1) A concrete pump gets the conceptual treatment.

2) This video was presented at a conference of more than a thousand dealers, hyping them up and helping them see the big picture in their business.

3) A new product is showcased in a single take.

4) A short vignette tells the tragic story of a missed opportunity.

Inpro, a global manufacturer of architectural products, went through a major brand overhaul. I wrote the book that would define the future of their creative identity.

The piece is more than 65 pages long, so I’ve included some of the more notable spreads.

1) A clever turn of phrase finds a home on the highway.

2) A copywriter embraces his inner canine.

3) An industrial client enjoys a respite from hardworking copy in the form of a heartwarming holiday poem.

4) A brand announces its new location without ever saying the word "Chicago." The ad’s location also played a big role in conveying the context — it lived on a platform at the Milwaukee train station from which the Chicago route departed.

Full copy:

WE’RE GOING SOMEWHERE WINDY

If you catch our drift.

Don't worry — our Milwaukee headquarters is staying put. But our conquest of the Midwest has just begun.

SafeHouse “South” Opening 2017

1) Notre Dame's iconic brand lent itself to a fitting tagline — A Golden Opportunity — for VenueND, their new event spaces department.

2) Meanwhile, a new restaurant is opening near the University of Texas, whose original 40-acre footprint became part of campus lore. I named the restaurant Acre 41 as a nod to UT history.

3) Not every restaurant had such a history to work from. The Copper Fox in Chicago features a backstory cooked up out of thin air.

4) And back in Austin, we paint an alluring picture of a utopian rooftop bar who owes its fate to the rhythm of the sun.

Attention-grabbing headlines heighten awareness for Milwaukee’s newest boutique hotel.