A project that reminds everyone the importance of voting.
On the eve of what many perceived to be the most important election of our lifetimes, we were inspired to create a piece of sharable content that would not just remind Americans about the importance of voting, but also remind them of the inspiring presidents that came before... and the powerful legacies they left behind. The Presidents who embodied qualities of true leadership and stood for principles that helped unite us as a nation.
We invited a variety of Americans from all ages and all walks of life to answer one simple question: who was the President that inspired you most throughout your life… the President you wanted to be like when you grew up. We had a table full of framed portraits of past Presidents and asked each of our subjects to select the one that meant the most to them.
In listening to our subjects talk about these Presidents, what stood out to us was the consistent themes of kindness, strength, fairness, and the ability to bring people together — a far cry from what we’ve seen represented in parts of the 2016 election. We want this film to remind voters to think about the example we’re setting for the next generation. Of the two candidates on the ticket, who do we think will do a better job at inspiring our children? That’s the person we hope Americans vote for.
Directors Matt Ogens and Steve Oritt, approached Creative Director/writer David Blacker to help brainstorm a concept that could be turned around quickly and on a modest budget. The goal was to create something original, simple and effective. The “When I Grow Up” concept was born. We called upon our talented and hard-working industry friends (Producer John Nguyen, Union Editorial’s Daniel Luna and DP John Tipton) to help turn this around in record speed.
We’re all very proud of how the piece turned out and its power to remind people of the important qualities we need our future President to embody.
Directed by Matt Ogens and Steven Oritt
Creative Director/Writer: David Blacker
Producer: John Nguyen
Director of Photography: John Tipton
Music by WAZ-JACKSON
Post Production: Union Editorial
Editor: Daniel Luna
Post Executive Producer: Michael Raimondi
Post Producer: Samantha Machado
Assistant Editor: Hunter Lurie and Roman Petrov
Logan Aries: Finishing Producer
Maury Rosenfeld: Flame Artist
Milos Zivkovic: Sound Engineer
After 6 successful years in market, Ancestry’s growth had plateaued. At that point, they approached us to develop a new TV advertising campaign that would build an emotional connection with the audience while still driving immediate action. With a focus on the fun and often surprising insights uncovered by the Ancestry service across all products, the ensuing 2015, 2016 and 2017 campaign proved to be the most successful in the company’s history, besting prior subscriber growth by 35%.
As we know, shooting real people can be tricky. It’s about finding characters that are believable, memorable and engaging. It's also a numbers game. You have to shoot some duds to find the gems. In the end, we landed on some great, break-through personalities.
They say the true mark of a successful campaign is when it gets parodied and becomes a pop-culture phenomenon. This campaign achieved such a feat when it was spoofed by Comedy Central, Saturday Night Live… and even Brietbart News.
ZipRecruiter came to us asking for a 30 second DR spot. We ended up delivering not only the hard-working spot they wanted, but also a 60 second brand spot they needed in order to stand apart from everyone else in the category. One spot addressed their "how", while the other articulated their "why."
There's a moment of pure joy that happens when you scoop an amazing unpublished hotel rate on Hotwire. The Happiness brand campaign captures these personal victories and celebrates the art of getting the savvy hotel deal. I worked with The Mercadantes, a directorial duo known for capturing the raw and honest beauty in people. It was a win for everyone.
Happiness was also getting to work with Errol Morris on real people interview spots for the same campaign. Known for his award-winning documentary style, Errol Morris captured stories that brought out the joy, humor and authenticity in these simple human moments of discovering a great hotel deal on Hotwire. Through the faces of real people, we watch as they discover exactly how Hotwire works and how they can use it to their advantage to beat the system and snag the best deal.
The debut of this campaign was made extra special when Hotwire decided to launch with Lucky Me, a spot about a real-life, married gay couple and their son. Hotwire's public support of equality has helped break down barriers in media and, to a larger extent, society (judging by all the positive responses). It's great to work with people that deem inclusive TV spots a non-issue. By treating it that way, the hope is it'll soon be seen that way.
In addition to new television spots, the Hotwire re-brand gave us the opportunity to update Hotwire’s identity to reflect the joy and excitement of traveling and finding great deals. We made Hotwire’s look feel happier by incorporating bold pops of color and modernizing their logo treatment.
With Ipsy, every month women get the chance to break out of their typical makeup routine by trying five new and exciting beauty products. As soon as they unzip their Glam Bag the discovery begins.
For their launch spot, we used the bag itself as a transitional device to show the many looks a woman can have by unzipping her monthly Glam Bag and trying out all the personalized products inside.
Our goal was to create a high-energy spot that celebrates the beauty of all women while capturing the fantastical Ipsy world... always alive, sexy, colorful, youthful, glamourous and fun.
Bolthouse Farms recently launched 1915 — an ultra-premium, cold-pressed, organic juice line.
In a time when consumers seek products with clean, short ingredient lists, 1915 offers unique flavor combinations such as carrot with apple, lemon, ginger and coriander, and beet with carrot, orange and lemon.
1915 — which takes its name from the first year that the Bolthouse family began their commercial farm operation — was one of those rare projects that I was involved in from the very beginning, back when the recipes were first being developed. And from my first taste test, I knew this product was going to be special.
Initially tasked with creating a corporate identity, we went on to produce a full 360 campaign, developing all branded assets (site, POS, Print, OOH, social, etc.)
