Welch’s came to us with a simple ask. Tell the story of their 100% grape juice. How it’s heart healthy. And how it’s good for your circulatory system. And how it can only be harvested select times of the year. And how it has polyphenols. And how it tastes great. And how it’s available in many sizes. And how it’s as good for you as red wine. And how it’s a super fruit. And how it’s purple. And how…. Well, you get the point, there was a lot they wanted to say.

We took this complicated ask and distilled it down into an incredibly simple social campaign. With “The Mighty Concord”, we made a hero (as well as 3D model) of the simple Concord Grape. With the hero grape at the foreground, we were able to have it deliver any message we needed, in a simple, fun and engaging way. Executions included the grape morphing into a heart, mimicking a text message, pushing around bottles, and exploding into 500 little grapes.

It’s no secret that the super-informed, socially-conscious, hyper-connected millennial mom wants to know where her food comes from. She distrusts big, faceless CPGs – no matter how storied the brand – and authenticity is among the most important ingredients for anything in her cart.

But what had been a secret was the truth about a brand she’s known - or thought she’d known - all her life: Welch’s. It’s not a big brand. It’s a family business; a cooperative owned and operated by more than 900 farmer families who grow Welch’s grapes.

Our “Farmer owned. Family grown.” campaign connected consumers to the brand on a personal level, celebrating transparency and authenticity and promising 100% of Welch’s profits go to family farmers.

Big food can’t do transparency. The reality of enormous holding companies isn’t a great story. If it were, people would be drinking “Pepsi Orange Juice” instead of Tropicana. But Welch’s can throw open the barn doors and show the public how it is structured with pride. Digital channels introduced this challenger spirit more aggressively into the campaign, inviting the consumer to ally themselves with the brand and its values: independence, honesty and authenticity. And begging the question: if Welch’s is happy to show the country who owns the company, isn’t it fair to ask the same of your favorite juice brand?

Creative ran across TV, web, streaming radio, pre-roll and social, offering a rallying cry to consumers and cooperative members alike: “Support small. Pick purple.” And they have.

The campaign well exceeded historical Welch's digital performance benchmarks and drove a considerable lift in sales of their core product, 100% Grape Juice - almost 5% year over year.

Harvard Business School had a problem. Their alumni weren’t taking advantage of all of the tools and resources provided to them. From Career Resources, to Alumni gatherings, volunteer programs to Alumni Clubs, involvement was at an all-time low.

HBS needed a way to connect with them that would break through all of the clutter these high profile folks receive every day. That’s where we came in. After doing some research into the communications stream the school has with it’s alumni, we realized there was no shortage communications going out. However, they weren’t providing results. They weren’t making it past the inbox- they weren’t engaging the audience. We knew we would have to create a communications stream so unexpected, the alumni would be moved to engage.

Enter “The HBS Alumni Wilderness Survival Handbook for Intrepid Explorers”. Through a series of teasers videos sent as email, we created buzz for this online hub of alumni information. The premise was simple really. We needed them to realize there is all this great stuff- but didn’t want to make them feel bad for not being involved. Let’s so them how they can navigate the wilderness of life after college- through the use of woodland creatures. It would both be engaging and funny, and let them see the folly in their ways.

The site experience allows them to explore all the opportunities available to them, and drives deeper CTAs to get involved.

Winner of 2016 Hatch (Silver), 2016 Webby Award, and 2016 W3 Award (gold).

The Bishop's School in La Jolla, CA is a private prep school for grades 6-12. It's known for it's excellence in academics, however, because of that, prospective students tend to think of it as a "pressure cooker". 

And to some extent, it's true. But the kids that go to Bishop's embrace it. They are quirky, curious, smart kids who thrive off being around other kids like them. The enjoy challenges and they grow from them. They are focused and determined, but more important than all that, they are kids. Just like the kids considering the school. 

In this admissions video, we show incoming students that if that's what they are about, then they'll fit in just great. Because at Bishop's we're a different kind of cool. 

As Holland-Mark evolved as an agency, the first thing we needed to do was to take our own advice.

We've told clients that the most important part of their brand is identifying their "One Simple Thing": the one idea that sums up what they stand for. After a while it became clear to us that our brand is about love. Creating brands that people love, working with clients who love to work with us, and loving what we do everyday. 

To present this message, we choose a very atypical approach. As an agency, doing a "safe" website was out of the question. We chose to equate our love for what we do with the strongest love around: monogamy, and present that in an engaging way. 

Which brings us to the Prairie Vole. Did you know they mate for life? 

Check out the live site here.

Reading Cooperative Bank was in dire need of a new brand. The didn't want to be middle of the road anymore, and they wanted to stand out. We decided to really highlight their "cooperative-ness", rather than hide from it like some of their competitors do. After all, being a cooperative is a great thing. 

We started with a new positioning, "Cooperative, dammit!", and a new logo. To evoke a sense of place and heritage, we used the the oldest building in Reading, MA – the Parker Tavern – as our inspiration. The salt-box shape of the tavern is made up of multi-colored dots, giving a feeling of community, cooperation and diversity. These dots represent the people that make RCB what it is. 

We followed up the rebrand efforts with an ad campaign that created characters out of these dots and allowed us to convey the benefits of RCB in a fun, engaging way that would appeal to the diverse customers of the bank, and had legs enough to work across all platforms.  

"Oh that's just another Liberal Arts college up in New Hampshire. And it's cold. It's really freaking cold there." 

Colby Sawyer College really needed to change the perception of their brand/school. The thing is, the perception really isn't the reality. At CSC, the faculty and staff encourage a learning experience that is both focused and hands-on, and grounded in real world experience.

