhone app with developer Romplr called "In The Lab" that allowed you to mix up 50's hit single "Baby By Me"
• featured on Fast Company
• ranked #1 "top free music app" and #9 "top free app" within the first week of launch
• included in Apple's “new and noteworthy” section
• 250,000 downloads
"The Undercut," "the Mushroom" and of course "the bowl cut." call it what you will, but every guy reading this (and even a few more ladies than would care to admit) at one point rocked - or at least wanted - a bowl cut. You show me a guy who says otherwise, and I'll show you a liar.
So in celebration of this fantastic hairstyle, we created CheckOutMyBowlCut.com, a site dedicated entirely to, you guessed it, bowl cuts. Now I know what you're thinking, "It's about goddamn time." Well, you're welcome.
In 2009, Powerade was relaunched as Powerade ION4, a formulation that contains four key electrolytes in the same ratio that is typically lost in sweat. The objective was to create a new package for the brand that showcased ION4 and repositioned Powerade as a modern, tough sports drink.
vitaminwater is an incubator of pop culture. when we set out to engage vitaminwater’s target demo, we strive to bring breakthough content. by creating this spot, we aligned a breaking story (how david wright put on so much muscles in the off-season), a seasonally relevant partner (david wright), and a current pop culture phenomenon (“the situation”). and of course we delivered the story in our irreverent, witty, youthful brand voice. The video was featured on ESPN, E! and on various sports/entertainment blogs. Total views are currently over 1.2 million.
The Coca-Cola Company wanted to give Full Throttle a new position in the marketplace. The idea behind the redesign was that full throttle is an energy drink that is about what's in the can and nothing else. My design was inspired by old school oil can design that represents a simpler more regid american way of life.
The vitaminwater brand was born in Whitestone, NY and in 2011 we wanted to celebrate out home town with a campaign we called "born in NY." We targeted each area of the city with specific ads that suggested how our products could fit into the busy lifestyles of NYers. We may have offended some asians and the entire doorman community but in the end we got the people of NY talking.
As a key figure in launching the vitaminwater brand, I designed these promotional t-shirts based our iconic package design which were licensed and are sold around the world.
nestea came to glacéau to help them create a new “brewed” iced tea beverage rooted in heritage—a new classic. we illustrated a unique story for each proprietary blend.
The vitaminwater brand was built off of the love of celebrities, pop culture and organic product placement. To honor some of our favorite famous fans I designed these skateboards using shots taken from the Paparazzi.