MY ADVERTISING PHILOSOPHY

I’ve never regarded the word “audience” as an accurate term. It implies a state of stagnation— someone waiting to view whatever is put in front of them. In reality, “audiences” are bustling about their daily lives, each on a personal quest to sort and rummage through the “noise” to find that which provides some benefit for them.

I prefer the term “seekers”.

Developing a message, an image, a thought, a story, a promise that aligns with the seeker’s quest is key to resonant, effective advertising and strategic media placement.

_________

LET LOUISIANA SHINE!

KEEP LOUISIANA BEAUTIFUL & THE OFFICE OF THE LIEUTENANT GOVERNOR

Litter in Louisiana is a costly and serious issue. Keep Louisiana Beautiful and The Office of the Lt. Governor needed to reach residents and visitors across the state with a message that would resonate with audiences and rekindle a sense of environmental stewardship.

• Gold Telly – Local TV – Branding
• Bronze Telly – Local TV -Videography / Cinematography
• Bronze Telly – Local TV -Use of Music
• Bronze Telly – Local TV -Public Interest/Awareness

_________

LET’S MAKE IT HAPPEN.

GULF COAST BANK & TRUST

One of the oldest and most respected privately owned banks in the Gulf South was struggling with attracting younger individual and business depositors. Based on research-driven insights, I determined that  the younger set is goal-driven but not always literate in how the right bank can help them achieve those goals. During times of transition, this need for banking expertise increases ten-fold.

• Silver Telly – Local TV – Cinematography
• Silver Telly – Local TV – Diversity & Inclusion
• Silver Telly – Local TV – Branding
• Silver Telly – Local TV – Banking

_________

WHEN YOU SUSPECT, SPEAK

THE LOUISIANA OFFICE OF MOTOR VEHICLES

The I-10 corridor is a notorious route for human traffickers. Supported by a Federal grant, the Louisiana Office of Motor Vehicles needed to reach truckers, lodgers and those who can serve as the eyes and ears along the corridor to report suspicious activity.

• Gold Telly – Local TV – Cinematography
• Gold Telly – Local TV – Public Interest/Awareness
• Silver Addy – Sound Design 
• Silver Addy – Public Service Non-Broadcast 

_________

THE MOMETTES

PARTY TIME

After researching the evolving landscape of retail and consumer behavior in the retail party supply category, it became apparent that Party Time’s unique strength was centered in their carefully procured selection and hands-on customer experience that simply wasn’t being replicated by national chains and online giants.

This insight drove the realization that the store needed to leverage its local charm and expertise to position itself as a knowledgeable peer among 40+ moms who are often called on to become “party heroes”, responsible for making special events more personalized and memorable.

Based on this insight, I developed a creative campaign featuring three archetypical moms from the local area who enthusiastically embrace the spirit of the local market’s most significant seasons: Parade Season, Holiday Season, Halloween Season, and Everyday Occasions.

These moms sang seasonally inspired songs (all originally composed in-house or in public domain to stay within budget), capturing the essence and excitement of each season.

The campaign showcased Party Time’s extensive and unique selection of costumes, décor, tableware and bakeware products, highlighting how these items could help make any celebration special.

This strategy not only emphasized Party Time’s wide range of products but also reinforced the store’s connection to the local community and its commitment to helping customers create memorable events.

_________

SAFER ≠ SAFE

THE SOUTHEAST LOUISIANA AREA HEALTH & EDUCATION CENTER

Vaping is on the rise among teens across the country, with notably higher rates in Louisiana. To draw adolescent audience’s attention to know the actual facts about vaping is a challenge. Based on the insight that the vaping industry is centered on the commonly accepted claim that vaping nicotine is safer than cigarettes, this campaign was built to poke holes in this perception.  Adding to the challenge was launching this through the popular TikTok platform with creative concepts executed by influencers across the state and the nation.

Public Relations Association of Louisiana:

• Overall Best in Show in the State
• Red Stick Award – Social Media Campaign
• Bill Michelet Award – Best in Show
• Torche Award – Community Relations & Public Service
• Torche Award – Social Media Management
• Torche Award – Best in Show
• Tier Three Award – Social Media Management 
• Tier One Award – Long Term Strategic Programs in Community Relations & Public Service.

_________

FIND YOUR Y

THE CAPITAL AREA Y.M.C.A. 

As the cornerstones of communities throughout the Louisiana capital metro,  Y.M.C.A. locations are much more than gyms. The client needed a campaign to raise awareness of the community services they offer that would complement the national tagline- For a Better Us.

• Gold Telly – Regional – Not-For-Profit
• Professional AAF Mosaic Award – Regional
• Gold Addy – Regional – Television
• Gold Addy – Regional – Video Direction
• Gold Addy – Regional – Integrated Advertising Campaign

_________

BORN TO BE TIGERS

TIGER ATHLETIC FOUNDATION

Working with a talented team of collaborators, I developed a messaging system/direction to drive engagement among LSU Tiger fans to increase donations and enrollment in the Tiger Athletic Foundation. Being from Baton Rouge, I knew that most fans consider their claim as a Tiger to be a birthright.

Hence, the BORN TO BE TIGERS campaign. It’s been a hugely successful messaging system and flexes well across print, radio, OOH, Video, and Social Media.

• Gold Telly- Corporate Image

Pete Maravich Assembly Center

_________

FEED EVERYBODY

ROTOLO’S PIZZERIA

A local franchise with locations throughout the south, Rotolo’s initially needed a campaign to boost engagement and sales with consumers that differentiated themselves from the many (and I mean MANY) competitors in pizza and casual dining. With a large and varied menu, Rotolo’s seemed like the logical place to FEED EVERYBODY.

• Gold Addy- Television Advertising 
• Silver Addy- Integrated Marketing Campaign