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About

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DESIGN, BRAND, BUILD

We design cool furniture. We create award-winning advertising. We build comfortable living and workspace habitats. We film and edit emotionally charged commercials. We hand-craft beautiful pieces of furniture out of wood, metal, concrete and any other material that feels right. We develop websites that reflect the client’s brand and attract excited fans. We communicate feelings through every medium, whether it’s a retail environment or a billboard campaign. We listen to our clients and translate their vision into engaging work that conveys a powerful message. We use strategy that comes off naturally and doesn’t seem like a sales pitch. We drive business and deliver results. We enjoy what we do.
25 – YEARS COMBINED DESIGN, BRAND, BUILD EXPERIENCE AT THE DEPT.

About

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JAY HEFFRON

A native of Clearwater and a graduate of Flagler College, Jay began his career as a journalist working as a stringer for the St. Petersburg Times sports desk before relocating to California. There he completed stints as both managing editor for Surfing magazine and senior editor for Surfer magazine. Jay then jumped the fence from editorial to advertising when he joined a division of Draft: FCB that specialized in youth advertising. He was the associate creative director on accounts such as Vans, PacSun, Activision and Casio G-SHOCK, and has worked on several other national brands including Target, Taco Bell, Oakley and Quiksilver. Jay has also traveled extensively and lived abroad in various places such as Nicaragua, Cost Rica, Chile, Argentina, Colombia, Kauai and others. He brings to THE DEPT. an extensive branding background and a culturally rich perspective that infuses his creativity with real world experience.
97 – THE YEAR JAY GOT INTO THE ADVERTISING BUSINESS.

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SCOTT FISHER

After studying under an apprentice of the late great Picasso, Scott Fisher committed to a life of creativity and began to take his art seriously. He entered the prestigious Rhode Island School of Design (RISD), and upon graduating with a degree in furniture and environmental design, went straight to New York City to hone his craft, working with respected national brands such as DKNY, Nordstrom and Nike. On a research trip to Florida for one of his clients, Scott fell in love with the Tampa Bay area. He immediately moved to St. Petersburg and launched T2THES, a state-of-the-art creative fabrication facility specializing in environmental design for commercial and residential clients with a taste for the bold, modern minimalism that represents Scott’s trademark style. His classical training and strong respect for iconic design from the past is balanced by his passion for innovative materials, complex pairings, the use of reclaimed objects and the juxtaposition of things both raw and sophisticated. He brings to THE DEPT. a depth of expertise in conveying exactly what a client wants their customers, house guests, or they themselves, to feel in the environment.
06 – HOW MANY CUPS OF COFFEE SCOTT DRINKS PER DAY.

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KEITH BURNSON

Born and raised in the Tampa Bay area, Keith is one of those renaissance men with a wide variety of talents. Not only is he passionate about great design, Keith is also an accomplished editor, photographer, musician, plus a ripping surfer, a solid skateboarder and an expecting dad. He got his itch for the creative business when he was in one of his first bands and they needed artwork for their new album. So Keith took it upon himself to get a copy of Photoshop and make it happen. Soon Keith realized it was more a gift than a hobby, so he enrolled in the International Academy of Design and Technology (IADT), where he recently graduated with a degree in graphic design. He is currently the creative director of the advertising association Ad2 Tampa Bay and maintains a position as lead designer at ARTISTIK magazine.

17 – HOW MANY DIFFERENT PAIRS OF SHOES KEITH CURRENTLY HAS IN ROTATION.

About

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THE DEPT. STUDIO SPACE

Completely designed and built by our team, THE DEPT. acts as part showroom and part workspace for our front office operations. It’s our creative command and control center where we entertain clients and friends, brainstorm our best concepts, test new furniture pieces, and sleep when we’re pulling all-nighters. The decor is a true reflection of our personality, with a fine balance of warmth, texture and modern sophistication. THE DEPT. is one of several creative businesses located on the new 600 Block, designated as the official Art District of downtown St. Petersburg, which was recently voted “The Best Art Scene in America” by the Art Association of America. It’s a culturally rich atmosphere surrounded by inspirational work and interesting characters who we are proud to call our neighbors. If you’re in the area, stop by and check us out. We love visitors.

