We approached this film about a boy and his dog as if it were an excerpt taken from a much longer movie. This was a passion project and perhaps the piece I'm most proud of in the past year.
To develop the social component to the campaign we worked with our partner agency, Tribal DDB. The idea was to invite people to share their stories on how their dog got its name. The response was overwhelming, as we assumed it would be, since people are more than eager to share stories about their beloved pets!
Breyer Gelato was the first product from Breyers created with adult tastes in mind. But coming from Breyers, it is in no way a "sexy" product.
But we had a strong insight: No matter how much we love our kids, we can't wait for them to go to sleep!
From that we created a :30 for broadcast and a music video online. And we are talking about possibly developing a web series around this couple.
These are my favorite projects. Getting people to look at a trusted, but dusty, brand in a new way. There is nothing new about Lipton Tea Bags. We all have a box somewhere in the cabinet. Our job was to bring Lipton, not only to the front of the cabinet, but the front of people's minds. And somehow make them irresistible. And we did. We made delicious, fresh brewed iced tea the perfect beverage with summer meals.
OK, this is kind of cheating, but to communicate Breyers simple natural ingredients we simply gave a bunch of kids bowls of Breyers vanilla and asked them questions.
Kids and dogs...how lucky am I?
When the price of a bag of kibble is upwards of 75 dollars it's important that every aspect of the brand communication reflects premium.
We took our cue from the fashion world and considered Royal Canin cats and dogs the super models of the pet world.
So it made perfect sense to partner with Platon--fashion and portrait photographer to the stars.
We also convinced Platon to shoot the video having never done it before.
The campaign is now in the process of being adopted globally.
And you have to admit, the Siamese does look like Kate Moss.
For years, whenever our advertising jobs became stressful or heated, someone would inevitably say, "Hey, it's not like we're curing cancer."
But this time, we actually were.
I feel extremely privileged that my team got to launch the first ever cancer vaccine. And with a superb platform: One less
It was the most challenging and rewarding project of my career.
When young women think about their future they don't often think about negative health consequences. So it's difficult to get them to listen to a message about HPV and even harder to get them to take preventative action. Here we dramatized a future that they never really thought could ever be theirs.
People that wear Transitions lenses love them. People who don't consider them the butt of jokes and the go-to wardrobe prop when a character is meant to obviously be uncool.
But what if we changed the proposition to what you see instead of how you look?
Here we clearly and beautifully demonstrated the benefit with a simple and universal metaphor. The only change that was made in a few markets was the style of the dimmer switch.
Here's the story: We were working on many pharma projects at the time that targeted seniors--Alzheimers, Osteoporosis, Bladder Control--when we happened upon a news item that said Seniors are the fasted growing cohort when it comes to contracting STDs.
So, yes, we saw an opportunity.
And the seniors in the film had a day they will never forget.
Short film