Video
Radio
Print
Out-of-Home
Social
Email
Website
Ticket Design
Events
Point-of-Sale
Rich-Media Interactive
Strategy

We designed these tickets and this campaign to be a love letter to DC. Unlike any other lottery in the country, DC offered the unique ability to focus on neighbors vs cities.

First, we looked at DC neighborhoods and chose what we thought would be the keystone monument, building, or spirit of each. Then we designed a ticket for each of the 12 neighborhoods. I designed and created the initial illustrations that were later finished by renowned illustrator Steve Noble. We used a new kind of printing for lottery tickets that let us cover the entirety of the ticket with an image.

We created one :60 second commercial for the campaign as well as a :15 commercial specific to each neighborhood.

We also created a full 390 degree campaign to launch the products. This had our ticket designs everywhere in the city.

We used also created a website that used geo-targeting and would lead players to find a lottery retailer, tell them more info on each neighborhood, a place to register your non-winning numbers for a chance to win a second chance prize and a place to vote on the next neighborhoods to be featured on tickets.

These tickets were extremely popular and the most common thing we heard was that people didn’t want to scratch the numbers and ruin the ticket design.

Video
Print
Out-of-Home
Social
Email
Rich-Media Interactive
Strategy

In a radical departure from advertising the traditional aspects of the nation's capital, we focused on a virtually unknown side of DC--the "cool" side. 

To reflect this, we partnered with internationally famous photographer Jim Krantz to capture the unexpected side of DC's local culture in classic, captivating black and white.

As a result, Forbes magazine placed DC at the top of its list of "America's Coolest Cities" in 2014 and it was a banner year for tourism to "Cap City". 

Video
Radio
Print
Email
Digital / Mobile
Social

For these ads, the Van Metre team enlisted the help of renowned paper artist and animator, Tommy Perez.

We wanted to focus on all the little moments that happen within the lifespan of you living in your home. Together, we crafted a story that would pay off the idea that you Van Metre home was “A Home for Life.”

Television
Radio
Print
Digital
Social Media
Email

Sometimes, the best advertising ideas come from expressions or phrases that are already part of the cultural vernacular.

We've all heard people make offhanded comments like, "Be right back...unless I win the lottery” or  "See you all tomorrow...unless I win the lottery."

The Internet is filled with tweets invoking this sentiment: "Stuck with this lemon of a car...unless..."  "Won't be taking that vacation...unless..."

We thought, why not take the line and make it proprietary to the DC Lottery?  And put all that social energy to work for the brand?

Print

Keolis is an international rail services management company. They work with a rail service to handle everything from staffing to schedules to budgets and amenities. This was a campaign for the North American division. We wanted to focus on the good things about train travel—bringing people together on time and safely.

Television
Print
Out-of-Home
Digital / Mobile
Social

A comprehensive research study of the DC lottery region and its players revealed that the more consumers see evidence that people actually win prizes of all sizes playing the DC Lottery, the more likely they would be to play.

So we told stories of real people who have won various amounts of money from the DC Lottery. And we told those stories in ways that were charming and humorous, which made their personal experiences playing the lottery even more rewarding.

Print

Lansinoh is a leading manufacturer of products for moms who breastfeed their babies. Founded in 1984 by a breastfeeding mother, their goal is to do everything they can to make the nursing experience rewarding for mothers. They came to us for an advertising campaign that would distinguish their brand as an authority in an increasingly competitive marketplace.

Online Video
Annual Report

Truth Initiative is an organization dedicated to achieving a culture where all youth and young adults reject tobacco. They speak, seek and spread the truth about tobacco through education, tobacco control research and policy studies, community activism and engagement. They came to MDB for a Holiday email video consistent with their mission. I also developed their 2015 Annual Report.

Print
Out-of-Home
Digital
Branding

Geppetto was creating a new initiative that focused on sustainable catering services. We developed a logo, print ads and wraps for their trucks that would focus on the idea of "Green Catering." 

