Paul O'Dea Portfolio

PAUL

CREATIVE STRATEGY ART DIRECTION

W. O’DEA

Portfolio

MEET PAUL

Introduction

ASSIDUOUS

When began my career in NYC I started in publishing, no command-z, no let’s-take-it-down and definitely no refunds. It was with full intention that your work was complete, and it was now on display in the world for everyone to review and critique.

UNFLAPPABLE

When was brought onto MAXIM in 2015, there were 210 employees. After 1 year, 75% of my co-workers were laid off. I remain 1 of 15 contractor workers to this day.

Jumping into an advertising-den, with hellish creatives, and a portfolio amongst the print-is-dead era, well, let’s just say my kind wasn’t welcome. It felt like it couldn’t get much worse —it did. And after 4 years, i’ve still a voice at the table. So your employees that no one can handle, your clients that we can’t get through to, your quick turnarounds that nobody wants to be part of, send it my way. I am attentive to detail, quick to respond to what you ask for, and what you didn’t even know you should ask for.

MIND-BENDING

I am in the business of pushing my clients and co-workers out of their comfort zone in the best possible way. When a brand is taking chances, your audience takes notice. Going the safe route will get you the old results you’ve always gotten. And that’s not why you’ve read this far, is it?

CAPABILITIES

BRAND STRATEGY

Your brand isn't a logo. It's that gut feeling someone gets when they think of your company. So it better be strategic and memorable. Every single thing we do is developed off of your brand strategy. We specialize in finding your unique brand story, then we tell everyone about it and their mother, too.

BRAND DEVELOPMENT

From little acorns grow mighty oaks... In other words, help turn your brand into a towering industry leader from the ground up. I develop brand architecture, and leverage every last asset you have.

ENVIRONMENTAL, EXPERIENTIAL & EVENTS

Bring brands to life. Real life that is. create personal experiences that put your brand in consumer hands. From space planning, interior design, live events, streaming media, in-store and out-store.

CREATIVE + DESIGN

I have worked along side some of the most creative teams in the industry. And they were not all creative for creative's sake. All of the creative is steeped in strategy, so it actually achieves tangible business goals. If the creative doesn t move the needle, it s not creative, it's just expensive art.

WEB DESIGN + DEVELOPMENT

Laptops, tablets, mobile, watches and pretty soon, holograms. I can design and layout beautiful and responsive websites that work seamlessly, no matter the device.

INTEGRATED ADVERTISING

Mass media still reaches the masses. That’s why I’m not afraid to put a message out there that reaches more people more often through TV, radio, print, web, digital boards and traditional billboards.

NEW YORK ISLANDERS

GROWING A FAN BASE AND INCREASING TICKET SALES THROUGH 50 YEARS OF STORYTELLING.

The New York Islanders are a professional hockey team with a growing NY metropolitan fan base.

Our long-term relationship with this NHL team has given us opportunities to create excitement for new and old hockey fans alike, from Montauk to Manhattan.

During our partnership, we’ve strengthened and broadened the fan base through engaging campaigns including the creation of a 3rd Jersey, 50th Anniversary Season, and Islanders Originals.

ARENA AND SOCIAL GRAPHICS ( 49TH SEASON )

ARENA AND SOCIAL GRAPHICS ( 50TH SEASON )

50TH SEASON ANNIVERSARY PROMO NIGHT

For alumni weekend we created a new logo lockup for this event that would work on many mediums, including the alum jacket.

50TH SEASON ANNIVERSARY PROMO NIGHT

We designed an oven mitt in partnership with the regional chain supermarket, Stop & Shop. The design was created to look like a goalie glove for a game giveaway for fans.

FAN ART EVERGREEN CAMPAIGN

To showcase fan art we created the “ Islanders Originals ” evergreen campaign allowing fans to share their original art, photos, creative writing, and illustrations. This art would appear in both social and a landing page for fans to submit their art.

‣ Logo & Design

‣ Evergreen Campaign

‣ Iconography

‣ Social Templates

‣ Production

‣ Copywriting

ARTWORK PHOTOGRAPHY LITERATURE CHANTS

REVERSE RETRO JERSEY CAMPAIGN

The NY Islanders Reverse Retro jersey was inspired by the rarely seen Fisherman jersey worn during the 95-97 season. The fanbase revolted and the franchise returned to its original logo and jersey after just 2 seasons. 30 years later, we were tasked with telling the polarizing story and selling out of the jersey on Isleslab.com .

