As an accomplished creative director and producer, I have years of experience matching the perfect directors, editors, art directors, writers, photographers and producers to each and every assignment.
As a collaborative team we are smart enough to know when we‘re working with the best and we go about moving mountains… striving for perfection… reaching for the stars…
In 2004 we launched the fledgling pharmaceutical brand—Restasis®. Together with Beacon Healthcare we continue to develop the product positioning; creative strategy, as well as concepts; market research and animatics; and the commercials and web videos that tell the Restasis® story.
Today Restasis® brings in over a billion dollars in revenue for Allergan, as its parent company‘s second largest brand.
Clients say I have an uncommon ability to search out and interpret consumer insights — using them to develop sound strategies, strong brands and compelling advertising. I‘ve won numerous awards and honors for creative excellence, from the Art Directors Club, Caples, New York International Festivals, and Graphic Arts magazine.
Throughout my career I have been enjoying ample success in both the big agency environment, as well as running my own creative shop. By my mid-30s I was an EVP creative director at Grey Advertising, heading strategic branding development for clients such as IBM, Renaissance Cruises, Audi, Sprint, and Liberty Mutual Insurance, for which I developed award-winning creative and long-running controls.
I have created advertising spanning the spectrum of media — television, print, web, collateral — for a multi-dimensional range of clientele extending from major blue-chip brands, such as Chase, Microsoft, Aetna, General Electric…to government/non-profits that include non-smoking campaigns, health awareness, museums. My work includes diverse product categories, such as pharmaceuticals, tech/software, retail and hospitality…and has taken me around the globe to produce their work.
Confident and secure in my creative style, I am driven by both my desire to be the best and to surround myself with those who desire the same. I believe there is a solution to every problem if you look deeply enough, which may make me a hopeless optimist…but it makes doing what I do all the more enjoyable and immensely satisfying.
I am always impressed by Jeff‘s ability to look at the larger picture—as well as the smaller detail—all the while keeping it all in context…
He is quite unique in that he is able to maintain a strategic vision whether it pertains to something as intangible and visceral as the quality of emotion or tonality… or something as tangible and categorical as organization or finances.
Jeff Bretl is forward-thinking and extremely perceptive… he is reflective and responsive. With his outward display of calm, Jeff is nimble, to the point one might get confused and think it effortless. But one would be wrong to not understand Jeff‘s projects are most carefully crafted and synthesized—so as to not detract from the larger strategic goals.
Executive Producer, Mechanix
When I think about projects that I have enjoyed directing, many seem to involve a close working relationship…
Intimately collaborating with Jeff Bretl provides invaluable insight that strengthens each of our roles… it sets up a deeper level of understanding and trust… a space where creativity is allowed to thrive.
Quick to share ideas… information… and kudos… Jeff is generous, with an open mind… I think of him as a true partner.
Director, Hello & Co.
A writer could never hope for a better creative partner than Jeff. Unlike so many visually-oriented creative types, he respects the words. And he pressures a writer to make them the clearest, most direct and most memorable they can be. He‘s also terrific about listening and considering new options. Often, after a discussion, he‘ll come up with a simple change to one of his early notions that results in a stunning idea.
Working with him is a true collaboration and at the end of the day, it‘s usually impossible for someone who wasn‘t part of the process to tell whether a concept was driven by copy or by a graphic concept. He‘s smart, he‘s resilient, he‘s enormously talented and he has a sly sense of humor that is especially welcome when deadlines loom and clients start making strange animal sounds.
Global ECD, Grey
As an editor in New York City I see a lot of creative turnover. Not so on the projects I‘ve worked on with Jeff Bretl. Jeff has a way of gathering together incredibly talented people to create a working atmosphere that is imaginative, inventive and original. I guess that‘s why he has such a loyal following.
He is steadfast, dependable and trustworthy and keeps a keen eye on all aspects of the job from the most detailed creative decisions, to overarching strategic ones. His determination and sound judgment helps to keep us on track, and I look forward to working on many more of his projects in the years to come.
Senior Editor, BlueRock
Jeff Bretl has been working with me for the past decade on the creation of broadcast TV commercials, educational videos, and print ads for a major pharmaceutical Rx brand. He is an outstanding talent, a super-creative person on a number of levels. First, he is creative on the conceptual/executional level—the work he has done with me has dramatically increased awareness and helped drive sales of the brand, and his most recent TV spot was ranked #1 by Nielson in its top 10 list of “most memorable” commercials among women in 2013.
Jeff is also very creative on the strategic and production levels. His work is always strategically “on point,” and his skill in finding creative solutions to production challenges (casting, locations, scheduling, delivery of beautiful-looking work within budget) is such that we now use him not only for creative development but also as a co-producer at every shoot! Finally, Jeff is a pleasure to work with on a personal level—honest yet pleasant, a true team player, someone I can always count on. He gets my top rating!
Cofounder and Chief Creative Officer, Beacon Healthcare Communications
It has been an amazing experience to work beside Jeff Bretl. He is a terrific role model for what can be achieved in the industry with professional grace and a steadfast commitment to client satisfaction.
I am continuously impressed with Jeff's ability to manage a multitude of disparate elements from pre-production through post. He is held in the highest esteem by his piers, not only for his sound and knowledgeable creative direction, but his calm and respectful demeanor that is at once authoritative, proactive, and open to collaborative conversation.
Associate Producer, Bretl Collaborative