WORK
Storyteller, Brand Strategist, Project Manager
Joe has had the opportunity to work on a number of high profile projects, blockbuster Hollywood movies, popular reality TV shows, experimental brand strategies and live events in the US and abroad.
Review a sample of projects below, please get in touch for a more detailed résumé / portfolio and to discuss potential projects, consultations or collaborations.
Brooklyn Nets
Working with a team my father took me to see growing up was a childhood dream come true. I led the Nets’ creative department during the team’s renaissance in Brooklyn, culture was the focus on and off the court. We partnered with big brands (Infor, Jet Blue, Steve
Madden, Visa, AMEX), we partnered with big names (Notorious BIG, Jay-Z/Beyoncé), released Nike’s most popular City Edition Jersey, created the name and identity of the NBA 2k League’s Nets Gaming Crew and inducted two legends to the Basketball Hall of Fame.
Spreading love and “grinding” (working hard) until your hustle is tight are the way of the world in Brooklyn, that was our culture. The design aesthetic focused on authenticity, flair and unity. Team imagery was team focused, because WE are Brooklyn.
Authenticity helped create a buzz and sell tickets, even when the team was losing on the court. The team became known for their culture, establishing themselves as one of Forbes’ 6 most valuable NBA Franchises, recently sold for the the highest selling price any sports team has been sold for.
This video for the 2019 schedule announcement was produced by Joe Lipari, designed by Jessie Kavana & directed by Jeff Gamble.
Other branding initiatives include :
2018/19 Biggie/Coogie inspired City Edition jersey and roll out, including arena signage, out of house signage, social media announcements and street team initiatives.
Create brand identity for the Net's Gaming Crew for the burgeoning NBA 2k league's 2019 season.
Partner with team sponsors (INFOR, Jet Blue, Steve Madden, Snapchat, etc) to create web content, in game content and cobranded advertisements.
Work with Basketball HOF to create content for the induction of Nets legends (Jason Kidd & Rod Thorn).
Oversee the production of Nets branded t-shirts, posters, bobble heads, billboards, arena signage, etc.
Madden, Visa, AMEX), we partnered with big names (Notorious BIG, Jay-Z/Beyoncé), released Nike’s most popular City Edition Jersey, created the name and identity of the NBA 2k League’s Nets Gaming Crew and inducted two legends to the Basketball Hall of Fame.
Spreading love and “grinding” (working hard) until your hustle is tight are the way of the world in Brooklyn, that was our culture. The design aesthetic focused on authenticity, flair and unity. Team imagery was team focused, because WE are Brooklyn.
Authenticity helped create a buzz and sell tickets, even when the team was losing on the court. The team became known for their culture, establishing themselves as one of Forbes’ 6 most valuable NBA Franchises, recently sold for the the highest selling price any sports team has been sold for.
This video for the 2019 schedule announcement was produced by Joe Lipari, designed by Jessie Kavana & directed by Jeff Gamble.
Other branding initiatives include :
2018/19 Biggie/Coogie inspired City Edition jersey and roll out, including arena signage, out of house signage, social media announcements and street team initiatives.
Create brand identity for the Net's Gaming Crew for the burgeoning NBA 2k league's 2019 season.
Partner with team sponsors (INFOR, Jet Blue, Steve Madden, Snapchat, etc) to create web content, in game content and cobranded advertisements.
Work with Basketball HOF to create content for the induction of Nets legends (Jason Kidd & Rod Thorn).
Oversee the production of Nets branded t-shirts, posters, bobble heads, billboards, arena signage, etc.
Brooklyn Boxing
Admittedly I wasn’t a big boxing fan before working at BSE. When I had the
opportunity to rebrand Brooklyn Boxing I did a deep dive into the history and culture of the sport and have become a fan in the process. I worked closely with Showtime, Fox, Premier Boxing, Floyd Mayweather and Heavyweight Champion Deontay Wilder in branding Barclays Center as the new center of the boxing world.
Through Brooklyn Boxing I learned the value of truly knowing your base, your
initiatives need to speak to them directly. They are your loyal customers and their enthusiasm spreads. The approach of the rebrand was mixing the colors of the modern design and outgoing brand guidelines with a classic boxing feel. Fighters and fans loved the boxing poster textures and backgrounds.
