Adam Reynolds

In 2010, while freelancing for Life Time Fitness, I had an idea I couldn't shake. I kept thinking about everything you could do at Life Time. Which made me instantly think, "I can do it all in my Life Time." That line stayed in my head for a few days until I couldn't contain it anymore. I pitched it to the executive creative director — expecting it to get shot down because it seemed like such an obvious line. Instead, he loved it. Which lead to an onslaught of new branding materials that now featured the new Life Time brand promise, "I CAN DO IT ALL IN MY LIFETIME."

Copywriter: Adam Reynolds
Designer: 3e — The Life Time Agency

When I wrote the "I CAN DO IT ALL IN MY LIFETIME" tagline for Life Time — The Healthy Way of Life Company, I never intended for it to be just a tagline. With everything you can experience at Life Time, I knew it would mean something different for everyone. It could mean finally losing that last 50lbs. you've always dreamed about, actually getting into the pool and finishing your first lap, or just spending more time with your family.

Whatever the reason, I wanted this tagline to be something that would inspire and empower Life Time members to accomplish their goals — or better, share their story. By inviting members to share their goals by way of the tagline, we helped strengthen the brand, tell individual stories in a smart, brand-right way, and even connect their messages to merchandising opportunities.

The following campaign shows how we could use social media and interactive channels to capture these unique goals and turn them into hero statements in our marketing — while also featuring real members, not models.

Creative Director/Copywriter: Adam Reynolds
Designers: Doug Swenson, Mike Hagan, Ben Johnson

The U.S. is facing a major problem. It's us. With obesity, heart disease, juvenile diabetes and countless other ailments quickly killing us, we need to make a serious change. Welcome to Commitment Day. The day a nation rallies together with a single goal in mind: to live a healthier way of life — once and for all. With the support of an integrated campaign involving everything from print to in-club campaigns, interactive to broadcast, Life Time's inaugural Commitment Day event drew in over 100,000 participants who committed to taking their first steps at living healthier together. And the movement is getting stronger every day. commitmentday.com

Associate Creative Director—Copywriter: Adam Reynolds
Designer: Chad Olson, Jon Stone
Creative Director: Jason Reynolds, Mark Chapman
Journal Design: Fellow

When the new Minnesota Twins baseball field was named Target Field, a few of us Twins fans/Target employees (at the time) couldn't let a great opportunity pass us up. Instead, we rallied a team together to created a book of 100 ideas to promote the Target brand at Target Field. This was not an assignment. It was a work of passion. One that caught the eye of Target's former CMO Michael Francis. With his support, we turned our ideas into a published book which was presented to the Twins organizations — immediately scoring some points with our hometown heroes.

Creative Team: Adam Reynolds, Quentin Langfitt, Jason Miller, Steve Chirhart, Andy Thieman

Target is now easily one of the most recognized brands in the nation. And in 2009, Target formed inHouse, the über creative name for the retailer's in-house marketing agency, to keep up with the growing demands for Target creative marketing. With that came many new hires who knew nothing about the culture of inHouse. That's why the inHouse Handbook was created. In it, new team members got a great sense of what was expected from day one, inside jokes, and even a glossary of acronyms they'd soon be hearing all too often.

Concept and Copywriting: Adam Reynolds
iH logo design: Dan Walls
Book design: inHouse

Truthfully, I wish I would have never done these ads. In fact, I never want to talk about diversity again. I'm a firm believer that we should all live as one regardless of race, age, sex, ability, sexual preference, or anything else that makes us beautifully unique. Unfortunately, we still have to. But I refuse to show the cliche smiling people of all colors shaking hands. That was the motivation behind these all-copy diversity ads created for Target.

Copywriter: Adam Reynolds
Designer: Marta Harding

To celebrate Target's holiday partnership with designer Marcel Wanders, we created packaging that showcased his museum-worthy pieces in a sophisticated way true to Marcel's style.

Copywriter: Adam Reynolds
Designer: Aaron Melander

Target GiftCards have appeared on wish lists, Oprah's Greatest Gifts episode, and collector blogs worldwide. But Target still lagged in attracting businesses to its B2B GiftCard program. This campaign was created to showcase how Target GiftCards make for incredible business drivers — as well as much-wanted gifts.

Copywriter: Adam Reynolds
Designer: Ted Halbur
Illustrator: PC Vey

Following on the heals of the illustrated Target B2B GiftCard campaign, we put Target's trusted hero, Bullseye, to work this time. This fun campaign was marketed toward various industries to show how a Target GiftCard really can be "The Perk That Works" for them.

Copywriter: Adam Reynolds
Designer: Tim Schumann

Free Bikes for Kidz is a Minneapolis-based non-profit that fixes and donates used bikes to those most in need. It’s a great organization, and Monk is proud to offer our pro-bono creative services to support the cause. The idea of Bike Boy was created to help show that a kid without a bike isn’t funny. We partnered with Disney animator and illustrator Andrew Chesworth to bring Bike Boy to life. And we couldn't be more pleased about how it turned out.

