I had the opportunity to create social media content for Pop-Tarts. Tasked with leveraging Pop-Tarts’ loyal fanbase with humorous and trendy posts I created work for their owned channels that includes Instagram, Facebook, TikTok, and Threads.

Creating a mix of organic, paid and agile content I used almost every skill in my wheelhouse (design, writing, photography, illustration, video, and animation) to make these, delivering work adhering to best practices for each media channel. Most of the videos were filmed, animated and edited by me. A few were created by a production company that I directed.

We increased engagement by targeting and entertaining their loyal customers. And we obtained new customers, increasing awareness through paid ads with quick and simple messaging.

Roles: Concepts, art direction, graphic design, photography, illustration, video, animation, motion design, copywriting

Jason Pickar / Creative Director
Chad Fenoglio / Associate CD, copy
Chris Gallevo / Senior Art Director
Kylen Chen-troester / Content Creator

A company that’s been a trusted brand in shoe care for over 110 years we had a special task of introducing KIWI to a new generation of shoe enthusiasts with the launch of their newly repackaged sneaker care products.

We targeted a key demo of shoe enthusiast that ranged from office casual sneaker wearers to hardcore sneaker collectors. I designed the key art, logo, digital and print assets, along with employee training material. Working with a 3D team, we created product displays and a sales kit package.

I oversaw a team of retouchers and production artists to ensure accurate key lining and mechanicals. I also created a branding style guide for local market executions.

Distinguishing them from a highly competitive market we evolved KIWI with a look and feel that felt fresh while strongly connected to their established brand positioning this 110 year old company to the forefront of sneaker care.

Roles: Art direction, graphic design, motion graphics, and video editing

Tim Mara / Associate Creative Director
Brian Kemerly / Design Director
Chris Gallevo / Senior Art Director
Phil Schildgen / Senior Designer
Andrew Kondo Weigl / Senior Copywriter
Evy Luong / Associate Art Director

I designed digital assets for Walmart.com, creating a visual system on product description pages (PDP) and using iconography to help shoppers navigate through the lineup of products. I also developed brand benefit infographics (BBI) and ensured everything was ADA-compliant.

Roles: Art direction and graphic design

I helped OFF! increase its brand presence in Walmart’s online and physical stores. From bird watching to camping, and hiking to fishing, we appealed to shoppers that look to Walmart for all their sporting good needs. We targeted families that love the outdoors, those that make outdoor activities a family tradition across generations.

I led a team of creatives in developing the key art. I created ADA compliant digital assets. I oversaw the work of a junior art director and production artist in creating print-ready assets. We also partnered with select athletes and influencers to help spread awareness.

This resulted in a whopping 27.5% lift in annual sales and 70% growth of overall OFF! product sales at Walmart.

Role: Art direction and graphic design

I helped KIWI refresh their brand presence at retail. We gave customers the feeling of empowerment using assertive language and visuals tailored to the meticulous and clean, fashion-minded shopper. This was executed across a wide range of retailers from big-box stores such as Walmart and Meijer to traditional trade stores in US, European, and African markets. Assets were made for both online and physical retail.

I worked with a team of 3D artists, retouchers and designers in the development of all assets. I also oversaw the work of production artists and printers in the production of the KIWI sales kits. Lastly, I wrote and designed an easy-to-use execution guide used to adapt the campaign across various global markets.

The campaign was huge success resulting in a 27.8% lift in annual sales, the largest number of sales in four years growing the brand 16.6% in 2019.

Roles: Art direction and graphic design

Mark Chamberlain / Creative Director
Brian Kemerly / Design Director
Chris Gallevo / Senior Art Director
Phil Schildgen / Senior Designer
Andrew Kondo Weigl / Senior Copywriter

A sample of brand videos I created. It’s a mix of self-produced videos and externally produced videos that I directed.

Baygon, an international pest control company, wanted to evolve their brand with humor and light heartedness. The work would be used in markets across Africa, Europe, and Latin America.

I helped develop messaging and a visual style that goes beyond their typical, “stock photo” family feel setting them apart from their competition (other insecticide brands AND traditional pest control methods). Working with a photographer we created a library of assets that highlight the absurdity of using methods such as newspapers and flip-flops over Baygon.

I led a team of art directors and 3D designers to create digital assets and physical retail displays. I also wrote a style guide for global execution.

Roles: Art direction and graphic design

I helped Samsung launch their biggest gaming monitor ever, the Odyssey Ark, a unique, 55” display that can be used vertically and horizontally. We focused on video game enthusiasts who pride themselves on top-tier gaming experiences.

I led a team of art directors, motion graphics artists, and an interactive designer and helped develop the creative strategy. Assets included web banners and social media ads for Samsung’s commerce channels. We created multiple versions of the campaign for its pre-launch and launch phases.

Roles: Creative direction and graphic design

Alex Muñoz / Group Creative Director
Chris Gallevo / Associate Creative Director, art
Noah Bailey / Associate Creative Director, copy
James Haffner / Senior Copywriter
David Deliard / Senior Art Director
Reagan Klancnik / Art Director
Hailey Campbell / Associate Art Director

I helped refresh Samsung’s home theater presence at retail. Adhering to an established look and feel we updated merchandising graphics with new product models and features along with refreshed copy and visuals. Backed by research and strategy we were able to push Samsung’s branding forward increasing their use of lifestyle photography and shifting their home theater messaging from “feature-led” to “feeling-led” for their higher end models.