With our closest competitor, Madison Square Garden, often having fights the same night it was important to stand out. We used street teams, visited gyms and thought outside the box(ing ring) to spread awareness; we often out sold one of the most famous arenas in the world, MSG.
While managing the rebrand of Brooklyn Boxing I had the opportunity to produce this commercial for Brooklyn Boxing merchandise on a shoe string budget with a tight deadline. Commercial still in rotation on Fox Sports and PBC Championship Boxing events. (Directed by Anthony Ingrassia & Executive Produced by Jeff Gamble)
Other Branding Itiatives include:
Promote fights between: Wilder vs. Stiverne II, Wilder vs. Ortiz, Wilder vs Breazeale, Garcia vs Porter & Chordale Vs. Booker
Create dynamic branded content for social/web, in event (between fights), Time Square bilboards, Fight Night posters for local gyms, etc..
Oversee the design and production of branded merhcandise to be sold in the Brooklyn Boxing store.
opportunity to rebrand Brooklyn Boxing I did a deep dive into the history and culture of the sport and have become a fan in the process. I worked closely with Showtime, Fox, Premier Boxing, Floyd Mayweather and Heavyweight Champion Deontay Wilder in branding Barclays Center as the new center of the boxing world.
Through Brooklyn Boxing I learned the value of truly knowing your base, your
initiatives need to speak to them directly. They are your loyal customers and their enthusiasm spreads. The approach of the rebrand was mixing the colors of the modern design and outgoing brand guidelines with a classic boxing feel. Fighters and fans loved the boxing poster textures and backgrounds.
With our closest competitor, Madison Square Garden, often having fights the same night it was important to stand out. We used street teams, visited gyms and thought outside the box(ing ring) to spread awareness; we often out sold one of the most famous arenas in the world, MSG.
While managing the rebrand of Brooklyn Boxing I had the opportunity to produce this commercial for Brooklyn Boxing merchandise on a shoe string budget with a tight deadline. Commercial still in rotation on Fox Sports and PBC Championship Boxing events. (Directed by Anthony Ingrassia & Executive Produced by Jeff Gamble)
Other Branding Itiatives include:
Promote fights between: Wilder vs. Stiverne II, Wilder vs. Ortiz, Wilder vs Breazeale, Garcia vs Porter & Chordale Vs. Booker
Create dynamic branded content for social/web, in event (between fights), Time Square bilboards, Fight Night posters for local gyms, etc..
Oversee the design and production of branded merhcandise to be sold in the Brooklyn Boxing store.
NY Islanders
Growing up, Islander great Chico Resch, of the Stanley Cup championship Islanders’ dynasty, was my goaltending coach. I was too young to really appreciate it, but my father still tells the stories of Chico tending goal in our driveway. Getting the opportunity to work with the Islanders was another childhood dream come to fruition.
With the Islanders during a disappointing season and a season that led to an impressive post season run was exciting, because I got to see how both seasons effected front office. I led the creative team as the Islanders changed their coaching staff, it was an overnight culture change. Under Barry Trotz and Lou Lamoriello, the Islanders went from a player focused brand strategy to one where the only name that mattered was the name on the front of the jersey.
With guidelines dictated by the coach and general manager, my team was forced to get creative. We focused on the Islanders’ legacy, humor and the devoted Islander fandom. I was considered the pop culture expert of the office, often deferring to my creative suggestions with sponsored cross promotions (Marvel, Star Wars, WWE, Disney) that helped sell tickets to both the games and cobranded events.
As part of BSE's partnership with the 4 time Stanley Cup Champion NY Islanders Joe Lipari partnered with team ownership & marketing department to create dynamic branded content in an effort to foster team loyalty, increase ticketsales and create interest in TV/radio broadcasts during the 2018 and 2019 seasons.
Brand initiatives Include:
Oversee the production of branded merchandise to be sold in the team store.
Partner with sponsors to create branded content for social/web, in game announcements, print advertisements and broadcast.
This WWE/NY Islanders promo for WWE night coincided with the announcement of Wrestlemania Week at Barcalys Center. Given the unique challenge of advertising the game and event without using player or wrestler imagery.
