Joe Abreu

Award-winning Creative Direction and Conceptual Development • Project / Creative Team Management • Director-level Marketing, Multimedia, Video & Event Production • Facility Management • Passionate and proven problem-solver, team leader • Dependable and driven, strategic and steadfast in a crisis • Regularly described as "easy to work with," "smart" and "a real nice guy"

Professional Background

 

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January 1999 - Present (full time)

Director of Advertsing and Marketing - 2014 to present

The M&R Companies, Advertising and Marketing Division
Oceanside, CA (Corporate offices in Roselle, Illinois)

Manages creative staff and vendors; budgets; projects; brand and concepts. Directly responsible for the success of advertising and marketing projects for M&R Companies and their subsidiaries in more than 60 countries worldwide.

  • Develops strategies for media assets and product information through all channels of distribution, maximizing return on media creation and management costs
  • Establishes and maintains a consistent corporate image throughout all product lines, promotional materials, and events
  • Builds, manages and develops in-house and external teams; responsible for professional curriculum development and morale and coaching the creative team to deliver and exceed expectations while creating opportunities for success
  • Creates workflows and tactics for cost-effective, multi-lingual translation of product information for international dealers and customers
  • Frequently called upon to work with other departments, sharing expertise and problem-solving skills
  • Previous positions with M&R include: Video Producer (1999 - 2001), Creative Director and Director of Multimedia Production (2001 - 2014)

 

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1988 - Present

Owner

Joe Abreu Photography and Video Production

More than 25 years in business. Expert in all aspects of multimedia and event production with an emphasis on industrial, commercial, educational and corporate video. Clients include ESPN, Mail Boxes, Etc., Hewlett-Packard, Kaiser Permanente, Glencoe/McGraw-Hill, Magnolia Home Entertainment.

  • Wrote, produced and directed live multi-camera events for Kaiser Permanente. Directed talent, corporate representatives, video production and stage crews  
  • Well-connected with numerous San Diego production houses as both vendor, client and colleague
  • Produced, directed and edited BD bonus materials for Magnolia Home Entertainment releases
  • Certified Professional Photographer with experience shooting portraits, commercial and event photography
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2012  - Present (Seasonal)

Event Director

Brew Haha Productions, Orange and San Diego Counties

On-site event director and production manager of annual charitable events for Brew HaHa Productions, creating popular beer festivals in collaboration with Orange and San Diego County Charities like the Fallen Firefighter's Foundation, Big Brothers & Sisters and the Pediatric Cancer Foundation.  Events include craft beer tasting, industry celebrity speakers, and entertainment from popular bands like Reel Big Fish and Dead Man's Party.  Annual vents include: OC Brewhaha, Sabroso Craft Beer and Taco Festival, Brew Hee Haw Craft Beer Roundup at the Orange County Fair, Brewhoho Holiday Ale Festival, Cali Uncorked and The Ye Scallywag Festival.

  • Involved in all aspects of event planning from promotion to execution for 4-6 events each year
  • Extensive event management experience for all types and sizes of events - from 50 to 10,000 guests, both public and private venues
  • Management of large group of diverse and talented event production staff
  • Critical attention to detail from the intial layout of events to the final execution provides smooth events with the ability to quickly react to problems and solve them with minimal impact on the event, vendors and guests
  • Experience managing vendors, entertainers and other event support staff.

 

Video Gallery - Events, Projects and Video Production


  • Media Campaign - Discovery Elementary works to win $50,000 Clorox technology grant.
    This series of videos were produced to support the efforts of Discovery Elementary in San Marcos, CA as they worked to win a $50,000 grant from the Annual Clorox Grant for Education. The PTO, administration and staff members came up with the idea to make an American Idol themed presentation - "Vote Tech Idol" - to the students and parents during a weekly flag salute and it was wildly popular. I had done some photography work for the PTO previously, and they asked if I could help them edit and post the video that a couple parents had shot during the presentation. When I saw the response the kids and parents had to the presentation, I saw an opportunity to build a campaign for community support. I suggested we continue promoting the voter drive using the same Vote Tech Idol theme and characters with a series of video vignettes to be released each week to help keep student interest up and maintain engagement with the parents. I produced the video segments and edited them using a set of graphics and music to mimic the American Idol style. The videos began to see more traffic than expected and the community response was tremendous, which led to several local TV news programs picking up the story and helping spread the word with a surprising amount of coverage including live broadcasts on their morning shows from the school grounds. We shot several appeals from the students to parents and community members to remember to vote each day, and the grass roots campaign was buoyed by each new video and television appearance. Discovery won the grant, providing an influx of new technology into their classrooms. I was asked to make a video documenting the efforts for presentation to the school district board members (The Power of Caring) that helped spur the district into finding ways to provide other schools in the district with new tech as well.


