Over my career, I've developed and managed a number of national television spots for some big brands covering a variety of industries. While winning awards are great, the greatest satisfaction comes from creating work that delivers results for the client. Here are some spots that did both.

Gentleman Jack Art, Beats and Lyrics (GJ AB+L) is currently the only traveling multimedia urban art exhibition in the country. The event incorporates break dancing, graffiti, video, photography, painting, deejays and live music to create a one of a kind sensory experience.

To assist in the promotion and launch of GJ AB+L, a microsite was developed to help register attendees and provide them with information surrounding this nationwide program. A total integrated campaign was developed consisting of social, digital, live events, video, OOH, print, collateral and promotional items to support the event at a local and national level.

Results shown a +30% increase of Gentleman Jack case sales in key markets where events were held. Additionally, follow up surveys showed an increase in brand affinity of 20% over achieving the client's preset expectations.

The 2023 RNDC Corporate Social Responsibility Report: Cultivating Sustainable Growth, expanded on RNDC’s commitment to their associates, culture, environment and leadership. This report serves as a window into RNDC and the company strategies which matter most: social impact in their communities, supplier excellence and growth, and the dedication of their exceptional associates.

To view the full RNDC CSR Report click here.

Republic National Distributing Company (RNDC) is one of the nation’s largest wholesale wine and spirits distributors, providing opportunities to 14,000 associates across 39 states and the District of Columbia. With roots extending before Prohibition, RNDC is a successful family-owned business with a compelling story to share. So, it was a challenging and rewarding task to take the creative lead for RNDC’s first-ever branding initiative to define their corporate vision, value proposition and identity system.

This campaign celebrated the culinary achievements of African Americans, highlighting both the lesser-known inventions that shaped our daily lives and the widely recognized contributions that revolutionized our culture. The campaign was brought to life through digital, print, and social media channels.

At RNDC, I was responsible for leading the creative strategy and development of the core branding initiatives for the Company. Items included the brand standards, corporate website, intranet, microsites, HCM platform, social channels, associate handbooks, recruitment, event, corporate advertising, and 1RNDC initiatives that inform, align, and engage key stakeholders, while advancing the RNDC Brand.

In my role, I collaborated with leadership and cross-functional teams to develop and execute consistent, on-brand creative strategies across all internal and external communication channels.

Acela Express is Amtrak’s high speed rail service along the Northeast Corridor of the United States. This 360 testimonial campaign features accomplished business travelers and celebrities who seek on the go productivity and hassle-free travel. Banner ads drove consumers to a landing page where they were able to book travel and learn more about Acela Express.

This project was initially intended for only in-store signage, but it evolved into a 360 campaign including digital, print, recipe cards, collateral and elementary school kits that included posters, coloring books, and seed packs. I traced the origin of foods that had their roots in Africa, and then selected the ones that could organically resemble the shape of the continent.

The agency was tasked with driving awareness, preference and traffic to Bermuda by immersing affluent travelers into the island's rich cultural heritage. The goal was to communicate that Bermuda is "Different, Unique and Special".

The "Embrace" campaign was developed to engage and inspire affluent travelers by submerging them into a kaleidoscope of emotionally moving imagery showcasing Bermuda's natural beauty, premier amenities and cultural heritage.

As a result of the campaign's success, ROI reached 46% and tourism increased by 11% over a two-year period.

The concept for this campaign was conceived after test-driving the BMW line of automobiles. You wanted to take that experience with you anywhere you went.

The idea was initially used as spec work to pitch and win the multicultural business for the agency. The client was so pleased with the creative that it ultimately evolved into the general market campaign for North America. Digital, print and B2B materials were developed as a result of the campaign's success.

The Amtrak TRAINsportation campaign highlights the amenities and benefits of travel by train in comparison to other modes of transportation. The campaign consisted of more than 15 executions that were utilized in a number of non-traditional and traditional communication channels.

The client wanted to reach the growing Hispanic population, many of whom had limited knowledge of their products and services. So, their first-ever Hispanic national TV spot was created to specifically reach this target segment.

In the spot, a soccer ball acts as a tour guide, showcasing the amenities and benefits of traveling by train. The launch coincided with the World Cup and aired throughout its duration on Hispanic media channels.

The results were exceptional—sales increased by 64% in key markets with significant Hispanic populations. The TV spot was recognized with a Gold Telly Award and helped reinforce our agency’s leadership in multicultural marketing.

Riding the train is truly a unique experience compared to traveling by airline or automobile. Amtrak offers amenities such as big comfortable seats, great food, power outlets, Wi-Fi access and fewer baggage restrictions, to name a few. The “Find Yourself” campaign highlights the unique travel experience passengers discover on-board Amtrak. 

Ridership increased up to 22% in key markets where media was placed.

Statistics were used to communicate the cold hard facts about organ donation in this national campaign. In the TV spot,
we follow a young boy on his way to a dialysis center to receive kidney treatment. Along the way, numbers are found in the environment to communicate compelling statistics about the importance of organ donation.

Glory Foods has always enjoyed a loyal consumer base; however, the Southern-style vegetable manufacturer did not have an online platform where they could engage consumers effectively. They had no social media presence and their brand needed a modern look and feel.  So, the client wanted to start from ‘scratch’ with a fresh brand identity and a strong online presence. This website along with new social media platforms were developed to drive Glory Foods Meal SOULutions, which promoted delicious, time-saving recipes and promotions for their family of over seventy products.

As a result, above average online open rates, significant consumer database growth, consistent social media activity and increased time spent on the website were achieved.

The Leadership Standard, a 1RNDC initiative, provides a clear and consistent definition of how leadership should be demonstrated across RNDC, setting specific expectations and defining the behaviors that matter most as you grow your career at RNDC. The Leadership Standard is brought to life in practical ways by embedding it into all aspects of the company's talent life cycle. Posters, associate recognition cards and badges were developed for the initiative.

At RNDC, one of the nation's largest wine and spirits distributors, I led the corporate logo development across all company communication platforms, divisions, supplier partnerships, associate resource groups, and support programs.

Provided creative direction into the redevelopment of RNDC's corporate website to align with the company's newly defined brand identity. The website is a product of the first-ever branding initiative for the company.

Logo identity and package design concepts featuring shot gun shells and wilderness settings were created as spec work for the Strut & Rut Energy Drink product line to target the outdoor sportsman.

This Choice Hotels microsite was developed specifically to attract aspiring musicians to enter the Rising Star Music Challenge promotion.