BRUCE DEFREES
Executive Creative Director, Author
Experiential / Live Events B2B&B2C / Integrated Campaigns
As an award-winning storyteller, I’ve worked with some of the world's most recognized brands ~ and more than a few amazingly talented teams around the world.
I’ve motivated the masses to sell out events or sell through products in record time. And I’ve earned a few nicknames along the way. (Mostly good!)
With the right balance of ‘above-the-line,’ ‘below-the-line,’ and ‘bottom line,’ I have earned the trust of C-suite execs and the respect of the most jaded creative types.
When a creative team needs a leader and chaos needs some calm
When a brand (or a CEO) needs a voice
When a strategy needs a platform
When a pitch team needs a win
They call me.
Bruce.
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A Quick Story About
The Ruffled Feathers
As the Exec CD at E&J Gallo, I started a band. It happened in a dive bar in San Diego when I asked a member of my team, 'what instrument do you play?' (All creatives have multiple outlets for their creativity.)
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Before we knew it, we had setlists and multiple gigs for corporate functions. We even played the annual Gallo Family picnic for a crowd of 6500.
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But more than a band, we became Cultural Ambassadors for a company that put people first. Sure, we excelled at our day jobs, but you couldn't walk the halls or join a Zoom without someone wanting to talk about the Ruffled Feathers. We built community, camaraderie and an incredible sense of belonging.
Beyond great work...that's what I do for companies.
(pictured here with our CMO, Stephanie Gallo)
A Selection of the My Very Latest
Executive Creative Director, E&J Gallo
I led a team of Creative Directors and Designers in support a portfolio of more than 150 brands across all media. We gave brands a voice and sent them into the world.
I spearheaded the campaign to launch the first collaboration in Barefoot history. Did it taste good? Consumers thought so. The e-comm campaign sold though inventory in less than 72 hours and earned us a shoutout on SNL.
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469MM Earned Media Impressions
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Inventory Sell Through in 72 Hours
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Social Media Engagements +225%
In 2023, we were in the running for In-House Agency of the Year
We launched a lot of products. For Faux Pas, the mission was clear: translate the voice of a popular media platform, “Betches” into a product…and then give it a retail presence. Mission Accomplished.
We created a suite of retail assets to support our go-to-market strategy.
Orin Swift Cellars: Luxury Storytelling Wine Display
An Interactive Display for Flagship Retail
Campaign Development & Launch Teaser Reel
In 2021, Gallo broke ground on a 10-million square foot production and distribution facility in South Carolina, the first company operations center outside of California. My Role: Develop a vision for the facility that amplifies Gallo culture and instills pride in the workplace. Step One: Operationalize the corporate vision I wrote for Stephanie Gallo: “We Serve Joy”
ARTIST RENDER
February 2022, our 35' x 240' mural was installed and now welcomes employees and visitors from around the world. Customized murals are now being developed for all Gallo properties.
Live Events & Content Creation
As a Creative Lead, I have pitched and won more than $80M in new business...and then got to work, creating the work. I have developed event thematics, tactics across all media, along with engaging entertainment. Each solution started with a telling question: "How does your audience feel coming into the room and how do you want them to feel when they leave?"
Clients Include: Hospitality, Healthcare & Pharma, Automotive,
Tech,Financial Services, Alc Bev
AbbVie National Sales meeting. 9 franchises. 6,000 attendees. I led a team of 8 Creative Directors for thematic development, multi-media content, scripting, ROS and speaker coaching. I also scripted the newly installed leadership team for multiple general sessions, talent interviews, video interstitials and media appearances. Responsibilities include: Comms Strategy, Video Podcasting, Internal & External Campaign Development.
The Marriott Franchise Owners Meeting is the company's premiere semi-annual event, reaching their most valued VIPs.
I pitched and won the business, defined the content platform secured the talent, and scripted every step of the audience experience for three content-packed days.
5,000 attendees. $4M budget.
IBM CEO, Ginny Rometty once told a colleague, "I never want to do these events without this team." That's because details matter when the audience includes the heads of CIA, FBI, NSA, Homeland Security and several of the most influential private sector clients in Cybersecurity.
IBM Security Summit 2015-2018.
IBM X-Force Command Center
IBM launched the industry's first cyber-range, a proving ground for cyber security teams to test their skills against highly skilled attackers. We developed the content, launch materials and every step of the training to create a real world experience. In addition, I wrote and directed the video invite below.
MILLER COORS DISTRIBUTOR CONFERENCE