In 2016, our LandShark clients were tasked with aggressively targeting East Coast Millennials in beach markets. This required pivoting from a longstanding association with Jimmy Buffet and his fans, and a key visual of a surfboard with a cartoonish bite missing. We also had to take on Corona, a brand with 93% awareness.

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Corona's beach was about fantasy. Therefore, LandShark's beach would be about authenticity. Because when you live in a beach market, the beach isn't a "someday" destination. You know exactly where to go and what to bring.

Out of six creative directions, the clients chose mine because it captured the target's authentic love of beach life. I led the brand's first-ever lifestyle photo shoot in Austin, Texas. The resulting work helped drive LandShark sales and won an ADDY for art direction.