The Petco Future Retail Environment (FRE) in San Marcos, CA was designed to be the trial location for the new interior look and feel, new store technology and improved overall shopping experience. The FRE utilizes remote digital shelf pricing, digital video wayfinding that can be updated for seasonal uses or other content. I had an integral role in concepting, design and art direction in the full environment with a focus on the grooming salon, self-wash, small pet experience and services center.
Petco has a variety of owned brands including Reddy, Imagitarium and Wholehearted. We were tasked with rebrand of Imagitarium, our Aquatics and Reptile brand for supplies and consumables. I led concept, strategy, design and copy, creating a cleaner, more modern look for the brand.
For the Wholehearted Freeze-Dried Toppers packaging, we took a conceptual approach by utilizing the window showing the toppers over a photo of a bowl of kibble to illustrate the usage. I led our team to develop the strategy, concept and design approach for these products.
Reddy is Petco’s high-end pet brand that includes apparel, walk gear and a variety of supplies. In 2023, we launched Kitchen by Reddy, a stylish line of food prep supplies created especially for pet parents. For this unique line, it was important to educate the pet parents on usage o the products and why they needed these specialty items for their pets. We used packaging to lead communications, showing usage while allowing for a variety of ways to showcase the product instore (hanging on a rack, displayed in a jar or sitting on a shelf in a horizontal or vertical position. I led strategy, concept, structure and design.
The Reddy pop-up boutique store located in Soho, NYC was the first time one of our owned brands lived outside the walls of a Petco store. The store updated on a regular basis, showcasing each season’s new styles. The pop-up closed in the summer of 2023, but was memorialized in a fun jigsaw puzzle during our Reddy Holiday 2023 collection. I was involved in concept, art direction and strategy of the project.
Prior to 2023, Reddy was a brand exclusively for dogs so we launched Reddy Cat, featuring apparel, walk kits and scratchers for those looking for more stylish, yet functional options for their feline friends. I led strategy, concept, art direction and design for this line.
Creative direction, art direction and concept for Petco’s seasonal owed brands, Bootique (Halloween) and Merry Makings (Thanksgiving, Hanukkah, Christmas and New Year’s Eve). Projects included packaging, product design, in-store signage, online, email, social and events.
Art direction, creative concepting, video editing for the launch of Gaggenau’s pop-up Restaurant 1683 in Chelsea, NYC featuring Eleven Madison Park’s Chef Daniel Humm.
Art direction, creative concepting, video editing, music supervision, etc. for print, OOH, POS, interactive, etc.
Art direction, creative concepting, copywriting, video editing, music supervision, illustration, video direction, etc.
The first images show our product relaunch in 2018 featuring our new packaging design and a healthy, island vibe.
We used Mr. T for three years as the spokesbutterfly. He plays the tough guy, but is one of the nicest, funniest people I have ever met in my life. We were able to create a lot of really fun content with viral videos, a Mr. T narration for the Waze app, fun promotional items, etc.
Art direction, creative concepting, video editing and music supervision for TV, print, OOH, POS, etc.
For this spot we travelled to Ooty, India to visit Honest Tea’s tea garden, located in the second largest valley in all of Asia.
Art direction, creative concepting, video editing and music supervision for print, TV, interactive, events, etc.
This campaign was illustrated by Jordi Labanda with music by Ursula 1000.
Art direction, creative concepting, music supervision and video editing for print, TV, OOH, POS, interactive, events, etc.
For the “Take Me Home” video, Gold Peak hosted a contest prompting contestants to tell their story about why they wanted to go home for the holidays.
Art direction, creative concepting and music supervision for print, TV, interactive, POS, OOH, etc.
Art direction, creative concepting, copywriting, video editing, music supervision, etc.
Art direction, copywriting, music supervision and creative concepting for print, interactive, events, OOH, and POS.
Also, the inspiration for Derek Zoolander’s “Blue Steel”.
We had the pleasure of working with photographers Moshe Brahka, David LaChapelle and Matthew Rolston, filmmakers Doug Liman (Swingers), Lisa Cholodenko (Laurel Canyon) and Agnieszka Holland (Europa, Europa) as well as Hollywood celebrities such as Ben Stiller, Kyle MacLachlan, Heather Graham and Gretchen Mol.
Art direction, creative concepting, music supervision, etc. for print, TV, interactive, OOH, etc.
On this campaign, we worked with filmmakers Bryan Singer (The Usual Suspects) and The Hughes Brothers (Menace II Society) as well as some amazing musicians including Dick Dale, The Gotan Project and Thievery Corporation.
Art direction, copywriting, music supervision and creative concepting for print, TV, interactive, events, OOH, and POS.
Art direction, creative concepting, video editing, music supervision for print, TV, brochures, interactive, etc.
Art direction, video editing, creative concepting, music composition and supervision for print, TV, interactive, action sports videos, etc.
If you look closely in the “Stage Dive” spot, you can see a much younger me getting a bottle smashed on my head while performing onstage with my old band.
Some of the talented people that we were fortunate enough to work with include photographers David LaChapelle, Moshe Brahka and Dan Sturt, filmmakers Doug Liman, Neil Labute and John Glen, action sports legends such as Geoff Rowley, Andy McDonald and Tony Hawk as well as a ton of awesome bands.
Art direction and creative concepting for print, POS and OOH.
Art direction, creative concepting and video editing for print, OOH, POS, catalogs, interactive, etc.
