Despite universal recognition, oats were considered bland and one-dimensional. In the US and UK, people think oats = oatmeal in a bowl; in India, the food you eat if you’re old or ill; in Saudi Arabia, a hearty fast-breaking food for the holidays; in Mexico, lacking the flavor and excitement it needed to make it to the table. People think they knew oats, but they don’t know how to use them. Meanwhile, people were seeking foods with health, versatility and good taste. They just had no idea oats was the total package.

We developed a global culinary platform to help people discover the untapped potential of the superfood they’d never considered. Oats are a protein-packed, antioxidant-rich and vitamin-abundant superfood, an amazing source of sustained energy, and an incredibly versatile ingredient. They make yogurts and smoothies more satisfying, add crunch to baked goods and round out everything from burgers to stews. Just try that with a pomegranate! We got people reaching for the nutritional superpower and culinary versatility of Quaker Oats. And, boy, were they in for a surprise!

The results speak for themselves – $1 MM in Paid Media Support for the first 6 months, +15% Ad Awareness, 3X Lift in Purchase Intent, and was one of the most seen Frito-Lay Social campaigns across the globe, reaching over 50% of All TikTok Users in KSA alone.

Collaborators
Dani Coplen / Steve Gammel / Ali Earnhardt / Jason Shiskowksy / Ike Peters / Trey Wright

When it comes to Trick or Treat, people think all sweets all the time, 
which leaves our salty snacks out in the cold. We needed to solidify 
Frito Lay as an indispensable part of the Halloween occasion. We uncovered this interesting fact about the human brain: We enjoy horror flicks and spicy foods for the same mental stimulation. In both cases, dopamine and a host of other chemicals are released. What if we tapped into the most intense parts of the season—like Scary Movie Night—and paired them with our most intense flavors? Pass the Flamin’ Hot Cheetos!

With scary movie night in our sights, we set out to serve as the season’s 
scream-alier—pairing our intense flavors with intensely scary scenes. We created an immersive 4D movie experience on Amazon Prime. The fourth dimension? Taste! We paired Frito Lay snacks with 12 popular thrillers, recruiting people’s tastebuds to heighten the experience. When the killer jumps out with a flamethrower? Time to chomp into a Carolina Reaper. 
Huge monster explosion? Heat it up with Flamin’ Hot. That’s a double hit of Dopamine to take viewing to the next level! While we’re talking jumpscares, we also invented an anti-jumpscare bowl that keeps your snacks in place and made it available for purchase on Amazon. Frito-Lay has all the salty, cheesy, and spicy things that go CRUNCH in the night, and this year, we’re earning our spot in Halloween culture.

We got over 200 Million Impressions in Unit Sales Change on Amazon, double and triple digit category growth in Cheese, Tortilla and Potato Chip categories while the rest of the category saw downturn in sales during that time, and a 20% growth in Retail POS Execution, it was a Scary Good win.

Collaborators
Dani Coplen / Ali Earnhardt / Ashley Roy / Cait Gamble / Ike Peters / Diana Cooper

Dallas brewery Noble Rey approached us to design the initial run of their four flagship beers: Off the Leash, Baracus, Golden Rey and Steampunk.

Our vision was to craft an illustrated persona for each brew, but the real estate on cans is slim and Texas beer coolers are overcrowded. So we opted to create an ownable stacking system that creates a full body character when the cans are stacked two tall. These cans are hard to miss when you're browsing the beer cooler...or double fisting. 

How Design Annual / Communication Arts Design Annual / Communication Arts Illustration Annual / The Dieline / Oh Beautiful Beer / Paste Magazine / Packaging of the World

Located in Saratoga Springs, NY - Walt + Whitman Brewery wanted their initial can release to embody the spirit of Walt Whitman, the original hipster. Focusing on the craft part of craft beer, we created a modular system in the style of hand-drawn zines with a design system that could be rearranged to create something new for each beer with a limited design palette.

In 2017, Pizza Hut became the official sponsor of the NFL. But that wasn’t necessarily a good thing, since association with the league was highly controversial. When TracyLocke was asked to active the partnership, instead of focusing uniting fans around the league, we created a CRM program that united fans around what mattered most to them — their NFL team. We introduced Game Plan, our Hut Rewards® program that invited consumers to visit PizzaHut.com to tell us about their favorite NFL team. All season long, we sent them weekly personalized emails with exclusive deals right before their team’s game — driving online orders and making it easy for fans to have their lucky pizza arrive just in time for kickoff. Plus, every order made online entered the fans into a weekly sweepstakes for team merchandise, including “homegating” necessities like beer koozies, party trays and more. We promoted this ecommerce program in print, packaging and social media, making Game Plan the football-face of Hut Rewards and helping Pizza Hut elevate the game-day experience for every fan.

