This is Asia.
Integrated Campaign.
We wanted every customer that walked into P.F. Chang’s to experience Asia. In order to authentically do that, we went to Asia, bringing honored guests, chefs, and a camera crew to learn from the streets of cities all over the continent.
I was in charge of the brand pitch and the digital experience of this large operation. We created a video channel on P.F. Chang’s website highlighting authentic Asian culinary experiences and told the story all over social media.
This campaign ran throughout 2019 but came to a halt with the novel Coronavirus.
A collaboration with Chuck Schiller, Diego Zelaya, Dave Kreonke, Laurence Glasscock, Michal Krikorian, Jeff Bednarz, Camp Lucky, etc.
In 2023, we ran three campaigns within the DFW and national markets, Where the Players Play, Get Away To It All, and The Official Casino of the Cowboy.
Where the Players Play set the casino up for the future of gaming, sports betting, in the DFW marketplace. It used well known sports heros in a resort setting having a good time. It included messaging behind the Rangers as they won the World Series, garnering national attention and increasing hotel stays. Additionally, the campaign was highlighted during the 2023 Super Bowl within Texas, Arkansas, Oklahoma, and Louisiana. It was named one of the top Sponsorship campaigns nationally in casino marketing. It earned "Honorable Mention" in Dallas ADDY Awards.
Get Away To It All is their brand campaign highlighting the incredible anticipatory feelings that one experiences on property. From the dice or slots about to hit in gaming, to entertainers about to hit a high note, to awaiting an incredible tomahawk steak from 1883 (their steakhouse) — every moment is a moment you’re not going to want to miss at Choctaw Casino & Resort—Durant.
The Official Casino of the Cowboy is a national effort attracting rodeo enthousiast.
Choctaw also had campaigns running centered around the PGA Tour, The Dallas Stars, The Mavs, and promotional material.
Creative Directors: Tim Tone & Clint Carter
Art Directors: Sam Langford, Michal Lauren Kumpf
Writers: Mike Taylor, Meredith Bowden
Agency Producers: Sheri Cartwright, Lynn Louria
Production Company: HAMMER/STORY (Chicago, IL), AGRESSIVE.TV
Producers: Cliff Grant (EP), Donna Waxstein (Producer), Dustin Pownall (Post Producer)
Directors: Chris Hooper, Daniel Shapiro, Alex Toppaller
Editor: Marc Stone (Camp Lucky)
Music & Sound: Scottie Richardson
Photographer: Sean Murphy
Animator: Seth Olson
We Live For This Land.
Event Advertising, Thematic, Event Iconography and Event Hype Videos.
Featured in Advertising Age and AdWeek.
The Cattle Raiser’s Association came to us requesting some marketing materials for their upcoming 2020 convention, hosted in Fort Worth, Texas. Sadly, everything came to a halt with the novel Coronavirus. We successfully launched the campaign in 2022 with accolades from some of the wealthiest ranchers in Texas. Tears were shed at the event by many after the long-form film played.
Send compliments to Brian Nadurak, Mike Malone, Kyle Schiller, Michal Krikorian, Tommy Lee Jones, James Hering, Jarret Cofer, Jeff Bednarz (director) , Camp Lucky, Mark Thomas (DP), Ian Kasnoff (photography), Sai Selvarajan (editor), the entire TSCRA/TRG team.
The first few videos won Silver in the Dallas ADDY Awards Show for Social Media Campaign. The outdoor, print, and social work were created as a teaser as the property was being built. The last video on the page was an in-person, on-property passion project that launched with the grand opening of Choctaw Landing in Broken Bow. It was created using AI technology to record voice-over of Chief Batton, Chief of the Choctaw Nation of Oklahoma, and AI to record the movements of him to create a digital hologram that lives on property (and on the last frame of this video) to guide any person on property to art locations. We created an "Art Hike" to guide folks through the property and give native artists a voice within an app we developed, allowing guests to collect badges and earn rewards.
Creative Directors: Tim Tone & Clint Carter
Art Directors: Sam Langford, Michal Lauren Kumpf, Tess Pfam
Agency Producers: Sheri Cartwright, Lynn Louria, Click Here Labs
Production Company: Camp Lucky
Photographer: Sean Murphy
Animator: Seth Olson
Additional credits: Sean Donnovan and the TRG Innovation Team
The Independent Difference.
Integrated Campaign.
$30 billion. That was the impact of this campaign in 2021. I was part of a team of six that brought the “Independent Difference” campaign to life which told Advisor’s stories of why and how they went independent by using Schwab as their custodial service and technology platform.
