Hutson Kovanda

Sharpening a Legacy.
Wüsthof had a perception problem: while beloved by seasoned chefs, younger cooks saw the brand as their parents’ knife—reliable but outdated. To flip the script, we launched Defining the Edge, a campaign spotlighting rising culinary stars who were redefining the craft on their own terms.

Each chef got a bold moniker reflecting their personal philosophy, and we brought their stories to life through original films, recipes, and a rich microsite experience. The result? A refreshed brand edge that resonated with a new generation—so much so, the campaign evolved into an ongoing series.

As Creative Director, I partnered closely with our writer and art director from the first spark of an idea through execution.

Keepers of the Dream.
In the Army National Guard, recruits become more than Soldiers—they become protectors of community, country, and the American way of life.

To inspire the next generation, we created Keepers of the Dream—a powerful, emotionally driven film that captures the meaning of service. From scripting and shooting to final edit, our team crafted a visual tribute to the strength, sacrifice, and purpose behind the uniform.

To Hell with Timesheets.
Today’s retirees aren’t slowing down—they’re finally speeding up. This campaign tossed out the clichés and celebrated the freedom of retirement with a bold message: Make every day paid time off. Long live retirement.

I wrote the scripts and co-led the creative with another CD, crafting these spots in-house using curated stock footage and music to bring the vision (and the rebellion) to life.

From the Booth to the Brand.
Western & Southern, Cincinnati’s rock-solid financial planning company, wanted a fresh take on their long-time spokesperson—former Bengals great and Sunday Night Football color commentator Chris Collinsworth.

To strengthen the connection, we launched the campaign during Sunday Night Football, putting Chris front and center with viewers who already knew and trusted him.

As Creative Director and Art Director, I helped concept, pitch, and produce the work—bringing smart timing and local pride to a national stage.

Streaming Culture.
To amplify T-Mobile’s Netflix on Us promotion during Black History Month, we created a social-first campaign that put storytelling front and center. T-Mobile team members shared their favorite streaming picks for exploring Black culture and history, while a companion series of “knowledge drops” honored groundbreaking African Americans who shaped both Black History and American history.

I wrote and designed the posts, collaborating closely with our internal production team to bring the stories—and the celebration—to life.

Gold Meets Platinum.
Core Power, the official drink of Everyday Awesome, wanted to make a splash during the 2016 Olympics—so they partnered with a certain world champion gymnast making her Olympic debut. We all know how that turned out.

As Group Creative Director, I led our team from concept through production, helping build a campaign that matched her energy, strength, and star power.

Award: Hermes Platinum

Marcum Awards | Platinum

Communication Award | Platinum

Telly Award | Bronze

It’s Not a Game.
Research showed a common misconception: many people think problem gambling is just a series of bad choices. But the truth? It’s a disorder—and it needs real treatment, not judgment.

To flip the narrative, we used humor to disarm and educate, showing that problem gambling isn’t a choice. The campaign drove audiences to a dedicated website offering support and resources for those affected.

I served as Creative Director and Art Director, co-leading concept through production.

Award: One Show | Shortlisted

From Concept to Campus.
When NC State’s in-house team needed fresh eyes for their annual TV spot, they called us in to collaborate. From scripting and storyboarding to production and post, my team and I partnered with them every step of the way—crafting a commercial that captured the energy, pride, and purpose of the Wolfpack.

5 Days. 4 Prizes a Day. All Magenta.
To celebrate the holidays and show some love to loyal customers, we launched 5 Days of Magenta—a high-energy social giveaway on Twitter. From home gyms to hotel stays, we gave away four amazing prizes a day. The only ask? Follow us and share the T-Mobile love using #ILoveTMobile.

As a contracted Creative Director with T-Mobile’s in-house studio, I helped ideate, pitch, and bring the campaign to life—working closely with our team and in-house animator to make the magenta magic happen.

Helping Tennessee get to work—literally.
This campaign for the Department of Labor and Workforce Development was all about connecting the dots: matching employers with top talent and giving job seekers the tools they need to succeed. From big-picture concepting to casting, scouting, shooting, and editing, our in-house team handled every frame and every detail.

From Back of the House to Front and Center
Smithfield has long been a trusted name in the food service industry. But when the division that supports chefs, restaurant owners, and food service professionals decided it was time to step into its own spotlight, a rebrand was in order. That’s how Smithfield Culinary was born.

