Partnered with ESPN Creative Works to write and direct this branded project for Footlocker with NIKE. Talent: NBA Champion Kyrie Irving.
Challenge: How do you get a small startup for a flavored nut brand to stand out in an oversaturated category dominated by long established icons?
Solution: You push the boundaries on the classic consumer testimonial.
The Living Nutz “Allergy” video created word of mouth and had people talking about Living Nutz for the first time in the brand’s existence.
“Nut Allergy” was featured in Creativity and recognized by Cannes and D&AD for best direction in film.
Challenge: The Planters brand team wanted the first ever “Top Ten” Super Bowl spot for the iconic brand.
Solution: The answer came in the form of a spot called “Perfume,” a story about a cunning woman who uses the irresistible scent of Planters cashews to attract possible suitors.
”Perfume” was directed by Bryan Buckley and was ranked #9 by USA Today’s Ad Meter.
Mission accomplished.
Challenge: Mrs. Paul’s had a problem. Research showed that people were uncomfortable preparing fish in their homes.
Solution: The “Get Comfortable with Fish” campaign was designed take a light-hearted approach to the problem. The campaign brought levity to people acting apprehensive around over-sized fish they encountered in their daily lives.
The “Fish out of Water” stories were well received in the trades and provided a lift in sales.
Challenge: How do you launch Motorola’s first music & fitness device in a way that communicates quickly and resonates emotionally?
Solution: You dramatize the collision of two worlds; Music and Sport, in a visually dynamic way.
The “Two World’s Collide” campaign demonstrated the benefit of music and sport crashing together in unexpected juxtapositions. The integrated campaign consisted of digital video, instructional videos, print and premium out of home placement in Times Square. The “Two Worlds Collide” print was recognized by ARCHIVE magazine.
The campaign helped MotoACTV become one of the most successful Motorola product launches since the RAZR.
Challenge: How does Squatty Potty broaden its consumer base to reach a wider female audience?
Solution: You hire Kathy Griffin to address the constipated elephant in the room.
The long form piece of content received millions of organic views. It was selected as Adweek’s “Ad of the Day,” ranked “#2 Ad in The World” by AdForum and was featured on TMZ within hours of being released.
Launching a brand during a pandemic has its own set of challenges. I was glad to have an integral role in the successful launch of iiRcade’s arcade gaming cabinet. It was launched on Kickstarter to generate buzz for the product and the project was funded in three minutes. I wrote and directed the brand film and provided product and lifestyle photography.
Challenge: How do you dramatically raise awareness and trial of Kmart’s Free Shipping when the entire category offers the same service?
Solution: You find a provocative new way to spin old information. “Ship My Pants” delivered the consumer benefit with a catch phrase that became a trending hashtag and part of the country’s vernacular.
The video went viral within hours of its release and was featured on The Today Show, Good Morning America and CNN. “Ship My Pants” garnered over 30 million views, a billion free media impressions and thrust Kmart back to cultural relevance for the first time in decades. Kmart’s online shipping revenue saw an increase of 50%.
“Ship My Pants” won four Cannes Lions, an Effie, a Webby and was selected as one of YouTube’s “Top 20 Ads of the Past Decade.” The hashtag #ShipMyPants trended for months after its launch and aggregated a robust conversation on social media among celebrities, news anchors, radio DJ’s and people all over the world.
RESULTS
Over 30,000,000 views
1 Billion media impressions
Over 1 million shares on Facebook
50% increase in Kmart’s shipping revenue
