Strong creative starts with an understanding of the brand, the consumer, and the campaign goal.
Explore projects I've led as creative director during my time at Austin Eastciders.
Explore projects I've led as creative director during my time at Austin Eastciders.
DESIGN
Best of Austin 2024
Every year, the Austin Chronicle runs a competition to feature local businesses. The people of Austin nominate their favorite places and brands and vote for a winner in each category.
Eastciders was the youngest brand nominated for Best Local Alcohol Brand along with other well-known and loved Austin staples: Tito's, Deep Eddy, Still Austin, and Pinthouse.
A suite of ad creative was made to place across print, digital display, and social in a cross-platform campaign.
The unified design teases an upcoming brand refresh with stylized skyline illustrations and a simpler font. Copy is Austin-focused and associates Eastciders with the things that people appreciate about their city.
News dropped in the last week of June that Eastciders won!
Every year, the Austin Chronicle runs a competition to feature local businesses. The people of Austin nominate their favorite places and brands and vote for a winner in each category.
Eastciders was the youngest brand nominated for Best Local Alcohol Brand along with other well-known and loved Austin staples: Tito's, Deep Eddy, Still Austin, and Pinthouse.
A suite of ad creative was made to place across print, digital display, and social in a cross-platform campaign.
The unified design teases an upcoming brand refresh with stylized skyline illustrations and a simpler font. Copy is Austin-focused and associates Eastciders with the things that people appreciate about their city.
News dropped in the last week of June that Eastciders won!
Olivia Rodrigo Ticket Giveaway 2024
Being close partners with Brown Distributing (who invested in the Moody Center) allowed for ticket giveaways to shows, once granted creative approval from the artist's team.
There's a challenging limitation of not being able to use the artist's name or likeness to promote the giveaway, so it ultimately involves walking a fine line of recognition without infringement.
On the left, an early iteration played on a stars and confetti style featured in Olivia Rodrigo's 2024 tour artwork and was denied for borrowing from Olivia's likeness.
Going back to the drawing board and further into past tour artwork, I discovered the previous tour used more of a ransom note scrapbook style. The revised design on the right was approved then paired with an upbeat riff from one of Olivia's songs, plus a caption jam-packed with references to her other music.
Shares and tags on the Instagram post took off minutes after posting.
Being close partners with Brown Distributing (who invested in the Moody Center) allowed for ticket giveaways to shows, once granted creative approval from the artist's team.
There's a challenging limitation of not being able to use the artist's name or likeness to promote the giveaway, so it ultimately involves walking a fine line of recognition without infringement.
On the left, an early iteration played on a stars and confetti style featured in Olivia Rodrigo's 2024 tour artwork and was denied for borrowing from Olivia's likeness.
Going back to the drawing board and further into past tour artwork, I discovered the previous tour used more of a ransom note scrapbook style. The revised design on the right was approved then paired with an upbeat riff from one of Olivia's songs, plus a caption jam-packed with references to her other music.
Shares and tags on the Instagram post took off minutes after posting.
Raspberry Tea Launch 2024
A paid Meta campaign run only in Michigan promoted the brand-new, limited-availability Raspberry Tea cider by Blake's Hard Cider. Lightly animated, product-forward creative pairs with short, quippy copy from the package for branding and recognition.
A generic ad targeting strategy contributed to engagement quickly going through the roof on the "Pinkies Out" creative with likes, shares, tags, and comments from excited and curious fans alike.
A paid Meta campaign run only in Michigan promoted the brand-new, limited-availability Raspberry Tea cider by Blake's Hard Cider. Lightly animated, product-forward creative pairs with short, quippy copy from the package for branding and recognition.
A generic ad targeting strategy contributed to engagement quickly going through the roof on the "Pinkies Out" creative with likes, shares, tags, and comments from excited and curious fans alike.
PHOTOGRAPHY
East by Eastciders - SXSW 2024
Shot by Bob Billiams at East by Eastciders, a free entry mini-festival hosted for one day during SXSW 2024.
32 bands took over two stages from noon to 10 PM, and the first batch of Rico Tepache was released, freshly canned and hand delivered from the cidery that morning.
Direction was to capture the vibe of the event including attendees, performers, and new Rico Tepache.
Shot by Bob Billiams at East by Eastciders, a free entry mini-festival hosted for one day during SXSW 2024.
32 bands took over two stages from noon to 10 PM, and the first batch of Rico Tepache was released, freshly canned and hand delivered from the cidery that morning.
Direction was to capture the vibe of the event including attendees, performers, and new Rico Tepache.
Outdoors - 2023
Shot by Anagram. Direction was to capture a moment in time among friends in the outdoors. Somewhere between camping meets day trip, sharing drinks and making memories together.
Shot by Anagram. Direction was to capture a moment in time among friends in the outdoors. Somewhere between camping meets day trip, sharing drinks and making memories together.
VIDEOGRAPHY