Work. (Western Style)
My parents grew up in rough and tumble Klamath Falls, Oregon in the 50s and 60s. Both grew up on farms, and my mom was a trick-riding rodeo queen as a teenager. This may have been for Gerber but I was thinking about the folks when I edited this photo and set this type. Rope that sucker!
Explore.
Not everyone knows this is Gerber Creative Director Todd Bischoff peering into the abyss just off camera. This photo provided a lot of mileage for the "Explore" product category. Photo by Lance Koudele. 
Hunt.
This ad was for a specific hunting publication. We pitched two versions, a "safe" image, and this one that myself and Creative Director Todd Bischoff preferred for its provocative full-view of game dressing, blood and guts and all. The safe one got the green light, but I still like this better—it shows exactly what the knife is for. It's not spreading butter, people!
Conceal.
We used this photo quite a bit, first in color and later in the black and white version here that I really like. Taken by my designer co-worker Erika Reesor. A Gerber sales exec was the model. 
SHOT Show: Experience Innovation
I executed this design from a sketch by my superior(s). They gave me pretty free reign with the headline typography as we had yet to decide on a more permanent brand headline approach. While we didn't continue with this style, it served us that year very well. 
Ding-Dong.
This was one of the earliest ads I did for Gerber, and started me on the path of being the primary designer for their print ad work. I also was really proud that I beat out the copywriter in a marketing group brainstorm session for the final tagline here. This same tagline I then hand-lettered on paper with brush and India ink, scanned and optimized for the final mechanical. Nothing like hand-writing your own words for your printed piece. 

Creative Brief: Andrew Gritzbaugh, VP Marketing
Creative Direction: Todd Bischoff, Global Creative Director
Copy: Debbie Garrison, Copywriter
Photo: Erika Reesor
Tagline Copy/Designer: Aaron Alexander

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My co-worker/friend who grew up fly fishing with his dad told me that his father saw this when it ran in Fly Fisherman magazine. That was the first time I felt like my work was "out there." This was also one of my earliest print advertising assignments at Gerber. 
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