A high volume of graphics needed to be updated throughout multiple big-box stores that included Best Buy, Costco, Target, and more, each with their own unique specifications.

I led a team of art directors, retouchers, and production artists to deliver graphics with cohesive branding and communication across all retailers.

Roles: Creative direction, graphic design, and retouching

Alex Muñoz / Group Creative Director
Chris Gallevo / Associate Creative Director, art
Noah Bailey / Associate Creative Director, copy
James Haffner / Senior Copywriter
David Deliard / Senior Art Director
Kaitlin Muro / Art Director
Reagan Klancnik / Art Director
Hailey Campbell / Associate Art Director

These brand pages and web banners were created for Samsung.com and big box retailers such as Costco. The work is a combination of updating existing templates and creating brand new ones.

Roles: Creative direction

Alex Muñoz / Group Creative Director
Chris Gallevo / Associate Creative Director, art
Noah Bailey / Associate Creative Director, copy
James Haffner / Senior Copywriter
Kaitlin Muro / Art Director
Reagan Klancnik / Art Director

These e-mails were created for Cottonelle’s customer relationship management communications during the holiday season. I designed the layouts and animated the header visuals.

Dave Zeller / Senior Art Director
Chris Gallevo / Senior Art Director
Darrin Sullivan / Senior Copywriter
Corinne Brito / Copywriter

I was tasked with updating Kleenex.com where I designed new modules and refreshed visuals and copy. Figma was used to design the updates and we partnered with a UI developer to produce the website.

Dave Zeller / Senior Art Director
Chris Gallevo / Senior Art Director
Darrin Sullivan / Senior Copywriter
Corinne Brito / Copywriter

Effie award winner

I helped create McDonald’s first ever social media-based sweepstakes. They had tasked us to leverage Coca-Cola’s partnership with late night talk show host James Corden and use their owned social media channels to help lift soft drink sales at McDonald’s. It was a fun and unique challenge combining the brands of McDonalds, Coca-Cola, and James Corden into a single promotion.

Inspired by The Late Late Show’s “Carpool Karaoke” (and my own love of karaoke) we developed a themed sweepstakes that was executed online and in-store. Participants entered by posting photos or video selfies of themselves “singing” with the specially designed cup and using the sweepstakes hashtag. Winners received a free trip to California and watch a filming of The Late Late Show. We enlisted the help of celebrity musicians such as Selena Gomez, Christina Milian, and Andra Day to promote the sweepstakes through their channels.

I had the idea of putting a microphone graphic on a cup for participants to take selfie videos and photos with it. I made a proof-of-concept video to help sell the idea to the clients. We wanted to encouraging organic, user-generated content.

I created the key visuals, led the photoshoot, and directed a team of designers, editors and animators in creating retail communication. I also oversaw the creation of assets for both US and Canadian French translations and production of keyline files for all print assets.

The sweepstakes was highly engaging with 708m organic social media impressions, 25k+ entries, a bronze Effie award, and a 60% lift in soft drink sales (YOY), the largest annual increase of Coca-Cola product at McDonald‘s.

Roles: Concept, art direction, and graphic design

Susan Graan / SVP Creative Director
Mark Wiegard / VP Creative Director
Josh Lebowitz / Creative Director, copy
Matt McCabe / Associate Creative Director, copy
Chris Gallevo / Senior Art Director
Roberts Mapura / Art Director

This was created to promote the launch of McDonald’s Buttermilk Crispy Chicken. I created the key art along with designing store signage. I oversaw photography production along with the production of keyline files for print.

Roles: Art direction and graphic design

A collection of food photography produced for McDonald’s menu boards and in-store displays. Prior to production I created sketches depicting each shot. While on set I oversaw the work of photographers, prop managers, food supervisors, and stylists. During post-production I oversaw the work of retouchers ensuring adherence to McDonald’s and Coca-Cola’s photography standards.

I organized and prepared final files for addition to McDonald’s asset library. These where used in OOH, digital, print and in-store communications.

Role: Art direction

This program introduced the addition of Cuties to McDonald’s Happy Meal menu. This marked the first time McDonald’s altered it’s red and yellow “Smile panel” to evoke the organic textures of the fruit.

Roles: Art direction and graphic design

This was created to promote the theatrical release of “How To Train Your Dragon 2”. In partnership with Dreamworks, I adapted their creative for use on Happy Meal packaging and restaurant displays.

Roles: Art direction and graphic design

This was created to promote the theatrical release of “Mr. Peabody & Sherman”. In partnership with Dreamworks, I adapted their creative for use on Happy Meal packaging and restaurant displays which, from a design standpoint, was one of my favorite Happy Meals to have worked on.

Roles: Art direction and graphic design

A sample of pop culture inspired paintings. My primary mediums are acrylic and oil and I typically paint on canvas or wood.