CW: Mary Gross / Steve Lasch
CD: David Oakley / Jim Mountjoy
Agency: BooneOakley
Feature in:
Communication Arts 2020 Short List
2020 Addys Judges Choice
2020 Addys Gold
We had the unique opportunity of completely rebranding a popular destination in the Gulf of Florida, The Emerald Coast.
The problem is, technically the Emerald Coast is a 100 mile stretch. Which created awareness confusion for our destination who claimed the name but only makes up 22 miles of that stretch. Therefore, we gave priority to the actual place names creating a single brand along with a new unified voice - Destin-Fort Walton Beach.
In addition to needing a new name they also needed an entirely new identity and purpose.
Our campaign for Destin-Fort Walton Beach began with one important fact: 56% of children spend less time outside than maximum security prison inmates.
Childhood is being spent indoors. And Destin-Fort Walton Beach is ready to open the door and get kids back outside.
But we aren't just telling parents to get their kids outside, we're showing them.
• Partnership with USA Today where we developed an adventure builder to let families explore outdoor activities.
• DestinFWB.com where families can browse 360 videos, quick tips and real kid reviews.
In addition, we helped Garden & Gun create their first-ever kid’s magazine “G&G Jr.” based on our mission
Will we succeed in making childhood an adventure again? We don't know. But we have to try.
In 2020, people were confronted daily with the vocabulary of the pandemic. The OBX determined to adopt key words and phrases as emotional pivots, employing them for our own purposes to drive awareness of and response to our own unique benefits.
TV AD: Laura Beebe
Print AD: Savannah Jackson, Laura Beebe
CW: Steve Lasche
Photographer: Laura Beebe
Director/ DP: Phil Beebe
2020 Addys Silver
CW: Mary Gross
AD: Laura Beebe, Savannah Jackson
Photographer: Laura Beebe
Creative imaging
post-production: Hac Job
Featured in:
Communication Arts Magazine January/February 2019 print issue
Lürzer's Archive Magazine - Print Ad of the week
Lürzer's Archive Magazine - Magazine January/February 2019 print issue
2018 Addys Judges Choice
2018 Addys Gold
CW: Mary Gross
Awards:
National ESTO Destiny Award for Virtual Programming
Flagler Awards:
Mixed Media - Henry award
Mobile marketing - Henry award
In February 2020 we were on a roll. We launched our brand-new Destin-Fort Walton Beach campaign. We were running beautifully shot TV, OOH, tons of digital and even had large partnerships all geared towards getting kids out on the water. Nothing could stop us from getting our target to Destin-Fort Walton Beach to experience a whole new adventure.
And then in March 2020… well, you know.
We paused our branding campaign indefinitely and did the only thing we could do–pivot. instead of getting kids out on the water in our destination, we shifted to getting kids outside at home and showing them that adventures can happen anywhere.
Through our campaign, Adventure Anywhere, we were able to connect with our target as well as be helpful to parents who were now faced with juggling homeschooling and working from home.
Adventure Anywhere launched on April 13, 2020 as a collection of indoor/outdoor itineraries. These itineraries connected parents, teachers, businesses and children with the wonders of our destination, all without leaving the house. We shared activities that kept kids learning, moving and entertained. Families met marine animals, got ideas for playing outside and helpful information for when they were able to eventually visit the destination.
Itineraries were sent via newsletter twice a week and accessible on the Adventure Anywhere hub on destinfwb.com.
Production costs for the entire hub were a whopping $500 (yes, you read that right). Despite our small budget, here were the results:
● Engagement rate increased by 201%
● Time spent on website increased by 40%
● Full video views increased by 100% with 23.8K video engagements
CW: Steve Lasch
CD: Jim Mountjoy / Dave Oakley
Agency: BooneOakley
Washington D.C. not only leads the nation in unused vacation days, it's also home to a grueling daily commute. It's easy to see why the people of D.C. deserve a vacation. That's why we used metro buses, bus shelters, TV and digital videos to tempt stressed-out commuters to ditch their mundane routine and take a break in the Outer Banks.
