Blue Cross Blue Shield of Michigan 2011
Client: Blue Cross Blue Shield of Michigan
Agency: Duffey Petrosky
Role: Associate Creative Director
The 2011 brand campaign for Blue Cross Blue Shield of Michigan feature a more consumer-focused voice which is a departure from previous work. Focus groups revealed that the Blue Cross card itself is a very powerful symbol of great coverage, so we showed the card and spoke directly to our customers instead of from on high down to them. The campaign evolved to include more targeted messaging designed to combat the perception that bigger isn't better when it comes to health care.
Dodge Charger Pursuit Integrated Campaign
Client: Chrysler Fleet
Agency: Duffey Petrosky
Role: Associate Creative Director
Chrysler Fleet was getting ready to release the redesigned Dodge Charger Police vehicle. We named the new vehicle the Charger Pursuit and created a campign basd on the new name. We worked with Union Ad Works on creating assets that would work for our campign and their catalogs. Print and digital launched the cool new Pursuit in trade pubs and web sites.
Great Expressions Television
Client: Great Expressions Dental Centers
Agency: Duffey Petrosky
Role: Art Director
One in a series. A brand campaign that carefully spent a shoestring budget on an indie song and royalty-free images, putting them together with a graphic look that gives potential Great Expressions customers a friendly, reassuring feeling. Dave Graw at Milagro Post did the motion graphics.
Dodge Brand Campaign (International)
Client: Dodge
Agency: BBDO
Role: Art Director
This campaign helped to launch Dodge in international markets where the brand was completely unknown. To suit its bold and muscular line of vehicles we used iconic American rock imagery and featured the vehicles driving in a super close-up world. The music was already owned by Dodge and fit the campaign well. CGI for the TV was flawlessly executed by Brand New School. On the print side, CGI vehciles and still shots for backgrounds were done at Midcoast studio. Reid Ashton shot the stills.
MiPerfectjob.com Print
Client: Michigan Economic Development Corporation
Agency: Duffey Petrosky
Role: Associate Creative Director
These quirky ads were created to run in university pubs and other spaces targted at the just-graduated set. It pointed to the MiPerfectjob site where entry level positions – and profiles of young professionals who had used the site to find work – were posted.
Chrysler International Brochure
Client: Chrysler
Agency: BBDO
Role: Art Director
An auto show brochure for international markets to introduce the redesigned Chrysler Sebring. The positioning was about beauty/art/style and engineering coming together. Not a new idea for automotive, but provided an interesting visual solution: Take photography of actual Chrysler parts and collage them to form symbols of art and beauty. Each spread showed an auto part visual that corresponded with the copy and features.