My team and I led the charge—developing the name, brand identity, and foundational messaging. We worked hand-in-hand with the client to honor the legacy of the Smithfield name while carving out a distinct, elevated presence for a brand made by and for culinary professionals.

My team and I tackled the rebranding of this long standing icon, working directly with our client every step of the way to honor the brand with a new identity that would set them apart.

Beer Meets Beta Test.
Yuengling had a loyal following—but mostly with older drinkers. To reach Millennials, we needed more than posters and coasters. We needed something unexpected. Tweets on Tap blended digital, social, and on-premise creativity by turning a casual brainstorm into something tangible: the world’s (as far as we know) first Twitter-activated tap handle.

Born from a hallway conversation and built by our lead developer, this innovative promotion let users tweet to pour—and made trying Yuengling shareable in every sense.

Awards: Philadelphia Addy Awards | Best of Show – Digital & Gold

A Sense of Place, Perfectly Placed.
Rosewood Hotel Group is a luxury brand defined by its philosophy of a sense of place—each property a reflection of its destination’s unique character. That insight became the heart of our campaign, designed to capture the brand’s refined spirit and global allure.

The result? A compelling creative platform that resonated with leadership—and helped us successfully retain the account during a competitive review.

Feeding the Brand from the Inside Out.
As Creative Lead for McDonald’s Corporate Global People Group, I led a team dedicated to engaging the people behind the counter. From new initiatives to menu item builds, we developed clear, creative communications for crew members and franchisees worldwide.

We pitched concepts to the internal team, then partnered with McDonald’s production arm to bring those ideas to life through compelling, easy-to-digest training videos.

Discovering Potential
As part of our ongoing work with the Army National Guard, our team conducts 12+ content trips annually, capturing real stories from real Soldiers across the country. Along with material for our social content, these trips allow us to do some long-form video that goes beyond quick hits, offering a deeper, more human look at the Guard experience. From basic training to personal transformation, these stories spotlight the potential discovered—and the purpose found—through service.

Where Legends Lounge.
When asked to pitch the legendary Fontainebleau Hotel in Miami—a playground for icons like Sinatra and Elvis—we knew the campaign had to honor its storied past while feeling fresh and timeless.

Inspired by the photography of Slim Aarons, who captured “beautiful people doing beautiful things,” we created Famously Fontainebleau—a campaign that blended vintage glamor with modern allure.

It won the business. Then it ran.

Think Big. Win Bigger.
To promote the Ohio Lottery’s Big Ticket Instant Games—with top prizes up to $5 million—we needed an idea as oversized as the winnings. Enter Colossal Inc., a fictional mega-corporation built around doing everything absurdly, hilariously big.

From concept to execution, the campaign delivered tongue-in-cheek scale and plenty of personality—proving that to win big, you’ve got to go big.

Digital Learning for the Real World
American Public University offers online courses taught by real experts, designed to prepare students for real-world challenges. To spotlight the career relevance of the curriculum, we created a campaign that juxtaposed actual courses with striking images of real-world events—making a bold, visual connection between learning and impact.

The result: a campaign that brought the classroom into sharp focus—and into the real world.

The Secret’s in the Cows.
Finlandia butter and cheese taste so damn good, we had to find out why. So we sent Sam the Cooking Guy to Finland to get the story straight from the source.

What we found? Happy cows on small family farms, living their best lives in the cleanest country on earth. That’s the not-so-secret ingredient.

Freelancing as Creative Director with Sawtooth Group, I developed the concept and wrote the several of the scripts for this tasty campaign.

Rider to Rider.
How do you promote motorcycle safety to a group that resists authority? You don’t preach—you listen. Live Free. Ride Alive is a digital-first campaign for the Pennsylvania Department of Transportation that shares real rider stories with one goal: one less accident, one less fatality.

At its core is a moving documentary exploring the thrill of the ride, the pain of loss, and the life-altering impact of motorcycle crashes. Shown in theaters and at rallies, the film was supported by a statewide campaign—including banner ads, barroom postcards, and earned media—to reach riders wherever they gather.

Awards:
National Addy Awards | Gold
Philadelphia Addy Awards | Best of Show – Public Service
Philadelphia Addy Awards | Gold

Chef Tips in the Aisle.
For Ortega’s Mexican Meals Made Easy campaign, we hit the grocery store with celebrity chef and brand spokesperson Aarón Sánchez. As he strolled the aisles, he served up culinary tips, flavor inspiration, and plenty of personality.

We shot and edited the content entirely in-house, then served it across Ortega’s social channels—quick, snackable videos with real kitchen cred.