Creative Direction

The soul of bringing a product to market is creative direction. A mediocre product with a wonderful marketing concept behind it will have a better chance at success than a wonderful product sent into the world with the wrong message. I came to my 30-year experience in creative direction through an opportunity window opening, through necessity, and through a client seeing my past success. The four programs below show a wide breadth and scope of work. From supercars to women’s accessories to two product lines the world had yet to see, the chance to create the messaging, imagery, copy, websites and packaging was both challenging and thrilling.

While they varied greatly, there was commonality. All were in fast-paced environments, where I worked as the leader of a multi-disciplinary team and/or led groups of vendors and suppliers to execute the concepts. On many of the programs, I wore all of the hats: creative director, art director, product designer, photographer, and graphic designer. Each program was highly entrepreneurial, where the wrong move, the wrong message or poor execution could have spelled disaster. Getting each of these or any program right requires a lot of “outside the box” thinking and empathy with the customer.