Lagunitas

Hi-Fi Hops Launch

admin 0 Comment

How do you introduce an entirely new liquid? And make it the #1 selling cannabis beverage in California?

Lagunitas’ love affair with cannabis is as long and tangled as its relationship with beer & music.

And since combining hops and cannabis—in a zero-calorie beverage—was as revelatory as going from mono to stereo, I named it Hi-Fi Hops. And yes, the ‘high’ inference was purely a bonus track.

Play Video

I wanted to treat this like we were really releasing an entirely new liquid. To feel like something out of a surreal music video. Only more ‘elevated’.

We launched with teasers showing a floating, alien-like sparkling liquid; vaguely shaped like the Lagunitas “splotch” on the label. Then dove into more of the music side of the brand.

For POP sales promo posters we presented the product like new album releases.

Promo Item & Social Content: Zoetrope Turntable Slipmats

I enlisted the talented Drew Tetz to create a set of turntable slipmats that “animate” on your iPhone (thanks to the wonders of framerates! whoa).

Website

ONWARD & UPWARD

When we ‘released’ this liquid in Colorado, we made our surreal introduction by floating through some notable locales.

The Meth Project

The Meth Project “Ask”

admin 0 Comment

I was honored to write these TV scripts and work on set with director Darren Aronofsky. Career highlight for sure.

::

Teens are naturally curious. They think they know everything. Often misinformation from peers; like, “is meth really that addictive?”. 

Our strategy was that the more informed you are, the smarter your decisions will be—so just ask.

For research I listened to countless interviews with teen meth addicts. All heartbreaking. Most with recurring themes of betraying family members, selling your body, and generally losing control. The one I heard most often? Regret.

^Billboards and digital banners all helped drive to [ask] …

THE QUESTIONS ARE THE WEBSITE. THE CONTENT IS THE TRUTH.

Anchoring the entire campaign was a website front-loaded with all the questions you could imagine, answered by clinical facts as well as animated stories using audio of real addict testimonials.

methproject.org

::

Oxgut Hose Co.

Oxgut Hose Co.

admin 0 Comment

This company gives second life to retired firehoses, up-cycling them into high-end and ruggedly stylish products for home and life.

I named it after the first firehose material (dating back to 400 B.C.). It’s bold, attention-getting, and a perfect match for the designs.

We created the infinity hose logomark to symbolize their “second service” approach.

The tagline honors the storyful materials, “Exclusive designs with a heroic past”.

We developed Naming, Tagline, Logo / Identity, Website, Product Copy, Emails, & Trade Show Materials.

::