Sales of Old Spice at Walmart were down, and the retailer was considering de-listing it from all its stores.
We knew the Walmart buyer in the fragrances department was a huge Arkansas Razorbacks fan, so we began to inundate him with connections between the cologne and the team.

For the first time in my career, I had a target market consisting of ONE person.

Five years later you can still buy Old Spice at Walmart, so I guess it worked.

This was a print ad for Old Spice body wash. I love a good headline.

This was an Old Spice newspaper campaign. Remember, our audience was really just one guy, the Walmart buyer, a huge Arkansas Razorbacks fan.

These ads were the only color ads in the newspaper’s sports section, and each won ran on their respective game day.

Again, to impress the Walmart buyer for fragrances, Old Spice showed up everywhere within the Arkansas Razorbacks.
This was a poster we put up on campus and in local bars to encourage college students to donate blood.

This concept is the most visceral idea my team ever came up with–the sense that your magazine pages are stuck together because of an actual booger (we used booger glue to create that effect).

This was one of those “right place, right time” opportunities. My P&G brand managers had a habit of snatching up low-cost media (usually to deplete their media budget near the end of their fiscal year). I’d get a call with a need to design a print ad in less than a day.
So, after about the fourth time this happened, I decided that we would take advantage of this by only giving them the coolest creative we could develop–no safe options.
The thinking was my clients wouldn’t have time to say 'no."

This print ad for Vicks cold medicine was a bit of an experiment: how do we create the engagement of digital into a static visual to stop the reader on our page?
It’s technically a full-page ad, but we designed it to look like a half-page ad; the right side mirrored the editorial style of the magazine.
Get it?

I find it wonderfully ironic that I'm a writer, yet visual solutions are my favorite type of concept.
This new kind of Pantene was designed to protect your hair from heat, hence the visual my creative team proposed.

Gillette introduced the Proglide Styler, a 3-in-1 styling tool for men. We wanted to show men all the different styles possible using the Styler, so we created this interactive board, an homage to the old-time game in which you used a magnet to create different faces with iron shavings. In this case, the board was digital and used an oversized stylus in place of the magnet.

This was a separate campaign for the Gillette Proglide Styler, a 3-in-1 styling tool for men.
We were targeting men in urban areas, so we created these bus boards that took advantage of a tactic women have known for generations: cater to his ego.

This was a separate campaign for the Gillette Proglide Styler, a 3-in-1 styling tool for men.
We were targeting men in urban areas, so we created these bus boards that took advantage of a tactic women have known for generations: cater to his ego.

A poster promoting my Rock Band for a charity concert

Another great visual solution. We had NO budget, so we had to use stock imagery, and we found a Photoshop god in L.A. who "burnt' the Christmas trees on the sweater.

This was perhaps one of the coolest ideas I’ve ever seen. My feminine care creative team consisted of me and four dudes; no females.
We wanted to come up with a cool way to demonstrate the leak-proof benefit of Always® pads.
This was an aquarium with real fish in it. The crack in the glass was accomplished with a see-through sticker.

The Always® pad was leak free. Our see-though sticker was so awesome, so we came up with other places where we might display them.

This is one of those projects I love: the client came to us with a bona fide business problem. Once the fall/winter holiday season starts at Walmart, the retailer relegates consumables to the back of the bus. Our client challenged us to develop strategies to help Bounty® get incremental merchandising during their holidays (read: an endcap or pallet). We came up with these new packaging ideas.

Our client and Walmart were so impressed with our Bounty holiday concepts, we were asked to come up with versions for Puffs®
Notice how the sides are printed. If you arrange multiple boxes in a certain way, it creates the entire monster. :)

Our client purchased a full-page ad in the Chicago Bears program (the ones they sell at the games). We decided to target males, and give salad some testosterone dressing.

The Country Music Awards (CMA) hosts its Fan Fest every year in Nashville. The Pedigree Foundation (which supports dog shelters) sells T-shirts at the event.
We designed this shirt then designed a print ad to promote it. The shirts sold out so fast, I didn’t even get to keep one.

This is a campaign for an all-natural dog food. Our challenge was to convince dog-owners to spend more money on Ultra, so we focused on how it enhances the actions dogs take every day.

Desperados is an awesome beer that is aged in tequila barrels, hence the headline.