SVP, Group Creative Director | GEOMETRY GLOBAL

Creative leader with proven success in retail design, integrated shopper marketing, and commerce activation. As SVP, Group Creative Director at Geometry in Chicago, Chad leads and delivers commerce-driven creative platforms for The Coca-Cola Company and Mondelez International. Business-minded with a passion for leadership—inspiring and nurturing creative talent, producing award-winning work, and partnering across disciplines to identify growth opportunities for brands to compete and win.


Prior to joining Geometry, Chad delivered creative work for brands across multiple categories including: Tide, Pantene, Target, Walgreens, Jim Beam, Altria, Gatorade, Clorox Brands, AT&T, Orbitz, and ESPN.


1.)     What was your very first job? 

To make a little money in the summer, I helped run a friend’s family business at the time; a 2-person snow-cone stand. Cozy. We would listen to Rage Against the Machine and Coolio, and get into all kinds of early-teen trouble, in a good way. Friends would come and visit, and I became known as “snow-cone boy” which is a little odd now that I think about it.



2.)     Please describe, in your own words, what your job is and what work it entails. 

We try to do our part in putting good design out into the world. There really is never a dull moment on the front lines of marketing, as the day-to-day work can be so broad and undefined; changing almost daily. The best thing I love about the work we create is that it’s tangible; you can directly correlate results to our work more so than any other medium, in my opinion.



3.)     How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

I remember one year (possibly my 11th birthday?) my aunt got me this rubber stamp book, Fun With Architecture, where I could practically create any structure that popped into my head for endless hours of creativity. Building and constructing things soon moved into sketching and design as the computer became more engrained into our daily lives with the advent of the internet. And then the summer before my freshman year, the University of Oklahoma student adviser recommended Visual Communication as my major, and I haven’t looked back since.



4.)     In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

We have to continually remind ourselves that the world will always need ideas from humans. And if we fundamentally believe that—and not rely on the latest gadget, tech, or channel as a crutch for lack of an idea vs. an enabler of the idea, we will be ok. Storytelling seems to be quite the buzz word these days, but it still holds true that good story makes for good engagement.



5.)     If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

We launched Coke Orange Vanilla earlier this year, and the apporach to the work was primarily driven by cognitive design thinking. We partnered with our offices in Sydney and London who did similar launches with Coke, and we had so much learning from the data collected, it made our North America presentation and sell-in story that much more powerful. The work was beautiful, and of course some of it changed throughout the process, but we’re very happy with the output and some of the social and mobile engagement that came out of it as well.



6.)     Which creative disciplines do you commission most, and are most interested in seeing more of and why? (ie photo, film, social, experiential, vr, etc)

Photography is crucial to our work, and for a brand like Coca-Cola, they have a highly-detailed and rigorous production process to adhere to stylistically. The speed of work has evolved into and almost unattainable pace, and you have to evolve with it. It’s funny when I hear sometimes what various clients across multiple brands are looking for, and we say “You have to shoot that!” Eventually the story sticks. We have to continue to use content creators across all disciplines to keep the work current and protect the integrity of creative thinking.




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