In staying true to the essence of the product, I took an essentialist approach to creating the tone of voice and brand personality… having all messaging focus on what’s essential — the perfect amount of the things that matter, while eliminating the things that don’t.
The line launched in May 2015 in major national retailers including Target and Walmart.
This high-profile television, print and online integrated campaign for DIRECTV NFL Sunday Ticket featuring Jimmy Kimmel, LL Cool J, Denis Leary and Peyton and Eli Manning doubled the client’s most optimistic acquisition goals... and lasted several years.
Parents are faced with an unfair tradeoff when it comes to kids snacks. If they’re good, they’re not healthy. If they’re healthy, they’re not good. That's why Bolthouse Farms created a new line of kid snacks. Powered by real fruits and veggies, healthy and fresh now means yummy and fun.
The objective for this campaign was to drive overall brand equity, reinforcing who Bolthouse Farms is and what they stand for — inspiring the fresh food revolution.
Ahead of the launch we created an interactive hub featuring the most compelling content from around the web to keep parents ‘in the know’ about kids health and food-related news. Part entertainment, part education, and all fun — the hub is an up-to-date resource that aggregates sharable content, articles and ideas on making informed snacking easy and fun for parents and kids.
Then we created The UnBake Sale, a nationwide initiative designed to inspire parents and kids to redefine the traditional school bake sale.
Bolthouse Farms sponsored THE UNBAKE SALE with the goal of empowering parents to change the way kids eat and purchase their snacks. This included downloadable UNBAKE toolkits for schools and parents, as well as socially sharable content/materials to spread awareness and engage top parent influencers and bloggers.
Bolthouse provided 100 schools around the country with starter kits, hoping to inspire other schools to follow — and it worked. So far, nearly 200 schools have participated.
After 10 years of campy advertising, Old Navy needed a fresh start. The Get Your Fash’ON campaign moved the brand from bargain discounter to trendsetting fashion outlet.
I had the opportunity to create a series of holiday-themed spots to take the brand campaign into a more seasonal/retail direction. The three spots — by acclaimed director Floria Sigismondi — went on to become their most successful holiday push in over a decade.
When it came time to rebrand the all-new Volkswagen Jetta --- I came up with the line “great for the price of good.” This became the positioning for all advertising touch points. One of our first ideas was to sell the Jetta on GILT, a website known for selling high-end merchandise at amazing prices. It felt perfect for the Jetta. The concept of selling one Jetta a day for three days at a rock bottom price (for charity) took the idea to the next level.
When NBC foolishly decided to cancel acclaimed series Friday Night Lights — DIRECTV came to the rescue by acquiring the rights to air three exclusive seasons. They needed a campaign that would speak to the loyal fanbase — those who knew this show was about more than just football. We came up with a campaign called “opposing forces” which exposed the adversities these characters faced off the field. As a lead writer on the DIRECTV account, I got to spend a week in Austin with the cast bringing our concept to life. It was the most creatively fulfilling project of my career.
When it came to launching Bolthouse Farms' first national campaign to promote a new line of juices and smoothies, we knew this would be a special brand-building opportunity. With nearly 100 years of farming experience behind them, they’ve earned the right to have some swagger. So we created a fresh, bold voice that captures the unadulterated truth about what we put into our bodies — as unadulterated as Bolthouse Farm’s products. This grew into a full integrated campaign, which included: website, print, OOH, digital display, bus wraps, bike wraps, wallscapes and social video content (via Vine, Instagram and Facebook).
My first project for Hotwire was a complete rebrand. The campaign we created — Map World — helped improve profits by 45%, making 2011 the most profitable year in Hotwire’s history. And in the years that followed, the campaign expanded from TV to countless digital touch points, growing Hotwire's business from #7 to #3 in the category and expanded from just one country (U.S.) to seven additional countries all over the world.
When it came to top-tier car insurance providers, 21st Century was a challenger brand, not a category leader. Their message was simple: we offer the same great coverage for less. So in our first digitally-focused campaign, our goal was simply to crash the party. We wanted consumers to put 21st on the same consideration list as the giant insurance behemoths out there, because we knew their prices would speak for themselves.
These executions show our no-nonsense, non-verbal spokesperson using fun side-by-side comparisons to hammer home the main message: paying more for the same insurance is ridiculous. These premium display banners on MSNBC and Yahoo — as well as original YouTube channel content — went on to generate record site traffic numbers, huge engagement rates and all-time low CPMs.
As an all-you-can-eat pizza buffet for just five bucks, Cici’s pizza has always been a brand focused on great value. But “value” is about more than just cost. For restaurant guests, value also means choices, convenience and quality. Cici’s pizza needed to restore consumer’s trust that it still delivered on all sides of the “value” promise.
We launched a new campaign with the tagline Endless Value and created three playful, announcer-driven spots that touch on the various meanings of value. Their everyday low price along with an endless variety of menu items proved to be the winning formula, as this campaign helped Cici’s achieve a sustained boost in sales where previous campaign efforts had merely provided short-term spikes.
DIRECTV'S ANTI CHARTER CABLE CAMPAIGN
Charter Cable is one of DIRECTV’s biggest competitors. Fortunately, they’re also really bad when it comes to customer service, habitually receiving horrible scores in this category. I’ve always admired DIRECTV’s willingness to do aggressive advertising, and going after Charter Cable customers by bringing attention to their shoddy customer service was a target they just couldn’t resist. Made for some fun integrated advertising ideas.