With the Islanders during a disappointing season and a season that led to an impressive post season run was exciting, because I got to see how both seasons effected front office. I led the creative team as the Islanders changed their coaching staff, it was an overnight culture change. Under Barry Trotz and Lou Lamoriello, the Islanders went from a player focused brand strategy to one where the only name that mattered was the name on the front of the jersey.
With guidelines dictated by the coach and general manager, my team was forced to get creative. We focused on the Islanders’ legacy, humor and the devoted Islander fandom. I was considered the pop culture expert of the office, often deferring to my creative suggestions with sponsored cross promotions (Marvel, Star Wars, WWE, Disney) that helped sell tickets to both the games and cobranded events.
As part of BSE's partnership with the 4 time Stanley Cup Champion NY Islanders Joe Lipari partnered with team ownership & marketing department to create dynamic branded content in an effort to foster team loyalty, increase ticketsales and create interest in TV/radio broadcasts during the 2018 and 2019 seasons.
Brand initiatives Include:
Oversee the production of branded merchandise to be sold in the team store.
Partner with sponsors to create branded content for social/web, in game announcements, print advertisements and broadcast.
This WWE/NY Islanders promo for WWE night coincided with the announcement of Wrestlemania Week at Barcalys Center. Given the unique challenge of advertising the game and event without using player or wrestler imagery.
Dream Job
It sort of started as Recession Proof Comedy, a free comedy show at The Village Lantern in New York City’s East Village. I was already working as a freelance production cordinator and got good at always finding a better price, the upside of being raised by an accountant. So, my first venure as an entrpenuer was Recession Proof Pictures, under which I worked with clients including MTV, HSN, Marvel/Sony and shot an award winning short film in three days on a very small budget (Dream Job).
The award winning short film written, produced, directed & edited by me, Joe Lipari.
Out-of-work filmmaker, Dave Koumanzales (Dave Hill), is broke, behind on his bills and facing eviction from his apartment. Things are so bad, he's selling his comics to make ends meet. Just as he's about to give up hope, he's offered what he thinks is his dream job; the chance to work for George Lucas.
: Official Selection :
NYC PictureStart Film Festival (Audience Award)
The Friars Club Comedy Film Festival
The Hollywood Shorts Film Festival
Quirkfest : Comedy Film Festival
The Laugh Out Loud Film Festival
Iron Mule Film Festival at 92Y: Tribecca
Middle State Independent Comedy Festival
Lighthouse International Film Festival
Artists for The Creative Theatre: Film Festival
Hoboken International Film Festival
Long Island International Film Expo
First Glance Film Festival's Spring 2012: Online Competition (Finalist)
Sfter seeing Dream Job at a festival screening in New York City, Reeves Lehmann offered show a max scholarship to the School of Visual Arts.
The award winning short film written, produced, directed & edited by me, Joe Lipari.
Out-of-work filmmaker, Dave Koumanzales (Dave Hill), is broke, behind on his bills and facing eviction from his apartment. Things are so bad, he's selling his comics to make ends meet. Just as he's about to give up hope, he's offered what he thinks is his dream job; the chance to work for George Lucas.
: Official Selection :
NYC PictureStart Film Festival (Audience Award)
The Friars Club Comedy Film Festival
The Hollywood Shorts Film Festival
Quirkfest : Comedy Film Festival
The Laugh Out Loud Film Festival
Iron Mule Film Festival at 92Y: Tribecca
Middle State Independent Comedy Festival
Lighthouse International Film Festival
Artists for The Creative Theatre: Film Festival
Hoboken International Film Festival
Long Island International Film Expo
First Glance Film Festival's Spring 2012: Online Competition (Finalist)
Sfter seeing Dream Job at a festival screening in New York City, Reeves Lehmann offered show a max scholarship to the School of Visual Arts.
Serious Audio Video
When Serious offered me a position to create their brand messaging they were a blank canvas, they barely had a website. I excitedly jumped at the opportunity because I knew of their brand and the quality of work they did. Their goals were to expand their service area, focus on more corporate clients and “maybe add consulting services”. During my time there we did all three and increased revenue by just under 200%.