633 – THE BLOCK GETS HOT AT THAT ADDRESS.

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THE DEPT. BUILD SPACE - T2THES

Walk into the shop at T2THES and you can’t help but fall in love. It just reeks of creativity in there. And lacquer, too. The fumes mix with clouds of sawdust from all the black walnut, zebra wood, teak and other exotic hardwoods about to be turned into beautiful works of art by the boys and their full arsenal of state-of-the-art fabrication machinery. T2THES is where the build happens. It’s where Scott goes to get his hands dirty. It’s where amazing furniture, workspace habitats, retail environments, bar fixtures, kitchen cabinets, and whatever else we dream up, comes to life in a whirl of saw blades, grinder sparks and whizzing drill bits. So if a client has a vision, we have the creative firepower to design it at THE DEPT. and build it from scratch around the corner at T2THES.

830 – IN THE MORNING THE SHOP STARTS CRANKING.

Our Work

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AVEDA FLORIDA

As the agency of record for AVEDA Florida, THE DEPT. offers all aspects of its full-service arsenal to support the rapid growth of a network consisting of five Institutes and dozens of salons. Together we share parallel sensibilities on design and style and what it takes to strike the necessary balance between modern aesthetic and practical functionality. Our team works seamlessly with their internal staff as a true partner working toward the same goal of providing a pure Aveda experience for every customer who comes in contact with the brand. Everything from interior design and build to integrated marketing campaigns and advertising support, its one message, one feeling that is conveyed to the customer.
01 – OUR FIRST CLIENT WHO HAS OUR UTMOST RESPECT AND LOYALTY.

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PYURE SALON

Crushed Aveda product bottles mixed into concrete counter tops. Reclaimed wood from buildings that had seen better days. THE DEPT. built a work of beauty out of resurrected relics to honor the Restore, Reuse, Recycle philosophy of Aveda and its newest member of the family, Pyure Salons in South Florida, headed by master stylists Luca and Elan.
03 – SALONS DESIGNED AND BUILT IN SOUTH FLORIDA BY THE DEPT.

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LRG APPAREL

National apparel brand, LRG (Lifted Research Group) is a Southern California-based leader in the youth lifestyle market. It’s apparel is one of the top-selling brands in Macy’s and Nordstrom department stores and its reputation for innovation and creativity is legendary. Our friends at LRG called on The Dept. to develop an advertising campaign for their Skate Division that complemented the direction of the overall brand as well as promoted the introduction of four new additions to its skate team. The campaign — a seres of commercials that utilized the stop motion animation technique — incited such a huge response from the skateboard community and beyond that LRG asked us to expand the series as an ongoing project. The entire production of the spots, from set design, animation, filming, and editing was done by our team at The Dept. with the trust and encouragement of the amazing crew at LRG. More spots are in the works. Please stay tuned for the next installment.
08 – COMMERCIALS PRODUCED, FILMED, ANIMATED AND EDITED AT THE DEPT.

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HAWKINS RESIDENCE

It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.

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OAKLEY

Youth lifestyle giant Oakley called on THE DEPT. to help develop its 2010 global brand campaign. The “Rebels” campaign tapped the brand’s unique position as an innovative force that always marches to its own beat, never allowing outside interference to sway its idealistic convictions. Throughout the extensive campaign, THE DEPT. worked alongside Oakley’s amazing internal creative team as well as iconic athletes such as Lance Armstrong, Shaun White, James “Bubba” Stewart and Bruce Irons.
53 – TOTAL ADS CREATED FOR OAKLEY BY THE DEPT.

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PAHR GOLF FASHION APPAREL

Together with our West Coast creative partner, Tiff Seale at Vapor Studios, THE DEPT. crafted a strategic direction for upstart golf fashion brand, PAHR. The project included a comprehensive discovery phase that involved hardcore research into the overall market and competitive landscape before defining PAHR’s brand personality, developing its unique position and recommending a strategic platform for its successful entry into the already crowded golf apparel category. In the end, PAHR successfully launched its brand and positioned itsef to lead golf style with its fresh approach and feel-good vibe.
02 – AGENCIES JOINED FORCES TO DELIVER FOR PAHR.

