Endnotes:

1. The results of this Tier 2 continuity campaign strategically improved loyalty and propelled the desert region to the nation’s sales leader. We crafted bilingual TVCs and running footage for post-production featuring desert-focused vehicles, our demographics, and flora and fauna. Extending the Tier 1 campaign and establishing a memorable, aspirational brand identity across all tiers. Our skeleton crew shot and assembled 3 unique TVCs, including running footage and B-roll of 5 vehicles, for less than $400,000. The following year, we expanded to 4 TVCs, updated the entire product library (selling part of it back to the brand), and ran a digital campaign for under $1 million. Lastly, when Ford became the official automotive sponsor of the NFL, we leveraged the partnership by crafting a concept and campaign for Cardinals fans called “Best in the Nest.” Agency: GTB
2. Strategic product narratives that express Ford innovation as a heartwarming experience. The first was shot in LA and later became a top-performing hero spot, boosting mid-sized SUV sales across North America. Followed by an inspiring winter spot that captures drivers’ trust in their AWD Ford SUV. It centers on how the driving experience feels across all winter conditions, highlights the RTBs, and is post-produced. Agency: GTB
3. A holiday promo that combines the swagger of the “Built Ford Proud” campaign and AVO Bryan Cranston, while strategically showing that the Ford Ranger fits in the garage. Agency: GTB
4. I won the New Yorker cartoon caption contest on my first and only try.
5. The Kroger Rewards Reel is a customer retention campaign for Kroger’s savviest shoppers who love more ways to earn the most points. I wrote the CRM communication and transformed it for digital. This innovative approach strengthened brand loyalty and increased sales while extending the visual identity of the “Fresh for Everyone” brand overhaul without the Kroji characters, which are off-limits. Agency: Heinrich
6. An aircraft safety-inspired video for the Nike SNKRS XPRESS, a Toronto streetcar transformed into a one-of-a-kind shopping destination during the 65th NBA All-Star Weekend (and later ran in Chicago, Los Angeles, and New York). Agency: Hovercraft Studio
7. “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, highlighting the competitive edge of using Venus to shave time off in the pool. It’s a complete win, making smooth-skin performance the focus rather than beauty and sensation. Agency: Grey’
8. Humana introduces home care services to members through its provider network with a dynamic brand narrative. We created an ownable branding opportunity by crafting their first animated story from illustrated elements rather than stock footage.