This campaign was photographed to portray soldiers’ life outside the Army. These photos were captured for the U.S. Army image library. Project: Client work | U.S. Army Role: Art Director
A role with Imerys means working with minerals—those noble materials that existed when the world started. From these base materials come the most incredible innovations—innovations that make Imerys customers’ products more beautiful, more effective, more economical, more resilient, and more environmentally friendly. Every employee at Imerys has a part to play in the “transform to perform” brand story. It’s exciting work, its work that leads to professional and personal growth, and its work that’s all about pushing innovation. There is nothing passive about it. This campaign was call to action, a rallying cry for people who want to work with the world to change it. Project: Pitch work | Imerys Role: Art Director
This concept is very closely aligned with FactSet’s new corporate/commercial brand. We set out to deliberately create a campaign that would bolster “See the Advantage” while also having its own identity and a different messaging strategy. The result was “Be the Advantage” – because while the technology and data at FactSet are impressive, it is the people behind this that is the company’s real advantage. The headlines are bold, direct and empowering. They very quickly communicate importance, scope and scale, culture, respect, potential and smarts. The first half – be the one – tells people that their individual work will have serious significance, while the body copy will always allude to collaboration. The second half explains what that significant work could be. It’s aspirational, entrepreneurial and exciting. Just the feelings you need to rouse the audience to encourage them to read further. Visually, this is a striking, personal campaign – humans are wired to connect with faces. The people express determination and confidence, which reflects the culture at FactSet. Using current employees in the campaign …
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We were given the opportunity to develop a new recruitment brand for P&G, a global consumer goods company. One which not only showcased the people and products of P&G, but also the great opportunity that exists for those who want to grow and develop into leaders. The campaign we came up with was “Your Potential. Ignite It.” When ambitious people with purposeful hearts, big dreams and a desire to succeed meet a company that shares their outlook, sparks of inspiration fly. These sparks ignite potential and from the light that’s cast, leaders emerge blinking into a bright and exciting future. That’s the sentiment we’re conveying with this creative concept. By highlighting both sides of the employer brand deal, we’re able to explain what candidates must bring to P&G and what they can expect in return for their passion and commitment – not least the opportunity to use their talents to carve out a rewarding career at the forefront of P&G’s future. Project: Client work | P&G Role: Art Director
We were given the opportunity to develop the overall brand of Pace University, a comprehensive, independent university with campuses in New York and Westchester. They offer world-class teaching and the typical classes, lectures etc. but they also champion real-world, co-curricular learning. This means there is a lot of emphasis put on internships, mentoring, alumni involvement and external activities. They also replicate the working world in the classroom – simulation classrooms at the College of Education, Learning Labs equipped with mannequins and true-to-life scenarios at the College of Health Professions and a real-time ticker and mock trading floor at the School of Business. We came up with the campaign ‘Ready for the Real World” which positions Pace as a university of success and positive outcomes. It’s forward-looking and aspirational. This message appeals to the type of go-getting students attracted to the university: they can see where an education at Pace can take them. Project: Pitch work | Pace University Role: Art Director
The experience at Pace is a brilliant balance between academic excellence and experiential learning. The university understands that in order to prepare students for the professional world, they need to experience it as soon as possible. Through clever juxtapositions, this concepts shows just how important internships, workshops, visiting guest lectures and the industry insights of the faculty are to a student’s educational experience. We plastered these executions throughout New York City, including MTA platforms, stairwells and cars, MetroNorth platforms and LIRR trains. We put Pace university on the map and raise a certain level of brand awareness amongst prospective students, parents alumni and employers. The campaign stood out in a very cluttered college and university advertising marketplace. Apart from billboards and posters, we also created digital executions in social media platform including facebook, and other media platforms such as NYT.com and the Journal News. We also curated unique student videos for Pace Path which is 4 year individualized program that is designed to help students make their college experience more purposeful an to teach a wide range of soft skills …