Endnotes:

1. “Meet the Parents” portrays Ford technology as the relatably human liberator in the “Reasons Why” campaign. The :30/:15 spot tested the highest, performed the best, and attributed to increased midsize SUV sales.
2. The Nike SNKRS XPRESS took over a Toronto streetcar to make a one-of-a-kind shopping destination during the 65th NBA All-Star Weekend (and later ran in Chicago, Los Angeles, and New York). Onboard, DeMar DeRozan greets shoppers in the aircraft safety-style video.
3. “Gifts for Every Bunny” is a limited-time holiday campaign promoting 4X the rewards for Kroger’s savviest shoppers who love more ways to earn the most points. Furthermore, the animated style extends the heartwarming Kroji universe without the Kroji characters.
4. “Care in the Home” introduces Humana’s newest service to members through providers. The ask was to create a boring PowerPoint presentation with stock footage. Instead, we turned it into a branding opportunity and gave them something ownable. Since illustrated icons were already minor elements in their brand identity, we extended the graphics to create their first animated story. It was a group effort and required collaboration with their in-house creative team.
5. “Kiss This” was a strategic ask by Ford to show the Ranger fits inside the garage. It’s a holiday promotion that combines the swagger of Ford’s “Built Ford Proud” campaign and the unhurried delivery of VO Bryan Cranston.
6. “Get After It” is a recreational-focused Tier 2 spot for the Ford continuity campaign “Designed for the Desert.” It’s an extension of the national Tier 1 brand campaign “Reasons Why” and originated from the region’s desire to show their vehicles and demographics in their territory to establish a consistent identity across all tiers.
7. “Excuses” is a seasonal campaign in Wyoming from Memorial Day to Labor Day. It targets middle-aged men and the old wives’ tales they may still use as excuses to justify their choices.
8. “All the Confidence” hits home with drivers in the winter. It centers on the driver’s experience while highlighting the RTBs of Ford’s AWD vehicles. Post-produced and part of the “Reasons Why” campaign.
9. “Shop the Drop” is a get-it-while-you-can evergreen digital campaign promoting 4X the rewards for Kroger’s savviest shoppers who love more ways to earn the most points.
10. “The Power of Smooth” was created for Gillette Venus during the Paris Olympics. It was a no-brainer to make the brand the Official Razor of Team USA and create a gold razor for shoppers. The limited edition razor was launched in-store simultaneously with the spot that aired during the Olympics about the competitive edge of using Venus to shave time off in the pool. It’s a full-funnel win that makes smooth skin about performance more than just beauty and sensation.
11. “Zero Deaths” is a Colorado Department of Transportation safety initiative. With zero budget, we made a Twilight Zone-inspired concept, programmed a Raspberry Pi, and used our CD and his friends as talent.
12. “Busy Little Saturday” is a family-focused Tier 2 spot for the Ford continuity campaign “Designed for the Desert.” It’s an extension of the national Tier 1 brand campaign “Reasons Why” and originated from the region’s desire to show their vehicles and demographics in their territory to establish a consistent identity across all tiers.

Credits:

1. VML (GTB)
2. Hovercraft Studio
3. Heinrich Marketing
4. Heinrich
5. VML (GTB)
6. VML (GTB)
7. Heinrich
8. VML (GTB)
9. Grey
10. Heinrich
11. Amelie
12. VML (GTB)