Our Work

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ELECTRA BICYCLES

For Electra Bicycles, we went about it the right way. We started with a creative brief and specific direction from the marketing department on where they wanted to take the company, and from that we developed a comprehensive brand brief and overall strategy before we even ventured into the creative phase. So we had a solid foundation and knew exactly who the brand was and what story it wanted to convey to its customers when we came up with the “Way to roll” campaign that celebrated positive efforts by young people who were leaving their mark on society by doing humanitarian works. The brand was tipping its hat to the young people with the “Way to roll” tagline as well featuring them in ads that described their contributions to the world. The entire project was a huge success and since then the brand has become the clear leader is the casual bike market.

04 – MONTHS TO CREATE A BRAND STRATEGY BRIEF AND SUPPORTING ADVERTISING CAMPAIGN.

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BERKETT RESIDENCE

Set in the private golf community of Bayou Club, the Berkett residence stands out against the conventional vision of what upscale means in the modern home. Not gaudy, not cluttered, not excessive just for the sake of showing off, inside the Berkett home is relaxing and minimal yet contemporary and high-end. The project involved combining design elements from the East to create a soothing and serene Polynesian vibe mixed with the bold textures and clean lines of a more traditional Western interior. The finished environment created an atmosphere with hints of their beloved Asia, where they spend much of the year doing business, together with all the comforts of a modern Florida home.

08 – BEDROOMS IN THE BERKETT RESIDENCE.

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TARGET - CHAMPION C9

Another project performed alongside design maven Tiffany Seale, with support from the brilliant folks at Target’s agency of record, PMH of Minneapolis, MN. The call came in to create a few campaign options for the Champion C9 brand that’s exclusive to Target and that’s what we did. In the end, we beat other creative teams vying for the business, and our campaign was picked to run nationally in magazines and featured in the Champion C9 apparel section at every Target store in the country.

64 – BILLION DOLLARS IN ANNUAL REVENUE FOR THE COUNTRY’S 2ND LARGEST RETAILER.

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BERRES OFFICE

You’re home and you’ve got work to do. The work is serious stuff and it requires your complete professional attention, but that doesn’t mean your home office has to feel as stiff and rigid as your workspace at the corporate headquarters. At home it can be warmer, moodier and more stylish, not confined by the cold, sterile and stuffy guidelines from the employee handbook. That was out assignment from the Berres family and their home office. So we employed natural textures like ebonized walnut, raw steel and carbon concrete to give the environment an earthly feel but kept everything at strict angles to maintain the necessary productivity of an environment meant to get work done. The final accent was a feature that turned the lights off when anyplace on the metal was touched.

42 – HOURS TO COMPLETE THIS PROJECT.

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EVOS

Fun, quirky, and 100 percent all natural, the EVOS brand allowed us the creative freedom to explore a range of directions as long as the tone fit the company’s personality. As a result, the work for EVOS produced a wide variety of powerful concepts to drive traffic to its Feel Good Fast Food™ restaurants through seasonal promotions that kept the work fresh and current in the customers’ eyes. One series of copy-driven ads won a Best of Show award at the 2009 ADDY’s.

50 – PERCENT LESS FAT IN EVOS FOOD WITHOUT SACRIFICING ANY FLAVOR.

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SPRIGG RESIDENCE

Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

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RUSTY

This campaign won “Campaign of the Year,” voted by the Surf Industry Manufacturers Association (SIMA). It was the fourth straight advertising campaign for Rusty — dubbed “Imagine” — that helped elevate the brand from a dismal slide in popularity to its rightful position as an action sports leader. A lot of the credit goes to the internal marketing team and Rusty himself for pushing the agency to deliver unexpected ideas that don’t follow the conventional formula for the youth lifestyle market. A great relationship with the brand, successful advertising that supported key marketing initiatives, and on-point strategy and execution by THE DEPT. produced amazing results for Rusty.

