Role: Creative Director - Directed and led internal team in development of an integrated brand equity campaign for Founders Brewing Co. including development of brief, concepts, creative and art direction, video direction, photography direction, branding and design direction, social media and UGC launch plan development, web design, media planning and strategy with agency partner, close to home and out of home application development, campaign extensions and more.
Written, Directed and Produced by Rick Fortier; Director of Photography, Editor and Assistant Producer Marc Moline; 1st AD Steven Cummings; PA Aly Kuch ;PA Brett Haberkorn; Photography by Wojtek Dabrowski ; Music by Kyle Campbell; Voiceover by Greg Johnson
Developed campaign concept and tag. Led creative direction for branding, which was designed and completed by in-house designer.
Led development of campaign design guide by internal team of designers to allow for nimble campaign applications moving forward and maintain brand messaging and consistency.
Directed photography shoot simultaneously during video commercial shoot. Photography bank to serve as part of design guide, social media content, media development assets and more. We shot a range of product, process to lifestyle. Pictured is approximately < 10% of final photo bank. Photography by Wojtek Dabrowski. Assistance from internal Multimedia Specialists during shoots.
Designed campaign landing page including UX methodology. Worked with third party web developers for actual development of landing page, UGC form and back-end management of entries.
Led communications team through multiple sessions to develop concept and launch strategy for campaign rollout on all owned social channels. Developed strategic timing/phases and creative development tactics to encourage UGC and fan participation.
We curated some of our favorite “What If” fan entries and created compelling social content to inspire others to participate and/or offer words of encouragement to others.
We had an amazing response to the campaign launch as users found this content to be refreshing, unique and original. We also saw our fans engaging with each other’s “What If’s” which heightened the sense of community we have built.
Commissioned artist Adam Turman to complete a Chase Your What If truck wrap design to be used across our national footprint.
Developed concept and budget of taproom mural installations. Project management assistance from Multimedia Specialist. Artwork and Detroit Taproom mural by Fel3000ft. Grand Rapids Taproom to have small art installation in early 2019.
Led team through development of other campaign related material included ABP presentation materials (annual sales conference) including signage, banners, presentation materials and more. Retail applications including merchandise (shirts, calendars, stickers, growlers) etc…
Led development of long-form video content for campaign.