‣ Jersey Release Campaign

‣ Iconography

‣ Social Templates

‣ Production

‣

Copywriting

CREATE VITALITY & DEMAND BUILD HYPE & PASSION

Like a sneak drop, creating hype leading to the jersey reveal

Hook fans with viral content that makes them feverish for it

GET THE JERSEY AT

ISLES LAB

Make fans want the jersey to lead to purchase

ARENA

AND SOCIAL GRAPHICS ( 50TH SEASON )

rst client was Insomnia Cookies and we were tasked to assist with the brand’s visual identity and overall strategic direction.

We started with the rollout of their brand refresh in 2019, which included a brand strategy, updated visual identity and brand messaging. We also launched memorable and entertaining YouTube-focused videos, known as “Late-Night Foodie Calls” to help create brand awareness. Then we worked with Insomnia to create an experiential “sweet-easy,” CookieLab, where they could innovate side-by-side with their customers.

Following the success of CookieLab, Insomnia Cookies asked Adjective & Co. to come up with a launch strategy for a new product, Cookies in Ice Cream (Insomnia cookies inside premium ice cream). We created Foodity, a romanticized combo of creamy ice cream and graphic warm cookie imagery—an authentic treatment used to tantalize the senses in an ownable, foodie-centric visual story across digital, social and in-store applications.

ning the Night Owl customer segments, including identifying their day-to-day touchpoints, showed how we can leverage these platforms to create a cult-brand loyalty ine by manifesting tangible and immersive brand experiences

Using the product as the star, launched the Cookies in Ice Cream campaign with a

INSOMNIA COOKIES REBRAND

Insomnia Cookies was created in a college dorm room in 2003. By 2018, it was time for their brand to grow up. For their rebrand, we kept the integrity and familiarity of the brand, but elevated Insomnia Cookies to be more refined, fun and relevant. With an upgrade to everything from a new logo, color palette, patterns, voice/tone and more, Insomnia Cookies showed of a cohesive look and feel that matched how established their business was.

Old Logo

Logo Evolution

NEW PRODUCT LAUNCH — COOKIES

IN ICE CREAM

Just in time for National Ice Cream Day, we helped Insomnia launch their new Cookies IN Ice Cream product (Insomnia cookies inside premium ice cream). Through the “Foodity” campaign, we took an irresistible approach to product promotion using neon brand elements, ASMR voiceovers and dreamy product visuals. We coordinated a photo and video shoot to produce assets used on social media and created a campaign landing page that highlights the new flavors in the “Foodity” style.

WATCH VIDEO 1: "CARAMELIONAIRE"

WATCH VIDEO 2: “MINTERSTELLAR"

WATCH VIDEO 3: “DREAMWEAVER"

VIDEO: HERO FLAVOR “CARAMELLIONAIRE”

ICE CREAM TRUCK LAUNCH

— COOKIES IN ICE CREAM

We helped extend Insomnia Cookies Cookies IN Ice Cream campaign by creating their first ever Ice Cream Truck. As a bakery and ice cream shop that’s open until 3 am, it was only right to increase brand awareness while indulging late-night foodies in the Philadelphia area by rolling out an ice cream truck that operated day and night.

LATE NIGHT FOODIE CALLS

Insomnia knows more fun is had after dark, which is why they're open and delivering until 3am. Adjective & Co. wanted to highlight the product and drive home the latenight hours to their core audience - college students. Using innuendos within a text format they’re familiar with, these

CONEY ISLAND PICNIC

C.I.P. IS NOT ONE PERSON, THEREFORE IT IS NOT ONE IDEA, VOICE, OR EMOTION. WE PROVIDE AMUSEMENT IN A WORLD THAT NEEDS MORE OF IT.

OVERVIEW

Chosen to lead graphics as a reflection of east and west coast youth culture. I had the opportunity to create exclusive graphics for Coney Island Picnic, Pacsun and Urban Outfitters.

GOALS

‣ C.I.P. summer graphic with a nod to Coney Island and boardwalk inspiration

‣ Women’s Pacsun winter vintage cars collection

‣ Women’s Pacsun spring luxury hotel sporting club

‣ Women’s Urban Outfitters vintage car collection

APPROACH

My long-term relationship with this streetwear brand has given me opportunities to create excitement for new and old clothing sub-cultures alike, from Montauk to Long Beach.

