Another iconic American brand, another successful rebranding. When my creative partner Jim Riddle and I started working with Thermador, the brand accounted for a large loss for its holding company, Bosch. Our strategy was simple: Thermador makes the biggest, most bad ass and powerful appliances you can own. At the heart of this is their Star Burner, which cranks out more BTU's than any other burner out there. The results? Thermador went from being Bosch's biggest loser to a brand responsible for 70% of their US profits. Oh, and this was during the 2007 financial crisis. Yep.
Before the billionaires ran out the millionaires, Jackson Hole Mountain Resort was seen as a tough place to get to, let alone ski and ride. Instead of running from the resort's true nature, this campaign embraced it, inviting skiers and boarders to escape from the illness we call modern life. I've almost forgiven my art director partner for photoshopping another mountain into the north end of the Tetons. Almost.
I love golf. I guess I also love using passive versus active language in certain headlines. Anyway, during my San Diego stint, I was lucky enough to be part of a team that brought the once great Cobra Golf brand back from the dead. Considering Cobra later sold to Puma for umpteen million dollars, you could say the work worked. I think I got a pair of irons for my efforts.
Like me, Vans came into this world in 1966. I remember getting my first pair of checkerboard slip-ons back in 8th grade or so. I also remember getting beat up and teased for wearing them. Karma paid me back in big ways when I got the chance to work on this iconic brand.
Bryan Fisher is one of Southern California's and the nation's best designers. Known for his impeccable hair and style, Bryan also helped launch and build the Imperial Barber Products brand. I was lucky enough to come along for the ride on a few projects.
How many times does a copywriter get to undo something Saul Bass did? That's exactly what happened during my Wiener time. Old Saul ditched the “Der” in his version of the Wienerschnitzel logo. Knowing how many people still loving called the hot dog joint Der Wienerschnitzel, my partner and I brought the Der back. Our goal was to make Der part of Southern California slang, hoping people would use it to describe anything good or great. We got about half way there before the client got bored (scared) and moved on. I like to believe we got Saul to do a full spin in his grave. And if you don't know who Saul Bass is, that's not Der at all.
Forgive the receptive copy on these ads. I'm still gathering samples from my three seasons with CES, the world's largest consumer trade show. The big story here is how four guys with laptops showed up for the pitch and beat some big agencies by telling CES that people were starting to see this amazing gathering as a gadget show instead of the future-shaper it truly is. The results? Record numbers and some of the best feedback and press coverage the show had ever received.
I worked with Uncle Oakley for nearly a decade. The trick was to stay authentic to the brand without ever getting too cute or, as they liked “adsy.” Now I'm helping Spy Optics do the same with its product copy. My only regret from my Oakley time is not getting enough samples of the cool storefront and POS creative we did. I'll keep digging.
Sometimes you're branding a product. Sometimes you're helping launch an agency. And sometimes you're writing and producing a radio spot for milk that plays in both English and Spanish. Welcome to one of the most random places in all of portfolio-sphere.