WORK


Mercury Marine

Jimi Hendrix playing an electric guitar An oil rainbow coming to an end A fire engine is probably louder than our engine A new kind of peace on the water You have entered the future, now choose Avator You can't beat our gas prices This is the power of nature Outside. In nature. Make sure you can hear it

DESCRIPTION

Working directly with Mercury's Global Brand & Influencer Strategy Director, Gary Lancina, my strategic campaigns class was split into 'agencies' and tasked with developing an entire campaign for Mercury's all-new electric engine, the Avator.

TAKEAWAY

As a student project, this work posed both a challenge and an oportunity. Unfamiliar with the ways of working and the strict roles and responsibilities of typical agency jobs, a student is able to approach a project with relative freedom, often leading to unconventional work.

While perhaps more cohesive visual and thematic stylings would have offered our campaign a sharper sense of purpose, the spread of ideas only partially explored through our print pieces express, if anything, a belief in the power of our product to change the world. And isn't that what the root of great advertising is, after all?

CONTRIBUTORS

  • John Berube
  • Taylor Love
  • Ian Obert
  • Maddie Skomra

VIDEO

Cabo Wabo Tequila

DESCRIPTION

Cabo Wabo Tequila became the first tequila sponsor of NASCAR and wanted to celebrate with a badass experience for fans at major NASCAR races.

The Home of the Bold was born—a garage with a custom bar, photo op, and water refill stations.

In just 11 activation days, Cabo Wabo gained over one million on-site impression, over 27 million media impressions, and sold over 4,000 cocktails.

TAKEAWAY

As with most highly regulated industries, advertising for alcohol brands poses unique challenges. To make this campaign doubly challenging, we paired an alcohol brand with a racing brand, which poses practical legal issues that must be circumvented.

Leaning how to navigate the desires and constraints of various stakeholders (account, client, and legal teams) was the most valuable takeaway from this project.

By approaching the project with an understanding that much would change over the course of it, our creative was capable of making last-minute updates and working with, instead of against, the other project stakeholders to produce a memorable, badass experience for all Cabo Wabo and NASCAR fans.

CONTRIBUTORS

  • Creative Director: Matt Tornetto
  • Art Directors: Bridget Halliday, Katie Copeland
  • Copywriters: John Berube, Madeline Houston
  • Production Managers: Mandy Heumann, Jill Stelzer
  • Production Artists: Amy Luna, Keith Miller
  • Strategist: Chryssi Yip
  • Account Executives: Maureen Chave, Lia Poin
  • Project Managers: Nicole Hagemann, Katie Hogan

Pantone

DESCRIPTION

In this campaign for PANTONE, the iconic authority on color, billboards across the country dynamically track the sky’s color in real-time and display the matching PANTONE shade from their extensive database. The campaign celebrates the beauty and diversity of natural light and its profound connection to color. Each billboard reflects its location’s unique atmosphere, bridging nature, technology, and design, positioning PANTONE as not only a tool for creators but a source of daily inspiration.

TAKEAWAY

With this small project, meant as a test case to experiment with digital technology, we demonstrated how a brand can integrate its identity with real-world phenomena to engage audiences in a meaningful way. We explored the potential for AI-driven advertising to bring dynamic and localized experiences to outdoor media. We highlighted the universal nature of color while showing how cultural and environmental contexts can make campaigns feel personal and resonant. This project opens up PANTONE to opportunities for cross-industry collaboration, interactive consumer experiences, and global adaptability.

Forty Creek

DESCRIPTION

Forty Creek was going back on tour to some of the best and most prestigious whiskey events across America. They tasked us with designing an activation footprint and experiential plan for each event, incorporating their infamous Moby camper, a bar, a whisky sampling program, and educational elements.

TAKEAWAY

The Forty Creek activation appears at whiskey/whisky events around the country, in a booth next to many other booths filled occupied by other whiskey/whisky brands. In order to stand out and share the uniquely smooth Niagara whisky of Forty Creek, it was important to master the brand voice that Forty Creek has just reimagined.

As one of the first expressions of the new branding, this campaign was an opportunity to fully express Forty Creek's roots in the Niagara region, and establish its new identity as one to watch in the whisky world.

Along with the rest of the creative team, I did extensive research on the Niagara region and its associated lore, as well as the whiskey/whisky industry and its associated eccentricties.

These studies informed our final vision of the Forty Creek Moby, and allowed it to be a standout vehicle for the new voice of Niagara whisky.

CONTRIBUTORS

  • Creative Director: Matt Tornetto
  • Art Director: Bridget Halliday
  • Copywriters: John Berube, Madeline Houston
  • Production Managers: Mandy Heumann, Jill Stelzer
  • Production Artists: Amy Luna, Keith Miller
  • Account Executives: Maureen Chave, Lia Poin
  • Project Manager: Nicole Hagemann