Featured in:
2018 Communication Arts Shortlist
2018 Addys Best of Show
2018 Addys Gold for “Taxi”, “City Building” And Full TV Campaign
2018 Addys Gold for “Poster Campaign”
Tire Pros was given an opportunity to do a production with Dale Jr. and race car driver Josh Berry. Dale is NASCAR’s largest influencer, which meant he’d be the perfect person to let our audience know: Tire Pros is more than just tires.
When we concepted the commercial with Dale and Josh we knew that while Dale had some acting experience, Josh was very new to being in front of the camera. That’s why we decided the best thing to do was to *not* make a commercial.
We also created digital content to promote Tire Pros to their race fan target. We utilized Dale in super-short pre-roll and Hulu Spots and paired up Dale and Josh (two young dads) for some eye-roll worthy Dad Jokes. After just a few weeks we’ve seen over 2.1M impressions on social and over 64K views on YouTube.
CW: Mary Gross
Shop Yellow Room
Imagination closes the gap between reality and possibility.
And Yellow Room feeds this imagination.
Welcome to a place that invites you to live what you imagine. A place where imagination is celebrated. A place where a community of curious individuals can come together to make the unique worlds they imagine a reality.
Yellow Room is more than a room. It’s the bridge between what is and what could be.
Our Inspiration – Elevated Senses
Here, there are no borders, rules or limits. It’s your imagination. The kind of imagination that turns possibility into reality. Prepare yourselves for elevated senses: brighter colors, richer tastes, desires brought to life.
Welcome to a place where you can live what you imagine.
Two young entrepreneurs with creative vision started an unusually delicious brunch food truck called Ego. It serves inspiring and unexpected hand crafted bites. However, their brand was lacking the same exciting voice that their food was packed with. They needed a brand system that was just as tasty and unexpected as the meals they serve up.
Since they have such a great sense of humor, artistic flare and quirky attitude I decided to hand illustrate iconography that reflected their personality and their food items.
The end product was a delicious imaginative system that helped take Ego’s brand to the next level.
You can find them slinging their famous kolaches in Asheville!
Digital Director: Ashley Neel | Developer: Joel Kuehn
With the recent explosion of customized gaming on facebook we saw an opportunity to target a specific audience during football season for Bojangles’. Seeing that Bojangles’ is THE official tailgate restaurant of football it made perfect sense to create a Tailgate Hero game.
The game includes 20 levels with 5 opportunities to win prizes. The tailgate hero must collect all tailgate food in order to advance to the next level. The goal is to make it to his friends and save the tailgate with Bojangles’ food! Users also get the opportunity to “save” their own tailgate by winning coupons and swag!
Check out Bojangles’ Tailgate Hero!
CW: Mary Gross | AD: Laura K. Beebe
Agency: BooneOakley
Artists:
Andrew Archer
Olaf Hajek
Aldo Crusher
Jon Reinfurt
Mark Ward
Mellow Mushroom is known across the country for outstanding craft pizza and a unique collection of restaurants. Each restaurant has a story with a one-of-a-kind experience that fills more than just tummies.
Mellow Mushroom feeds imagination.
Our assignment: Create a new generation of menus across the Mellow Mushroom system. We took the founder’s words seriously, “Design menus people would want to steal.” So we did just that and created new worlds filled with delectable offerings.
We then gave these stories to five artists from around the globe and worked with them to bring the Mellow Mushroom experience to life. Now Mellow Mushroom customers won’t just be opening a menu, they’ll be opening their minds to new possibilities.
CW: Mary Gross | Digital Director: Ashley Neel
Agency: BooneOakley
When words cannot express your love for Bojangles'
Download the Bojangles' emoji keyboard app today - It's Bomoji Time!
Android and Apple versions available.
CW: Mary Gross | Digital Director: Ashley Neel | Developer: Will Jardine
Agency: BooneOakley
Using delicious new food photography and dynamic video, this website invites users to follow Bojangles' 48-step process to making the perfect buttermilk biscuit.
