HMR Weight Management has been around for over 25 years in a clinical setting, helping people with health-threatening weight issues quickly and effectively lose weight and learn the life skills to keep it off. With this latest initiative, they wanted to develop a platform and campaign that would help them bring the same core principles and results to the greater consumer market with an at-home weight loss program. They really wanted their message to be about people being able to lose weight rapidly and keep it off, supported by clinical data. In a crowded marketplace, this is a great claim to make, but as a brand that the general audience is unfamiliar with, it could have come across as a gimmick. More importantly, the specific audience they were targeting (women aged 45-60), want to lose the weight so they can do more things in life that are meaningful, impactful and emotional. I led the charge to develop initial conceptual platform options that balanced the rational need for weight loss with the emotional need to get their life back, in essence, to "get there faster."

When Vermont's largest electric provider, Green Mountain Power, started implementing their smart grid program across the state they needed to communicate the benefits to a somewhat skeptical audience.

To achieve this, we redesigned their website and developed a web video series that explains the smart grid through engaging storytelling, unique animation and live acting. The online videos provide easy-to-understand information about how this technology works and how it will benefit customers now and into the future.

The Vermont Department of Tourism wanted to attract more urban, out of state visitors and show that Vermont is much more than just a great skiing destination.

We developed a campaign that prompted people to listen to that primal urge to get out and do more. We also wanted to show the diversity of experiences available in Vermont by speaking directly to the the interests of four primary demographic audiences. We accomplished this by creating a variety of media touch points including online ads, radio and Pandora ads and a robust out-of-home takeover of South Station in Boston. These all drove to website that was a central hub for information, and provided a unique landing page with relevant info for each audience.