Endnotes:

1. Two of many strategic product narratives for Ford that express their innovation as a heartwarming experience. First, a top-performing hero spot that boosted mid-sized SUV sales across North America and shot in LA. 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 conditions, highlights the RTBs and KPIs, and is post-produced. Agency: GTB
2. 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 featuring desert-focused vehicles, our demographics, and flora and fauna, plus running footage for post-production. Extended the Tier 1 campaign and established a memorable, aspirational brand identity across all tiers. Our skeleton crew did it all for less than $400,000. The following year, we expanded 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
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 Marketing
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. We made the brand the Official Razor of Team USA and created a gold razor for shoppers. The limited edition razor was launched in-store simultaneously with the campaign that highlighted the competitive edge of using Venus to shave time off in the pool. Making smooth-skin performance the focus rather than beauty and sensation. Agency: Grey
8. We created an ownable, dynamic brand narrative for Humana. Crafting their first animated story from illustrated elements rather than stock footage to introduce home care services to their members through their provider network. Agency: Heinrich Marketing