My portfolio as a book

1. david thall in 28 pages

2. Hello.
I’ve grouped the following work by category. To see the full campaigns and my TV please visit davidthall.net.
My bio and résumé are on the last page.

3. cars 9 money 11
fashion 5
contents
travel 17
info-tech 13 liquor 15
healthcare 21
food 19 design 23
Ink was invented by the Chinese philosopher, Tien-Lcheu
in 2697 BC. A mixture of soot and lamp oil, thickened with
gelatin from animal skins and musk.

4. Clients:
BMW Alfa Romeo Jaguar Hyundai Vespa UPS Nikon Boeing
Paine Webber Salomon Smith Barney IBM WingspanBank
MBIA Municipal Bonds FM Global EDS Revlon MCI Sheraton
Caribbean Tourism Four Seasons Hotel New York Air Swissair
Starwood Preferred Sunoco Renaissance Hotels & Resorts
Miami Arts Festival Miller Lite Wines of France Campari
Godiva Liqueur Citterio Prosciutto Lavazza Coffee E& J Brandy
Gallo DeCecco Pasta Häagen-Dazs Shoes made in Italy
Maidenform Arrow Shirts Paketa Soviet Watches Paul Stuart
the Wool Bureau Reebok the World Gold Consortium
Ads Against AIDS the FBI...
‘Sunny Jim’ Fitzsimmons was Seabiscuit’s original trainer.
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5. W
Women s Fashion
’
The Wool Bureau
Maidenform
World Gold Consortium
Paul Stuart
Shoes made in Italy
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6. For the Wool
I’m beautiful
damnit Bureau I branded
soft lightweight
wool as sensual.
For Maidenform
3-page gatefolds The Wool Bureau World Gold Consortium
on how women
feel about bras.
For Paul Stuart
I helped establish
their Women’s
Dept. for women
who know style.
Where did all the money go?
For the World
Americans spend $300 million a day on clothes.
The average woman makes 30 trips a year shopping
Gold Consortium
for clothes, 15 for shoes, 18 for accessories such as
handbags, jewellery and scarves and 27 for toiletries.
Albert Watson
Maidenform 3-page gatefold
photographed
what real gold
feels like. Then for
the Italian Trade
Commission
I hired him again
to shoot portraits
of celebrities’
nude feet to help
promote ‘Shoes
Paul Stuart Shoes made in Italy
made in Italy’.
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7. M
Paul Stuart
Shoes made in Italy
Reebok
Paketa Russian Watches
Arrow Shirts
Men’s Fashion
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8. Shoes made in Italy Soviet Military Watches
At Armando Testa
Style, meet
substance we created award
winning print ads
for Paul Stuart,
branded ‘Shoes
made in Italy’ for
the Italian Trade
Commission, and
introduced Soviet
Paul Stuart
military watches
to American men.
At Ammirati &
Puris we created
Arrow Shirt print
directly off the TV.
At ChiatDay we
sold Reeboks on a
Dan O'Brien, decathlete
1996 Olympic gold medalist
decathlete at the
Three-time World Champion: ‘95, ‘93, ‘91
Five-time National Champion
summer Olympics.
1998 Winner Goodwill Games
Reebok Arrow Shirts
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9. C CARS
BMW
Jaguar
Alfa Romeo
Hyundai
Sunoco
Over 16.5 million new vehicles were sold last year in the U.S. at an average price of $28,400.
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10. Ammirati & Puris invented
‘The Ultimate Driving Machine’.
I was one of the lucky ones who got
to work on it there.
See the entire Sunoco vintage car series at davidthall.net
BMW
Helped launch
One more
for the road the BMW 3-series
and 8-series at
Ammirati & Puris.
Repositioned
Jaguar as one of
the most coveted
luxury imports.
Gave Alfa Romeo
one last chance to
Jaguar
sell sports cars to
American drivers.
Helped pitch and
win Hyundai and
sell more cars the
first year than any
new import in U.S.
auto history.
Showed Sunoco
gas can help any
Alfa Romeo: The last ad that ran in the U.S. Hyundai: The first ad that ran in the U.S.
car live longer.
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11. Money
WingspanBank
MBIA Muni Bonds
Salomon Smith Barney
FM Global
Paine Webber
Bill Gates was ‘pied’ at a conference in Brussels on February 4, 1998. He went on to finish his speech without a complaint.
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12. Yes, but is it art?
Steve Bronstein’s photograph of the Tabby
is created from 5 different shots.
