Launch of ScotchBlue Painter's Tape for Exterior Surfaces

Brochure cover and supporting photos


Early in 2013 we helped launch ScotchBlue™ Painter's Tape for Exterior Surfaces. From in-store print materials to informational retailer videos to trade show support and more we helped this awesome tape stand out. Shot in Minneapolis in the winter in-studio we got these elements out super quickly from concept to launch.

Not only did we create these elements but we created the creative positioning, guidelines and tagline for this product launch.

my involvement: concept and creative direction
associate creative director: Mark Wedlund
designer: Matt MacKenzie
photo: Gamut One
film and video: Wide Angle and Nick Kesler

3M Tekk Protection Guide to Decibels

Our client asked us to create a digital experience that would educate people on the dangers of high decibel levels and drive people to get more product information. We offered an interactive experience that allows people to see the noise level of various common tools and sounds. Next they are able to see how adding hearing protection can bring the levels down into a safe zone. It turned out to be a great educational tool that lead people down the path to trial.

This tool is live here.

my involvement: creative direction
designers: Ryan Ullery and Kelly Rambow
UX: Lindsay Neely
copy: Stephanie Watson
tech: Russ Colliton and Bertine Buchan

FRNTPL8 – 3M Motor Vehicle Safety System's two plate microsite

FRNTPL8 is a site created to inform law enforcement officials, legislators and other interested parties about the safety of two license plates. FRNTPL8 gives general information, a state by state stature guide, news and downloadable powerpoint to help spread the importance of keeping both license plates on cars in a time that some states are trying to drop one because of budgetary worries.

Working with the development team we were able to have this off platform in order to bring responsive design elements and a little more creative freedom with html5.

my involvement: creative direction and program name ideation
design: Ryan Ullery
UX: Rob Stenzinger

Target Black History Month 2008: Dream in Color

After a successful 2007 Dream in Color campaign Target decided to keep with the theme. However we wanted to evolve the concept a bit. We also wanted to make it about diversity in general so it was extended into Hispanic Heritage month and Asian Pacific Heritage Month.

We brought Black Design in to help with the campaign and we continued to work with Kwaku Alston as the campaign photographer.

The multi-channel campaign included Broadcast, web, print, retail, educational promotions and more.

We got to work with some amazing people including John Legend, Iman, Debbie Allen, Holly Robinson-Peete and more.

This campaign became quite successful and lasted three more years with updated personalities.

Behind the scenes shots live here.

And some behind the scene shots I took.

my involvement: creative direction (at Target)
the team: Agency – Black Design, Photographer – Kwaku Alston

Target Redesign Your School

Target worked with Great Schools By Design (American Architectural Foundation) on a scholarship program aimed at high school juniors and seniors.

The design concept actually came to me six months before we got the project. While at a photo shoot the day after the last day of school I snapped a photo of a student's doodles on his book cover. I knew I wanted to use it in the future.

Then the project came along. We hunted down the best illustrator to match the style and found Serge Seidlitz. He was fantastic to work not just because of his English accent.

This scholarship contest received many more entries than were expected and the American Architectural Foundation was incredibly pleased and impressed with the launch of this program.

Another fun project to be a part of...
Print (left). Web (right).

my involvement: concept and art direction
writer: Adam Reynolds
illustration: the awesome Serge Seidlitz
web: Amy Eian, Amy Negrete and Eight Hour Day

and here's the book cover that sparked the illustration direction.

Fashion by George Microsite

Walmart Canada was relaunching a clothing brand called George. We wanted to create a really simple and usable site that would allow customers to see the details and almost feel the materials of the clothing and entice them to go to the store to buy. The drive was to stores as Walmart Canada was not selling this clothing line online.

my involvement: site UI concept, design and UX

Larger team from JWT Minneapolis and Toronto
Martin Shewchuk: ECD
Paul Wales: ECD
Jim Wortley: CD - Digital
Jess Willis: Copywriter
Christian Martinez: Art Director
Amy Leung: Copywriter
Mason Little: Junior Designer
Dennis Lahay: Flash Development
Jeff Needham: Html Development