[digital / social]
[D Show - Best of Category]
Game over.
When the HUMMER brand flatlined in 2010, that was it. Dead. Done. Kaput.
Then, a decade later, the brand came charging back. By 2022, HUMMER had reinvented itself as the planet’s first all-electric supertruck. Engineered with other-worldly capabilities, this new HUMMER was more than ready to take on the massively popular gaming world.
Now when players drop into Call of Duty’s legendary Warzone, they enter with the nearly silent, insanely fast GMC HUMMER EV.
Game on.
[print]
[D Show - Gold Winner]
After a 20-year absence, Alfa Romeo was making its return to America. But the 4C wasn’t for everyone. This exotic, old-school style coupe came stripped of anything superfluous. No nav system, no glove box, no room for golf clubs… How and where we introduced it needed to be equally unconventional. That’s why our launch included media buys like one-time insertions in Vanity Fair’s annual Hollywood issue.
[consumer + b2b multi-media]
How do you make a claim believable when it’s always been bullshit?
Nearly every year, a new “breakthrough” fabric would launch itself as being both waterproof and breathable. A promise that always ended in sweat-soaked disappointment. Then Polartec, in its first venture into this category, cracked the code with a truly revolutionary product. All they needed now was an idea so unconventional, compelling and skepticism-shattering that outdoor enthusiasts couldn’t help but take notice.
Our insight: Conventional fabrics were not only holding athletes back, they had become a prison.
[digital / social]
As the lead digital writer for Buick, I’ve been responsible for every vehicle launch since 2019 — crafting everything from the masthead teasers to the final webpages, as well as all the OLA, emails, e-brochures, audio spots and miscellaneous ankle biters that go with a launch.
In this time, I also spearheaded the digital work for the See Her Greatness (Bronze Lion & Clio Shortlist), New Face of Buick and Wildcat campaigns.
[social webisodes / television]
After winning 16 Grand Slam titles, the most celebrated player in the game’s history hit a dry spell. So inconsistent was Roger Federer’s play that analysts questioned if he’d ever win another major. Then Federer’s performance surged just in time to put him in contention for a 17th title. Now, the tennis world couldn’t help but wonder which player would show up.
As the press and fans publicly questioned Federer’s mindset, we worked with the star and his partners at Wilson to give 100,000+ people a definitive answer. How? With an exclusive look inside Fed’s head.
[digital / point-of-sale]
The more predictable the ad, the more quickly people will line up to avoid it. So when Lincoln needed a feature-focused campaign, we knew just what not to do. This campaign for dealer websites and showrooms helped bring the national voice to the local level without the typical coma-inducing language.
[guerilla / print]
You know that feeling, where your life is a test and you forgot to study? Well, Natrol makes a pill for that. Problem was, not many people knew about it. So we created “Life’s a Test. Stay Sharp.” This campaign brought immediate attention to a company with little to no brand awareness.
[digital / print]
Alfa Romeo’s return to America was off to a great start thanks to its 4C launch. Next up: Their ultra-luxury sports sedan, Alfa Romeo Giulia. It had created a buzz among aficionados by shattering the record at the famous Nurburgring test track. It was up to us to create a buzz among the rest of the world.
[digital / print]
[D Show - Best of Print]
Everyone loves their puffy jacket. Except athletes. The problem is puffies trap air. They get hot, you get sweaty. So Polartec went where no puffy had gone before by creating Alpha, the first-ever breathable puffy fabric. In this campaign, we literally stake our claim to new territories with the Alpha flag.
[television / social]
AutoTrader can find the perfect car for anyone. And no one needed a new car more than our ol’ friends Bo and Luke Duke. So we teamed up with the Duke boys to create AutoTrader’s best car-jumping, barn-smashing, game-changing campaign ever. Yee-haa!!
[multi-channel social]
As the social activation hub for our Dukes of AutoTrader campaign, this site gave fans tons of branded-content. Like an exclusive Behind the Scenes look at the television production. And a step-by-step guide on “How to be a Duke” from the Duke boys themselves. For Instagram, we released a series of quirky video loops featuring outtakes with Bo and Luke.
