Byrna Less-Lethal Self-Defense / A Client-Side job. E-commerce, Video, Content, Digital, Social, Digital, Branding, Design, etc.
Byrna is in the business of reducing deaths from gun violence and saving lives. We design and manufacture less-lethal self-defense devices and offer them--along with training and education--to schools, businesses, vulnerable adults, law enforcement, and anyone concerned with personal safety that’s looking for an alternative to conventional firearms. I developed the brand's initial mass-market look and feel from the ground up and am in charge of carrying it through all digital, social, and traditional channels. Unless otherwise noted, I was the CD/AD/CW/Designer/One-man-band on everything.
Some AI-Generated Videos. These are proof-of-concept video sketches that would be presented to clients and taken to human-powered companies for production. The only limitation I gave myself was the one we face in real life: We can’t show the launcher. I generated the concepts, wrote the prompts, wrote the lines, and did all the editing and scoring. Note: These videos are purely a creative exercise and would never be shown publicly or produced without permission to use the music.
Social posts that focus on power and efficacy for Law Enforcement and Security Firms. AD/CW: Lou Flores.
Social posts focusing on education and performance. CWs: Joe Shands, Lou Flores.
Across-the-board branding. A lot of it. All that existed before I started were the logo and the colors, both of which were considered untouchable.
Some samples of the email format used from 2021-2026.
Selected spreads from the Byrna 2026 product catalog.