We also ran a series of small space newspaper ads using illustrations to show off their unique green products and services—sustainable silverware, compostable cups, biodegradable bags, etc.

Print
Out-of-Home
Digital / Mobile
Social

#MetroSmartSpy,” MDB’s scavenger hunt-themed social media event with the International Spy Museum and WMATA, consisted of a series of fake company advertisements posted in various locations in the Metro transit system. Each week, the International Spy Museum and WMATA posted clues on Facebook and Twitter alluding to the whereabouts of a particular advertisement and challenged followers to locate it. Participants took a photo of the advertisement and posted it to Twitter using the hashtag “#MetroSmartSpy.” Each advertisement included a fake URL that redirected to a hidden page on the International Spy Museum’s site confirming success in solving the puzzle and promoting an exclusive SmarTrip discount offer. More than 4,000 SmarTrip cardholders took advantage of the offer during the seven-week promotion.

Print

When The Washington Post discontinued their weekly business section, the Washington Business Journal knew it was their chance to remind people of their long history of being THE continuous source for business news in the Washington, DC area while poking a little fun.

Online Video
Out-of-Home

Heroes is the brainchild of the late philanthropist, DC power broker and parking lot magnate Leonard B. “Bud” Doggett, Jr. Bud wanted to create an organization that looked after the families of those firefighters and police officers who fall in the line of duty. As part of getting the message out, we created a short, powerful film that would eventually be screened in every precinct fire department, and Federal law enforcement agency in the nation’s capital. Heroes is an acronym for Honor Every Responsible Officer’s Eternal Sacrifice. We also created bus shelters than ran around the Metro DC area.

Print
Out-of-Home
Digital / Mobile

The American Podiatric Medical Association wanted to help raise the profile of Podiatrists. We felt they needed an image that displayed a sense of understanding about human nature. Ads reflected the myriad problems that ail the human foot, were observational in nature, and projected wit and humor.

Television
Radio
Out-of-Home
Digital / Mobile

Many things that happen in life each day are beyond our control. A flat tire. A leaky coffee cup. The rudeness of others. Annoying little things happen all the time.

This observation served as the basis for a wonderful advertising campaign for the DC Lottery, one that distinguished them immediately from two adjacent lotteries in the region who outspend them, Virginia and Maryland. 

For those who are victims of the small pieces of bad luck that rain upon the human race, we offered a bright spot in an otherwise not so bright moment--a lottery "intervention."

In short order, the phrase "I need a lottery intervention" resonated with consumers and became part of the vernacular.

Print
Out-of-Home

Since 2004, public support for the use of humane animal research to advance health in humans and animals had fallen 10 points, according to a survey from Zogby International. MDB’s “How cures happen” campaign was part of a national animal research education initiative for The Foundation for Biomedical Research. It was designed to counter the drop in public support for biomedical research. Advertising focused on the great power and shock inherent in the names of the terrible diseases that can now be cured or prevented thanks to the work of animal research. The campaign contributed to a significant reversal in the trend of declining public support. Market metrics from Zogby reported a 49.5% net improvement in opinion among the key target audience (women, 18-34).

Online Video
Branding

Samaritan Inns helps homeless people with substance abuse problems rehabilitate and become contributing members of society.

 They exist entirely on donations from companies and individuals.

We created an emotionally compelling video to help with fund-raising that pointed out a simple and troubling fact:  Every homeless person we see is "somebody."

Branding
Product Design / Packaging
Print

Strong Tonic LLC is a small batch mixer company based out of Oklahoma City. They were looking for initial brand logos, labels for their bottles and cans, and logos for the new flavors.

Branding
Product Design

Schmidt's Sausage Haus is a third generation German restaurant in Columbus, Ohio. I had the opportunity to develop a look and feel for their new food trucks. We worked closely looking both at the history of Schmidt's delivery trucks from the early 1900's and the look and feel of the trucks in the area. Ultimately, we came up with a design that kept the same nostalgia of the original fleet but with a modern feel.