CD: Mike Malone and Brian Nadurak
ACD: Luis Acevido
Writing team: Kyle Schiller and Lauren Nail
AD: Michal Krikorian
What started out as a :30 TV 2021 Super Bowl rip for Ram Trucks turned into a new business pitch for the largest black rodeo in the nation.
The first TV spot shows the rip for the Super Bowl. Ram decided not to run a big game ad that year due to a sales dip from a lack of chips. We asked their permission to use this as a pitch for the largest black rodeo in the nation and they agreed. We pulled footage from the first black rodeo hosted in New York City from the documentary, "First Black Rodeo." The ending of the ad depicts how Ram has stood behind many black rodeos for decades and we would broadcast photos of cowboys and cowgirls all over the buildings where the First Black Rodeo took place in New York with a Ram Truck driving through the streets at the end as a final salut.
The rest of these pieces include spec work for a new business pro bono pitch for the largest traveling black rodeo in the USA. We had one introductory meeting at the Fort Worth rodeo but, unfortunately, the potential client was too busy to meet and see the work.
AD: Michal Lauren Kumpf
CW: Chad Berry
ECD: Sue Batterton
Integrated Campaign
This campaign announced world-renowned cancer care coming to San Diego with a partnership between Scripps Health and MD Anderson Cancer Center. Like most well established brands, MD Anderson had strict guidelines when creating a partnership campaign. Michal and Lauren concepted the idea together. This campaign ran for a year and a half, winning regional healthcare advertising awards.
The Scripps MD Anderson billboards won Gold in the Advertising/Outdoor category and the 2019 marketing campaign won bronze in the Advertising/Ad Campaign category in Health Care Communicators of Southern California “Finest Awards.”
http://www.hccsd.org/Finest
A collaboration with Lauren Nail. Under creative direction of Brian Nadurak.
Integrated Campaign
Spring 2015 Highest Texas Creative Critique Score*
With IMAX, experience the action in epic proportion. Go beyond the screen.
Reimagined with Brazos Elkins from an old collaboration with Chenglei Wu.
*Texas Creative Sequence is UT Austin's portfolio school. UT brings CDs from around the world to critique student's portfolios and give them a ranking according to their peers.
Choctaw Casino & Resort–Durant sponsored the 2024 Academy of Country Music Awards with an integrated campaign, including experiential events with print spectaculars, customized Dallas Cowboys direct mail invites, outdoor, and social media videos.
CCO: Sue Batterton
GCD: Tim Tone
GCD: Clint Carter
Main Creative Team: Michal Kumpf (AD) & Lesly Pyle (CW)
Support Creative Team: Brandon Nguyen (AD) & Mike Taylor (CW)
Production Partner: TRG Studios
Event Partner: Latitude
100th Anniversary Football Jerseys... need I say more?
One of the coolest projects that I worked on included pitching the idea to Texas Tech's Marketing Team that Texas Tech’s football program should have a 100th anniversary jersey concept. I designed a rough sketch based on historic uniforms and Texas Tech took my idea and brought it to their jersey team, who had their own twist and produced this beauty as their final product. September 16th, 2023, the team donned this uniform. I also helped pitch oversized 100 letters which were built on campus. TRG had many other pieces shine as part of this celebration.
Celebrating 60 Years of Fun.
It's the 60th anniversary for the Fiat 500. Time to celebrate with real confetti, conveniently placed in a two page spread.
Created during my internship at The Richards Group. Presented in Italy.
Under creative direction of Shane Altman and Mike Bales. A collaboration with Laine Dorsey.
True Colors: The Artists of Choctaw Nation.
Social, in-app, and on-property digital activation.
Some of the top art in the United States is being produced by artists of the Choctaw nation. Each of these tribal members give an account of how their art culturally depicts the nation and provides a rich viewpoint of what being a modern-day tribal member and artist looks like, thinks, and how they hope to better the Choctaw nation in years to come.
Furthermore, we developed on on-property app to showcase their artwork in an art-walk experience which allowed viewers to interact with many of the paintings via augmented reality and post via social. It also gave viewers the opportunity to get to know each Choctaw artist.
