Resume

Profile

A senior, award winning art director/copywriter, designer and marketing professional with nearly twenty years experience in the UK and US, delivering results for some of the world’s most recognized brands.  Expert in all forms of advertising communications, in particular TV, print and interactive/web.  Highly self-motivated, detail orientated and results driven; adept at concept and strategy development, always with a focus on fully understanding a client’s brand objectives and communicating with consumers in ways that instill confidence and motivate.

Key Skills
-A confident, entrepreneurial self-starter with the experience to see a project through from first client meeting to final execution of the creative solution.
-Concepting, strategic marketing & branding, web design, illustration, photography, direction, art direction, client presentation, music production.
-Extensive TV commercial production experience, from storyboard to screen. Including studio/location productions, small and large budgets, casting, wardrobe, props, special effects/post production and editing supervision.
-Management of external suppliers, vendors and internal staff.
-Software: Creative Suite. Quark Xpress, Logic, Cubase, Final Cut Pro, Adobe Premier.
-Working knowledge and editing experience with HTML, XHTML, CSS.

Pet Peeves
A bad idea beautifully executed. A good idea badly executed. No idea dressed up to look like one.

 

Experience

Creative Director CEIVA Logic & CEIVA Energy, Burbank, CA. October 2011 to Present

www.ceiva.com

www.ceivaenergy.com

www.marketing.ceivaenergy.com

Responsibilities:

– Lifestyle brand, marketing, product, packaging and communication strategy and design.
– 360 degree creative team workflow & project management through all channels.
– Client liaison and collaborative creative strategy development and creative execution for currently 16+ major US energy companies.
– Creative execution and presentation, through to final production, including hands-on photography, video and music production editing and mixing.
– Working to tight budgets and deadlines.

I wear 2 hats.

One is for keeping my team inspired to make all our work as beautiful, logical and effective as it can be, and faithfully steer our brand into new, strategically sound and productive territory.

The other is for boiling down our cauldron of complex technical assets and lovingly braising them into delicious creative that a consumer will not only enjoy, but will want to return for seconds.

Apps, UI, websites, portals, CRMs, email campaigns, advertising, trade show booths and collateral, marketing, photography, design and copywriting. Not just for CEIVA Logic & CEIVA Energy, but also our 16+ (and growing) roster of energy clients in the US and Canada. Our current National Grid Smart Energy Solutions pilot program combined with our home energy management app, collateral and messaging has garnered customers with an average home energy bill saving of 20%.

As Creative Director for CEIVA, I’m part scientist, part artist, but always 100% objective focussed.

 

Creative Director/Owner, Mostly Mojo, UK January 07 to September 2011
Design, advertising and web design/hosting company.

Clients include: TGF Poker, Sunset Surf, Ricochet Advertising, James Walker Construction, Lamai Thai Massage (Venice, CA), Adphilia, The Dark Box UK, Agnes Avenue Artists (LA, CA).

Responsibilities:

– Client liaison.
– Business consultation.
– Strategic brief and marketing plan development and project management.
– Brand and corporate identity design development and implementation.
– Creative execution and presentation, through to final production.
– Cash flow and financial management.

Art Director/Director-Freelance UK/US, ongoing
March 09, Directed music video shoot for debut release of UK rock band ‘Sacred Mother Tongue’.

February 09, Directed live music video production with 4-camera team at Hellfire ’08 heavy metal
festival in Islington London. The result was huge improvement on previous unprofessional videos and presented the clients with a marketable high quality DVD.

June 08, Concepted Red Vines TV for Dentsu America Los Angeles. The chosen concept used 30,000 pieces of real candy to create a powerful, stylised look for Red Vines first ever TV commercial.  To quote Dentsu’s case study the spot, “created quite a bit of buzz among bloggers. The effort also generated a tremendous amount of enthusiasm amongst employees and the trade. But most importantly, sales during the advertising period increased.”

April-November 08 Directed a series of short films for regional extracurricular education campaign for the Southwest regional ‘Out OF Hours Learning Campaign.’ This project launched with a full logo design
and corporate rebrand via Mostly Mojo.

Owner, Mojo Guitars April 04 to Nov 09
Manager/Creative Director
Day to day running of shop including hands on repair and service of instruments. Staff management and training, book keeping and stock control, as well as branding marketing and advertising.
Highlights: Owning a guitar shop.

Art Director, EH+Y Inc. Santa Barbara, CA December 98 to April 04
Accounts: Sizzler, Chi-Chi’s, Idaho Potato Commission, Coco’s, Carrows, Triumph Motorcycles, Galfer Brakes, Motorex Oils, Santa Barbara Bank & Trust.

-Created, storyboarded and art directed multiple, TV commercial productions for Triumph, Chi-Chi’s, Sizzler, Coco’s and Carrows.
-Designed and created advertising, including: posters, bus sides, magazine ads, POS, exhibition signage, brochures, mailers, strategic conceptual viral ads, buttons, t-shirts and branding materials.
-Coordinated multiple projects with internal staff and external suppliers and vendors including: photographers, directors, editors, producers, printers and production personnel.
-Presented comprehensive strategic advertising and marketing campaigns to senior clients.
-Liaised with agency and client staff to develop and plan detailed marketing and advertising strategies and initiatives.
-Mentored junior internal staff and final year students at Brookes Institute of Photography.
-Attended focus group and research meetings and implemented adjustments to creative work based on the results.
-Collected multiple awards from The New York Festivals, ADDY and EFFY.

