CREATIVE PROBLEM-SOLVER DEAD SET ON DISRUPTING THE STATUS QUO.
Most marketing and advertising out there is about as entertaining as watching paint dry, and let’s face it, it’s about as effective too. I am a brand innovator on a mission to utilize both left-brain analytical skills and right-brain creativity to break through the monotony of what’s out there. I aim to solve complex problems and drive impactful results. I have an extensive career developing, producing and launching brand strategies and marketing campaigns at the most creative advertising agencies in the world. My approach has disrupted categories, grown businesses and fostered brand loyalty that lasts. I love managing people, mentoring new generations and coaching diverse, global teams on the psychology of it all, because when it all comes down to it – it’s a people job.
Interested in working together?
Get in touch: scbarryjr@gmail.com.
Scroll below to see snapshots of my strategy and creative work.
More work samples can be provided upon request.
AGENCY EXPERIENCE
BRAND + INDUSTRY EXPERIENCE
AUTOMOTIVE
INFINITI
Jumped in to lead this global account while at CP+B, starting with a Steph Curry global campaign and social content partnership. Opened a global satellite office in Hong Kong, while maintaining successful US specific campaigns with twice yearly seasonal sales events and a NCAA Basketball partnership.
One of Infiniti’s most significant brand partnerships for the QX50 launch was with Marvel’s Avengers: Infinity War. Collaborating closely with the Marvel team, we strategically placed the QX50 in the film’s end credits scene—a moment that has since been viewed repeatedly on YouTube and discussed indefinitely in places like Reddit. This placement has forever immortalized the QX50 within the Marvel Universe.
Infiniti VR
For the launch of the first-ever variable compression turbo engine (VCT) and the Infiniti QX50 concept car, we created an immersive VR experience at the upper echelon of auto shows, the Pebble Beach Concours d’Elegance®.
CHEVROLET
A bounty of great work with an incredible team from SF and Detroit. I oversaw brand efforts, including Super Bowl campaigns and the launch of the electric Chevy Volt.
Chevy Game Time
How to hack the Super Bowl and make sure we get a billion eyeballs on our commercials. Now there’s an app for that.
OUTDOOR INDUSTRY
ALTRA RUNNING SHOES
Altra came to us to highlight their signature Footshape comfort, we did this through a series of OLV, social posts and digital display.
TRUST FOR PUBLIC LAND
Brand new identity for this stellar non-profit aimed at getting as many people outside as possible.
SCARPA
Fun and bold - digital, print and collateral campaigns for backcountry skiing, rock climbing and trail running footwear.
GOLITE
We were inspired by trail culture, and rather than picking up pro athletes, we used real adventurers. Trail culture isn't only about bagging the highest peaks, it was more about traversing from one point to another. This thought even translated nicely into a horizontal scroll on the new website we designed. The campaign not only included print and collateral, but also a strong social media element including a Facebook contest. And the website won a "Stevie" for best e-commerce site at the American Business Awards. Stevie has to be the coolest name for an award show ever.
GT BIKES - SHIMANO - MERRELL
Where it all started. Just one year at CPB Miami and it was like going to the Harvard of advertising. These are my first-ever, ad campaigns. Print ads ran in all the biking and outdoor industry pubs. "Fast. It's corporate policy." for GT Bikes, is still being talked about to this day.
DENON
In 2022, we embarked on a global brand strategy and positioning research study to hone in on what differentiates Denon in the audio space. We launched a campaign with the tagline, Crafted for the Sound Obsessed, and captured the emotions of how true sound enthusiasts enjoy Denon audio equipment like Denon Home products. For the launch of Denon's PerL Pro earbuds, we created a teaser video to educate our sound obsessed about how a truly personalized sound experience can be. Turn it up!
NETFLIX
Recently took on an incredibly tight timeline to help promote Geeked Week 2023. What better way to show off your fandom than with permanent ink on your body.
VISIBLE WIRELESS
We created many campaigns for Visible Wireless growing their customer base exponentially year after year. Here are two of my favorites - a partnership with Dan Levy of Schitt's Creek fame, and a digital experience during the Covid-19 shutdown where we changed the narrative of 2020 with the ultimate interactive livestream concert series: Red Rocks Unpaused.
INSPIRE CLEAN ENERGY
How do you convince energy customers that not all energy is good? We created this animation to show the "beast" that dirty energy really is.
TIVO
My favorite ad of my entire career, made with two of my childhood favorite, football legends, for a technology I thought was going to change TV advertising altogether. Boy howdy!
EA SPORTS
Not a gamer, but played one in real life for about two years. Got to work on some great games and work with some amazing athletes – Tiger Woods, Reggie Bush, Kevin Durant, Gilbert Arenas, Daunte Culpepper and Chad Ochocinco. This was one of the first campaigns to highlight actual gamers and use machinama cameras within the game to capture gaming footage.
FOOD & DRINK
RED BULL
Working with Red Bull on social influencer efforts, knowing the cooling Arctic Berry Winter Edition gives you the energy you need to get a full grasp on winter, we made a social influencer kit including everything a powder chaser needs – a power bank to “go longer,” ski balm to “go faster,” and a portable speaker to “go further.” We delivered the items in a package that’ll last as long as they do—a custom insulated case designed to protect.
JAMESON IRISH WHISKEY
At EVB, we were global social and digital agency of record for this triple distilled, smooth Irish whiskey. Encouraging the lads of the world to not just buy their Jam-O as a shot and appreciate the flavor in new ways.
NOOSA YOGHURT
A model in an accompanying perfume banner ad can't help herself and reaches into the Noosa ad to get a taste. In a social campaign, we leveraged community stories to put together Fanimation videos.
To make our packaging social, we put some superlatives under the peel-off lid, allowing people to share how they felt when they tried Noosa. We called it #FlipYoLid.
CANDY
ICEBREAKERS
You're more confident with fresh breath. Duh. Breakthrough with the Unicorn of Your Confidence.
TWIZZLERS
Put candy ads on TV, people buy your candy. You can't be serious with Twizzlers.
COFFEE
STARBUCKS
For the fastest growing coffee brand ever, we focused our efforts on what was at the heart, good coffee from a good company.
“Life should not be a journey to the grave with the intention of arriving safely in a pretty and well-preserved body, but rather to skid in broadside in a cloud of smoke, thoroughly used up, totally worn out, and loudly proclaiming 'Wow! What a Ride!'”
Hunter S. Thompson