The site is filled with fun facts, tips and a short quiz that challenges your master biscuit eater skills.
The site navigation is synched up with your scroll rate. Therefore the user actually controls the biscuit making process, creating a rich experience!
Take our biscuit tour at
BojanglesBiscuits.com.
Lowe’s Innovation Labs uses the power of story to inspire change in the marketplace. They change consumer understanding by allowing them to see what’s possible through narrative storytelling.
But their website didn’t reflect that vision.
We created a new site, using interactive 3D models, that showcased just what can happen when you allow for a change in perspective.
Digital Director: Ashley Neel | Dev: Will Jardine
AD: Laura Beebe | CW: Steve Lasche | Photographer: Mike Carroll
Agency: BooneOakley
As a key battleground state, the political climate in North Carolina has been especially tense this year. Since we all need a break from politics, we created a print ad and poster for the N.C. Craft Brewers Guild that invites residents to take a breath and just have a beer for god's sake. We sent this poster to key legislators to help lobby for friendlier distribution laws as well as all the breweries in the state. We also got to drink every beer in the poster which was a plus.
Solid is changing the floor care game. But their site and all of their communications told the same old boring story.
We designed and developed a dynamic video-based site that highlighted the most important element in caring for their client’s surfaces: the life that happens on them. Solidcare.com
In addition, we rethought their internal and external communications ranging from posters to brochures along with their fleet vehicles.
Digital Director: Ashley Neel | Dev: Sydney Oakley
Client: Catawba Riverkeeper
Agency: Saturday
CD/CW: James Ward | AD: Laura Knight
AD: Laura Knight
Niners Vs. Zombies is a UNC Charlotte spin off of the steadily growing subculture- Humans VS Zombies, A nerf gun game cannibalizing over 100,000 campuses worldwide.
For an entire week a demographically diverse group of students from all over campus join together in one massive apocalyptic blood battle... By bloody I mean powdered marshmallows, balls of socks, and styrofoam darts. Oh and by the term battle, I mean nerf dart wars.
The game is all about team building, strategy, and releasing the inner head muncher you never knew you had... But most of all having an excuse to carry around a nerf gun while shooting participants is what makes your blood flow faster.
The game involves obstacles that challenge both your physical and mental strengths. To help ease the pain I developed a "survival kit". This includes a custom water bottle that promotes endurance and tips and tricks trading cards for the "newbies". The kit also includes a "Try Your Kill" shooting range poster to keep your aim calibrated. Coupled with this kit is a "How To" guide that takes you through the process of initiating this addictive game on your very own college campus.
These pieces not only act as an aid to the game but also provide a form of advertising which promotes the game to future players throughout the year.
* 2013 STUDENT GOLD AND BEST OF SHOW CHARLOTTE ADDY AWARDS
* 2013 STUDENT GOLD CHARLOTTE ADDY AWARDS FOR LOGO
I take photographs.
1. Client: Noda Brewing Company
Unfortunately these designs never saw the light of day. But they are worth sharing
Monstro:
Noda created a specialty beer to celebrate their 10th anniversary, a Pappy Van Winkle-aged imperial stout, called Monstro. It is the name of the giant whale in Pinocchio. In the beer world, rare beers that merit an Ahab-like chase are known as “whales” or “white whales”.
I got the honor of working on a variety of design options for this whale of a beer that they brewed.
2. Client: Sanskrit Literary-Arts Magazine
AD: Laura Knight | Co-AD: Ade Hogue
The Sanskrit Literary-Arts Magazine Promotional ads were designed to attract the eye of local college students and residence of the creative Charlotte community. By tapping into the social culture and growing trends I pulled inspiration from the nostalgia of letterpress as well as the commercial graffiti edge of Shepard Fairey. The success of the Sanskrit Magazine's Promo Ad created a 20% increase in brand awareness.
The Sanskrit Magazine was inspired by human anatomy and creativity.
* 2013 STUDENT GOLD CHARLOTTE ADDY AWARD (magazine design)
* 2012 STUDENT SILVER CHARLOTTE ADDY AWARDS (poster design)
