Troy Kelly Portfolio 2009

2009 Art Direction Portfolio 1

CLCLIEIENTNTT:: KrKreaeatitivevelyly K Kepept t LaLawnwn M Maiaintntenenanancece wwwww.w.KrKreaeatitivevelylyyKeKeptpt.c.comom ARARRT T DIDIRERECTCTORORO /D/DESESIGIGNENER R & & COCOOPYPYWRWRITITERERR: : TrTroyoy K Kelellyly

InInIn T T Texexexxasasass, , , lalalalawnwnwnwn cc ccarararre e ee isisisis e eessssssenenentititialalallylylyy a aaa y y yyeaeaear-r-r-rororoununund d d nenenecececessssssititity.y.y. I I I dededecicicidededed d d thththatatat t t thehehe c c conononcececeptptpt b b behehehhininind d d thththisisis w w webebebsisisitetete s s shohohoulululd d d rererefl fl fl flececect tt thththatatat f f facacact t t ininin ororordededer r r tototoo h hhheleleelp p pp drdrdrdrivivivive e e e bububub sisisiinenenessssss f f frororoom m m spspspririringngng t t tthrhrhrouououughghgh w w winininteteter.r.r. I I I crcrcreaeaeateteted d d a a a dededed sisisigngngn w w whihihichchch b b brerereakakaka s s s thththe e e momomoststst i i impmpmpororortatatantntnt s s segegegmememem ntntnts s s ofofof t t theheheh wewewebsbsbsititite e e ininnintotototo s s s seaeaeae sososoonsns; ; ; spspsps ririringngng, , , sususus mmmmmmm ererer, , , fafafalllllll a a andndnd w w wininintetetet r.r.r. AfAfAfteteter r r ilililllululustststrararatititingngngn t t thehehe f f fouououur r r seseseasasasononons s s whwhwhicicich h h mamamakekeke u u up p p thththe e e “S“S“Sererervivivicececes”s”s”, , , “P“P“Phohohotototos”s”s”, , , “S“S“Spepepecicicialalals”s”s”s , , ananannd d d d “C“C“C“Cononontataaactctctct U U Us”s”s” p ppagagaggesesese , , , I I I spspsplililicececed d d thththememem t t togogogetetetheheher rr tototo c c crerereatatate e e thththe e e lalalandndndinininng g g papapagegege. . . A A As s s a a a vivivisisisitototor r r clclclicicicksksks t t thrhrhrouououghghgh t t thehehee w w webebebsisisitetete, , , thththe e e seseseasasasononoons s s chchchchanananangegegege; ; ;; leleleeavavaa esesese s ssprprprouououut t t onononon t t thehehe t t trereree e e thththenenen f ffalalall,l,l, b b butututteteteerflrflrfl i i ieseses fl fl fl i i it t t thththrororougugugh h h thththe e e bababackckckgrgrgrouououndndnd t t thehehen n n ararare e e rerereplplplacacacededed b b by y y snsnsnowowowfl fl fl akakakeseses. . . T TThehehe wiwiwidedede v v varararieieei tytytyty o oo of f ff dedededesisiss gngngngn b bbetetete wewewweenenen t t thehehe f f ffououour r r mamamaininin p p pagagageseses e ee encncncououourararagegegeg s s ss a a a vivivisisisitototor r r tototo f f fululullylyly e e eexpxpxplololorerere t t thehehee w w webebebsisisitetete, , , fufufurtrtrtheheher r r drdrdrd ivivivinining g g g hohohomememme t t thehehemememessssssagagage e e thththhatatatat K KK Krerereatatatativivivelelelely y yy KeKeKeKeptptp o oooff ff ffffererers s s seseservrvrvicicicceseses t t thahahat t t ararare e e vavavalululuabababablelele t t thrhrhrouououghghghg ououout t t thththe e e enenentititirerere y y yeaeaear.r.r.