Once we created their brand identity and built up their web presence I created media partnerships with trade magazines and industry journalists. After establishing them as design focused leaders in their field they quickly transitioned to doing more commercial clients, sports bars and the types of projects that had higher profit margins. Their
website and cohesive SEO/SMO/e-mail campaigns helped grow their client base
exponentially, expanding to international consulting services.
Now they focus primarily on consulting, drastically reducing their overhead, while continuing to do commercial projects and the occasional advanced home system.
As the VP of Sales & Marketing for Serious Audio Video Joe Lipari was formally recognized for reinventing advertising practices in the smart home & business industry, highlighted as a Top 40 Under 40 influencer by 2 major trade publications and received an award at CEDIA.
Accolades include:
Managed integrated marketing strategies and published write-ups on blogs and social networking websites to properly execute and leverage our SEO/SMO strategy.
Coordinated cohesive brand strategy across multi platform media channels.
Created partnerships with reputable industry magazines, podcasts and networks.
Contributed to a more than 100% sales revenue increase through brand awareness expansion via search engine and social media optimization (SEO, SMO); focusing on commercial clients and phasing out smaller residential services .
Facilitated addition of consulting services to the business plan which expanded the service area, increasing revenue. The goal being to transition to company from dealer/designer/installer to designer/consultant on larger international development projects.
Once we created their brand identity and built up their web presence I created media partnerships with trade magazines and industry journalists. After establishing them as design focused leaders in their field they quickly transitioned to doing more commercial clients, sports bars and the types of projects that had higher profit margins. Their
website and cohesive SEO/SMO/e-mail campaigns helped grow their client base
exponentially, expanding to international consulting services.
Now they focus primarily on consulting, drastically reducing their overhead, while continuing to do commercial projects and the occasional advanced home system.
As the VP of Sales & Marketing for Serious Audio Video Joe Lipari was formally recognized for reinventing advertising practices in the smart home & business industry, highlighted as a Top 40 Under 40 influencer by 2 major trade publications and received an award at CEDIA.
Accolades include:
Managed integrated marketing strategies and published write-ups on blogs and social networking websites to properly execute and leverage our SEO/SMO strategy.
Coordinated cohesive brand strategy across multi platform media channels.
Created partnerships with reputable industry magazines, podcasts and networks.
Contributed to a more than 100% sales revenue increase through brand awareness expansion via search engine and social media optimization (SEO, SMO); focusing on commercial clients and phasing out smaller residential services .
Facilitated addition of consulting services to the business plan which expanded the service area, increasing revenue. The goal being to transition to company from dealer/designer/installer to designer/consultant on larger international development projects.
Chiller : Scary Good Hitchcock Marathon
The award winning motion graphics commercial for Chiller's Alfred Hitchcock marathon was produced by Motive (NYC) as part of an ongoing partnership with NBC's Chiller Theater.
With a tight deadline and very specific instructions for deliverables, Joe led a team of motion graphics artists and photo retouchers to create this promo as well as a number of other promos for Chiller, including Buffy the Vampire Slayer.
With a tight deadline and very specific instructions for deliverables, Joe led a team of motion graphics artists and photo retouchers to create this promo as well as a number of other promos for Chiller, including Buffy the Vampire Slayer.
Find Copan
An award winning Augmented Reality mobile campaign created with Motive, a fully immersive treasure hunt that led users to the opening of an all new nightclub in Ireland. Users won cash, prives and an all inclusive VIP experience during the grand opening weekend.
At the forefront of AR technology, Joe and his team at Motive were able to deliver a bug free experience users loved.
At the forefront of AR technology, Joe and his team at Motive were able to deliver a bug free experience users loved.
Story 1/2 Told
As a Creative Producer for Bean Labs Joe Lipari partnered with long time collaborator Chris Valentino for Story Half Told, an in depth look at the lives of women livng with metastatic breast cancer.
This heart wrenching series of mini documentaries followed these brave women and their families for a day in the life look at what life was like as they lived with fatal diagnoses and how the experiemntal treatment helped them live longer than doctors expected.
This heart wrenching series of mini documentaries followed these brave women and their families for a day in the life look at what life was like as they lived with fatal diagnoses and how the experiemntal treatment helped them live longer than doctors expected.