Other people’s Helped launch
money
WingspanBank,
the first 100%
online bank for ‘If your bank could start over, this is what it would be’ Paine Webber
Gardner-Nelson
& Partners.
Made MBIA bonds
a safe haven in
an insecure world
for TBWA.
Created Salomon
Smith Barney’s
European ads for
McCann-Erickson.
MBIA Salomon Smith Barney
Helped brand FM
Global for Ogilvy-
One by showing
businesses that
paying attention
to small details
saves big money.
And made Paine
Webber news-
paper advertising
FM Global: 5 gold NY Addys, 5 gold AAF, CEBA ‘Best of Show’ and the Graphis Ad Annual
newsworthy at
Ammirati & Puris.
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13. i
IBM
Boeing
EDS
Dendrite
INFO-TECH
Samurai is derived from the archaic Japanese verb 'samorau', changed to 'saburau', meaning 'to serve'.
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14. It’s just another idea until somebody builds it.
Helped launch
IBM’s multimedia
7-series Thinkpad. IBM
Pitched Boeing as
the top aerospace
company that
builds cutting-
No fly by night edge technology.
operation
Produced EDS
TV and print that
won awards for
The first multimedia laptop–we positioned it as a business presentation tool. Was IBM ahead of its time?
best European
B-to-B campaign.
EDS Dendrite Consulting
Created the first
branding effort
for Dendrite
Consulting giving
CEOs advice on
how to motivate
their best people.
Boeing
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15. Campari
Wines of France
L
Godiva Liqueur
Gallo varietals
E&J Brandy
LI Q U OR
The Dept. of Health and Human Services concluded there is little relationship between alcohol advertising and consumption. Advertising, however, can increase market share.
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16. Repositioned
The next idea
is on the house
inexpensive E&J
Brandy as a good
mixer and Gallo
varietal wines as
the perfect
complement for
Campari
fine cuisine.
Gave Campari
well-deserved
celebrity status.
Branded Godiva
chocolate liqueur
as a fashionable
aphrodisiac.
Reminded people
why French wine
sets the standard. Wines of France Godiva Chocolate Liqueur
E&J Brandy
Reinvented Miller
Lite for a younger
audience by
parodying their
famous ex-jocks
TV campaign to
run on Saturday
Night Live.
See a classic Miller Lite
TV spot at davidthall.net
Gallo varietal wines campaign was created to run in high-end food magazines
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17. T travel
Sheraton Hotels & Resorts
The Caribbean
Four Seasons Hotel
Renaissance Hotels & Resorts
Miami Arts Festival
Vacation days for: Italy 42, France 37, Germany 35, England 28, Japan 25, and the U.S. 13. Top Tourist Destination is France at 9.8%.
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18. Branded Sheraton
Been there
done that for its worldwide
expertise and
dependability. Sheraton Hotels & Resorts
Launched Four
Seasons first New
York luxury hotel.
Reminded people
the Caribbean
has more sunny
islands to escape
to than anywhere
else on earth.
Repositioned
Four Seasons Hotel
The Caribbean ‘365 sunny days. 7000 islands. No waiting.’
Renaissance
Hotels & Resorts
as a self-indulgent
destination.
Promoted Miami’s
first Arts Festival
by hiring artist
David Levine to
illustrate the
famous talent
Renaissance Hotels & Resorts Miami Arts Festival
being showcased Christo came to the Miami
The world's first travel agency was Arts Festival to wrap islands off
there for 23 days. Thomas Cook, founded in 1850. Key Biscaye in pink fabric.
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19. f
Citterio Prosciutto
Häagen-Dazs Ice Cream
DeCecco Pasta
Lavazza Coffee
Food
The average person eats about 35 tons of food during their lifetime.
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20. Postioning Häagen-Dazs
as better than sex.
Lavazza wanted
Advertising
Italian Style the U.S. market.
So we redesigned
their packaging
Häagen-Dazs
and created ads
for the U.S.–even
lined up Federico
Fellini to shoot
the TV. But they
got cold feet. So
we ran a trade ad.
DeCecco’s seven
brothers hadn’t
advertised before.
By telling the story Citterio Prosciutto bus shelter posters. See the TV at davidthall.net
behind the girl on
their pasta box we
created a minor
cult following.
Showed people
‘How-to’ eat Italian
prosciutto with
Citterio bus-shelter
posters and TV
Espresso Italiano
that won over the The modern-day high pressure
DeCecco Pasta
Lavazza Coffee
espresso machine was invented by
judges at Cannes. Italian Achilles Gaggia in1946.
