People that want to make things better are special. They are a little more determined, a little more considerate, a little more driven. In this spot that launched Hyundai's new brand positioning on advertising's biggest stage, right before kick off of Super Bowl 50, we showed how special these people are, and where they end up.
Agency: Innocean USA Director: Fredrik Bond
In sneaker culture, it's all about who has the newest, freshest kicks. And we set out to help Finish Line establish that they indeed have those kicks with our "Shoes So Fresh" campaign.
"Fresh Battle" depicts two groups of sneakerheads engaged in a mock rap battle and features cameos from two well-known sneaker bloggers, along with an appearance from an A-list rapper and his crew.
It was named "Best Comedy Video" at the 2017 Shorty Awards. Beating out competition that included an entry from HBO's hit series Silicon Valley(big deal for me, love that show). It also won GOLD for Copywriting at the 2017 National Addy's.
Agency: Innocean USA Director: Mike Maguire
Atomic Candy is a quirky, quaint, old-fashioned candy store. It’s the kind of place where old things are new, and the strange and unusual is the norm. I served as writer on this first poster campaign which was lucky enough to be featured in Vol. 3/15 of Lürzer’s Archive, the 2016 Graphis Ad Annual and was a Finalist at the 2015 NY Ad Festivals.
After the first campaign, I continued working on this amazing little client as a CD with a bit of writing thrown in as needed. All four Atomic campaigns I worked on while at Innocean, including the two here, and the two Halloween campaigns you'll find on another page of my site made it into issues of Lürzer’s Archive. A feat we're extremely proud of.
Agency: RPA Director: Brian Billow
Enlightened dogs deserve special treats. Treats made in small batches from organic ingredients. And of course you'd expect those enlightened treats to come from California. That’s the core of this campaign, conceived and created for an entrepreneur my former Art Director(who's also an aspiring/killer film director) met by chance in an Uber. After discovering his Uber driver owned an organic dog treat company, Kiran asked if he could shoot some spots for him. So we wrote these. Kiran shot them. And Innocean was gracious enough to get behind them.
"Unsullied" was named "Best Web Film" by BestAdsOnTV.com the week of Super Bowl LI. It also won GOLD for Copywriting at the 2017 National Addy's and finished as a Finalist at the 2017 NY Ad Festivals.
Agency: Innocean USA Director: Kiran (kirankoshy.com, go there!)
Titleist is the leader in golf ball sales by a wide margin. And they use the claim that they're the "#1 ball in golf" relentlessly. But that #1 status is based on sales. Not performance. The truth is, Bridgestone golf balls outperform Titleist's by a surprising amount. So we leveraged their own messaging against them to show the absurdity of golfers trapped in this "herd mentality." And we used cold hard stats, along with the best golfer in a generation to wake up the lumbering masses in an epic way.
For Halloween 2016 we came up with an idea that played into the mood of the country during the nightmarish election year which featured two of the most unpopular candidates in U.S. history. We created posters along with smaller signs that people could place in their yards. The campaign was featured in an article on Adweek.com and in Vol. 6/16 of Lürzer’s Archive.
The second campaign ran the previous year and made it into Vol. 1/16 of Archive.
Winning $5000 a week for twenty-five years will change a person's life. Even if that person is a dummy.
Agency: David&Goliath Director: Harold Einstein
At the time, the leader in prepaid, no-contract wireless service and the fifth largest cellular provider in the country. During this campaign's two-year run, we produced a few dozen TV spots and the company had three record quarters of subscriber growth. "The Shaming" premiered during Super Bowl XLIV as a regional buy in major markets across the country and made Spike TV's Top 10 List.
Agency: The Richards Group Director:Jim Hosking AD:Kiran Koshy
The Sport Utility Vehicle, it's become the automotive equivalent of mom jeans. A segment filled with functional, risk-averse vehicles. So with its undeniably striking looks, the launch of the redesigned 2016 Tucson arrived as much needed wake-up call. So we positioned it as an agent of change coming with an important message: It's time to get out there and live. Our campaign launched with this rallying cry, tagging the Tucson "The Official Pace Car of Living."
In addition to TV, we worked with Buzzfeed to create additional content. These videos took playful perspectives on our "culture of busy" and the effects smartphones have on our personal relationships. In addition to video content, there were the obligatory lists. Because, come on, it's Buzzfeed.
Agency: Innocean USA Director: Brian Beletic
CSX Rail wanted us to create a social initiative that tied into its partnership with The Weather Channel. After spending some time browsing TWC's site and watching their broadcasts, we came to the quick realization that horrible weather is about the only thing they ever talk about. Floods. Tornadoes. Polar Vortexes. So we decided to create something that focused on nice weather for a change. The product was Perfect Weather Chasers, a program designed to get people outside, documenting and talking about the brighter side of weather on social media.
It's big. It's real. It's really big.
Agency: RPA Director: Brian Billow
Getting your foot in the door at agencies can be tough. Sometimes you have to do more than build a website and send an email, right? So a few years ago I sent a couple of my favorites paper-craft clones of my head attached to radio-controlled cars. Giving them a chance to take me for a test drive. Personalized audio greetings were recorded onto small interior speakers which could be played at the press of a button. The greeting in the video below has been cut short to protect the identity of its recipient.
Here you'll find an assortment of work. Maybe some newer one-offs. Some older campaigns. Some weirder stuff. But all premium. And you have my guarantee, absolutely no peanuts. This is a deluxe mix.