Xerox Jazz Finder
As creative producer at Motive Joe Lipari spearheaded the team that created the award winning Jazz Finder app for Xerox's Jazz Festival. The heavily used app was part resource and part social media marketing tool that let fans take augmented reality selfies with famous jazz musicians.
Fountain Joy Demo
A demonstration of the Fountain Joy app for Coke & McDonalds, rolled out in small markets and at various music or film festivals.
The stunt app was created to drive business to McDonalds, promote Coke products and engage fans on social media. This project took a lot of convincing, it was our first AR project while the technology was new. The client feared the newness would be a turn off, but were admittedly surprised with it's success. Every so often we receive word that they're using it at another festival.
The stunt app was created to drive business to McDonalds, promote Coke products and engage fans on social media. This project took a lot of convincing, it was our first AR project while the technology was new. The client feared the newness would be a turn off, but were admittedly surprised with it's success. Every so often we receive word that they're using it at another festival.
Team Coco
As a producer at Motive Joe Lipari oversaw the design and animation for the motion graphics show package of "Team CoCo Presents the Conan Writers Live". (Directed by Chris Valentino)
Stand Up at El Rey
As a producer with Motive Joe Lipari over saw the production (from pitch through completion) of the opening titles for Comedy Central's stand up series "Russel Simmons Presents Stand Up at the El Rey. (Directed by Chris Valentino)
Down & Dirty w/ Jim Norton
Another partnership with Director Chris Valentino as a producer at Motive, Joe Lipari oversaw the ideation, casting and production of the opening titles for HBO's Down & Dirty w/ Jim Norton.
Vacation Fail
Recession Proof Media became the name of my LLC when I started offering more than video production. Print, digital, mobile and SEO/SMO marketing strategies were in higher demand and I needed to show that I offered those too. RPM’s clients include Berkshire Hathaway Home Services, Serious Audio Video, Sparrow Wine & Liquors and Marvle/Netflix.
This was my first commercial spot, made on spec with students from my No Budget Filmmaking Workshop at IO West in Los Angeles, CA.
Joe Lipari produced, directed & starred in this clip for Blue Cross / Blue Shield of California. Shot to seem like vacation footage gone horribly wrong.
It became their most popular commercials and still goes back in to circulation on occasion, I still get residual checks for the pratfall on this.
Originally I wasn't going to star in it, but he had to improvise when an actor didn't show up on time.
This was my first commercial spot, made on spec with students from my No Budget Filmmaking Workshop at IO West in Los Angeles, CA.
Joe Lipari produced, directed & starred in this clip for Blue Cross / Blue Shield of California. Shot to seem like vacation footage gone horribly wrong.
It became their most popular commercials and still goes back in to circulation on occasion, I still get residual checks for the pratfall on this.
Originally I wasn't going to star in it, but he had to improvise when an actor didn't show up on time.
Ghosts of Ole Miss
As the Post Production Coordinator on this episode of ESPN's 30 for 30 Joe worked closesly with the director and produces to supervise story telling and make deadlines.
House Hunters International
As the Video Effects Producer on House Hunters International, Joe oversaw the production and implementation of the visual effects on 200 episodes of the hit show on HGTV.
Wind Gods
As the Editorial Assistant on Wind Gods Joe worked closesly with the editor, director and producers to tell a cohesive story.
BHHS Hudson River Properties
Hudson River Properties has been one of Joe's longest running clients, this video is a broadcast commercial that's played on local cable stations in Hudson County and greater New Jersey.
Innerstate
An excerpt from Innerstate, a feature length documentary by producer/director Chris Valentino; Joe Lipari worked closesly with Chris as an associate story producer, helping to tell a cohesive story about three adults living with chronic diseases of the immune system: psoriasis, Crohn's disease, and rheumatoid arthritis.
Joe is also featured in the trailer, posing as a psoriasis patient.
Joe is also featured in the trailer, posing as a psoriasis patient.
Fangoria
As a producer for Fangoria Joe Lipari worked on a number of high profile projects, including the Chainsaw Awards, the live broadcast of The Village Halloween Parade, the Weekend of Horrors (convention) and Fangoria Radio.
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