DESIGN, CONCEPT, STORY. TRIPLE TROUBLE TO
MAKE BRANDS SHARP LIKE CHEDDAR.

(with my own two hands, a stylus and sprinkles of AI when needed)

DIGITAL · DYNAMIC CREATIVE OPTIMIZATION (DCO)
A DCO idea that works beyond DCO:
branding, OOH, experiential, retail...anywhere.

Role: concept, design, art direction, copywriting

EXPERIENTIAL · RETAIL
Nike Live Williamsburg Launch Messaging

Role: concept, design, art direction

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“PR” stands for

“personal record”

. . .

And for CrossFitters

who dedicate

themselves to a

belief and a way of life,

every day is about

achieving and making…

BRANDING · PRODUCT · SOCIAL · EXPERIENTIAL

A fitness and activation platform
for CrossFit enthusiasts

“PR/GRESS” tracks an athlete‘s journey and goals, helps grow their fitness community, and incentivizes the achievement of milestones with uniquely designed ”Karate-belt” style shoe laces to pair with Reebok shoes.

Role: concept, design, art direction, creative direction

Merit-based laces as rewards
to drive purchases of Reebok Nanos
Single lace for 1st CrossFit achievement
Single lace for 1st girl WOD achievement
Single lace awarded for surpassing the Coach’s expectations
Single lace awarded for surpassing the Coach’s expectations
Single lace awarded for surpassing the Coach’s expectations
Single lace awarded for achieveing the impossible
Single lace awarded for completing the toughest HERO WOD of them all
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SOCIAL · DIGITAL · INTEGRATED
Various campaign, social and digital samples

Role: design, art direction, copy, ACD

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COLLATERAL
The campaign I helped create won awards.
But I designed and illustrated (and wrote) this for fun.

Role: concept, copy, design, illustration

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IDENTITY · BRANDING · DIGITAL · VIDEO · SOCIAL · EXPERIENTIAL
Explored, created, scaled and launched a new brand

Role: concept, co-copy, design, design direction, co-creative direction

FINAL custom-designed font
FONT/LOGOTYPE DESIGN by Jason
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Niagara Water

BRANDING · SOCIAL · DIGITAL · INTEGRATED
Water. It can renew communities, too.

Role: concept, co-copy, co-design, co-illustration, design direction, creative direction

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BRANDING · OOH · DIGITAL · EXPERIENTIAL · RETAIL
We lost the pitch.
But our strategy won their heart.

Role: copywriting, design, illustration, art direction, motion, creative direction

PAID (ATHLETE-BASED) SOCIAL

ORGANIC SOCIAL

Digital Sticker Generator

You type in your inspiration and reason...what you play for. And Mr. Logo generates a new shareable “logo” sticker.

EXPERIENTIAL · RETAIL

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EXPERIENTIAL · INTEGRATED
Launch examples

Role: concept, copy, design, art direction

Mash Up

reads:

Last year, cigarettes killed over 440,000 people. That’s more than AIDS, auto accidents, shark attacks, plane accidents, fires and drugs, combined. Just one of the small discoveries in the world of Big Tobacco.

Roaches

reads:

The same nicotine that’s used in insecticide to kill bugs is also used in cigarettes. It’s nothing new in the world of Big Tobacco.

Toe Rings

 awarded:

· Mercury Radio Award $5,000 General Prize
· Andy Award (Silver)
· Art Directors Club
· Clio (Bronze)
· London International Awards
· One Show

Cover-up

 awarded:

· Andy Award (Silver)
· Art Directors Club
· Clio (Bronze)
· London International Awards
· One Show

Campaign

  (1 of 3) illustrated by SNL’s JJ Sedelmaier

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BRAND · SOCIAL · DIGITAL · OOH · RETAIL · EXPERIENTIAL
Simplifying the strategy and brand

Role:  design, art direction, illustration, copy

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BACKSTORY

When nature is your lab,
R&D just becomes fun,
crazy experiments

Pushing boundaries, simulating nature, 
defying rules. Just another day at the office.

SOCIAL · DIGITAL

Getting our crazy on
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BRANDING · SOCIAL · CONTENT
Driving the story and impact of technology

Role: concept, copy, design, illustration, art direction, motion, creative direction

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IDENTITY · BRANDING · EXPERIENTIAL · OLV · GLOBAL CAMPAIGN
Out numbered a trillion to one, we teamed up with fútbol’s best

Role: concept, design, art direction, production, co-creative lead

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VIDEO · DIGITAL · SOCIAL · INTEGRATED · OOH
The Bureau: XCOM Declassified launch

Role: some concept (and copy), design, art direction

VISUAL DESIGN / ART DIRECTION

VISUAL DESIGN / ART DIRECTION

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When life turns upside down, you dial the healing up

Tasked with creating a national campaign launch to help fight COVID with antibodies, Edelman needed help establishing a comprehensive (and visually compelling) design system. That’s where I came in.

IDENTITY · BRANDING · DESIGN SYSTEM
Defining The Look and Feel

Role: design, art direction, motion, design direction

BRANDING · OOH · SOCIAL · BANNERS · WEBSITE
Scaling the brand and campaign
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CONCEPT · BRANDING · DESIGN SYSTEM · ART DIRECTION
Campaign & brand samples

Role: concept, copy, illustration, design, art direction, creative direction

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BRANDING · VIDEO · SOCIAL · DIGITAL
Sample launch components

Role: concept, co-copy, design, motion, art direction, creative direction

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Depicting a world
inspired by honky-tonk
street culture

To revive an aging brand, we told
the story of a French icon relishing
low-brow life in America.

OOH · CAMPAIGN · SOCIAL · BRANDING
Flipping a stodgy brand, giving it new relevance

Role: concept, copy, design, photography direction, art direction

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BRANDING · DESIGN SYSTEM · PACKAGE DESIGN · VISUAL DESIGN
Overhauled the brand & designs for Target

Role: concept, design, original illustrations, art direction

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SOCIAL · VIDEO
Makin’ stuff with an 11yr old
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Client and brand experience

Concepting, designing, prototyping UI, writing, art directing, animating, and doing everything possible to make the brand and ideas the hero.

Let’s Collaborate!

THX

FOR

LOOKING.

Designed and Developed by
Jason
@2025