Bowman Creative

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A few samples of Bowman Creative work over the years (this slide show is in gallery form at bottom of page).

Working, living and learning alongside ‘Mad Men,’ ‘Designing Women,’ and ‘The Client’ for over 25 fun and crazy years. I love to see the whole cast of brand characters connect with the audience to make positive things happen in the marketplace for the client and the audience.

Once we study your business definition, we begin a unique process that endeavors to do three things:

1. Discover you brand’s intellectual appeal by writing a positioning statement:

How your brand, product or service is uniquely positioned (brand differentiation) in the marketplace against competitors and to what main audiences.

2. Define your brand’s emotional appeal by developing your brand personality:

The personality, character traits or style that your brand, product or service will display to your target audience.

3. Decide where your ego appeal lies by deciding on your brand affiliation:

What using your brand, product or service will make your audience feel by way of affiliation to the kind of groups, or tribes, they prefer to associate.

Inclusive Health TV : Concept, writing, and art direction: Jeff Bowman. Animation: Alex Liollio.

To download a PDF version of Bowman Creative’s portfolio of work, please go to the home page and see the “” image in the left-hand column.

If interested in how Bowman Creative can help you with your branding, design, advertising, or marketing needs, contact Jeff at madmanbowman at gmail dot com.

Bowman Creative Gallery (click on any image for an enlarged view)


(M)ad Men Making Change’s quest is to showcase people in the arts, design, advertising and related professions who are making positive changes in our mad world, using their (m)ad skills to make real change through various charitable work, not-for-profit causes and social change initiatives.

3 Responses to “Bowman Creative”
  1. Carol McCoy says:

    Hey Jeff – Not sure I am using the right lingo, but did you produce this video? Yay or nay, it is a very powerful message. What I liked about it was that it was inspirational – not guilt producing. Does that make sense?

    • madmanbowman says:

      Yes, Carol, you are using the right lingo. However, no ONE person ever produces a TV commercial, and the term “produce” means different things in different contexts. Yes, in the big picture context, myself, plus a large team of very, very talented people, got this TV commercial/campaign “produced” for the client. However, my role would not have been called the “producer,” my role was “creative director.” This is somewhere half way between what Don Draper (writer/creative director) and Salvatore Romano (the art director, who got fired last season, but is rumored to come back this season) do on the show “Mad Men.” This means is that I was ultimately responsible for presenting original concepts to the client (we did concept story boards and rough cuts in iMovie), and getting it “produced” for the client, making sure the final production was true to the concept desired by my creative team and the client. I worked with a writer, Brad Preslar ( and an account team at The Stone Agency ( to come up with concepts and present them to the client, Blue Cross and Blue Shield of NC. This concept was 1 of 3 concepts presented, and actually, believe it or not, this was not even our favorite, but the runner up. The client actually preferred our favorite as well (and “bought it”), and if all had gone as planned we would have had a much, much, much different commercial (lower cost production, more grassroots, more YouTube, social media oriented, cheaper to produce and distribute idea). However, the idea we all liked best relied very heavily on a very specific song, but we could not obtain the rights to use the song (ask me the name of the song offline, and I’ll tell you.. you’ll get a big laugh from it). The filming, editing and production were done by wonderful film company in NYC, now called Collective (, at the time called McNamara Films. David McNamara was the director. A wonderful, freelance “producer” was hired to produce: Danica Walker ( ~ her job description: “get it done!” Gather all the resources, make everyone work together, watch the budgets, book the hotels, schedule, schedule, schedule, police, nurse, coordinate, stick with it to the end till it’s done right (if the whole process/production team was a family, she would be “mom,” taking it from conception to birth and into a productive living, useful commercial). The geat editing was done by Charlie Bender at a sister company/partner to McNamara at the time, Homestead Edit which is now Homestead Films (

      • Carol McCoy says:

        Thanks for the mini-education Jeff. I love learning about new things and since we do not have cable out this way, I can’t learn from the show “Mad Men.” You did a great job summing things up for me.

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  • This blog is the personal expression of MadMan Bowman and some of his friends. It is not owned, operated, supported or associated with AMC or the actual Mad Men TV show, or Banana Republic in any way, shape or form.
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