Nordstrom, a traditionally conservative brand, came to us to create a campaign targeting a younger, hipper audience. I think we call those people Millenials. The end result was a campaign called YOUphoria featuring stylishly dressed people doing weird shit. I think we nailed it.
The New York Times also wrote an article on the work, but I say, just watch the videos.
Below are the first of several more spots that will be rolling out this year. Take note of the raccoon in the background. What does it mean? I'll never tell.
We did a new campaign for Method. I would explain it to you, but The NY Times already summed it up nicely and why try to compete? You can read the article right here:
With a French Accent, a Soap Brand Tells a Tale of Well-Scrubbed Lovers
And it wouldn't be a 360 campaign without a #CleanHappy social video series imparting Clean Happy wisdom via helpful tutorials. There's nothing passive aggressive about it. These are a few of them:
Did you know that Blue Shield of California is a not-for-profit company? Neither did we, until they told us in a meeting, and we were like, “That seems like something you should advertise.” The campaign ran across TV, social, mobile, and digital, spreading the word that Blue Shield puts people over profits and isn’t a greedy monster like other health insurance companies
And now you know.
For Blue Shield's social campaign, I jammed out 15 spots featuring Dr. Jim and Bob, who helped answer people's real questions about common health issues. In the end, we increased their Facebook fans by more than 60%, and their YouTube views jumped 140% higher than previous campaigns. Our digital campaign’s click-through-rate was 775% higher than the industry average. Overall, we helped to nearly double Blue Shield’s individual plan market share.
A perk of working on Netflix is that occasionally I get paid to binge watch shows at my desk, which for me is the manifestation of "do what you love and the money will follow." Another perk is getting to call up 90's TV personalities to see if they want to be in a video I wrote for them. These are a couple of the quick turnaround brand pieces we created for social that really took off.
We created a brand campaign for Viator that let’s people know, “Hey! There’s this travel site where you can do a lot of cool stuff,” and we made it look great too. Communication Arts even featured the work in their Typography Annual.
You can check out the new Viator website HERE and find the print campaign in The New York Times, National Geographic Traveler, and Travel and Leisure through the rest of the year. I need a vacation.
The Oakland A's have one of the lowest payrolls in baseball. But what they lack in big money talent, they make up for with a scrappy, creative style of play. We coined this style “Green Collar" baseball. The campaign, which ran for 8 years across television, digital, social, out of home, in-stadium, and radio, was a hit with A’s fans, as well as a few Giants fans who’s names I will not disclose for their own protection.
To increase awareness and recognition for the University of San Francisco (a Jesuit university), we unveiled the first ever USF visibility campaign. Considering they’re a religious institution, I wasn’t expecting them to love all of my copy. Especially the drug references. But they did! They were super cool and we plastered the campaign all over the city and for a couple months I felt a little famous seeing it everywhere. It was good times.
In 2016, adult colouring books took the publishing world by storm. Sadly, none of these books were 'adult' in the way I'm accustomed to using the word. So when I was tasked with coming up with an idea idea that would get overworked and under appreciated moms excited for the launch of the movie 'Bad Moms,' I knew just the thing. An actual adult colouring book for moms who have had it up to f@#cking here and just need a second to unwind OK?
I think the back cover of the book sums up the project nicely:
"Like crying alone in your car, colouring is a cathartic release from the stresses of modern-day motherhood. These beautifully illustrated scenes are designed to channel you into a pre-kid mental state, allowing you to let go of the bullshit and just have fun again. Because you used to party remember? Like, really party."
We sent these bad boys to mommy bloggers and a bunch of other 'social influencers' for their enjoyment, and in return, we got a a lot of people talking about us which is always nice. Rumour has it Mila Kunis loved her book so much she wants them released in the states for Bad Moms 2. I consider this a win.
Over the years, Chevys Fresh Mex had gotten stale, so we completely overhauled the brand from the menus, to the website, to the in-store posters and even the bathroom signage. We gave Chevys an edgier voice and bolder design, and in the process, Chevys gave me a deep and lasting passion for freestyle Mexican wrestling. It was a beautiful symbiosis.
Possibly the most copy heavy website in existence. Literally, no section was left behind. From the contact, to the events, to the uniform discount fine print, if there was copy, I was on it.
*Update: It's gone!!! All my hard work has been replaced with food photography. I'm sad, I need a margarita.
Optus (one of the ‘big 2’ telcos in Australia) was looking for a way to leverage its sponsorship of the Rio Olympics, beyond the traditional badge slapping of most brands. Our answer to this was #FanUpAUS - a socially led campaign positioning Optus as the 'Official Support Network' of the Australian Olympic team.
We kicked off the campaign with the help of Ian Thorpe (5 time Olympic gold medalist), Lee Lin Chin, and the Bondi Hipsters - calling on Aussies to share their messages of support with #FanUpAUS. The hashtag received over 45k pieces of user generated content, and helped Optus become the #1 most talked about Australian brand in the olympics.
Next we took the campaign to Rio, for Australia's first ever social media talk show: In The Pool with Ian Thorpe. The show featured Australia's most decorated Olympian, interviewing a raft of superstar athletes from Anna Meares, to Mack Horton. The 6 episodes were shot on location and turned around within 24 hours, receiving over 12 mil video views.
Glyde.com is a platform that allows you to sell your old iPhone for more money than you would get elsewhere. It’s great, except people didn’t know Glyde existed (or they thought it was a brand of personal lubricant). To get the word out, we created an out-of-home campaign targeting tech industry folk who are likely to have extra gadgets lying around, on their Silicon Valley commute. After running the campaign for only four weeks, the number of Glyde listings tripled, and the tech geeks proved (as if we didn’t already know) that they are definitely not idiots.
Here’s a brief for you: Cancer, but make it not depressing.