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21. H
H E A LT H C A R E
NY-Presbyterian
Ads Against AIDS
Lotronex
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22. x x
How are advances in medical science When your job is to protect mankind, Just because medical science can clone
going to change us? who picks up the tab? a human being someday, should it?
Everyone, actually.
With medical costs rising
and insurance rules
getting tougher, doctors
may not be super heroes,
I dodged a bullet.
but they perform miracles
every day. That’s the job–
whatever the cost.
As one of the leading
teaching hospitals All men may be created
and research centers equal, but when some think
on a planet shared they’re more equal than
by 6.5 billion, we insist others, ethics are there to
on the latest health keep them in check. Answering
care for all of them. the tough questions is how
That’s how you keep you change the world.
the world heading
in the right direction.
Medicine that’s changing the world. Medicine that’s changing the world. Medicine that’s changing the world.
Ads Against AIDS
Explored branding
Got health
insurance?
x x
positions for New The Hippocratic Oath wasn’t invented A heart attack doesn’t care
to protect doctors against lawsuits. if you have health insurance.
York-Presbyterian
Hospital.
Neither do we.
Last year we delivered
$61million in free
healthcare to
indigent patients.
Some things you don’t
put a price on.
It may surprise you
to hear a hospital say this,
Produced the first
but liability insurance
is there for a good reason.
The medical profession
sets a very high bar for
itself. It has to because in
the final analysis,
Ads Against AIDs
medicine isn’t about
money, it’s about
ethics and patient care.
effort to educate
the general public. Medicine that’s changing the world. Medicine that’s changing the world.
Won 2 out of 5 in
an industry wide
competition.
x x
Should science keep the body alive
What’s wrong with this picture?
indefinitely, just because it can?
Medical science changes.
Helped introduce
Ethical questions don’t.
How you answer
the tough ones is how
you help people.
Lotronex, the first 335,000 people under
18 years old had plastic
surgery last year.
prescription that
We all may have a thing
or two we’d like
Hiram Kandinski is alive and well. By developing a new drug that targets changed. Perhaps the
best place to
start is by instilling our
alleviates Irritable prostate tumors, we’re making it easier to treat and saving lives.
children with a
healthy self-image.
Aspirin
and Heroin were
Bowel Syndrome.
trademarks be-
longing to Bayer.
After Germany Medicine that’s changing the world.
Medicine that’s changing the world.
lost World War I,
The healing teaching researching hospital.
Bayer had to give
GlaxoWellcome Lotronex: New prescription
up both trade- New York-Presbyterian brand exploratory
marks as part of medicine for Irritable Bowel Syndrome
the Treaty of Ver-
sailles in 1919.
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23. d
Vespa Prototype
Bayer New Product
Paul Stuart
Catalogue
Testa Promo
design
The most specified typefaces are Helvetica and Times Roman. Above: Fette Fraktur and Myriad.
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24. “The world is divided into two kinds of people. Those who divide it into two kinds of people and those who don’t.” –Gloria Steinem
Vespa built a new
Two sides
one story
prototype with
two front wheels.
We developed
a brand concept–
named the ‘Duo’.
The motorbike,
accessories and all
branding images
are split into two
equal parts reflect-
ing two POVs of
the same idea.
Bayer had a new
pesticide. We
named it Grubstop.
Using famous
golf courses as a
backdrop, we
made heroes out Birth of the Vespa
On April 23, 1946 Enrico Piaggio took out
of golf course a patent for a “motorcycle of a rational
complexity of organs and elements combined
groundskeepers. with a frame with mud-guards and a casing
covering the whole mechanical part”.
(Next spread) Posters and ads
Ciao, bella!
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25. Paul Stuart is a
NYC Landmark for
tailored menswear.
We photographed
their catalogue in
their store during
business hours–
upsetting half the
staff–befriended
by the other half.
Bayer GrubStop ‘Unsung Heroes’ branding campaign
Paul Stuart logo. Silk thread and linen cloth were used to recreate the famous logo so we could
Bayer GrubStop pamphlet and package Spring/Summer Catalogue
photograph it for the opening page of the Spring/Summer catalogue.
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26. Armando Testa,
the world’s largest
Italian ad agency
opened an office
in New York City.
So we designed an
appropriately
over-sized 20”x30”
promo mailer.
