Campaign Creative & Art Direction
This work focuses on in-market campaign creative where art direction and messaging work together to capture attention and drive action across channels.
Drink Up.
Leading spirits and energy brands like Modelo, Corona, and Red Bull wanted to reignite the passion of their fans. They already had loyal customer bases, but the brands believed that by building deeper emotional connections they could drive measurable increases in the consumption of the beverages and products.
Utilizing a multi-channel marketing approach that spans digital channels, consumers were engaged across a variety of formats and delivered relevant advertisements during receptive moments.
Art Direction & Creative Oversight
These projects (eBoooks, webinar ads, video) were developed by the SmartBear design team under my direction. I led the visual standards, guided iterations, and ensured evolving work stayed aligned to brand strategy, storytelling goals, and performance metrics while maintaining consistency across the expanding product portfolio.