Turnkey project shot/edited with Equilateral Films in Dallas. Director/Editor: Roger Peters. Music/Sound: Needle drop, plus one track from a Nation musician. CD: Tim Tone CD/CW: Clint Carter, Jay Cook, AD: Michal Krikorian, Producer: Lynn Louria, Principal: Rhonda Contreras, Brand Managers: Tara Allison, Lilli Boren, Planning: Katie Maiers, Corey Green, Design: Garrett Owen, Justin King, Creative Technology: Corey Austin, Audun Hill, Digital Project Management: Krissy Lam, Digital Development: Anton Webber, Bryan Vorel, Jonathan Jeter (Director), Hayden Lewis, Shawn Scarsdale, Digital Quality Control: Eloy Tavera, Joseph Perkins, Roddy McGinnis (Director), Copy Editing: Joe Jansen, Ty McDonald, Motion Graphics: Steven Rice, Studio Design: Kelly Westerholt, Digital Studio Design: Kacie Carter, Meredith Ford, Media: Countless visionaries!, Ongoing help: Latitude / RPM / The Studio, And everyone at TRG who supported this awesome team to help make it happen.
Invested.
Digital Event Thematic, Advertising, Keynote Templates, Event Videos, Social, Online Assets.
As an industry think-tank, Schwab Advisor Services hosts IMPACT, an annual conference for independent financial advisors all over the United States. In 2021, I was in charge of the thematic, the look, and the creative direction behind the event. 2021 had plenty of challenges, including a global pandemic, which meant that the event had to be mostly online, with limited in-person attendees. Everyone’s longing for us to be back in real-life became the inspiration for the event, which typically is hosted in a conference center with speakers, musicians, and breakout rooms; so we brought the drama of analogue to every person’s home office using the visual cue of a spotlight. Schwab has many partners which helped bring this to life, which meant I had to create a brand guideline for the entire event. With over 75,000+ attendees, you could say this event was a success.
ACD: Michal Krikorian
Creative Leadership: Mike Malone and Brian Nadurak
Writing: Kyle Schiller
Our Amazing Account Management Team and Magic-Making Duo: James Hering and Austin Harmon
In Collaboration With: The incredible marketing team with Schwab Advisor Services, Camp Lucky, The TRG Studio, Schwab Advisor Services Partners
We pitched this idea of an augment reality room full of information about every team's "hall of fame" players, once you get close to each team's panel full of logos. Additionally, we pitched hologram logos that animate on the field of every SEC game.
I helped with the concepting of this project.
CD: Tim Tone/Clint Carter
ACDs: Sam Langford/Jack Westerholt
AD: Michal Lauren Kumpf
Additional thank you to the Innovation team and brand management at TRG including Sean Donovan, Tess Pham, Steven Rice, Nate Villaire, Justin King, Hayden Lewis, Fiona Cohen, Trent Walters, Eric Anderson, Shawn Scarsdale, and Gabrielle Steagall
Prepare For Battle.
Integrated Campaign.
Graphis Gold Award.
Sun Bum Sunscreen is highly durable and perfect for sports. It fights the battle for you against the sun. Put your warpaint on.
A collaboration with Margaret Ann Thurmond during my time at The University of Texas at Austin.
How do you hack the biggest night in Las Vegas to point to a casino in Oklahoma? You go big on the biggest rodeo in the world by sponsoring the most anticipated event of the week... bullfighting.
The toughest guys on dirt needed the toughest jerseys, so we tricked them out with Choctaw swagger, designed by yours truly, with a wonderful partnership with Fullbore.
CDs: Clint Carter & Tim Tone
ADs: Michal Lauren Kumpf & Arthur Stewart
Your World Campaign
KeyBank was one of my first clients at The Richards Group; and, at the time, were the 13th largest bank nationally. We worked on a campaign called “Red World,” where I focused more on outdoor and digital media while Mike Malone and Brian Nadurak handled TV.
Included in these layouts are an example of a Portland city takeover guerrilla marketing campaign and corresponding Rich Media digital units. The digital units showcased videos of real client’s “red world” and how KeyBank was their key to financial progress in Portland.
A collaboration with Lauren Nail. Under creative direction of Brian Nadurak and Mike Malone.
In 2020, The State Fair Over Texas and Ram Trucks partnered together with Lucchese Boots to give the infamous Big Tex the most luxurious pair of cowboy boots yet. In oversized outdoor placements near the State Fair Over Texas, we told the story of luxury and size. The boots were delivered in the back of a Ram truck. Due to the pandemic, none of our media saw the light of day.
CW/CD: Chuck Schiller
AD: Michal Lauren Kumpf
Chosen for final presentation in Italy in fall of 2017.
How do you advertise a car that’s kept a complete secret? Introducing the all-new Jeep Compass in India.
A collaboration with Laine Dorsey. Under creative direction of Shane Altman. Created during my internship with The Richards Group.
Fierce By Nature. Luxury By Design.
Print Campaign.
These two spreads were created during my internship at The Richard's Group.
A collaboration with Brazos Elkins.
