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Treasure HD Network Branding

Treasure HD is a channel dedicated to the obsession of collecting.

Antiques Roadshow this ain't.

The goal was to create ID's that communicate how endless and unpredictable the search for "treasures" can be.

Using an abstract notion of a treasure chest, I envisioned the the channel as a box where all these cherished nuggets live.

Wanna see how awesome it will look in your space?
AMAZING.

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USA Summer Campaign

USA came to us looking for ID's to brand their summer programming lineup.


Using a remix of a simmering Deelite track, the object was to inject a cool sensibility into the ongoing re-brand of USA. Characters were definitely "welcomed."


We shot on location in Long Beach, NY on what should have been a balmy Spring day. "No go"! said Mother Nature. The actors were troopers. They plunged into a freezing pool and managed to appear shiny and happy on this less than warm "Summer" shoot.



Director: Joan Raspo, Stephanie Barth, Julie Hirschfeld

USA Creative Director: Lorenzo De Guttadauro

TLC Branding Campaign

I shot this promo in New Orleans at the notorious Charity Hospital.

It was daunting.

We interviewed doctors and shot verite footage while the emergency room was in action. All this was to serve a show called "Trauma: Life in the ER".

I directed and was the Creative Director of the campaign.

Target Branding Campaign

This campaign from the world's coolest Big Box retailer, Target, was a dream assignment.

I was over the moon to be asked to direct for this incredibly collaborative client. We shot all the spots on green screen with live actors (and a frog).

The VFX on the live action actors took hours of roto-scoping. Thank you to Connie Connor for your patience!

From start to finish, it was a satisfying collaboration with the creative team at Peterson Milla Hooks.

Gaming was the trickiest and the most gratifying. I applaud the actors for hanging from wires all day with nary a grumble.

PBS Kids

We cast kids who had absolutely no acting experience. Our criteria is that the child cast would be authentic to the story told.

PBS had planned to shoot the kids in their own environments. I proposed an alternative idea.

Why?

We needed these spots to resonate On-Air as a campaign. We designed sets that would be modular enough to showcase each story, the individual talent, and create a solid brand identity.

PBS also let me try my hand at writing the scripts.