Creative Direction for L.L.BEAN
I am currently the Director of Creative Arts and Design at L.L.Bean where I directs and drive creative solutions through the translation of corporate strategies and content and channel requests to ensure the achievement of business objectives. I’m Responsible for conceptualizing and defining creative parameters across photography, video, illustrations, and any published medium (broadcast, video, print, ecomm, advertising) to maintain consistent corporate identity, maximize style, brand identification and visually translate desired impact.
I direct and manages all staff designers, videographers, agencies, and freelance art and design resources to support efforts in across all marketing efforts. I’m responsible for managing on-time and on-budget the completion of all L.L.Bean creative production across all mediums (print, web and digital).
I assists Vice President, Creative in managing representation of brand and product throughout all executions.
ADVERTISING AND VIDEO WORK
Since Spring 2019, my main focus at L.L.Bean has been Branded Content and Advertising. here are a sample of the work that I am the most proud of.
DEAR L.L.BEAN, Back To School Ad 2022, This video concept was inspired by a real letter sent to L.L.Bean in 2007 by a little girl name Ellie. In her letter, Ellie asked L.L.Bean how she can wear out her backpack so her parents will get her a new one. We absolutely loved that story as it not only showed how much L.L.Bean backpacks are an amazing value, but it also showcases this incredible relationships that L.L.Bean has developed with its customers over the years. This is the first of a new series of ads based on real customer stories and it was an absolute delight from start to finish. Script and concept developed by L.L.Bean Internal Agency, produced in collaboration with Conductor Productions and directed by Vladimir Minuty.
More customer stories shared on our organic social channels.
ANTHEM VIDEO, 2021 first time since L.L.Bean's 100th anniversary in 2012 that the brand created a "brand video" that could stand alone as a true representation of the Brand's mission and purpose. The script was developped and written by the internal agency and produced in collaboration with Origin Outside.
HOLIDAY AD, 2021 This ad has the received the most love from our customers and employees than anyother piece of content in years. It received record breaking engagement on social media and brand metric results from testing. Script and concept developed by L.L.Bean Internal Agency, produced in collaboration with Gnarly Bay Productions.
ADDITIONAL VIDEO SAMPLES
Explore L.L.Bean
This is the Branded Content Section of llbean.com that first launched in 2017 with the launch of the Be An Outsider campaign. This section of the website’s goal is to share L.L.Bean’s mission and purpose to enable and inspire everyone to enjoy the restorative power of the outdoors. I’ve overseen the development and execution of most of this work, it’s been a work in progress and a constant discovery for the Brand and the team.
ORGANIC SOCIAL CHANNELS
I oversee all the creative for all our organic channels and we have tripled our audience over the last 2 years. Visit our Instagram account.