Creative direction, strategy, managing process change

As a creative director for the Crew's AOR I was asked to assume leadership of the account and return it to profitability.

From the team's perspective there was concern that the creative direction had strayed from the established brand equity by overlaying a comic book thematic onto the “Work Hard. Play Harder.” platform.

With more than 400 pieces to produce over the course of a season, the complicated, comic book approach to design had made the account unprofitable.


By successfully selling in bold, minimalistic visual language for the season platform, streamlining both the creative team and creative process, I was able to achieve the goal of re-establishing brand equity in the “Work Hard. Play Harder.” platform while improving productivity. With the exception of special games like "Black Out the Galaxy", copy consistently paid off the idea behind the platform and a simplified design approach allowed us to return to the “yellow swoosh” that as a core part of the brand’s identity.

On the agency side, we returned the account to profitability for the first time in more than three seasons by improving the profit to expense ratio by approximately 310%.