Challenge // Caliber Creative built the Deep Ellum Brewing Co. brand from the ground up. Everything from their mark to their posters was overflowing with big, bold, personality. So when they were asked to make a brand book, they needed a tone that embodied the personality they had created.

Solution // DEBC is straight up, honest and unapologetic. And that's exactly what their tone had to be. They don't apologize for being themselves. They don't apologize for calling out corporate beer nonsense. And they sure as hell don't apologize for making great beer. They hold themselves, and all of Dallas, to a higher standard. Because in this town, culture doesn't come cheap.
































CW // Scott Spooner, Wayne Geyer

Concept & Design // Caliber Creative

Challenge // HH Fruit Snacks' previous tone and packaging was very young. And as a result, it was being seen as a product for kids. So our goal was simple, help them rebrand so that their product line becomes a more relevant choice for adults.

Solution // Bring the brand to life. We updated the packaging to better show off the products benefits and to add some color to their brand. And I crafted my copy to do the same. I wanted the tone on each package to have that same punch of flavor you'll find in every one of their fruit snacks.







Tagline // Go forth and be fruitful.

CW // Scott Spooner
GD // James Harrison

Challenge // North Texas is definitely not in short supply of hospitals. So when I had to write these joint spots for Texas Health Presbyterian Hospital Plano, my goal was to find the right way to make them stand out.

Solution // When it comes to radio, talk is cheap. Literally. So to help break these spots out of the "normal hospital mold", I decided that hearing people make their own sound effects would be a fun twist and nice change of pace to help them have their own voice.





Copywriter // Scott Spooner

Challenge // In an already flooded market, find a way to make the new GIRO Remedy CF helmet relevant in the Mountain BMX world.

Solution // Most BMX ads are just a glory shots of riders landing unbelievable tricks. But that isn't realistic. If you land every stunt you try, why would you ever need a helmet? That's why I decided to show the other side of BMX. The failures, the fuck-ups, and the "I wish I hadn't done thats". Because before you can master any trick, you need to get ready to eat your weight in dirt.

Go big or go home, just not in a body bag.








Tagline // Armor your think tank.

Copywriter // Scott Spooner
Art Director // Scott Spooner
Photographer // Jake Mumm

★ CMYK 47
★ Silver Addy-Forth Worth
★ DSVC 2010 National Student Show
★ Creative Summit 2010

Tagline // Reach the depths of luxury.

Copywriter // Scott Spooner
Art Director // Scott Spooner
Photographer // David McCormick

★ Bronze Addy - Dallas 2011