My Contribution
Strategy → Concept → Partner Research → Creative Direction →
Production → Stills Photographer → Final Execution
I conceived the idea, developed the campaign, and led it from the first sketch through final execution.
The skilled trades are facing a massive shortage of workers. Rather than simply talk about the problem, we created a campaign designed to inspire a new generation to pick up the tools.
I developed the Bring Back Shop Class platform and shaped the creative across film, photography, social, experiential and brand partnerships. I worked directly with the client, helped build the partnership with Shop Class Foundation, and led the creative through production and delivery.
From the initial idea to the finished work, I was involved at every stage: strategy, research, concept development, client collaboration, visual direction, writing, production, stills photographer, directing video and final execution.
This is the kind of work I love most: an idea that starts on paper and ends up existing in the real world.
Business Impact
The work expanded Shop Class Foundation’s reach by 300% and activated a new generation of Makers where they already build their careers. The campaign generated 240M+ impressions, drove a 71% increase in search, delivered 2x gains in awareness and consideration, and contributed to a measurable lift in retail sellout, all without matching the spend of category leaders.
Credits
ACD / AD: Patrick Dougherty | CW: Zach Boyd | ECD: Jason Stinsmuehlen | CCO: Chris Graves | EP: Sascha Peuckert | Prod: Ann Truong | Dir: Sam Cadman | ProdCo: Hey Wonderful | ProdCo: Sherwood Productions | JrAD: Gabe Bori
Awards
2026 AMERICAN ADVERTISING AWARDS
SILVER ADDY WINNER — Internet Commercial, Single Spot