[radio]
I know, I know. “Wake up” is a well-worn angle in advertising. My portfolio alone has two versions (click here for Wake Up your MMOJO). But what separates this execution from any other I’ve seen, is this is a literal wake up call. On behalf of Expedia, we called and harassed hotel guests for overpaying on the room. First we’d break the bad news. Then we’d try to ease the pain by rubbing their face in it.
Wakey-wakey eggs n’ bakey with a side order of enlightenment.
[television / social]
Every compact-SUV was touting fuel efficiency. But only the Compass could do it with a Jeep’s spirit of adventure. The teasers helped activate the brand online and socially.
[ambient / experiential / posters]
Imagine coming to work one day and finding a banker’s box on your desk. Even more alarming, attached is a handwritten note from the CEO. “I want you to work for someone else.”
That’s how we introduced managers to FCA’s new volunteer initiative. Inside each box were the tools and information needed to spread the word throughout their department.
This was immediately followed by a multi-faceted campaign. So not only did we create the name, logo and stunt, we created ways to catch employees at every point throughout their day. With ambient messaging on escalators, elevators, bathroom mirrors and even the building itself. And with posters, flyers, t-shirts, key cards and a dedicated website. Our call to action? Be an engine for change. Be a Motor Citizen.
[print / out-of-home]
We’ve all done fake ads for a real product. But how about real ads for a fake product?
At 500hp, the Dodge Tomahawk boasted over twice the power of a Ducati superbike. This helps explain why the Tomahawk was sold (through Neiman Marcus) as “automotive sculpture.” Clearly this was a publicity stunt disguised as a motorcycle. But then our ads helped sell nine of them at $550,000 a pop. It doesn’t get any more real than that.
[brand & promotional television / radio]
[Silver Caddy for TV Campaign]
Remember when you had to leave the house to rent a movie? Me either. But I do recall having a blast making this campaign.
[television]
Minute Maid Orange Juice ruled for nearly 70 years before losing its mojo. Ironically, mojo was the very thing we could offer people on our way back to the top.
[print]
Before Fiat Chrysler, and Daimler Chrysler, there was just Chrysler Chrysler. The top brass at the time tasked us with sharing their brand story with the world.
Within a year Daimler Benz bought Chrysler in one of the biggest deals of all time. Coincidence? Not a chance.
[pitch book]
Think leaping into the unknown is hard? Try getting a client to throw money at it. That’s why to sell a deliberately provacative direction to Duralast, we started with a pitch book. Once we got them nodding to this "Celebration of Toughness," the campaign sold itself.
[television]
When the drink category suddenly expanded it left Minute Maid behind. So what do you do when your image becomes old and tired overnight? You leverage your brand truth to get back into the race. Minute Maid Lemonade is synonymous with the goodness of summer. If you’re chillin’ with us, it’s impossible not to be happy. Even if you’re an apex-aquatic-killing machine.
[television]
As part of the Grab Life by The Horns campaign, these spots helped Dodge carve out some mental space in a crowded landscape.
[out of home]
Lucky for us, the client had a relationship with Maroon 5 to create this one-off. Unlucky for us we couldn’t create others, like 18” Nails or 4pac.
[b2b print & digital]
While car shoppers saw Kelly Blue Book as one of the most trusted brands in the industry. Dealers felt KBB’s valuations favored the consumer, and viewed the company as a margin killer. KBB re-worked their pricing tools to bring the expectations of buyers and dealers closer together. And we worked up this B2B campaign to shift perceptions, and KBB’s revenues, back into alignment.
[print]
How do you launch the first ever 7-passenger Jeep? In a way no other SUV could.
[print]
And on the seventh day He rested. Yet we kept working because, you know, it’s advertising! Nevertheless, our hard work paid off. This campaign, promoting the Angels From The Vatican exhibit, helped bring in a record number of visitors for the Detroit Institute of Arts.
[print / social / radio]
Wakey wakey eggs and bakey! No, it’s not another Wake Up idea. But we did have some fun rousing new customers for this struggling restaurant chain. Overhauling everything from their commercials and social efforts all the way down to their POS, menu choices and logo.
[print]
With almost 80% of the bean market, Bush’s doesn’t compete with other beans. They compete with whatever else is on the dinner plate. So when launching a new line of seasoned beans, we opened a can of whoop-ass on side dishes.
