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Patrick Figueroa / Executive Creative Director

The worst job I've ever had was ironing hundreds of table cloths for a prop company in Richmond, Virginia. Although I didn't appreciate it at the time, I gained invaluable knowledge of starch-to-cloth ratios and developed a work ethic based on speed and a keen attention to detail. Later I would use just one of these skills to guide me through my career.

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International Delight

Coffee creamer drinkers don't care about your pour-overs and your Guatemalan roasts. Coffee is but a vessel for caramels, Reese's peanut butter cups, and pumpkin pie spice.

Sarah Crist
Joe Johnson
Mike Tuton
Christine Taffe
Kelsey O'Briant
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Charlie Kuhn
Jay Morrison
"Slip Into a Blanket Fort of
Chocolate Walnut Absurdity
In This Strange Nutchello Ad.
Everyone, whisper about nuts."
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Massage Envy

The world is built to try to mold your body into the shape of a chair. Massage Envy is a necessary routine to unshape it.

Joe Johnson
Bo MacDonald
Jon Moehnke
Joe Johnson
Christine Taffe
Kelsey O'Briant
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Silk wordmark and package redesign
Silk repackaging

Minnesota Timberwolves

Caring about basketball in the land of hockey takes a special kind of fan and a special kind of player. When you're born with chips on both shoulders, you're always motivated.

Meredith Oberg
Jesse Thompson
Rick Utzinger
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Christine Taffe
Kelsey O'Briant
Nikki Baker
Leslie Schaffer
When you stay at one the largest hotels on earth, you can want anything you  want.

Arby's

When you can get people to literally tattoo your product onto their bodies, It's safe to assume that you've reached peak brand.

Rick Utzinger
Joanne Torres
Joe Johnson
Greg Swan
Nick Massahous
Mara Keller
Rick Utzinger
Joanne Torres
Joe Johnson
Rob Anton
Nick Massahous
Kla Haeck
Tyler Dahl
Rick Utzinger
Joanne Torres
Charlie Wolff
Rob Anton
Matt Terrell
Rick Utzinger
Joanne Torres
Joe Johnson
Mike Behrends
Chris Berry
Rick Utzinger
Joanne Torres
Joe Johnson
Mike Behrends
Chris Berry
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Colin Goodspeed
Josh Mruz
Sometimes I get to create the trailer for a very funny series with some of my most favorite funny actors.

Cooper Tires

You don’t have to be a tire guy. That guy already exists. He’s everyone’s uncle, and his name is Cooper. So just follow his lead. You may be saying to yourself, “Wait, I don’t have an uncle.” Well, you do now — Uncle Cooper. He’s here to give you some sage advice on tires. And it’s simple.

Maddie Harkness
Jon Moehnke
Todd Lamb
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One of the most favorite things I ever made was for a 150- year-old blanket company.
Kla Haeck
Tyler Dahl

Facebook

Derek Camitsch
Kelsey O'Briant
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Samsung made a phone that has an unbelievable zoom and the ability to take photographs from 8k video. I helped launch it in less than 2 months.

Rob Anton
Rick Utzinger

H&R Block

H&R Block knows every word of the United States Tax Code. We found the deepest cuts and asked George Takei to read them verbatim. Turns out the IRS has a sense of humor.

Charlie Kuhn
Phil Jones
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SToK

SToK cold-brew coffee is liquid motivation for all the doing that you need done. SToK motivation manifests in many forms– from successories, to a personalized hype track, and whatever an "eagle of motivation" is.

Lucas Tristao
Daniel Alves
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Zack Carlstrom
Boris Opacic
Shauna Gajavada
Rob Anton
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Cory McLeod
Zack Carlstrom
Meredith Oberg
Eric Rice
Jason Bottenus
Talenti
I had the pleasure of eating lots of Talenti  when I helped grow the brand from a tiny indy gelato to a part of the Unilever frozen treat empire.
Christine Taffe
Kelsey O'Briant
Talenti New Flavors
Talenti New Flavors
Talenti New Flavors
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Meredith Oberg
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Jake Thompson
Jon Moehnke
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Puma
I never had more fun than when I helped design and develop custom in-store experiences for Puma: A proprietary iPad wall with custom games and a relaunch of their custom shoe platform, Puma Factory.
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Cadillac

Cadillac can't seem to shake their old-person-car perceptions. Launching the ATS in innovative spaces and with a more youthful voice pushed them into the warm waters of not so serious.

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Universal, Paramount,
& Dreamworks

In another life I was a developer and an animator. I look back fondly at that work and use a lot of learnings from it to this day.

More Coffee Creamer!

Apparently there's a whole subset of creamer drinkers that only drink French Vanilla. How do you get them to expand their creamer horizons?

Joe Johnson
Christine Taffe
Kelsey O'Briant
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Picture of Patrick Figueroa

Patrick Figueroa

This is the about section. You could read it, but I'd prefer we just have a conversation.

Contact me through electronic mail:
Stalk me on social media:

With 20 years of industry experience, I’ve led brands of all shapes and sizes, often toward work that breaks their category norms. I’ve found that this always, always, always, leads to good business results.

I’ve helped agencies consistently win and grow new business by having a strong creative perspective rooted in clear strategic insights. Because without a strategy, everyone will just run toward a different goal and I've learned that half this business is just getting people pointed in the same direction.

The most rewarding part of this whole thing, is creating and fostering a culture centered around a philosophy I call “Know how to do all their jobs a little™.” When everyone in an organization does this, it not only makes for better and smarter people, it builds empathy into the bones of a place. A person who knows all that it takes to do your job will work differently with you, and you with them.

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