G.I. Joe action figures have been an American icon since 1964. However, today it faces difficult competition against Marvel and D.C. characters. The approach was to reposition G.I. Joe as the better equipped contender. I created the concept 'The Hero's Hero,' keeping in line with Joe's tagline, 'Wherever there's trouble, G.I. Joe is There'. It places G.I. Joe as the person to call when our superhero's need help. Like when a certain superhero runs out of web; G.I. Joe is there to swoop in and save the day.

 

Responsibilities 

Concept, copy, and illustration