Joe Morano

Pretty cool New Orleans casino with a brand that felt about as “wild” as that teacher from Ferris Bueller.  (Bueller?) So we overhauled it and gave it more of a speakeasy feel with a curious backstory. Took on much more of a "locals joint" vibe. 

Now maybe it was the whiskey...or the vodka...or both, but the client even had the courage to bet on branding radio that was all sorts of laid back and chill - especially for a casino.

Client asked us to literally go after everybody about everything while marketing the “Northeast Pennsylvania Mountains Region.” So there was that. Instead we focused on an initial lifestyle segment, the roof rack crowd, positioned the place as a massive outdoor playground and renamed the region “Upstate PA.” Plus we got to ride this cool bike/kayak/fishing thingy around Philly one day. Sweet.

Already one of the strongest casinos in the greater Memphis market, Southland Park was looking to freshen up their branding campaign. As is common with most casino creative briefs, they wanted to push their casino as (wait for it) fun and exciting! Hells to the yeah. So rather than focus on the typical jackpot shenanigans, we had some fun taking those casino-style celebrations and setting them free in new environments.  

The client was pretty attached to the tag we inherited, “The best city in St. Louis.” That meant our team was tasked with working backwards and building a campaign out of a line—how awesome. With sweet amenities stacked on top of sweet amenities, we ran with the idea that River City really was a city onto itself.  TV and stills shot by the great Rob Adamo.

Heart-shaped tubs! Champagne glass Jacuzzis! Regrets!

The Poconos had come a long way since the 70s and 80s. Looking to spruce up their image and have a little fun, the Visitors Bureau came to us to help launch their next campaign. After their check cleared, we created “Life’s Greater in the Pocono Mountains," a playful campaign which set its sights on Willy and Wanda Workaholic.

Many humans tend to hibernate in the winter. As such, attendance at zoos in the northeast plummets along with the temps. But there’s some cool advantages to hitting up the zoo in mid-January. Less crowds means you can linger longer and get a better view of some of your favorite animals. And with more quality time, well, you never know what you might discover.

TreePhilly is an initiative of the Philadelphia Parks and Recreation department. It’s mission is to get more trees growing in the city. Tasked to turn the City of Brotherly Love into the City of Arborly Love, we came up with CelebriTrees. We knew how much Philadelphia loved its movie stars and famous athletes, so we figured why couldn’t they have that same level of admiration for their wonderful trees? After all, spotting that maple in all its autumn glory, or that cherry tree in full blossom is enough to drive any Philadelphian to whip out their camera and click away in an excited frenzy.

Masterminds had been around for over 25 years and was getting ready to open a new office in Philadelphia. The time seemed right to usher in a new era. I worked with a very small team to overhaul the look and tone of the agency brand.

Calder Casino asked us to make a series of :15s to build awareness for their Players Club program.  It was winter. They were in Miami.  We said yes.

Cuba Libre Restaurant and Rum Bar was set to debut a massive new wood-burning, open-fire grill at their Atlantic City location. With a slew of new menu items featuring authentic, Old Havana-inspired dishes ready to premiere, they turned to us to make sure the buzz was muy caliente.

And muy caliente it was indeed.

With inspiration from vintage Cuban tourism ads, we created a series of billboards and posters that put the focus on the fire, not on the food. In the end, the launch wasn’t just big—it was grillgante!

Fire up your finest Cuban and enjoy. 

Brand perception for the Adventure Aquarium was sinking, especially after waves of montage-y stock-filled TV spots. We ditched that approach and focused more on the magical interactions between kid and creature.

To us, their current brand line of “Explore new worlds” didn’t just mean venturing to the bottom of the sea or taking a journey to the Arctic. It was an an amazing opportunity to make some pretty awesome water-loving friends. Friends that you’d love to come back and visit again and again.

AmeriGas Propane was rolling out a new subsidiary. They had the concept (bring propane tanks to the people, because the people hate lugging heavy things around), they had the name (“Cynch”) and they had the general look. What they didn’t have was the brand voice or social presence.

But they had me. And my team. Yay.

In preparation for the launch of their service in markets like Philly and Phoenix, we fired up our creative juices and developed fun social content that sizzled with their core audience of 20 and 30-somethings. In the end, we made stuff the way all clients prefer it—well done.

Don’s Food Products had a brand image that felt like it belonged back in the same early 70s kitchen where the company was born. You know, it was past its expiration date. Had some mold on it. Ew.

So in preparation for their 50th anniversary, Don’s challenged us to whip up a new look, a new tone and even a new name. With the use of some of our favorite ingredients—blood, sweat and extra-strength creative juices—we donned Don’s with an all-new image, just in time for their big year. Mmmm, creative-y.