Our idea was to use actual students at the school to tell the story for us. Who's gonna believe another college brochure with list of majors in it? Kids aren't going to be emotionally moved by that. But they might be emotionally moved by one another. 

Using a the social hashtag #thinkoutsidetheclass, we created a way for current CSC students to capture those moments when they are learning outside the classroom and share them via Twitter and Instagram. 

We also created a corresponding brand book which featured real students at the school, doing things real students do. And having fun the whole time. Full of selfies and goofing around, each spread is focused on a different way students think outside the class. Because honestly, if you're a kid, yes, you want a great education (which you'll get at CSC), but what you really want is that at a cool place.

Chances are you haven't heard of Haas Hops, but you've almost certainly tasted their hops. A valued distributor of hops to the Big 3 US Breweries (Budweiser, Coors and Miller), for years, they've always gotten by on product and reputation alone. 

But with the rise of craft breweries, Haas realized it had an opportunity to commit itself to providing world class hops to brewers of all sizes. The only problem was, the brewers already used Haas hops they just didn't know it. 

Many of them get their hops through 3rd party distributors, so Haas has minimal brand recognition. 

To combat this, we created a campaign that leveraged 3 "superstar" brewmasters. Matt Brynildson from Firestone Walker Brewing Co, Mitch Steele from Stone Brewing and Jeff Edgerton of Bridgeport Brewing.

However associating these brewers with our hops wasn't all we wanted to do. We wanted to connect with brewers on an emotional level, and to do that, we focused on the shared moments that all brewers have while following their passion. The things that make them wake up in the morning, and the things that they love. 

Created to help tell the story of who US Trust’s clients and prospects are, and to dispel the myth that they are a bunch of old folks who don’t use the interwebz.

IoraHealth is committed to changing the way health care is provided in America. And to do that, they needed a website that's as authentic as they are.

We focused on what really makes the difference in an Iora Health care practice: the people. Each person that works for Iora is passionate and honest about the relationships and friendships and connections they make working with patients. 

Through large facial portraits we connect you immediately with the person who's story we are trying to tell and introduce you to how healthcare is different at Iora. 

This was a monster. Complete redesign of the entire onstar.com website, which took months, and included some fairly serious information integration.

In addition to being simpler, cleaner and easier to use than the previous site, this site featured a unit we affectionately called “PAM” ( Personal Advisor Module). Intended to follow you through the site once you logged in, the PAM unit ( the blue box on the right) would provide you with information about your vehicle status and registration completion, such as any alerts on your car, or if you still need to add your “In case of Emergency” contact information.

In the aftermath of the 2008 stock market crash, many investors were skittish about putting their money back into the market.

Merrill Lynch wanted to demystify some of the more common investment options they present their clients. By understanding what they were, the hope was that they would feel more comfortable investing again.

We created a web site that led with a video that simplified and explained what the options were.

100 years or so ago, a guy named Charles Merrill changed the way Americans looked at retirement and the stock market. He fundamentally changed investing for the middle class. 

To reconnect Merrill Lynch with today's investor, one who is skittish and shy about investing due to the recent past, we led with the words of our founder and reminded people of Merrill Lynch's true mission. Them. 

These concepts are not currently live.

Do not reproduce these images anywhere, in any form. Thank you.

I've done my fair share of brochure and sell sheet work, I'll tell you that. While working on Volkswagen, I helped create multiple trading card promotions, sell sheets for everything from "a bike with your new Jetta", to "we won an award", to "we have a new model." 

Each one was a great chance to design something fun that more often than not was led by a creative concept rather then a simple design execution. Which is essential, especially when your companies designs are all very "simple" by nature. 

Toward the end of my run on Merrill Lynch I had a great opportunity to work on a tablet based experience concept. 

Intended to allow investors to have greater control over their investments, and faster access to their advisor, the ML Clear Experience concept looked to combine multiple disparate projects into one stream lined process. 

With this concept, we not only delivered a solution to the clients initial request, but helped define (through the UX and Customer Journey needed to create this) a different approach to the same problems they had been trying to solve for. 

Multiple channel campaign. I worked on 1 Prelaunch brochure, multiple print iterations and one final showroom brochure, with copywriter Tim Brunelle and under CD Alan Pafenbach.

This was one of those times when a simple project became something much cooler.

The assignment was to let folks know that their Turn By Turn navigation trial from OnStar was coming to an end. We looked at it from the angle of it’s not just your trial you are losing, but a familiar voice that you had gotten used to.

We created a simple card that stated just the facts, but packed a surprise. When you pressed the button like you would in your car, you got a message from the very same voice of Turn By Turn that you had grown to know.

PARTNERS+simons positions itself at the convergence of art and science. A marker-like outline reminiscent of the concept "tissues" popularized by the shop- evokes art, as the elemental table composition evokes science. The warm and cool color palette represent the "art" (warm/expressive) and "science" (cool/analytical) that drives the brand.

Check out the site here (flash devices only). 

Logos. Love making them. Love it.

Promotional Materials for AIGA Boston, "Design in Advertising" Lecture. Concept based around the notion that design isn't "part" of advertising, but rather advertising and design are the same thing. A two headed creature with the same heart.

Integrated Campaign featuring multiple touch email and direct mail waves tracking to higly customized microsite experience- user is greeted by '‘their’' car: using knowledge of the consumer, we are able to pull in their year and model vehicle, as well as provide the correct color by asking them for it.

This campaign went across all 7 GM brands, and required custom coloration of nearly 160 different models.

Check out the Corvette specific site (if you still have Flash) right here. 

Here's some other prints ads I've concepted or produced. They include an ad for a new drug from Alkermes aimed at chemically controlling alcholism, some spec work for Toshiba and a Black Book ad for Garland Photography.