CLCLIEIENTNT: : WiWinSnStatar r CaCasisinonos s A AGEGENCNCY:Y: A Ackckerermaman n McMcQuQueeeen n A ARTRT D DIRIRECECTOTOR/R/DEDESISIGNGNERER: : TrTroyoy K Kelellyly COCOPYPYWRWRITITERER: : JeJeff ff B Bririghghtwtwelelll

I I I crcrcreaeaateteted d d d bobobobob ththhth t tthehehehe b b boxoxx a artrtt a aandndndd t tthehehehe b b boxoxoxo i i itststselelelf f f enenentititirererelylyly i i in n n PhPhPhotototosososhohohop,p,p,p fi fi fi r r rststst e e estststababablililishshshinining g g g thththe e e pepepersrsrspepepep ctctctivivive e e ananand d d thththenenen l l llayayayerererininingg g imimimmagagageseses o o of f f crcrcrususushehehed d d ananannd d dd fofofofoldldlddedededed c cc carararardbdbdbdboaoaoao rdrdrdrd t t tto o oo gigigig vevevee t t theheheh b b boxoxox a a a r r reaeaealililistststicicic l llooooooook.k.kk. ThThThisisisi d d ddesesesigigign n n wawawas s s lalalateteter r r exexexpapapandndndedededd i i intntntn o o o seseseveveverararal l l nenenewswswspapapapepeper r r lalalayoyoyoy utututu s.s.s.


CLIENT: WinStar Casinos AGENCY: Ackerman McQueen ART DIRECTOR/DESIGNER: Troy Kelly COPYWRITER: Ashley Ball

I began this illustration with only a rough idea of what the prize motorcycle would actually look like. Once the team building the prize motorcycle fi nished construction, they e-mailed photographs of the paint job to me and I used those photos as guides to fi nish the illustration and create an accurate representation of the prize.


CLIENT: Riverwind Casino AGENCY: Ackerman McQueen ART DIRECTOR/DESIGNER: Troy Kelly COPYWRITER: Jeff Brightwell

The Client had been using a lot of super-clean vector artwork in the previous months, so for this promotion I wanted to create something that went against that trend. I created this dreamy, dark art to stand out from the typical St. Patrick’s Day green and gold, and the Client was thrilled with the distinct look.


CLIENT: Riverwind/WinStar Casino AGENCY: Ackerman McQueen ART DIRECTOR/DESIGNER: Troy Kelly COPYWRITER: Jeff Brightwell

ADDY award winner, “Poster Campaign” category. The Client was adamant that a particular low-resolution photo of Ray Price be used in the layout. To keep the Client happy but hide the poor quality of the photo, I created an illustration that pulls your eye to a small photo of Ray Price at the center of the poster.



ADDY award winner, “Poster Campaign” category. Once I saw the source photograph of Tom Jones, I knew exactly what we had to do. Oh, Tom, you heartbreaker.



ADDY award winner, “Poster Campaign” category. Vince Vance is known for his outrageously large, insanely orange beehive. Or perhaps the outrageously large, insanely orange beehive is known for Vince Vance. Either way, you have to love that hair. That crazy, crazy hair.



ADDY award winner, “Poster Campaign” category.



ADDY award winner, “Poster Campaign” category.



This poster design was uniquely challenging because the band manager insisted we use a particular photograph of the band which was incredibly low-resolution. My solution was to use a stark black-and-white design to eliminate some of the detail in the photograph (and most of the jagged pixellation in the process).


CLIENT: www.ripcurl.com ART DIRECTOR/DESIGNER & COPYWRITER: Troy Kelly

CLIENT: Global Knives ART DIRECTOR/DESIGNER: Troy Kelly


CLIENT: Payless Shoe Source NONTRADITIONAL CAMPAIGNART DIRECTOR/DESIGNER: Troy Kelly COPYWRITER: Ryan Romero

(Left: Window clings and a joystick box mounted to the side of Payless stores transform the buildings into giant crane machines. Top-Right: A transformed ice cream truck drives through heavily populated areas, spreading the low-cost, high-fun message to the target audience. Bottom-Right: Prize machines full of shoes are placed in high-traffi c areas such as malls and shopping centers.)

