This is Asia.
Integrated Campaign.
We wanted every customer that walked into PF 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 digital experience of this large operation. We created a video channel on PF 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.
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.
Spec work for a new business pro bono pitch for the largest traveling black rodeo in the USA. Unfortunately, the potential client was too busy to meet and see the work.
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.
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.
The Independent Difference.
Integrated Campaign.
$30 billion. That was the impact of this campaign in 2021. I was part of a team of five 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
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.
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.
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
100th Anniversary Football Jerseys.
One of the coolest projects that I worked on included designing sports uniforms for Texas Tech’s athletic program. Based on their original football uniforms from the early 1900s, Basketball, Volleyball, Baseball, and dozens of other sport programs within the university followed suit. This was created for their 100th year anniversary celebration, specifically for the homecoming game.
Gender Equal. Army Strong.
Print Campaign.
These posters encourage gender equality within the Army while also showing women that they are invaluable to the institution.
A collaboration with Conor Patterson during my time at The University of Texas at Austin.
Prepare For Battle.
Integrated Campaign.
2017 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.
Chosen for final presentation in Italy in fall of 2017.
How do you advertise a car that’s kept a complete secret?
A collaboration with Laine Dorsey. Under creative direction of Shane Altman. Created during my internship with The Richards Group.
Make It Real.
Rebrand & Digital Fundraising Campaign.
Mars One is serious about going to Mars, yet many people believe that the mission is fictitious. To make it real to people, humanization needs to occur. People need to walk in the footsteps of the astronauts. With a small contribution, you can help make it real and support your fellow man.
The ship departs in 2026, and the mission will cost over $50 Billion.
A collaboration with Carolyn Ellis during my time at the University of Texas at Austin.
Stakes Raised.
Integrated Campaign.
In 2021, the stakes were raised with the grand opening of a new gorgeous casino tower in Durant Oklahoma by none other than Choctaw Casinos and Resorts. I was lucky enough to work as the ACD to bring this incredible work to life.
We created some teaser social posts and hosted a groundbreaking event. While the building was being built, we animated and shot a pre-grand opening TV teaser… right in the middle of a pandemic. While the shoot was located in Prague, I had to art direct virtually via a ton of different screens. We launched four cutting-edge experiential pieces located all over DFW that took the internet by storm. And, of course, we had print (created using only architectural renderings) and outdoor boards running all over the DFW metroplex at the same time.
The property then opened up for marketing folks to create some assets so I helped lead the team on an on-location shoot for the Grand Opening TV.
I’ve loved every moment of working with this team. They are fun, entertaining, and just good people.
Accolades to Tim Tone, Clint Carter, Michal Krikorian, shot with the incredible team at Aggressive.tv, experiential made possible by the talented folks at Latitude and Charlie Tango.
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.