Wall Tattnall

Moving away from the routine street art, I generated a story inspired by this wall in Savannah Georgia. 

The layout was created and the poster was adhered to the wall and carefully removed extracting the walls texture, 

mold and coloring creating another dimension to the piece. It was then wheat pasted back onto the wall where it 

could blend its aesthetics with the environmental surroundings. 

“There will be one on every corner”

The political environment became toxic during the last U.S. election with quips, largely sarcastic, that were perceived as truth. Individuals of stature say what they want, when they want, with no diplomacy. They have been granted that freedom to speech. The divide is great and a wall could be the answer. Who’s to say? A united reaction is the answer but complacency is our greatest enemy. 

This piece asks you to become the author and continue the discussion. The fence holds the key to my position.

 Topic exploration. Fact or fiction. Journalism used to be investigative, fair, balanced and as factual as they can be but sensationalism has taken us down a path to see what we want to see. I expressed my opinion as factually and as cleanly. The under pinning was the making of propaganda. Expressing the hard lines, solid colors and illustrative style through Adobe’s Illustrator. It needed that vector quality to retain the sharpness of the subject. A photoshoot was staged for reference to illustrate the characters climbing the fence. Making it factual. The project had several iterations (10) before landing on this final outcome.

A graduate study research project. The final outcome took 16 iterations and hundreds of comps. Through the course of discovery; mind mapping, identifying outliers and patterns I set out to discover how a moldy and rotting strawberry could inspire this project. I was able to grow mold to aesthetically fit my composition. Several of the initial ideas were to create a zoetrope, a book, a poster, but the final solution was not revealed until 7 weeks into the process. In the end it was a multi-layered and interactive album cover with sleeve and vinyl.

The cover incorporates several die cuts and the basics of origami. One of the most technically complicated pieces that I have had the opportunity to create.

The vinyl was poured into a mold of a 10" Frank Zappa album. Yes, it plays and the sound is warm and plays nicely with the theme. 

Taking my installation for a test spin, quite literally. Inspired by the wind. The message - Love hate. Truth lies. Honor Evil. Embrace the former and reject the latter.  There was 92” of cutting, scoring, and folding, 26 pieces, spans over 52" in length and only 18" high.

We needed to demonstrate the story of the three Ms—Materials, Mixing, Manufacturing—as part of our larger Michelin Total Performance (MTOP) story. Our challenge was to present the MTOP story in an interesting and compelling way to help answer the question, “Why Michelin?” Our solution was the origami tato box, which was a dimensional, hands-on, silkscreened, hand-folded, interactive demonstration of the MTOP story. Folded, the piece looked like a tire. The inside of the box revealed the 207 ingredients that make up a Michelin tire. Unfortunately, the production timing and cost per unit on the box prohibited it from being produced; however, the piece was so compelling that we couldn’t let it sit on the shelf, so we used it as a holiday card to our clients. The tato boxes became a valuable item at Michelin’s North America headquarters in Greenville, North Carolina.

With the launch of the Advantage T/A Sport, BFGoodrich targeted a dramatically different audience: the “Daily Fun” segment. These drivers want a tire that is reliable yet bold. They want a tire that gives them extra performance and lets them get drive their daily routes while also having a little fun along the way. We defined the visual voice and vibe of this tire line within the platform expression “Are You Driver Enough?” To highlight feelings of joy, freedom and reliability, we reduced the technical attributes to three benefits, cropped the photos to get the most action out of the imagery and still kept the tire as the hero.

BFG activated a campaign theme of “Are You Driver Enough?” to sway consumers to focus more on BFG’s key product benefits. The idea was to provoke the target audience’s competitive edge and to move them into a more emotionally powerful area to increase conversion. The BFG KO2 wraparound pieces aligned with this new platform expression. The BFG KO2 launched over a year earlier with great success, and these pieces were a salesroom reminder of how great this new tire really was. We developed dimensional pieces that were adventurous and eye-catching for the rugged off-roader and for the performance-seekers. The challenge was to create them so they could be packed and shipped with existing promotions. They were designed to lay flat and expand after opening the promotional package.

The focus was on improving the shopping experience and to drive mutual success for both Lowe’s and Electrolux. Success was defined by units sold. We redefined the Electrolux Floor Care shopping experience throughout Lowe’s stores. Our long-standing partnership with Lowe’s allowed us to assist the client in selling-in a custom-fitted product bay featuring only Electrolux products. The creative presented rich consumer experience with simplified graphics and messaging in an overwhelming box store environment.

Our assignment was to capture the essence of the hands-on MTOP experience and syndicate it across the key dealer platforms in a succinct, compelling and memorable way. Michelin Tires have the highest brand awareness and are very well-respected for their performance; however, most customers buy other manufacturer’s tires because Michelin tires are more expensive. Dealers often have a hard time explaining the science behind the features and benefits of the tires and instead default to selling based on price and warranty. Michelin Total Performance needed a simple way of explaining to shoppers what makes Michelin superior from an engineering and manufacturing philosophy. We simplified the answer to “Why Michelin?” in an online platform, including hype videos, digital selling tools, augmented reality and in-store environment displays, so it would be easier for dealers to sell.

Michelin had been trying to find a solution for their dealer content site, Michelin Dealer Connect. The current site had been designed over ten years previous and lacked the UI/UX insights of today’s websites. Michelin wanted a more user-friendly site that was easy to navigate and allowed dealers to have quick access to ad materials, funds, and other marketing resources. What started out as a reskin resulted in a blending of nine different Michelin portals, all speaking different languages and all with unique logins. The new Michelin Dealer Connect site made it a one-stop shop for all of Michelin’s dealers with a single sign-on.

EvolveYourDrive.com is the digital platform for the Michelin Premier A/S launch with their key retailer TireRack.com. The first “Evolve Your Drive” site drove parents and caregivers of teen drivers to register for the Tire Rack Street Survival driving school. These parents were willing to pay a premium for the assurance to KEEP THEM SAFE mile after mile. Phase two of the site was built around a sweeps/contest. The objective was to position the Michelin Premier A/S tire featuring EverGrip technology as the latest safety breakthrough and generate social conversations. The call to action was the chance to win the grand prize, a Mini Cooper. The point of entry was user-generated content, ideas on how to improve driving safety. We seeded the contest with our own ideas for driving-safety improvements, which were prepopulated on a microsite as sample contest entries. The data curated exceeded our client’s ROI expectations.