At the retail level, existing brands in niche markets with heavy competition would require some reinvention of brand identity, packaging, and a creative ad campaign utilizing current supply channels. At its current state, this failing brand finds shelf life at Bed Bath and Beyond. A new approach would entail utilizing a mobile-first campaign strategy.

In order to drive awareness to an aging product line with a campaign structured around the #OWW. I created a mobile-friendly, digital platform that crowd-sourced and hosted bloopers in the sports segment. Visitors could upload mobile video or share converted gifs with the IcyHot branding to other social media channels and drive traffic to the site.

The message is positive, empowering and aspirational. The art direction is clean and uncluttered. The images are vivid, colorful and always silhouetted on a white background. Highest performing in-store campaign ever – Bon-Ton
• Over 1.4 billion impressions in 3 months
• Over 600% YOY increase in traffic to web hub
• 312% increase in donations YOY
• 10 new partners

In 2012, a start-up from San Diego approached me in NYC to begin a branding and advertising campaign that would secure their spot as Adobe's premier business-level solutions partner and dominate the marketplace with an unprecedented 82% market share after its first year of growth. Four years later as acting Creative Director the company was purchased by Publicis and assigned to parent company Digitas, LBI. Maybe the branding had something to do with it.