Collaborators
Favio Moreno / Ariel Munthe / Meredith White / Breeana Parker / Luis Guerra

I’ve had the pleasure of leading an incredibly talented team of badasses to produce a best-in-class loyalty program for Pizza Hut. Focusing on pizza eating occasions, from Netflix premiers to game watching parties, we crafted over 250 unique email sends in 2018 alone - boosting sales, spiking member signups and driving new products and partnerships along the way.

Collaborators
Favio Moreno / Ariel Munthe / Meredith White / Breeana Parker / Luis Guerra / Zach Cornwell / Scott Allen

Pizza Hut / Wingstreet threw an epic wing eating battle for the troops. The event kicked off with an ammo can crammed full of everything needed to be the best saucy sergeant you could be. The promotion followed with posters and a base wide eating contest to win a USO show featuring the Eli Young Band.

“When you've got so much to say it's called gratitude, and that's right!”
-Ad-Rock

The original idea was to have a series of messages that swapped out quarterly, using the updated (at the time) Pizza Hut logo in place of the ‘O’ to still be able to keep branding nice and large. The “Thank You” box was the only one to make it to market, but still held down the fort for a couple of years. Despite what the Civil War and Spider-Man boxes might have you think otherwise, the “Thank You” box is still the only Pizza Hut box that is canon to the MCU, being forever memorialized in Spider-Man: Homecoming. My pizza senses are tingling.

To promote Pizza Hut’s $5 Flavor Menu we encouraged people to play with their food with limited-edition flick football boxes. It made the rounds.

Hypebeast - Food & Wine - Delish - AdAge - CNBC

Print ads for some of Crown Royal’s flavored whiskies (that’s how they spell it in Canada, eh)

A couple holiday social posts for Sony Music.

The Parkside Brewery needed a couple of tall boys designed for their limited release of Skate or Dye ISA. We delivered not one, but two custom sticker labels - one can sporting a modern board, the other a classic 80’s raddad down to the side rails. Both decorated with custom stickers representing Parkside and the Port Moody, B.C. scene. As a bonus, we also produced the sticker packs from the boards as extra merch. #magbeard

Formed in 2008, Connor Hill and I have been hand pulling limited edition serigraphy for bands you have(n't) heard of under the name Magnificent Beard. Printmaking has taken us to festivals across the United States, allowed us to exhibit our work internationally and has given us the privilege to chase down the Wu-Tang Clan for money owed. It's a long story.

Here are a few select prints.

TLNY had some white walls.

Now they don’t.

“Our words. They describe us and inspire us. They fuel us and drive us. When we put our words together they have the power to bond us like never before. Behind every word is a person with goals and dreams. And behind each of them is a company of people committed to pushing each other to make those dreams a reality. That’s why we celebrate our words, and post them for the world to see. Individually, we are as good as our word. But together, we are so much better.”

Wendy Clark, CEO of DDB Worldwide, tasked the entire network to choose a word to represent them and their goals for the upcoming year. We created an interactive site to visualize everyone’s words. Each word randomly animates, with each pixel representing a person in the network. You can see how many people chose that word, and dive down to see their information along with other teammates words.

Thanks to all my dev mates at Haygarth UK for making this come to life.

Becker surfboard designs for Samsung promotional giveaways as a sponsor of Vans Triple Crown of Surfing at the North Shore, Hawaii.

Various illustrations for America’s Un-carrier. From hipster animals for Chinese New Year to characters representing one of T-Mobile’s core tenets - speed, attitude or just hatred of contracts.

Are you sick of having to send inferior poo emojis to your friends?

Have you ever asked yourself - "Where is all the good looking poo around here?"

Tired of having only one emoji that represents how you really feel?

With over 50 stickers, each one is handcrafted with love and is unique like a little brown snowflake.

Available for FREE on IOS

Various designs for 711 coffee mugs.

As part of the “Big Things Happen Here” campaign for the city of Dallas, giant ‘B’ and ‘G’s were installed at landmarks throughout the city, creating dozens of larger than life photo ops for the ‘gram.

The talented Cory Say and I had the honor to customize and hand paint the set for the agency.

Various limited edition screen prints.