Monthly Archives: February 2013

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Feb 7, 2013
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American Burger Bar

Posted: February 7, 2013
American Burger Bar

Located in the Hennepin Theater District, the Minneapolis location of American Burger Bar was trying to evolve from their current status as an overflow restaurant for nearby Rock Bottom Brewery, Crave, and Solera. In the face of deep-pocketed competition, ABB wanted to adapt their voice and positioning to a different audience.

Art Director Chad Scalzo and I wanted to give Rock Bottom its own unique identity–as the “home base” for young Dowtown bar hoppers. In keeping with ABB’s desire to continue with its Civil War theme, we were able to identify four of the war’s most memorable generals and create rallying “toasts” with consideration to their histories and personalities. Far from direct quotes, we wanted to stoke inspiration with our audience, portraying American Burger Bar as the central point from where evenings revolve.

In this iteration Chad and I combined several of the ideas presented to ABB into a series of lobby cards, having our generals call out the crowds that wouldn’t normally have thought of the American Burger Bar as a destination restaurant.

Posted:
Feb 7, 2013
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“Kiss Me” Campaign

Posted: February 7, 2013
KissMePreview

During our work on American Burger Bar’s campaign, Chad and I were called upon to do some additional work for their events on St. Patrick’s Day weekend.

ABB had everything–a spot in St. Paul’s parade, an huge event at their St. Paul location, and a new drink. The “Pickleback”, a spicy,briny mixture of hot peppers and pickle juice, is their accompaniment to a shot of Jameson. Brought from the bars of New York, they needed a hook to tie it in with the holiday.

We came to them with a number of safe ideas that didn’t fly. We came up with this one off the top of our demented heads.
They loved it immediately.

A few days later, these stickers were seen across St. Paul, making their way into downtown Minneapolis.

Sometimes, it pays to go for broke.

Posted:
Feb 7, 2013
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Drunk History

Posted: February 7, 2013
DrunkHistoryPreview

Two years ago, I was obsessed with Derek Waters’ “Drunk History” series for Funny or Die. Smart, self-aware, and perfectly edited, I laughed myself nauseous every time a new episode premiered.

When the opportunity arose to produce a short film, I took my own ham-handed chance at recreating the drunken magic. With an excellent film team from A.I., I recruited a great comic mind to fill Joan’s shoes–my friend Jena Young.

When our original “drunk historian” had to bail, one of the crew’s friends rose to the challenge. One bottle of tequila later, we had our working script. Jena was able to bring together talent from the Renaissance Festival, along with her husband Bill Young, to fill out our historical recreations.

While it may not be the most technically brilliant film out there, it’s still pretty damn funny. We didn’t expect much when we threw it up on YouTube, but with nearly 120,000 views to date, I’d like to think we did a pretty nice job in our home-brewed version of a modern comedy franchise.

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