What is a ghost book, you ask? It’s definitely not layouts being haunted by the ghosts of poor kerning orphans and widows — that’s another story. This is some of my all-time favorite work that was sadly never produced (but presented), so grab the Scooby Snacks and go ghost book hunting. These were all concepts for current or potential clients that were presented as final comps.
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Client: California Raisins
Concept: Good and Ugly
My Role: Art direction, design, team concepting
Trying to convince people to eat raisins is a difficult task, so we wanted to engage the viewer by having some fun with what we all know: raisins are kinda ugly. But like all things, it’s what’s inside that counts, and raisins have the antioxidants and natural sugars that make for healthy snacking.
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Client: San Diego Chargers
Concept: Bolt Up
My Role: Art direction, design, team concepting
I’d love to make counterfeit versions of these tickets just to see if someone would notice as I enter the stadium. With bold teals, blues and yellows along with active illustrations and photography, this is one of my favorite looks that missed, hit the upright and bounced off, nearly making it in.
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Client: Sutter Health
Concept: My _______ Hurts
My Role: Design, team concepting, copywriting
In a funny coming-of-the-times way, we leveraged the humble pulldown menu to say we understand technology and your health at the same time. These banners for Sutter Health may have been a little too in the future for them, but idea and execution were solid.
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Client: JetSuite
Concept: Prepare for Career Takeoff
My Role: Art direction, design, team concepting
I absolutely love where we ended up with the version the client ultimately picked… I just couldn’t not show this alt direction because of its youthful, upscale vibe. And the copy that my partner wrote was all so perfect. I will never stop until I am able to use vertical type in a layout.
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Client: Auto Club Speedway
Concept: City of Fast
My Role: Art direction, design, team concepting
Where is the one place you can see NASCAR? City of Fast. IndyCar? City of Fast. Drag Racing, go-karting, whatever goes fast can be seen at the City of Fast, Auto Club Speedway. The idea may have been too encompassing, and the art direction may have been a pinch too much ‘Merica. These looked fantastic and were a great modular system to help put lots of information organized in a limited space.
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Client: Visit California
Concept: Tour De Republic
My Role: Art direction, design, team concepting
A road trip that can come to you, Tour De Republic checked many boxes for showcasing California. Concepted as a "Cochaella the state" idea where the best parts of California in music/food/culture come to your city as a rolling roadshow pop up event extraordinaire. The idea was to also do it in 12 days to synch up with the 12 regions (I bet you didn't know there was 12 distinct regions in California did you?) This bolt-on extension for "Dream Republic" idea was so complex and logistical it was shelved, but the idea was always a seed for a great platform for the great California road trip. If that isn't dreaming big, I can't think of what is.
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Client: Visit Napa Valley
Concept: The Struggle
My Role: Art direction, design, team concepting
At some point in my life, I too want to be given these choices. To not have to decide between the lesser of two evils, but the lesser of two greats. I love the Wes Anderson-ness of the perfectly bilateral yin/yang symmetry and the decisions that the people must choose from. It shows that the Napa Valley is so perfect… and yet there are no perfect choices that are better than where you are right now.
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Client: Warner Brothers Studio Tour
Concept: The Studio Where…
My Role: Art direction, design, team concepting
One of many concepts we presented to the client and still one of my all time favorites. Being able to tour the studio (just like you can) to go behind the scenes of a working studio is so much fun. The events that happen there can only happen there and that's what we highlighted in our presentation.
