Some Favorite Projects

WHEN STRATEGY, DESIGN & EXECUTION COME TOGETHER

Less sweeping than the large-scale case studies on the rest of the site, I'm mainly sharing these projects because they were fun and I got to work with some of the most gifted creatives I've ever met.

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Project Type: Global CPG Licensed Brand Vision & Style Guides

HARRY POTTER RETAIL & CPG FRANCHICE RE-BRANDING

TO BECOME WARNER BROS' MOST LUCRATIVE LICENSED PROPERTY EVER

target: GLOBAL MASS MARKET (PRIMARY M/F 8 -14)

Surrounded by some of the most accomplished artists, illustrators, designers and film makers, rebranding the Harry Potter retail franchise was an unforgettable creative journey... And ended up being one of the most lucrative re-branding projects ever, laying the groundwork for Harry Potter licensing to rapidly grow to a multi-billion dollar business.

I reported to the Global Creative Director who led the product & property vision. I led creative teams in packaging, in-store branding, marketing, creative operations, writing the global brand guidelines and art direction across all shoots – and was a lead product designer when needed.

3D Rendering of final design - Exterior Front

(Artist Steve Smith)

target: GENERAL POPULATION - US (PRIMARY M/F 16 - 28)

In partnership with a major national department store chain, Warner Bros contracted Matli Group to produce branded store concepts. Parameters included the ability to update the look of the store monthly (not just seasonally) and feature different properties that appealed to different audiences, with four main store sections that would remain thematically the same.

We also created a full business case presentation deck to accompany it (not shown here).

Project Type: Environmental Design

Warner bros studio pop-up concept stores

A PILOT PROGRAM WITH A NATIONAL DEPARTMENT STORE

"Downtown" was the theme chosen to drive all in-store branding & signage

target: GENERAL POPULATION - US (PRIMARY M/F 25 - 60)

Contracted by agency of record Campbell Ewald, I worked with designer Vanessa Germosen to visualize how Macy's could recapture the magic of its historic Herald Square store into chain-wide branding. The results, themed "Downtown" re-launched the iconic red star as the primary design element across all graphics and campaign materials... Now, years later, these guidelines are most visible at Christmas when it's "Believe" graphics cover landmark stores in San Francisco, New York and other major cities.

Project Type: Retail Graphics & Design Style Guide

Macy’s ad & in-store design and style guide

REDISCOVERING THE MAGIC OF THE CLASSIC AMERICAN DEPARTMENT STORE

+18,000 Followers

in two weeks

Project Type: Social Media Marketing

JAMES BOND SOCIAL MEDIA GROWTH CAMPAIGNS:

AT&T UVERSE, DIRECT TV

USING ENCORE & STARZ TO DRIVE FACEBOOK FOLLOWERS AND CAPTURE EMAIL

target: US MASS MARKET (PRIMARY MALE 24 - 54)

We worked with Starz and Encore's promotions agency, The Promotional Edge for a few years conducing growth campaigns for clients of the cable affiliates.

One campaign leveraged a James Bond marathon on both channels during the release window of 007 Skyfall... We created new creative for both AT&T U-verse and DirectTV to drive Facebook followers and capture email lists for follow-up marketing campaigns. Both campaigns were very successful.

+34,000 Followers

in six days

Potter

AGENCY CAPABILITIES DECK

(click to view full agency deck)

+319,000 Opt-In
Email Addresses

in seven days

Project Type: Global CPG Licensed Brand Vision & Style Guides

target: GLOBAL MASS MARKET (PRIMARY M/F24 - 64)

Another project with Starz and Encore's promotions agency, The Promotional Edge focusing on list-building.

This campaign leveraged an Elvis movie marathon on both channels to drive email capture for list-building to use in follow-up marketing campaigns. All variations of the campaigns were very successful.

ELVIS LIST-BUILD GROWTH CAMPAIGNS:

XFINITY, COX, NATIONAL AFFILIATE CABLE

USING ENCORE & STARZ TO DRIVE EMAIL ADDRESS CAPTURE

7 YEAR LEGACY OF A BRAND STRATEGY, DESIGN & MARKETING AGENCY

THE MATLI GROUP AGENCY CAPABILITIES BOOK IS A SNAPSHOT OF 50 PROJECTS

target: GLOBAL MASS MARKET

From 2006 to 2013 I led Matli:Elliott Inc. which later became simply the Matli Group Agency, based in Hollywood California. While some of the work is now dated, running an agency whose work included brand strategy, design and marketing for some of the most well-loved brands on the planet was challenging, rewarding and exciting. As we attracted more top talent I began to learn far more about running a business as a managing director than I'd ever imagined – and with a business model built on discovering consumer insights in order to monetize and grow brands into new markets, we honed strategy to a repeatable process with specific KPIs and clear goals. In 2013 I sold the agency, but remain proud of the work we did and the opportunity to lead some of the greatest creatives and brand strategists in the business working with some of the savviest marketing, advertising and licensing clients.