Highlights: New York Festivals Gold and Silver Medals for Triumph print and TV.
Seeing Triumph grow from selling less than 10,000 bikes a year in the US to selling that many of one model of bike. With 10 bikes in their range, the real-world success of the advertising is more impressive than the awards.
New York Festivals Gold Medal-Best Low-Budget TV for Sizzler “Sizzling Steak’ spot.
From EH+Y website: “By the second year of EH+Y’s advertising strategy, annual comparable same store sales increases averaged 6%. Positive results had positioned Sizzler to begin looking for the acquisition of another restaurant chain and opening new restaurants for the first time in a decade.”

Art Director, DMB&B Los Angeles, CA April 96 to September 98
Accounts: General Motors, Baskin Robbins, Domain Chandon, Blue Cross of CA, Whiskas.

-Created, storyboarded and art directed, TV commercial productions from a one day, small crew, tabletop Baskin Robbins spot to huge 3 unit, week long location spot for GM.
-Designed and created advertising, including: Posters, bus sides, magazine ads, POS, exhibiton signage, brochures, mailers, buttons, t-shirts and branding materials for General Motors, Gateway Computers, Blue Cross of California, Whiskas.
-Co-ordinated multiple projects with internal staff and external suppliers and vendors including: photographers, directors, editors, producers, printers and production personnel.
-Presented comprehensive strategic advertising and marketing campaigns to senior clients.
-Liaised with agency and client staff to develop and plan detailed marketing and advertising strategies and initiatives.
-Attended focus group and research meetings and implemented adjustments to creative work based on the results.

Highlights: Saving a director’s disastrous footage at the eleventh hour with an entirely new concept that was on strategy, appropriate and a successful product spot for Baskin Robbins.
Launching GM’s BuyPower website, America’s first fully integrated car shopping experience online.

Art Director, DMB&B London, UK January 94 to April 96
Accounts: Central Office of Information (Child road safety, drink drive, speed), Royal Mail, Burger King, Mars (Mars, Twix, Mars Egg, Ice cream), Alfred Marks, Teachers Whiskey, Phillips.

-Created, storyboarded and art directed, TV concepts for Twix, Mars, Royal Mail, Skittles, Burger King, Central Office of Information.
-Designed and created advertising, including: Posters, bus sides, magazine ads, radio for Royal Mail Burger King, Central Office of Information, Mars products.
-Co-ordinated multiple projects with internal staff and external suppliers and vendors including: photographers, directors, editors, producers, printers and production personnel.
-Presented comprehensive strategic advertising and marketing campaigns to senior clients.
-Liaised with agency and client staff to develop and plan detailed marketing and advertising strategies and initiatives.
-Attended focus group and research meetings and implemented adjustments to creative work based on the results.

Highlights: Twix ‘Break from the Norm’ campaign generated unprecedented sales to the point where demand outstripped supply. The commercial was also responsible for a media storm when children began refusing to wear bicycle helmets because of the association with the  nerdy ‘Norm’ character featured in the advertising. The spot was temporarily pulled and fixed, which only contributed to the new cult status the advertising had already created for the brand.
Award winning radio campaign for Royal Mail.
Controversial  bus ad for Burger King in direct competition with McDonalds, generated a huge amount of PR, as well as sales, due to it’s overtly competitive concept.

Art Director, McCann Erickson London, UK February 93 to January 94
Accounts: Coca Cola, Fanta, Minute Maid, Nestlé, Cereal Partners (Shredded Wheat, Cheerios, etc.), South Africa Airways, WD-40, Braun, Johnny Walker.

-Created, storyboarded and art directed, TV concepts for Nestle, Coca Cola, WD-40.
-Designed and created advertising, including: Posters, bus sides, magazine ads, radio and promotional materials for Coca Cola, Fanta, Minute Maid, Nestlé, Cereal Partners, South Africa Airways, WD-40, Braun, Johnny Walker.
-Co-ordinated multiple projects with internal staff and external suppliers and vendors including: photographers, directors, editors, producers, printers and production personnel.
-Liaised with agency and client staff to develop and plan detailed marketing and advertising strategies and initiatives.
-Attended focus group and research meetings and implemented adjustments to creative work based on the results.

Highlights: Montreaux Award for WD-40 TV campaign.

Education
Falmouth School of Art & Design/Hounslow Borough College. 1991-1992
2 Years, Higher National Diploma. Advertising/Graphic Design.

Falmouth School of Art & Design.1988-1991
2 Years, National Diploma. Graphic Design.
(Combined diplomas widely regarded as BA equivalent.)

Referrals
Scott Young. Executive Creative Director.
Evans Hardy & Young Inc.
829 De La Vina Street, Santa Barbara, CA. 93101
805 963 5841
[email protected]

John Bellina. Creative Director
Ricochet Ideas. Denver CO
720 475 6723
[email protected]