    Kaiser Permanente - Anaheim Grand Opening
    As Kaiser Permanente prepared to open a new hospital in the Anaheim area, they called on our team of event producers to promote, produce and document the event as they welcomed the community and area officials in for a look. Our team handled everything from the ground up, designing the event to accomplish numerous goals for the hospital, including introducing many in the community to the Kaiser Permanente Medical group for the first time. The carnival atmosphere at the general public's Family Day event brought in thousands of community members, where they were introduced to the many benefits of Kaiser's Health care system, including tours of the new facility, friendly introductions to free health care programs, and health evaluations and recommedations. The VIP session brought together hospital executive team members and community leaders as an opportunity for the hospital to thank the community for their help in bringing the new facility to the city and to introduce them to the many people they would be working with in the coming years.  While our team collaborated on all aspects of the event production, my focus was to provide media support, including documentation, promotional materials and press release media for EPK and general online promotion.


    Orange County Brew Haha Productions
    The annual Brew Ha Ha Craft Beer Festival happens each year in September in Orange County's Oak Canyon Park. Each year, the award winning craft beer experience unveils a new collaboration beer produced especially for the event by some of the best brewers in Orange and San Diego Counties. Attendees are among the first to taste the rare and limited beer along with more than 250 craft and import beer samplings from over 90 breweries. Entertainment has included such bands as Reel Big Fish, The Spazmatics, Richard Blade and Dead Man's Party. The event benefits local charitable groups such as the Fallen Firefighters Foundation, the Cystis Fibrosis Foundation, Big Brothers and Big Sisters, and the Pediatric Cancer Foundation.  Attendance is typically over 4000 guests.


    The M&R Companies - Screen Printer's Sucess Stories
    The M&R Companies is the largest manufacturer of screen printing equipment in the world, with distributors and dealers in over 60 countries worlwide. This series of promotional videos focuses on the equipment owners and how they've started and eventually grown their businesses with the help of M&R equipment and employees. The series has been wildly popular, with distribution on YouTube, through promotional materials such as flash drives and locationbased playout at tradeshows. The entire series can be viewed in this playlist.


    The M&R Companies - Finish First with Kruzer Promotion
    As the M&R Companies prepared to launch a new entry-level, self-assembled press, the marketing teamn worked to build a promotion to bring attention to the press in a crowded field of competitors. With an already agresssive price point, the product needed a way to bring it to the attention of the customer base. The Finish First with Kruzer event was created to bring people into the booth at key tradeshows, with an exciting contest that offered winners a free press to take home or credit for the purchase of another press form the product line. The event provided the opportunity to reap advertising from the show promoters' pre- and post-show newsletters and advertisements, and plenty of content to feed the social media channels before during and after the the events. Trade publications were also happy to provide information about the contest through their upcoming events pages and website announcements.


    The Heroism and History of Red Cliff
    This is one of several video segments produced for promotion of and eventual inclusion on the US and International blu-ray disc releases of the epic Chinese film, Red Cliff. I produced, directed and edited this series of interviews with the film's director, John Woo, for Magnolia films in 2010. In this interview, Woo takes us through the history and grandeur of the story of the battle at Red Cliff, and takes us behind the scenes of the making of this award-winning, record-breaking film.


    Moments in Glass - The Hot Glass Art of Dawson Kellogg
    A short documentary about glass blowing and hot glass artist, Dawson Kellogg. A professor at the Columbus College of Art & Design in Columbus, Ohio, Kellogg has studied and taught glass blowing for over twenty years, receiving notable awards, commissions and scholarships along the way. In this video, he creates multiple pieces of glass art for an exhibition at the Zanesville Museum of Art in Zanesville, Ohio. The documentary looks not only at the fascinating process of creating art with hot glass, but also examines the ideas and motivations for Kellogg's creative process. I produced, directed and edited this piece.


    Classic Demo Reel - All of the good old stuff.

Photographic Portfolio

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    La Jolla Landscape

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    Light of Doom - Portrait

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    Light of Doom - Event

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    Portraiture

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    Commercial

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    Wedding - Events

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Education

B.S., Television and Film Production from San Diego State University, San Diego, California

A.A, Radio and Television from Palomar College, San Marcos, California

Naturally curious and passionate about the craft; maintains to-the-minute expertise in the latest industry technology

Awards

Telly Award for project completed at M&R Sales and Service, Inc. The Telly Award honors the finest film and video productions, groundbreaking web commercials, videos and films, and outstanding local, regional, and cable television commercials and programs.

National Academy of Television Arts and Sciences - Pacific Southwest Regional Emmy Award for short documentary, recognizing excellence in local programming.

Get in Touch

Thanks for taking a look at my work!

You can send me an email using this submission form, or give me a call at 760.390.1668 - I'll generally get back to you within 24 hours.

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