Project Role: Award Winning Art Director of Concept Development, Art Direction, Branding, Copywriting, Illustration, Web Design, Web Banners and Promotions. For OP’s Spring line, I brainstormed the concept “Get OPtimistic,” promoting a positive mental attitude embraced in a surf, lifestyle brand. I concepted, designed, wrote copy and illustrated a print ad campaign, website & web promotions, a logo, in store signage, and scrims. I also wrote and designed the press release to announce the new line. The website features a rotating hero, facebook feed, blog, rich media, video, a downloadable iPhone app, ad campaign, and clickable ecommerce link. This project won an American Web Design Award from Graphic Design USA.
Project Role: Art Director of Design and Press Release Copywriter. The OP spring campaign is based on the concept “Get OPtimistic.” The press release I wrote explains the OPtimistic outlook on life embraced in the ad campaign. The incentive offers a chance to win an all expenses paid trip to Huntington Beach, CA for the US Open of Surfing, a $1000 OP shopping spree and surf lessons from the OP surf models. The promotions were designed to drive traffic to the website in an effort to build a solid ecommerce mailing list. The consumer can only win if he opts-into the OP mailing list and receives e mailings and VIP invites to special events.
OP’s Spring print campaign features real, beautiful and talented female surfers as their models. These role models push hard and embrace the OPtimistic ideal. For this campaign I single handedly brainstormed the concept, conducted photo research, illustrated, designed and wrote headline copy. The ads feature lifestyle photos of female surfers, high energy graphics and OPtimistic credo.
Project Role: Art Director of Design for Road Trip & Sounds of Summer National Ad Campaigns & Seasonal Logos. OP’s Summer print campaign featured LA county natives enjoying the surf and sun on Santa Monica’s beaches. The ads feature watercolor and road trip graphics urging consumers to define their own lives and find the open road. The OP logo was transformed into an interstate road symbol to appear on all ads and instore signage in the concept of Road trip. A Sounds of Summer mini campaign was launched to promote the anniversary of the Beach Boys with a free promotional CD offered with every purchase at Kmart and Walmart.