Weight Watchers Online for Men

As an Associate Creative Director for Weight Watchers, I led the design team that explored, conceptualized, advertised and eventually created Weight Watchers Online for Men. Weight Watchers has traditionally focused its marketing efforts exclusively on women. Our challenge was to make this very feminine brand appealing, not only to men with serious weight challenges, but also to the average guy just hoping to shed his spare tire. http://www.weightwatchers.com/men/ http://seekingalpha.com/article/322595-bet-big-on-new-targeted-male-market-and-programs-from-weight-watchers ———————————————————————————————– While working on the creative team for Weight Watchers Online for Men, I came up with the concept of on-line weight bets.  Men – and women – could sign-up to socially network…

American Express, “My Life. My Card.”

As a freelance Art Director at Digitas, I worked on a team that created this unique auction website for the American Express, “My Life. My Card.” The site featured mini movies that advertised once-in-a-lifetime experiences which American Express customers could bid on.  These experiences included a week on a staffed yacht, golfing with Tiger Woods, backstage passes to meet the Rolling Stones and other high-end bucket-list adventures. I conceptualized, storyboarded and created the auction’s mini movies and helped design and produce the rest of the site. http://www.digitas.com