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These microsite invitations were developed as a tool for personal "reps" who handle invitations/solicitations for high-worth gamblers (or whales as they are known in the business). These tournaments were held in the exclusive private gaming rooms and limited to 50 players. My role as Creative Director for this project was to help the client distill the vision they had for this event and figure out how to execute it using stock imagery. I then worked closely with two incredibly talented designers (Irene Roberts and Garry Gatchalian) to concept a storyboard and visual look and feel that would successfully bring the concept to life.2011 -
The Club Barona Newsletter was distributed on a bi-monthly basis to qualifying members of the players club. Content was designed to induce players to make additional trips to gamble at Barona and included individually generated cash coupons as well and news about club member events and tournaments that would reward gamblers based on their level of play.2008-2011 -
The Barona tribe has one of the most sophisticated water treatment plants in the country and has committed itself to stewardship of the land in a significant way. All landscaping on the property is irrigated through computer control drip systems and the golf course is a certified Audubon Wildlife Sanctuary.
The goal of this campaign is to distilled and present the nature and essence of this commitment to the public at large and bring more awareness to the deep commitment the tribe has to this stewardship.
Scott Malech and Kizzy Ezirio (design), Hillary Garabay (copy) and Garry Gatchalian (web design) were all part of the team that worked with me to develop this project.Creative Direction, Art Direction2011 -
Marketing campaign to promote the fine quality of dining available to players at Barona Casino. Campaign included print, direct mail, outdoor, TV and web.Art Direction2011 -
Barona Resort & Casino Guest Service Campaign
These short videos ran in rotation on the casino floor with the intent of highlighting the wonderful personalities of the staff. They were a component of an on-going campaign that included staff photography and point of purchase messaging related to guest service. David Walters was the Motion Graphics Designer and Hillary Garabay and I both worked on the copy. Robert Benson shot the video and also all the portrait photography for the campaign.2011 -
Fiesta del Sol enters its 6th year in 2011. I have been involved since the beginning with marketing as well as serving on the steering committee. For the last three years I have produced and designed virtually all the marketing materials ranging from MTS bus banners to newspaper ads to program design. The other designers that contributed over the years are Juan Castruita (logo script), Kizzy Exirio (program cover design 2008), Irene Roberts (program cover/design 2010). Artist Veronica Gonzales has donated her wonderful illustrations since 2008.2011 -
This employee recognition campaign highlighted the critical contribution made by these star performers in delivering the Barona brand promise. The original concept developed by an agency (NYCA), but over 80 posters were executed in this campaign. I directed all the photography, wrote most of the headlines, and wrote or edited much of the copy. This is one of my favorite projects because it was so much fun working with these stars, and a wonderful challenge to crack their stories and playfully identify their alter egos.2011 -
I created the concept and art directed this entire project (and produced most of it) with the exception of the logo design which was done by Larry Gallegos. Most of the photography was from the Barona Museum archives with the exception of the cover of the direct mail brochure which was shot specifically for this event marketing.2011 -
A Personal project inspired by an old Native American proverb, this is the first in a series currently under development. This project was completely my own, except for the profoundly wise insight–for which I am very grateful...Graphic Design, Photo Illustration2011 -
Redesign of Barona's website from scratch was a large team project that took about 6 months to launch. I led the creative development from the onset of the project working with a very talented art director, Garry Gatchalian, who designed and finessed the page layouts and managed the interaction between Barona's team and the vender that was programing the site.Creative Direction, Art Direction2011 -
I came up with the concept, wrote the copy, and designed this project. This is a class project I did when I decided to refresh my photoshop skills. If there weren't about a million cupcake shops already I think I could sell it. Anyhow, I liked it enough to share it.Graphic Design2011 -
Situational floor photography shot on location with real guests and staff. Project was art directed by yours truly, but a really amazing photographer shot these. Call me with a project and we'll shoot it for you!Art Direction2011
