Endnotes:

1. The Desert Ford Reel includes most of the Tier 2 continuity campaign and promos that strategically improved loyalty and led the region to the most sales in the nation at the time. With selected desert-focused vehicles, our demographics, and flora and fauna, we crafted bilingual product stories and running footage for post-production. Establishing a memorable, aspirational brand identity across all tiers and extending the national Tier 1 brand campaign. We sold the winning pitch and production for years until the brand took note and now prioritizes the region for Tier 1.
   In year one, our skeleton crew shot and assembled 3 unique TVCs, with running footage and b-roll, for 5 products, for less than $400,000. The following year, we expanded to 4 and updated the entire product library (sold part of it 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 it by crafting a concept and campaign for Cardinals fans called “Best in the Nest.” Agency: GTB
2. Spots from this brand campaign are 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. This holiday promotion campaign 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. Onboard the Nike SNKRS XPRESS, shoppers are greeted by DeMar DeRozan (originally written for Drake) in this aircraft safety-inspired video. A Toronto streetcar turned 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 that makes smooth skin about performance more than beauty and sensation. Agency: Grey’
8. “Care in the Home” introduces Humana’s newest service to members through its provider network. We created an ownable branding opportunity by crafting their first animated story from the illustrated elements of their brand identity. Rather than a PowerPoint presentation using stock footage.