ROLE:
ART DIRECTION
CONCEPTING
DESIGN DIRECTION
BRANDING

THE PROBLEM:
FOR MANY TEENS IN AMERICA, DIPPING AND SMOKELESS TOBACCO IS A PART OF LIFE AND OFTEN A RIGHT OF PASSAGE, AND MANY ARE UNAWARE OF THE DANGERS OF DIPPING..
THE INSIGHT:
TEENS WHO USE DIP HAVE A DIY MENTALITY AND THE LOVE OF TOOLS THAT GOES WITH IT.
TO ATTRACT THEIR ATTENTION AND WARN THEM ABOUT THE DANGERS OF DIP, WE CREATED A BRAND OF TOOLS.
WHAT AT FIRST SEEMS LIKE A COOL, NEW BRAND QUICKLY REVEALS ITSELF TO BE ONE THEY WANT NOTHING TO DO WITH.




THE
CAMPAIGN
LOOK
AND
FEEL



THE
LOCKUP
OR "LOGO"
I CREATED A TYPE LOCKUP
AND SYSTEM
TO MATCH THE HARDWARE
AESTHETIC


STILLS
OF THE MOTION
TYPE GFX
DONE BY
VERSUS NY
MORE
STILLS
OF THE
MOTION
TYPE
GFX


CREDITS:
COPYWRITER __ NICK ROMANO
COPYWRITER __ ADAM MOROZE
AD __ COREY GHERIG
ECD __ GARY RESCH
