Frontier Cancer Center needed to stand out. When compared to their much larger competitors in Billings, MT, they already did stand out. They viewed cancer treatment as more than just a means to an end. They saw it as an opportunity to find hope in seemingly hopeless situations. They approached cancer care with a decidedly positive outlook. They kept a small staff that personally learned about their patients and their needs. They saw each person as unique and specified their treatments accordingly. They made special accommodations for families so the days at the treatment facility weren't disrupting precious time. They did everything they could to make the process an uplifting experience.
To visually tell that story, we showed the transformation of something devastating into something uplifting. The word 'can' embodies the spirit of Frontier and reflects the attitude they support in their patients. We pulled it out of the word 'cancer' by using a hand drawn scribble, representing the human touch triumphing over adversity. The mark accompanies portraits of the patients, complimenting their expressions of determination and confidence.
Amongst the clutter of soft “feel good” healthcare ads in the Billings, MT area, Frontier’s story stuck out with the sense of confidence, strength and hope that it deserved.
What would motivate someone to be cautious while cycling or walking around urban traffic? A reminder that getting hit by cars fucking sucks. Of course, we couldn't just come out and say that. Instead, we complimented common cycling and walking myths with startling visuals to express the violent and unexpected nature of automobile vs pedestrian accidents.
These TV/Youtube spots served as a general PSA and driver to the fact filled microsite: crashthemyth.org
When given the task of advertising for the local newspaper in Bozeman, MT in an age of instantly available information on a vast, growing form of media, we took a simple approach. We took the attention off of the array of devices available, and focused on the content. Media will continue to change, and along with it, so will the way people consume content. What wont change is the roll that content plays in our lives. That is the benefit that the local paper has that other news sources don't: Content that is uniquely relevant to the the people of that community. We created a campaign that highlights the roll that content plays in our lives by focusing on specific elements of the newspaper and presenting situations where they are needed most.
Less than half of the population gets vaccinated for the flu. One of the reasons often cited is inconvenience. So, Blue Cross Blue Shield occasionally sponsors free flu shots in public spaces like grocery stores and college campuses where people can get vaccinated without disrupting their day. A bold announcement was needed. I used the a slight alteration of the Blue Cross logo in conjunction with their flu vaccination tagline.
James McMurtry has horrible concert posters. He's also kind of a scary guy, so I hope he's not reading this. When he was scheduled to play a show in Miles City, MT, I was left with the task of building intrigue for a guy who had poor promotional materials and who most locals had never heard of. If you're not familiar with James McMurtry, he's a master songwriter who can undulate between bitter commentary and poignant reflection within a single verse. His sound is pure roots Rock & Roll. His live demeanor is best described as confrontational. He's great.
The task of the posters had to be education rather than mere promotion. If they could convey McMurtry's sincerity, grit and craftsmanship, people might begin to accept his brilliance. His song lyrics embody those qualities. I chose lyrics that would resonate in the bars, saddle shops, and liquor stores where the posters would hang. I created large text arrangements, built with thousands of hand drawn lines on a black background to compliment the confrontationally raw yet meticulous nature of McMurtry's lyrics.
In certain parts of the country, the mere announcement of a Tommy Castro show would sell out a venue. In Miles City, Montana, that’s not the case. While he’s an extremely high caliber musician, his notoriety in Montana is quite low . Castro’s a wild blues man, know for his tight musicianship and electrifying live shows. Communicating his energy was key to peaking people’s interest in the show. I accomplished that with a crude pencil illustration of his disembodied, screaming head. I complimented that, while nodding to the tightness of his musicianship, with cleanly organized type.
The show was hit and so was the poster. Many of them were stolen.