CLIENT: Pergo Laminate Floors ART DIRECTOR/DESIGNER: Troy Kelly COPYWRITER: Eva Rosen


CLIENT: Hewlett Volkswagen ART DIRECTOR/DESIGNER & COPYWRITER: Troy Kelly

Excerpts from a 16-piece direct mail campaign which also included two billboards and in-dealership posters. The Client wanted to create an extended communication with past and current customers to promote the general Hewlett VW experience as well as specifi c departments and sales in a way that would blend with the aesthetic of other Volkswagen advertising already present throughout the dealership.


CLIENT: Taco Mayo AGENCY: Ackerman McQueen ART DIRECTOR/DESIGNER: Troy Kelly COPYWRITER: Jeff Brightwell

The Acapulco Salads promotion was about as last-minute as last-minute gets. Jeff and I were able to concept and execute this solution very quickly, and despite the short time frame we stayed well ahead of schedule. I also adapted this counter card illustration for use in restaurant windows, drive-thrus and behind-the-counter menus.


CLIENT: Taco Mayo AGENCY: Ackerman McQueen ART DIRECTOR/DESIGNER: Troy Kelly COPYWRITER: Jeff Brightwell

This window cling was created to promote Taco Mayo gift cards, and was later adapted for use at point-of-purchase.


CLIENT: Oklahoma State Fair AGENCY: Ackerman McQueen ART DIRECTOR/DESIGNER: Troy Kelly CREATIVE DIRECTOR: Ashley Ball

With these logo designs we wanted to focus on various aspects of the 2008 Oklahoma State Fair, including student days (Educate 08), baking competitions (Decorate 08), and performances (Captivate 08) through sublogos based of the proposed main logo at the top of the page (Celebrate 08). At the center of these logos is a secondary proposed main logo that didn’t make the cut but still found a warm, gooey place in my heart.


Troy Kelly Ar t Direc tor (940)367- 6625 TroyTKelly@gmail .com

MAJOR FREELANCE EXPERIENCE: 20042009Kreatively Kept Lawn Maintenance | Lewisville, TX • concepted, illustrated and constructed website www.KreativelyKept.comMARC USA | Dallas, TX • assisted teams with image retouching and reformatting for website useKelly’s Heating & Air Conditioning | Lewisville, TX • created ads for use in Yellow Pages • website design and construction • created promotional posters, direct mailAvia Floors | Austin, TX • website design and constructionHewlett Volkswagen | Georgetown, TX • created 16 piece direct mail and billboard campaign • prepared direct mail elements for use on company website and e-mail distribution • created billboard used over the period of several months in two locations

ACKERMAN MCQUEEN: Art Director | Las Colinas, TX | 20072008 • Clients included Sally Beauty Supply, Riverwind Casino, WinStar Casino, Taco Mayo, Oklahoma State Fair • received ADDY award for the “Poster Campaign” category and Bronze award for the “Mixed Media National-Consumer” category at the 2009 Oklahoma ADDY Awards. • created dozens of poster designs, rack cards, counter cards, direct mail pieces, window clings, billboards and newspaper ads for various events promotions, sales, and performances using Illustrator, Photoshop and InDesign • created several New Business proposal decks using InDesign, Keynote and PowerPoint • created several strategy proposal decks using InDesign, Keynote and PowerPoint • created supers for use in television commercials

THE CREATIVE GROUP: Freelance Art Director | Dallas, TX | 2007 • created and updated artwork and layouts • assisted with Photoshop image creation and retouching

INTERNSHIPS: Ruff Coffi nBreedlove | Austin, TX | 2004Margeotes Fertitta & Partners | New York, NY | 2003

EDUCATION: University of Texas at Austin | 19982004 Texas Creative Advertising ProgramBS in Advertising; 3.48 GPA

I am exceedingly profi cient with all of the major advertising software on both Mac and Windows, including: • Photoshop CS3 • Quark XPress • Illustrator CS3 • Keynote • InDesign CS3 • PowerPoint

rere o on n bobothth M Macac a andnd W Winindodowsws, , ininclclududining:g:

Documents

Troy Kelly Portfolio 2009