DIRECTION

Whether providing on-site art direction for a photo or video shoot, or overall creative direction (sometimes via terrible sketches) to a team of immensely talented designers, art directors and copywriters. Expressing and executing an idea through the collaboration and mutual trust of others is extremely gratifying.

Here are a few examples of projects I’ve personally art directed, or provided overall creative direction.

FLETCHER GOES
TO LEBANON

The objective for this project was to create a modern and stylized construction video for the new 40th Anniversary Bass Tracker Heritage boat that would attract younger buyers.

Winner of the Marine Marketer's Association Neptune Award for "Best Integrated Marketing Campaign", this video was a critical element of the wildly successful 40th Anniversary Bass Tracker Heritage boat product launch. But it's the story behind how this video came together that makes it shine.

We received word on a Friday that we'd be shooting this video the following Monday morning. And it needed to be finished by the end of the week. >>>

I met Fletcher Shryock and a new videographer at the plant Monday morning. I was the only one who had been there before, and none of us had ever worked together. >>>

Armed with only a brochure, a notepad and the plant manager, we made a quick plan to document the boat construction process from start to finish. >>>

We shot it Monday, had an edit by Wednesday and posted it Friday. Shout out to Joe (shooter), Andie (editor) and Fletcher (talent) for pulling it off so quickly. >>>

In hindsight, I can identify a few things that made this project a success when it could have been a disaster. Agility, decisiveness and trust. >>>

We all knew we’d need to make changes on the fly. And we’d need to move quickly, confidently and trust each other to make it happen—even though we’d never met. >>>

In the end, we created magic. And we sold the hell outta them boats. Click the image above to watch the video.

BROCHURES: CREATIVE DIRECTION

When marketing big ticket items with long-lead times, having an upscale print piece for customers to take home and peruse is paramount. Now consider leading a team responsible for 10 brands—each needing their own brochure—all due to dealers at the same time each year. I could go on and on about the complexities of these projects, but you get the point. And as much as I'd love to take credit for all you see here, I can only claim responsibility for leading the efforts that brought them together. My primary responsibilities included providing creative direction, reviewing paginations, building and managing production schedules, proofing/editing copy, securing executive approvals, sourcing printers and attending press checks.

Winner of Gold Addy and Judges' Award at 2020 AAF-Heartland Addy Awards

Winner of Gold Addy at 2019 AAF-Heartland Addy Awards

Oversized gatefold brochure to support the launch of the largest, most powerful Mako Boat ever.

Winner of Silver Addy at 2019 AAF-Heartland Addy Awards

Tri-fold direct mail brochure with interactive 3-D boat cutout.

Winner of Silver Addy at 2020 AAF-Heartland Addy Awards

PHOTO/video
ART DIRECTION

Here are a few examples of images and videos captured while I was on-site providing art direction to the crew and talent.

The Nitro Z21 Elite is the flagship model of the Nitro lineup. We wanted to show it in high-performance, competitive fishing scenarios. >>>

We also needed to highlight a new electronics package. Click the image above to watch the product video. >>>

All Tracker boats are made for fishing. But the deep-v combo models, like this Targa V-19, include more family-friendly features. >>>

For this shoot, we wanted to highlight the family side of this versatile fishing boat. Click the image above to watch the video. >>>

Instead of going to Florida like we typically do for saltwater shoots, we opted for the PNW to support a new dealership near Seattle. >>>

We shot three Mako models in the San Juan Islands. The resulting videos were stunning. Click the image above to see for yourself. >>>

Sun Tracker pontoon boats lay claim to the original Party Barge. In this scenario, we leaned into family fun. >>>

From water gun fights and snacks to cruising and playing catch on a cliff. Click the image above to see the Party Barge fun come to life. >>>

final approach brochure art direction

While working at Bushnell Outdoor Products in Kansas City, I was managing a team of creatives, but was also a hands-on designer. Final Approach was one of many brands in the portfolio, and this brochure was one of my favorite projects I drove from concept to completion. I was limited to using existing photography, but there were some quality options to choose from. Final Approach is marketed to hardcore waterfowlers who have a reputation for braving the harshest conditions. I tried to infuse that spirit into every decision made while putting this book together.

Hunkered down in the blind, eyes fixed on the sky. He's not leaving until the job is done. Neither is his dog. >>>

Sometimes I just can't resist writing some copy. LIVE READY speaks to the absolute obsession of the hardcore waterfowler. >>>

For the lifestyle photography used throughout the book, I developed a custom color preset to align with the branding. >>>

Slightly desaturated, but retaining warmth. I preserved the oranges and yellows to accentuate the logo. And to add grit, I increased the contrast and sharpness. >>>

To match the visual texture of the rugged canvas background on the interior pages, we printed the brochure on linen paper. >>>

I chose linen paper because of the toothy feel. This final touch of grit brought the overall concept full circle.

VIDEOS: CREATIVE DIRECTION

Leading a team of extremely talented art directors and copywriters is a privilege. And having access to a full-service, award-winning in-house video team is incredible. As a leader, but also a creative myself, it can be difficult to observe at arms-length, while empowering individuals to do their best work. Knowing when to get out of the way and let people create is a skill in and of itself. That said, these projects were created under my oversight—offering direction as needed along the way. My involvement included reviewing concepts, scripts and storyboards, and providing feedback on edits before final approval. As with all complex creative projects, it takes a village. It was an honor to provide opportunities for individuals to do what they do best.

Marty, a patron of Bass Pro Boating Centers, reflects on his fishing heritage and love for being on the water in his Tracker boat. Also a Gold Addy Award winner. >>>

To highlight Regency luxury pontoon boat's StowMore seat storage system, the team came up with a fashion-forward lifestyle concept. >>>

"The Catalyst" is a documentary short film saluting a new generation of college and high school anglers. >>>

This brand essence video for Sun Tracker boats used a Polaroid camera concept to convey the importance of making memories. Also a Silver Addy Award winner. >>>