Art Director
Aug 2009–Feb 2011
Reported to Creative Director, managed various vendors.
My team, focused primarily on FedEx, was responsible for creating digital, social, print, TV, and radio campaigns for both the core brand and a collection of sub-brands. Responsibilities included developing creative concepts and overseeing design, development, shoots, and post-production.
Brand
2010 : : FedEx : : Pre-roll Ads
Concept, Art Direction, and Design of pre-roll ads for FedEx Ground and Express delivery services. FedEx Ground promotes value, while Express emphasizes reach. The ads of the trucks backing up happened to run on YouTube before an SNL skit that made fun of UPS, which resulted in a good deal of amusing internet buzz. The loading bar concept was also developed for the Racing sponsorship and Proud Partners campaign.
For the Racing sub-brand, the color palette changes to black and orange — and everything takes on a racing feel. We carried over the Loading Bar concept by switching out the standard FedEx couriers with a Nascar pit crew.
Join The Race
2010 : : FedEx : : Campaign
Concept, Art Direction, and Design of pre-roll ads and a microsite for the FedEx Nascar sponsorship. The pre-roll ads, aimed at the dedicated Nascar enthusiast, playfully presented the hyperbolic idea that tracking your package could make you feel like a Nascar driver without having to get behind the wheel.
The ads drove to a microsite where users could track their packages and learn more about Nascar. This microsite garnered more than 70k hits a week during the Nascar season.
Proud Partners
2010 : : FedEx : : Campaign
Concept, Art Direction, and Design of pre-roll ads and a Facebook quiz. The FedEx Proud Partners campaign portrays FedEx as having the experience to make any company succeed no matter its business personality.
To drive user engagement on Facebook, we created the Business Personality Test, which helped more than 100k users determine which type of business partner they would be.