Thanks for visiting. Below are selected works and if you want to see more you can download a PDF here. Please feel free to contact me if you have questions. Enjoy and thanks. (Above photo credit in order: John Laptad, Jim Russi)
5.11 is the leader in tactical apparel and mostly serves law enforcement and public safety professionals worldwide. They launched a new outdoor category last year and I was part of the team that helped create the content as well as establish the look and feel for the new category. Since it's launch, the brand has seen strong sales growth and increased demand due to an authentic approach that made sense for the brand. For this project: Content creation, Social media strategy, Creative assistance, Copy editing
Roxy made the decision to enter the fitness market for the second time in 2011. The plan was to approach the market from an outdoor perspective since it aligned with the overall brand strategy. I provided creative direction and developed the look and feel of the category for it's launch. For this project: Creative direction, art direction and marketing strategy assistance.
Roxy launched a successful and award winning marketing campaign called Let The Sea Set You Free. The campaign was going back to Roxy's roots and engaged the fans that helped grow it's business. I ran a team of talented designers and art directors that made up this global campaign. For this project: Art Direction and illustration.
Ipath was owned by Timberland and at the time I was brought in to help revamp it's creative and marketing program. The creative audit and new strategy helped contribute to a 40% increase in sales and regained lost market share. For this project: Marketing direction, Go-To-Market strategy, Creative direction, Graphic design assistance.
iTunes Europe hired me to help provide additional design support during the launch of new virtual stores in new territories. While at iTunes I provided design and production help for Germany, Austria, Spain, France, Netherlands and various assigned artist pages. For this project: Graphic design, Illustration and Production.
For the launch of the 5.11 Outdoor category we came up with the idea of creating a small series of outdoor episodes. It was the first of it's kind for the brand and has since laid the foundation for future video content creation. For this project: Creative writing, Copy creation, Creative idea generation.
The video that set the tone for the new business category. For this project: Creative Direction.
This video was created to establish the vibe for the award winning campaign. For this project: Art Direction.
His take charge attitude, strong work ethic, and creative know-how impressed me immediately.”
...he knows how to compromise, digests feedback and delegate tasks better handled by others."
His insight into how to run a creative team while navigating through difficult times was really admirable."
"Craig Metzger is an outstanding brand strategist. He has a great understanding of how to build image and depth that directly connects to a consumer, and the tactical knowledge base of how to elevate an experience to commercial opportunity. His talents span from youth market brand building to digital media publishing to his fine art and graphic design. Craig always seems to be one step ahead of the pack, rather than being the first to discover a new product or design, he is dreaming and executing what becomes the trend." -Brian Garofalow. For more samples and information head over here.