Worked closely with McCann Erickson account team as senior designer and art director to strategize establishment of new product and sub-brand for launch, extending client's brand into collateral, advertising and non-advertising media. This included research, naming, logo and tag creation, scouting locations, determining styles, selecting talent (both model and voice over), art directing studio and location photo and video shoots through post production and designing and producing sales book including product samples. All photos by Karen Melvin, styling by Jay Bruns.