Put It In A Pelican
Problem To Solve
For the first true brand campaign for Pelican, we created Put It In A Pelican, a fast paced campaign built around the versatility and organization potential of the product line. Using a top-down, flipbook-inspired visual approach, each case opened to reveal entirely different interior layouts and use cases, showcasing hundreds of ways the products could be packed and customized within several short form videos. The campaign was designed to solve a key customer challenge: most people understood the durability of Pelican cases, but not how adaptable and organized they could be internally. By rapidly cycling through real-world applications across industries and lifestyles, the campaign communicated flexibility, utility, and personalization in a visually engaging and instantly understandable way.
Creative Direction: Josh McLeod
Marketing SVP: Monica Rigali
Agency Partner: Haymaker
This Season, Protect…
Problem To Solve
For Pelican’s holiday campaign, we developed a series of highly engaging stop motion animations centered around the unexpected and highly personal items people protect inside Pelican cases. Each piece was tailored to a specific audience persona, including makeup kits for artists, vintage toys and collectibles for collectors, professional audio and video gear for entertainment professionals, and fully packed camping setups for outdoor adventurers. The campaign combined playful storytelling with product utility, creating content that was visually distinctive, fun to watch, and deeply aligned with the customer demographics and brand personas defined within the broader brand strategy.
Creative Direction: Josh McLeod
Art Direction: Ryan Baczek
Production: Vannie Ly
Stop Motion Artist: Max Winston
Will It Break?
Episodic Social Series
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
Production: Vannie Ly
Director of Photography: Jenna Lyter