Steven Lee | Associate Creative Director

DIRECTV

— TITLE

Pineapple

Nail Polish



— ROLE

Associate Creative Director

+ Art Director


— MEDIUM

Newspaper

Trade Magazine


The “Without Any Football” campaign incorporated surprising objects visually replacing the football. From Eli Manning ready to throw a pineapple or a running back being tackled cradling a teddy bear.


DIRECTV is known to increase customer traffic for businesses and add to their revenue stream by keeping customers entertained and informed. “Nail Polish” was one in a series of ads targeted to different retail verticals: Salons, doctors’ offices and auto shops.

— TITLE

Just For You


— ROLE

Associate Creative Director

+ Art Director


— MEDIUM

Direct Mail

• #9 Blind OE

• Long Letter

• Sell Sheet

The “Check” package is a tried-and-true DM Control. It has gone through many iterations, always looking to get

a higher response rate. Continually updating the package, it appears fresh to the consumer. The success of this variation is a special premium look and feel: Printing on glossy paper, with metallic inks and elegant blacks.


DM Best Practice, using language like “You have been selected,” “Just for you” and “Reserved for.” Makes the reader feel special with a sense of achievement.

— TITLE

Kung Fu Panda


— ROLE

Associate Creative Director

+ Art Director


— MEDIUM

Direct Mail

• #9 Blind OE

• Letter

• Sell Sheet

• Double Buckslips

The epitome of a DM Control. Best practices used throughout this package, along with strong usage of offer messaging in the sidebar, were demonstrated by “Free”, “Included” as well as slashed savings. Three-tiered pricing allowed customers to see the benefits via comparison: For just $5 more, get 55 more channels.


Multiple buckslips created more interaction as well as a reminder — consumers want to stick things to a refrigerator. Hence, a CTA on every page.

— TITLE

Free TV


— ROLE

Associate Creative Director

+ Art Director


— MEDIUM

Direct Mail

• Mailing Tube

• Letter

• Poster

There’s a new creative presentation every year for Control Busters. For this concept, a “Free TV” (via $300 Best Buy gift card) was the offer. An actual-size poster of a TV was mailed. With poster in hand, the consumer could find the best place for it. Also included were instructions on actual placement for optimal viewing.


Tell me you wouldn’t open this package. Very tempting.