Brand Campaign
The Concept: Put It In A Pelican
For Pelican’s first true brand campaign, Put It In A Pelican showcased the versatility and organization potential of the product line through a fast-paced, top-down visual approach. Using flipbook-style animations, each case revealed a wide range of interior layouts and real-world applications, demonstrating hundreds of ways products could be packed and customized. The campaign helped shift consumer perception beyond durability, highlighting the flexibility, utility, and personalization that make Pelican cases unique.
Creative Direction: Josh McLeod
Marketing SVP: Monica Rigali
Marketing Manager: Jamie Knowles
Agency Partner: Haymaker
Built To Protect
The Concept: Built To Protect
For the launch of Pelican’s ATX luggage line, we took the campaign into the harsh weather of Northern California to put the product’s durability and weather resistance on full display. By moving away from traditional tactical messaging and focusing on modern travel and adventure, we helped position Pelican as a more approachable and aspirational brand.
Creative Direction: Josh McLeod
Art Direction: Ryan Baczek
Production: Vannie Ly
Photography: Anthony Acosta
Holiday Campaign
The Concept: This Season, Protect Holiday Cheer
Building on the success of the Put It In A Pelican brand campaign, we developed a holiday-focused series that brought the concept to life through playful stop motion animation. Rather than emphasizing utility alone, the campaign celebrated the personal items people value most, from makeup kits and vintage collectibles to professional gear and outdoor essentials. Each piece was tailored to a specific audience, transforming the simple act of packing a Pelican case into a fun, giftable, and visually engaging story. The result was a lighthearted holiday campaign that reinforced product versatility while creating a stronger emotional connection with the brand.
Creative Direction: Josh McLeod
Art Direction: Ryan Baczek
Production: Vannie Ly
Stop Motion Artist: Max Winston
Social Series
Concept: Will It Break?
I created and led an episodic social series for Pelican Products called Will It Break?, built around extreme real world use and abuse testing. Designed to be entertaining, relatable, and highly shareable, the series showcased product durability through unpredictable scenarios and hands-on storytelling, by yours truly, rather than traditional advertising techniques Pelican used in the past. The campaign became one of the brand’s most successful social initiatives, generating the highest engagement and share rates in the history of Pelican’s social channels.
Creative Direction: Josh McLeod
Art Direction: Ryan Baczek
Social Media Manager: Nic Copelen
Production: Vannie Ly
Director of Photography: Jenna Lyter