TV COMMERCIALS • PROMOS • PSA • PRINT

Creative Director / Associate Creative Director / Writer

BACKGROUND
QVC (Quality, Value, Convenience) is a world leader in televised shopping and E-commerce. It broadcasts in six countries and is the second largest network (in terms of revenue) in the United States.

1-2. LIVE FROM BEVERLY HILLS / LIVE ON FIFTH
Televised shopping had a less than stellar reputation and was seen as offering inferior merchandise as compared to traditional retail. QVC's goal was to exceed customer expectations—including with its advertising and events—and attract recognized, reputable brands. Programs like Live From Beverly Hills and Live on Fifth (Promos at right, Videos 1&2, including a pool scene shot at the iconic 1963 John Lautner house) and Live From Michigan Ave (not shown) helped the network forge relationships with big name brands.

3. BRANDING COMMERCIAL
Part of a popular TV campaign to use QVC employees (not hosts) to reinforce the company's "across the backyard fence" spirit.

4-5. TUNE-IN PROMOS
Tie-ins with Dell and NASCAR helped the company flourish.

6-8. BREAST CANCER CELEBRITY PROMOS
QVC'S annual Shoes on Sale event with the Fashion Footwear Association of New York attracts famous faces and has raised over $40 million for breast cancer research.

9-14. PRINT
Tasteful print ads featuring popular and proprietary brands in brochures and publications like Vogue and The New York TImes also helped lift the company's reputation.

RESULTS
As an in-house advertising Creative Director, I helped the network "find" its brand and experience its largest and longest period of growth, from $1.5 to $7 billion in annual sales, forging relationships with thousands of respected product lines.