Tim Rivera

Corona Light needed to carve out a place that was far enough away from Corona that it wouldn't cannibalize the base brand, but still take advantage of key equities. In the launch campaign, Corona Extra was positioned as light and refreshing enough to keep the party going so the fun never stops.

For years, CHEP had dominated the world’s wooden pallet market, an industry worth billions of dollars. But great success had also bred complacency, and the company was suffering from unhappy customers and shrinking sales.

But the world’s largest pallet company had much more to offer than just wooden pallets to get goods from the factory to the store. They had years of experience across the entire supply chain, experience that could save potential clients millions of dollars per year and custom solutions that helped solve nearly any logistical problem.

“This is the Supply Change” was a campaign developed to reposition the company and featured a corporate brand message supported by a suite of industry-specific brochures, white papers and trade show materials tailored for commercial, retail and agricultural verticals.

The greatest basketball player alive was going to retire. For 18 years, he defined excellence and we had to develop a campaign that celebrated both the past and present, but also set up the brand to move into the future.

We used traditional print, TV and OOH creative, but also created special, high-impact creative including an 18-page print takeover and a long-form retrospective that TNT aired (for free) on the NBA All-Star Pregame.

With a client team wanted to create an event to heavily leverage social media and had a few resources at our disposal: first, was the name recognition of the man himself. The second was a media buy on some of the most valuable real estate in the world (a store window at Macy's on 34th Street in Manhattan).

We launched the fragrance with an interactive window supported with a targeted out of home campaign, digital advertising and website (www.jayzgold.com). Sales were well over forecast, and the window was extended through Valentine's Day at the Macy's in downtown Brooklyn, with our video content later used as a TV spot.

Suffering from low sales year-over year, IKEA redesigned their Washington DC store and needed a campaign for the Grand Re-Opening. With the store opening only a week after the Presidential election, we knew that there would be change in the most famous house in America, so who better to refurnish than IKEA?

The campaign featured out of home, a virtual Oval Office which you could decorate yourself and a pop-up Oval Office (complete with Presidential motorcade). It all was massively successful, as the Washington relaunch was IKEA's most successful grand re-opening in history, and the campaign garnered over a million PR and social media impressions.

Arm & Hammer is one of America’s most trusted brands. For 170 years, it has been the backbone every American home, with products that provide a range of simple, economical solutions to keep the home clean and odor-fee.

But the website, which was nearly 20 years old, wasn’t in tune with how people were digital media. It was a boring, clunky site which prioritized product outdated product information pages and coupons instead of real-world applications for the product. Additionally, it performed poorly on search, so even when people were looking for products, they had trouble getting to the right one. It was doing very little for sales, and even less for brand equity. It was time for a new site.

With a top-to-bottom redesign, the site was re-launched to reflect the role the brand in people’s lives, with updated and user-friendly product information along with content to help people keep their home clean and smelling fresh with Arm & Hammer products. A personalization platform was built into the site, which would allow for better loyalty and targeted sampling programs to be developed over time.

For US Hispanics, Corona has a much different brand perception than the "beach and palm tree" image of the US campaign. It's a reminder of a unique culture that more and more second- and third-generation Hispanics want to celebrate.

We developed the "refresca quien eres" campaign to remind Hispanics to "refresh who you are" with a cold Corona.

As part of the Jordan Love Campaign, we developed a documentary featuring Roy Jones, Jr., who was training to become the first boxer in over a century to win a title in four weight classes.

The documentary aired as content on ESPN2, completely free for Nike. Pirated copies can still be found for sale online at various boxing sites and also here in four parts as posted by a fan. (My version of a legal disclaimer.)

The "It's all about the beer" campaign was one of the most iconic advertising campaigns of all time. I led the development of the campaign brand TV, Grammy promotional work, USTA promotional work and any non-traditional media.

Print and OOH ads for Jordan's back-to-school effort. Part of an overall "Love of the Game" theme developed to support the Air Jordan XVII launch. This campaign helped set up the passing of the torch to "Team Jordan" who would carry on Michael's legacy post-retirement.

The Jordan Love Truck was a rolling museum that celebrated the career of Michael Jordan in his last season. It toured the country at Brand Jordan events for five months, complete with street team, DJ and giveaways. Over the course of the tour, it reached hundreds of thousands of fans.

It was one thing to launch a new web brand in the year 2000, but it was another thing entirely to launch a brand that would change short term behavior for movie renters and long-term behavior in home entertainment.

This campaign was so successful, that NetFlix had to delay the national roll out by over a year because they would have had too many new subscribers to survive. It's the first and only time in my career the work was "too good."

Stride Gum was launching the new "Mega Mystery" flavor in the US, and reaching the teen target was difficult to say the least. Using the idea that Stride would do anything to keep what goes into the new flavor secret, we developed a TV spot and website aimed at young hispanics that made it clear Stride would stop at nothing.

Suffering from historically low customer satisfaction, Windstream needed a campaign that would work on a high-level brand scale to remind people that this small market telecommunications provider was committed to their local communities (which was dramatically underserved by competitors).

At the same time, the needed more local activations including direct mail, banner ads, a refreshed website and a social campaign to connect retail and brand messages on a local level.