C O N C E P T  D E V E L O P M E N T
The thinking behind the idea.
Cover ideas for P&G's Align Probiotic brochure
​
Strategic Challenge:  To show there is a fair amount of confusion over the numerous probiotics brands available.

Execution: The following are sketches of several cover ideas.

Results: The third concept was chosen, executed and printed.
Ad idea for P&G's Prilosec

Strategic Challenge: To promote Prilosec for 24 hour acid relief even at night when patients are lying down which is when most medications tend to fail patients. 

Requirement: Leverage the existing promotional artwork from the “Knockout Heartburn” campaign.
​
Execution:  I went with “product as hero” and used the image of the box to imply that Prilosec stays strong no matter what position your patient is in. In keeping with the previous boxer campaign I stylized the font to look like a fight poster.
 
Results: Prilosec’s brand team loved this concept, used it in print ads and I won a "Certificate of Excellence" from the Rx Club in the consumer ad category.
P&G Oral B Toothbrush with Smart Guide

Strategic Challenge: To promote The Oral B Triumph Toothbrush with Smart Guide, which times your brushing.

Execution: I liked the concept that the creation of a better brush will help you brush better, and plainly stated it.
 
P&G Oral Health Equity Campaign​

Strategic Challenge: To help Dental Professionals see that they and P&G share a desired outcome in success with their patients.

Execution: Following are some sketches of options. For the selected option I used an enlarged image of the inside of a mouth, I wanted to equate it with a landscape or mountain range. Playing into the environment, with "Helping you protect the environment" 
Dyson Vacuums

Strategic Challenge: To promote Dyson’s, new unique, 5 pump filtration technology. This technology literally pulverizes the dust particles so very few particles are re-released back into the air.

Requirement: Utilize the current Dyson branding and ad style. 

Execution:  I wrote these headlines and executed the first ad, to over-emphasize what the technology does. And the second ad emphasizes the outcome. 
MULTAQ

Strategic Challenge: To illustrate that MULTAQ dramatically affects the lives of patients by reducing recurrences and cardio vascular hospitalizations.

Execution: I chose to show how life’s interruptions can be the difference between a comfortable home life and a harsh hospital setting.
​
Results: This concept was brought into market research testing.