Global brand platform / FSA—Creative Direction, Copywriting, Content Strategy
Additionally, we designed and launched a new a content strategy featuring EARTH'S FINEST, a new digital magazine that surveys a different aspirational global destination each month. Hiring our own editor and photographer for each city, the Earth's Finest magazine extends FIJI Water's credibility as the Earth's Finest Water to discover some of the finest destinations on earth.
The Hunt for the Golden PistachioFire Station Agency — Creative Direction, Copywriting, Content Strategy
Working around the globe in a two month sprint, we designed, developed, and deployed "The Hunt for the Golden Pistachio," the first branded Angry Birds game where fans could win instant prizes (up to $25,000) for finding and cracking the Golden Pistachios hidden in the six custom levels. Customers could find special Crack Codes on special bags of Wonderful Pistachios that gave them more chances to play and win.
TERRY TATE, OFFICE LINEBACKER
Arnell Group - Creative Lead & Writer/Director ("Sensitivity Training")
"Terry Tate, Office Linebacker" started as a series of online films sponsored by Reebok that became one of the most beloved Super Bowl spots of all time. According to Tivo, the 60-second spot was the most watched moment during the entire broadcast (including the game itself), and has been named one of the top three Super Bowl commercials of all time by USA Today, as well as going on to win the Cannes Golden Lion among other accolades.
Ranked in top 10 Super Bowl commercials of all time by USA Today, Wall Street Journal, Sports Illustrated among others.
I wrote and directed this episode - one of the five we produced to support and extend the campaign. My highpoint was getting the towel snap in one take.
Fire Station Agency — Creative Direction, Copywriting, Launch Strategy
With a few months, we launched a new interactive game app that would be promoted on 100 milion packages of the new fruit, with integrated with interactive fruit stickers and a new television campaign, all in order to drive name recognition and brand awareness for this fledgling category leader.
We launched a season-long Cafe Mom integration that reached millions of readers.
Watch a case study about the integrated launch of all new Halos Mandarins.