Creative Director/Copywriter: Adam Reynolds
Illustrator: Andrew Chesworth

Free Bikes 4 Kidz is a non-profit organization geared toward helping all kids ride into a happier, healthier childhood by providing bikes to those most in need. Every year, I'm proud to support this great organization by donating my time to creating their marketing materials. Since its inception, I've had the joy of watching it grow from a small idea to literally a warehouse filled with thousands of donated bikes. fb4k.com

Copywriter: Adam Reynolds
Designer: Jon Stone, Drew Bentley

Monk developed the idea of 20•33 wine as part of a student project for my designer Marta Kohn while she was at SCAD. 20•33 represents the years of the prohibition, 1920–1933. The wine labels and copy were created to resemble actual newspaper articles that could have happened during the Prohibition era. The bottles came packaged in a wooden crate to resemble bottle hidden in a dark basement — out of sight of angry, sober policemen. This campaign has been featured on TheDieline.com, the cover of CMYK magazine, and on countless design blogs.

Creative Director/Copywriter: Adam Reynolds
Designer: Marta Kohn

Sex isn’t just all fun in games. In fact, it can suck. Monk developed the "Sex Can Suck" campaign as a pro-bono gesture in support of a pediatrician friend who could not start a teen sexual health clinic due to pressure for a local church. Each illustrated character is a sexually transmitted disease with a personality of his or her own. This unique take on what is traditionally scare-tactic advertising helped kids take note and actually pay attention to what was said. Gross? Yes. Educational? Definitely.

Creative Director/Copywriter: Adam Reynolds
Illustrator/Designer: Marta Harding

McDonald's Wireless Internet pitch produced for DDB Sydney. Our first idea was to use French fries as the wireless symbol. After a little research, we found that idea had been done to death. So we didn't submit it. We used Mac and PC keyboard commands instead to tell a quick story without unnecessary photography. In the end, you guessed it, they went with French fries as the wireless symbol — on our very same background. Live and learn.

Creative Director/Copywriter: Adam Reynolds
Designer: Marta Harding

Marshall Field's wanted to share its history and new women's fashion accessory position with its valued vendor partners. To do so, Wink Design of Minneapolis and Monk worked together to create a fashion accessory like no other. It was the perfect marriage of fashion meets dazzling facts. All brought together with a touch of the clutch.

Copywriter: Adam Reynolds
Design: Wink

Life Time members have the great ability to inspire others, so we thought we'd do the same. Our motivational headline series featured real members participating in Life Time events or programs. We then posted one a week to Facebook and Pinterest for all to like and share. After posting our first one, we saw an immediate response with over 627 "Likes" and 143 "Shares" — generating over 10,000 organic and viral impressions in a matter of hours.

Copywriter: Adam Reynolds
Designer: Mike Litecky

Time Warner needed a way to motivate their sales team to drive more add-on business. If the department increased their total sales 5%, the whole department would win great gifts. To help keep track of the current percentage, Monk and FAME Retail of Minneapolis partnered to created a memorable and fun campaign that consisted of posters, flyers, gift cards and even a few roadside attractions.

Copywriter: Adam Reynolds
Designer: Chelsea Brink

After years of neglect, the Life Time Fitness corporate website needed a new life. One that promoted the brand's sophisticated look and approachable style. The end results was a website that featured fun-to-read copy married with hardworking SEO content and contextual navigation that brought the viewer deeper into the website seamlessly. lifetimefitness.com/aboutlifetime

Copywriter: Adam Reynolds
Designer: Ashley Willis

As the non-profit redemption program for Got Milk? Magic Straws, Milk 4 Education needed a website to get schools, parents and retailers informed and involved in this great fundraising opportunity. MONK was hired to develop the Milk 4 Education brand — including it's look, tone, web presence, and all marketing materials. milk4edu.org

Creative Director/Copywriter: Adam Reynolds
Designer: Jon Stone
Developer: Timothy Neil Johnson

In these trying economic times, one can no longer rely on past results to predict future success. One must think and act quickly — while taking calculated risks toward uncharted territories. Studio/E was established to help its members learn how to do that by thinking and acting like an entrepreneur — regardless of professional sectors or environments. MONK was hired to tell their story through a hard-working yet engaging website that drove viewers to become participants in this empowering series. yourstudioe.com

Copywriter: Adam Reynolds
Design: GoKart Labs

Website redesign for Diversified Construction, one of Minneapolis's top remodeling and general contracting agencies. MONK was hired to showcase Diversified's capabilities and history in a way that proved they are the first choice in both high-end and low-budget projects. diversifiedconstruction.com

Copywriter: Adam Reynolds
Designer: Ben Coyour