Wrangling the Creative Mind
First there is an idea. Then there is the work of honing an idea or concept, tailoring it to achieve a desired outcome, and working within budget and real-world limitations to produce stunning and effective results.
The healthcare system is in crisis. Blue Cross Blue Shield wanted to take the lead in reforming the healthcare industry in Massachusetts. I, along with the BCBSMA Marketing and Creative Services teams, helped top executives formalize their ideas on a far-reaching, long-term initiative. We worked to prepare a cohesive presentation which they gave to the Board of Directors.
Bank of America. In 2004 I worked as a consultant Creative Director with Jack Morton Worldwide, a leading strategic communications firm, on the Fleet/Bank of America merger. I helped communicate the details of the merger process to 40,000 employees. Different media channels such as closed circuit television, collateral, and location events were utilized to mobilize a corporate culture change.
Avid Technology needed to launch a new product, Avid AirSpeed, into an extremely competitive and finite market; Broadcast Television. I worked with the Creative Team at Avid to introduce a box, albeit a handsome and useful box, to present its value and differentiation to the broadcast market.
