People who 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 a new brand positioning for Hyundai right before the kickoff of Super Bowl 50, we showed what makes these people so special and where they end up.
Agency: Innocean Worldwide Director: Fredrik Bond
In sneaker culture, it's all about who has the newest, freshest kicks. So 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 facing off and features cameos from two well-known sneaker bloggers, along with an appearance from an A-list rapper and his crew.
The video won GOLD for Copywriting at the 2017 National Addy's. It was also named "Best Comedy Video" at the 2017 Shorty Awards. Beating out competition that included a submission from HBO and their hit series Silicon Valley(big deal for me, love that show).
Agency: Innocean Worldwide Director: Mike Maguire
Atomic Candy is a quirky, 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 we produced, including the two here and the two Halloween campaigns you’ll find on another page, made it into Lürzer’s Archive. A feat we were extremely proud of.
Rival car dealers unwittingly convince drivers to go with Honda.
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 now a killer commercial 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 some. Kiran shot them. And Innocean was gracious enough to get behind them.
The video "Unsullied" earned a Bronze Clio, 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, Bronze at the London International Awards and finished as a Finalist at the 2017 NY Ad Festivals.
Agency: Innocean Worldwide Director: Kiran Koshy (kirankoshy.com, go there!)
At Innocean, I spent a majority of my time as a brand writer on Hyundai. And as with all automakers, the focus is usually on the newest, shiniest models. So it was exciting when the briefs for launch campaigns came our way. We were given a semi-blank slate. The chance to carve out a new tone and attack a new strategic direction for each car. But we also needed to stay in our lane and keep it on brand. And of course, sell some cars. Here are two launch campaigns I worked on for Sonata and Tucson.
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 yard signs that people could place on their lawns to frighten neighbors. They were featured in an article on Adweek.com and appeared in Vol. 6/16 of Lürzer’s Archive.
The second poster campaign ran the previous Halloween and made it into Vol. 1/16 of Archive.
Titleist is the leader in golf ball sales by a wide margin. And they’ve been using that as the basis of their "#1 ball in golf” claim for ages. It’s been extremely effective. But it’s a half-truth. Yes, they’re #1 in sales. But not performance. And performance is what golfers should really care about. And Bridgestone’s latest golf balls outperform Titleist’s by a surprising amount.
So we leveraged Titleist’s own messaging against them to show golfers the absurdity of being trapped in this "herd mentality." We used cold hard stats, along with the best golfer in a generation to wake up the lumbering masses in an epic way. We created TV, Print and digital which included page takeovers on golf sites.
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 Publicis, I had the chance to help create brand campaigns for Bridgestone Tires. That included everything from social and digital led work, to broadcast TV for the Olympics.
CSX Rail wanted us to create a social initiative that tied into their 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 basically 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.
Wawa is a chain of convenience stores based in the Northeast. They have a cult-like following and are known for their food market. Hoagies are a specialty and Hoagiefest is their yearly celebration of this beloved sandwich.
For this Hoagiefest, we were asked to totally reimagine the annual event. To make it something that customers would remember and look forward to each year. Enter “Hoagieman” flying in on his hoagie-powered balloon. Hoagiefest’s new 60’s music festival theme was embraced in every medium. From TV to in-store posters.
To help us write the Hoagiefest soundtrack, we landed Parry Gripp, lead singer of the band Nerf Herder and creator of countless silly, food and animal related YouTube videos. With hits including, “Nom, Nom, Nom.” And my personal favorite, “Weiner Dog On A Minimoog.”
It's big. It's real. It's really big. And Honda wanted us to create some TV and radio to help get the word out. Even though it probably didn’t need it. That’s right, it’s that big.
Agency: RPA Director: Brian Billow
Here you'll find an assortment of work. One-offs, older campaigns that I just can’t let go, and some weirder stuff. But all premium. And you have my guarantee, absolutely no peanuts. This is a deluxe mix.