35 – MILLION DOLLARS IN ADDITIONAL REVENUE SINCE THE DEPT. CAME ABOARD.

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RED LETTER ONE

Lorem ipsum eirmod salutandi consequuntur vel in, no porro verear oblique mel, eu odio deseruisse eum. Te quis novum deserunt has, duo nostro dolorum disputando ei. Eos an puto atqui disputando. Exerci legimus te vis. Cu nec regione atomorum, eu maluisset percipitur pro. Agam ornatus invenire eum at, id pri propriae sententiae, est et pericula euripidis. Prima veniam nominavi qui et, postulant necessitatibus et has. Ei nisl idque denique usu, usu mentitum epicurei cu. Has at audiam cotidieque vituperatoribus. Doctus definitiones et vel, est ad laoreet mnesarchum omittantur, quidam pertinacia vis no.

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XTERRA

Yep, it’s the same brand as the SUV made by Nissan. It started as an alternative to the Ironman triathlon race series, with harder, more rugged terrain, and the athletes loved it so much that the series flourished and it soon became a symbol for the extreme limits of human ability. So Nissan bought the license to use the name for its truck. But Xterra continued its race series and also launched an apparel and shoe company, which is where we came stepped in to help launch the brand to outdoor retailers nationwide.

07 – THE YEAR XTERRA BOUGHT THE LICENSE TO ITS NAME BACK FROM NISSAN.

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PRIVATE OFFICE

Lorem ipsum eirmod salutandi consequuntur vel in, no porro verear oblique mel, eu odio deseruisse eum. Te quis novum deserunt has, duo nostro dolorum disputando ei. Eos an puto atqui disputando. Exerci legimus te vis. Cu nec regione atomorum, eu maluisset percipitur pro. Agam ornatus invenire eum at, id pri propriae sententiae, est et pericula euripidis. Prima veniam nominavi qui et, postulant necessitatibus et has. Ei nisl idque denique usu, usu mentitum epicurei cu. Has at audiam cotidieque vituperatoribus. Doctus definitiones et vel, est ad laoreet mnesarchum omittantur, quidam pertinacia vis no.

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QUIKSILVER

On one of his first assignments as a journalist, Jay Heffron cold called Quiksilver CEO Bob McKnight for an interview. Surprisingly, Bob answered and had a long and open conversation with Jay. Since then, the relationship between Jay and Quiksilver has continued 10 years beyond that first phone call and has included several advertising campaigns and other important assignments for the world’s number one beach lifestyle brand. A decade later, THE DEPT. is a go-to creative resource for some of Quiksilver’s most difficult branding projects. Authenticity and market insight are crucial to the success of every campaign, and THE DEPT. makes sure to know the customer and desired objective on its way to delivering the goods every time.
30 – YEARS QUIKSILVER HAS RULED THE YOUTH MARKET.

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BAYFRONT MEDICAL CENTER

We were outside on the patio at Spark brainstorming the day before our internal deadline to come up with new campaign ideas for the launch of Bayfront Medical Center’s Baby Place hospital. Jay was thinking out loud, saying something about the idea being something really simple and short. Something about babies coming to life. Like maybe just one word…  “New” or “Welcome”… That’s when Will chimed in and said, “How about just — hello?” And that was it. We had a winner and the idea quickly made it into print ads, billboards, TV commercials in an all-out media blitz to bolster brand awareness for Bayfront’s state-of-the-art neonatal treatment facility.

04 – NUMBER OF BABIES FEATURED IN THE CAMPAIGN.

Contact

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LET'S BE SUCCESSFUL TOGETHER.

For branding and advertising-related inquiries, call:
JAY HEFFRON, CREATIVE DIRECTOR
Phone: 813-417-0058
Email: jay@the-dept.com

For design and build-related inquiries, call:
SCOTT FISHER, CREATIVE DIRECTOR
Phone: 727-278-7269
mail: scott@the-dept.com