During our partnership, we’ve strengthened and broadened the account base through crafting exclusive C.I.P. creations for all seasons. These items can be found on Pacsun, Coney Island Picnic and Urban Outfitters social and web platforms.

MAXIM MAGAZINE

UNDER NEW OWNERSHIP, I WAS BROUGHT ON WITH A SPECIALIZED TEAM INCLUDING PHOTOGRAPHER GILLES

BENSIMON, ART DIRECTOR GUILLAUME BRUNEAU AND CREATIVE DIRECTOR GLENN O ’ BRIEN.

OVERVIEW

MAXIM creates an unparalleled luxury experience that’s part fantasy, part aspirational and part attainable. MAXIM embodies the life of an exceptional man.

GOALS

‣ Establish MAXIM as the leading voice in mens luxury lifestyle

‣ Reinvent the publication with new brand image and voice

‣ Create global brand presence, with over 5 billion media impressions

APPROACH

Reimagined by a world class team with a global influence & top fashion talent. We aimed at reaching an afuent audience in readership. Amplifying the voice of today’s influencers, and redesigned for today’s MAXIM man who enjoys the fine and fun things in life. From world class travel and adventure to spirits and entertainment to the latest gadgets, gear and machines. We created a solid sense of personal style for our MAXIM man who’s inspired by success and appreciates the most beautiful women in the world. Photographed with sophistication by Gilles Bensimon only MAXIM fuels his drive to live life to the fullest.

ART DIRECTION

A curation of grooming products, jewelry, accessories and more these pages were meant to be an establishing shot of the MAXIM man and his everyday carry. From concept phase to photo retouch, I worked closely on set to assure the images carried a simple aesthetic and mood throughout each set.

All about that bass

Text by ERIC SOFGE

by MARK PLATT Curated by ANDREW PORTER

The headphone industry is in full disruption mode, with upstart companies producing models whose audio quality rivals that of established brands. Every pair we’ve picked sounds fantastic. So what differentiates them? It’s about when you use them. Bluetooth cans will never deliver the same immersive at-home experience as wired models. All of these headphones will blow you away—just pick your moment. 20

Master & Dynamic MH40

This striking over-the-ears pair is all about full-day comfort, with buttery-soft lambskin ear cups and exposed stainless-steel articulation that conforms to your head size. $ 399

FLIR RS64

Assuming you aren’t a poacher, hunting at night means you’re probably hunting hogs. This thermal scope gives you four detection options to pick out swine, displaying body heat as either white, black, or red. Starts at $6,499

Scope it out

There are three reasons you’d need a scope: You’re a hunter, a competitive shooter, or a military sniper. And take it from Corey Clancy, a guy who spent five years as a sniper in the Marines and another six for various government agencies: If you’re just a hunter, don’t go shooting from a mile away, even with the best scope. “Typically, hunters are going to stay within 500 yards of their target,” says Clancy, now lead instructor at the GPS Sniper School in Arizona. Anything longer than that, he says, and you’re unlikely to get that kill shot. Clancy helped vet our selection, which is aimed squarely at hunters.

THE WILD MAGAZINE

CRAIGSLIST LANDED ME AT MY FIRST PUBLICATION IN NYC. IT WAS 2 OF THE BEST YEARS I ’ VE HAD WORKING AS AN ART DIRECTOR. I ’ VE NEVER FOUND SOMETHING AS SATISFYING AND FREE AS THOSE YEARS. SEE THE RESULT IN THE PAGES TO COME.

OVERVIEW

The WILD Magazine was a quarterly publication founded on the idea that fashion, design, and style are not mutually exclusive from the sociopolitical afairs that afect our world. The WILD team strives to generate a community of thinkers who share similar beliefs of progression. This includes an appreciate for fresh and thoughtful art, a steadfast respect for our troubled earth

GOALS

‣ Establish The WILD as the independent magazine for up and coming fine-artists, musicians, designers and political movements.

‣ Grow print and digital communities within each of our topics of subject. (Music, art, politics, and fashion).

‣ Create advertorials to blend relationships through print and digital native advertising APPROACH

We include an appreciation for fresh and thoughtful art, a steadfast respect for our troubled earth (The WILD had been fur free since their inception), and foundational uncompromising support, despite faith, color or sexual orientation, for the equality of human being everywhere. More than a magazine, the company sees themselves as a movement. I created both art direction and graphic design layout for print and multi-media formats.