Armando Testa agency promo mailers: 20” x 30” heavy news-print in corrugated cardboard
Armando Testa (1917-1992) Born in Turin, Italy, he was the father of the modern Italian poster.
He is also considered the father of modern Italian advertising.
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27. If I’ve learned anything,
it’s that clients need
to know you’re going to
be there for them.
Get that part right,
the rest is easy.
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28. my two résumés
my two bios
It’s business. It’s personal.
I’m one of the lucky ones. I had the chance to At 21 I took a year off from college and back-
work for some of the greats in the ad business like packed through Europe with a Nikon–exposing
Jay Chiat, Ralph Ammirati and Hal Riney. And serious myself for the first time to the Louvre, the Vatican
clients including IBM, BMW, Revlon, Swissair, Gallo, museums, the Prado and a bullfight in Barcelona. Ogilvy and OgilvyOne, NY Armando Testa, New York–Milan
Paul Stuart and the Miller Brewing Company. I became an art director because I like being FM Global Insurance, American Express, TIAA-CREF Financial 1988-1990
(Co-Creative Director)
I learned to write by working with excellent around creatively driven people. I’m lucky to have a Gardner-Nelson & Partners Paul Stuart, Citterio Prosciutto, Lavazza Coffee,
WingspanBank.com DeCecco Pasta, Campari,
writers. Respect for writing, not to mention making job that lets me work with the world’s best photo- Paketa Russian & Soviet Military Watches,
type easy to read, may be why they put up with me. graphers, directors and match wits with writers. McCann-Erickson, NY Breil Swiss/Italian Watches.
Salomon Smith Barney, Coca-Cola, Smirnoff Vodka The Italian Trade Commission:
I’ve worked with all kinds of agencies, including After moving around the country my parents, Shoes made in Italy, Italian Olive Oil and Cheese.
Ammirati & Puris Gallo:
the FBI. By working for my own two older brothers and I settled down in Ann Arbor,
Special agent
BMW, Arrow Shirts, UPS, Nikon, Four Seasons Hotel Varietal Wines, E&J Brandy, Totts and Ballatore Champagne.
Lisa Ferrence’s
clients as well as ad agencies’ Michigan. A college town and nice place to grow up.
badge I used
TBWAChiatDay, NY Backer & Spielvogel
for promoting
I know what creative directors As a sculpture major at Eastern Michigan Uni- Reebok, Royal Caribbean, Rockport Shoes 1985-1987
the FBI’s first
international Miller Lite Beer, Hyundai Cars, J&B Scotch
are up against. It’s about trans- versity the faculty liked my bronze work enough to
computer crimes
MVBMS Euro RSCG
lating what clients want into purchase it. But an interest to pursue graphic design
conference.
MCI, MasterCard, Coppertone ChiatDay, NY
1982
an idea they can actually use–short of murdering it. took me to the San Francisco Academy of Art where Lowe Roche, Toronto, Canada New York Air, Psychology Today, Accountemps
I helped open the New York office of Armando a scholarship placed me at J. Walter Thompson. That Sony Stores, Ferrero Rocher Chocolates Suntory Vodka, Holland America Cruises
Testa, the world’s largest Italian ad agency. I helped experience later helped me land my first job as an Publicis, New York and Seattle Benton & Bowles
Boeing, BusinessWeek, BankZip.com 1979-1981
introduce Hyundai to the U.S. and reinvent Miller art director at Botsford/Ketchum–where Hal Riney Sara Lee, Gillette, Orange Plus, Texaco, L’erin Cosmetics
Lite beer for a younger audience. I’m proud to have was creative director. My entry into the majors. TBWA
Wines of France, MBIA Bonds, Godiva Liqueur, Absolut Vodka Scali, McCabe, Sloves
produced the ad industry’s first Ads Against AIDS. My first produced campaign got into the CA Ad 1978-1979
Lintas Manhattan Savings Bank, Cutty Sark, Pioneer Electronics
If I was a brand I’d say I stand for smart work. It Annual. But I was very curious about working in New
(Creative Director)
takes as much energy to do smart work as dumb York, so I sold my Camaro, had a yard sale, packed up IBM Waring & LaRosa
1976-1978
work. But it’s easier to sell. More fun to produce. And my portfolio and moved to Manhattan. The secret to Publicis & Hal Riney, NY Swissair, Swiss National Tourist Office,
smarter people will want to work with you. working in NYC? Never forget where you come from. Gallo, Sterling AIG Insurance, Cutex
www.davidthall.net 212.941.0879 david@davidthall.net
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