BetterHelp first came to us for creative writing help. They had ideas in mind about “help.” We created a campaign around the unhelpful advice that everyone seems to give while brushing off mental stress, instead of what you get from therapy.
This work helped pave the way to grow our relationship. We created a strategy of finding the people who were least likely to seek therapy - those with the “I’m ok, tough guy” mindset. Then, we made spots that spoke directly to the silliness of that idea.
Our work was recognized by Creativity, Muse By Clio and more, but more importantly, it was shared widely in social media.
Shutterstock had a problem: stock is a dirty word, associated with crappy images of badly poised shots of poorly acting people around the water cooler. They came to DiGo, where we repositioned them as “It’s not stock. It’s Shutterstock.”
Then, we developed a campaign of social listening, reacting quickly with quality, surprising stock to whatever the world was talking about - starting with the Fyre festival. We garnered social praise, news stories, positions on “best of lists” and even industry awards for cultural touch points like Game of Thrones, April Fools Day, the Moon Landing anniversary and the third season of Stranger Things. Along the way, we helped the brand define their voice with a brand book and developed an ownable tag for all their spots.
Partnership to End Addiction was a special project for everyone involved. A number of the creatives, including me, had lives touched by addiction. We enlisted the help of amazing partners at Bonfire Animation and even got the Lumineers to contribute a song.
I love a simple brief. Morgan and Morgan needed to tell the world their services were free, until you win your lawsuit. Worked with the very fun Carlos Wigle and Matt Sausmer on this.
I led Dos Equis for nearly four years. In that time, we had a lot of fun, created an incredible amount of content for both traditional and digital channels, and won some shiny metal objects to boot.
More importantly, I helped repair and reaffirm a relationship between the agency and client and helped grow the Dos Equis business. In the business years I creatively lead the account, Dos Equis sales grew 22%, 15%, 17% and 14% respectively - all in a period when macro-brand beer sales were stagnating or steeply declining.
The breadth of courses and the material covered under the Great Courses and its rebranded name, Wondrium, frankly spoke for themsevles. Or, at least they did after we let them do just that.
Electric vehicles go the distance. One of these commercials is incredibly autobiographical. The other has dancing, which is not my forte.
Google wanted to encourage small businesses everywhere to engage with the Google platform - to claim their business, own their profiles and encourage their customers to populate their reviews.
We could say so much about this offering. But you know who could say it even better? The folks who write the wacky, weird and loving reviews for Small Businesses they love every day.
We took those reviews and those photos and created 100s of pieces of hyper-localized content that ran in markets across the country, encouraging folks to support a small business they love on Google.
I worked with a tiny team at Chef’s Cut Real Jerky to develop a brand tone and tag. We identified their USP - their chef (Blair Swiler). We came up with the tagline “Take the Chef With You,” a line that now helps guide everything from their marketing and events to product development. And we had a lot of fun making stuff with it.
Dos Equis social was like having a second job. There is just so much of it. We worked with the client, the partner agencies (particularly PR and Media) and came up with a channel strategy that worked for us. We hit the KPIs the client set repeatedly. Among our achievements:
We tripled our Facebook followers, garnering over 3 million fans (before you say, "oh, that's not so many," remember that responsible alcohol brands have to age gate. This makes it more difficult to pay-for-likes or get bots to sign on.)
We established the largest US following of ANY important beer brand, including our holding partner, Heineken.
We got called out by the Facebook staff for having written, in their words, "the best three word post ever." (It was: Whales watch him.)
We had a lot of fun. Take a look at some of the things we did.
We turned Halloween into Masquerade Season, complete with experiential parties in New Orleans. We created an immersive interactive experience that garnered 27 million views (experience it here) as well as one of the first branded, live-action forays into virtual reality, partnering with Oculus Rift (here is some related press and some other related press. It even helped to earn our partner production company, M ss ng P eces a spot on Creativity's A-list).
TV and Online for Bing, the decision engine from Microsoft.
Denny Hamlin's eBay Auction came out of a concepting session for a banner ad. We thought, a guy who thinks "everyday is race day" would sell anything that slows him down. We ended up selling 37 slow items (molasses, a 1,000 piece puzzle, a Crock Pot) - one for every week of the race season - and raising a lot of money for Children's Hospital, a very worthy cause.
We won some Obie awards and had a great time creating location-specific legends for the Most Interesting Man. We also had fun with prospective chalk painting and mysterious telephone numbers.
While freelancing at Grey, I helped create these spots.
YouTube wanted to demonstrate to advertisers and everyone that their creators could create moving content while moving media numbers. One of those creators was Lilly Singh, a self-made Canadian woman with over 7 million followers.
While working at co: collective, my partner and I helped a few folks make this inspirational piece with YouTube creator Tyler Oakley.
The Washington Post introduced a new podcast. We wanted to show how they cut through all the bull out there with an inexpensive-to-produce banner, print and OOH campaign. It ran in the DC market, and won us some DC ADDY love.
The Drop wine is a start-up with unlimited ambition and almost zero budget. We used Instagram, point of purchase and scrappy video production to get their name out there, completely selling out their first run before the end of their first summer. Some cheap videos below.
Royal Caribbean relaunch.
