FRANCHISE CREATIVE LEAD

ART DIRECTION • FILM STUDIO PARTNERSHIP • CREATIVE DEVELOPMENT • FRANCHISE LEADERSHIP

2012 – 2016

I spent 4 years leading Transformers creative which included branding, packaging, retail capsule executions, budget development, hiring, sourcing talent, etc. During that time I was responsible for branding the collector-focused Generations line as well as new animation line and Transformers 4 alongside Paramount Studios. Below are images from the Paramount writers room which I participated in where we took 19 writers through Transformers lore. This 2 week long meeting spurred the next 10 years of movies including Bumblebee (2018)

LOGO DEVELOPMENT

The logo development for Robots in Disguise animation was more complex than other projects. The circle design was built to be scannable by the app. Each figure had a different scannable circle which provided a different user experience with each scan. This was a technical and creative challenge.

PROMO POSTER DEVELOPMENT

These are 2 poster designs I did combining some existing character art developed for the show.

PACKAGE DEVELOPMENT

The package development for the Robots in Disguise line had to work across dozens of items all with different style packages - open, closed, blister, hangtag. The look needed to also translate to licensed goods which have their own challenges.

GUIDE DEVELOPMENT

To ensure consistent execution among regions and licensees, I lead development on a brand guide. This is standard for most of the lines and always fun to see the work come together in a single document.

GENERATIONS LOGO

I wanted the logo to be more picture than text and work similarly to some of the icons a person might see on a comic book. I was also inspired by Japanese stamps at the time so the composition felt right.

Utilizing the iconic Autobot symbol and red, black and white color palled I had already developed for packaging, I quickly designed this logo.