This category is characterized by big campaign-level ideas.

 PoolX

Poolx is a project I collaborated with on behalf of The Pool Collective. It is an interactive photography portal. It was made as a response to Covid-19 as the production agency sought to remain creative and relevant in a digital age.

Problem: World-wide halt of film production due to Covid-19.

Insight: Companies still need photography to continue advertising products despite the lack of production.

Response: Leverage pre-produced photo collections already in a creative, entertaining, and somewhat bewildering environment for commercial use.

Experience it for yourself HERE.

Airbnb

Airbnb is an innovative company who values empathy and connecting people. While going through my own photography I was inspired to create a print advertisement focusing on something playful and beautiful. While the photos speak for themselves, it’s led by a powerful statement “Find yourself somewhere new.”

There is an excitement to go to a place you’ve never been before. Airbnb has made that accessible to many people. The photography highlights some of the great American places you can go. Such as a big sky with a setting sun and an empty desert road.

I love how the Airbnb logo sort of looks like a little heart or a gnome. I played with that using a sketchy hand-drawn version over some grainy photography for a vintage look. The mockups display a concept that can be displayed across many mediums. It can grow and expand. The travel inspired photography evokes a feeling of wanderlust while the sketches give a playful feel and a nod to Airbnb’s logo.

Problem: Airbnb is struggling to maintain brand power.

Insight: Recognizable visual cues increase brand awareness.

Response: Use Airbnb’s recognizable logo in new forms to increase brand power.

Travel New Zealand

One of the incredible things about New Zealand is its vast unhindered wilderness. Even years later, pristine mountain skylines seem unchanged. It’s refreshing perspective when the rest of the world is facing problems like deforestation at an alarming pace. These print executions show a humorous attempt at capturing the wild essence of New Zealand to an unfamiliar North American. The first using visual cues such as the corresponding photos and the second being led by an idea through text.

Problem: New Zealand wants to increase tourism.

Insight: Much of New Zealand’s landscape is undeveloped.

Response: Showing American’s the nuances of New Zealand scenery and culture through print.