Video, Print, Radio & Other Words That Work.
TV & VIDEO
Introducing a new company to a U.S. audience
I was the writer of this new campaign for ALEN USA, introducing their family philosophy and line of sustainably-made cleaning products to the American market. The art director was Jeremy Ruiz at VMLY&R Chicago. Animation by Global Mechanic, Vancouver for VMLY&R Chicago. Original score by Jeff Boyle at Catfish Music.
Insight-based storytelling for new business
This new business video, "Change is in your Hands" for General Mills Box Tops is the kind of longer-form writing I do a lot and enjoy. Storytelling like this does more than frame a concept. It lets a client know that you truly understand their business. We won the pitch with this one.
Reinforcing an established brand equity
Frosty cold is Coors Light's turf. I created this icy allegory for the Molson Coors Brewing Company and Cavalry Chicago.
Driving awareness with a dynamic partnership
I was the writer of this snack-time parable, "Fight the Monster Appetite" for Foster Farms Corn Dogs, along with my partners Jeremy Ruiz, AD, and Craig Hester. WWE produced this epic battle between a mom (WWE Superstar Lacey Evans) and her hangry kid (played by her real-life daughter, Summer.) The hairy Hunger Monster was created by Emmy-winning Legacy Effects, CA.
Keeping a vital service top-of-mind
People don't shop for children's hospitals until they need one. I wrote this campaign, "All for Your One", for Lurie Children's in Chicago in support of their world-class service and staff. A week of my life I will never forget. Agency: ARC/Leo Burnett Chicago. AD wasJohn Menefee..
Sticking out in a competitive category
"Pinocchio" for DiGiorno is one in a long line of storytelling ideas that helped to sustain one of the longest running campaigns around. Steve Brodwolf was the AD.
Digital Video: Bring new life to faces of a brand.
The Coca-Cola Six Pack are more than some of the greatest athletes of all-time. As faces of the brand, they're also inspiring ambassadors of summer.
Finding a new voice for a legacy brand
I was the writer and co-creative director for this new campaign "Keep Life Rolling" for Kimberly-Clark personal care brands. It was a big new-business win and one part of a 360 digital content library curation. Jeremy Ruiz was the art director. Shot in Uruguay by Jeffery DeChausse for K-C and Geometry Chicago.
Creating appetite appeal
"Great Calls" was a three-year campaign for Miller Lite that linked the beer's winning appetite appeal to some of the greatest calls in sports history. I based this concept on a simple premise: "What does greatness taste like?"
Overcoming a wavering brand perception
There's a reason that Miller Lite, the original light beer, has been so consistently successful since 1975: A little true pilsner taste can go a long way to overcome a watery perception Shot by Peter Farrelly.
Writing for a secondary market: kids
Writing for a younger audience can free your mind and put you in the path of brilliant animators and sound designers.
This Kraft MAC & CHEESE "Adventur-Oni" spot is one of dozens of silly narratives featuring Cheeseasaurus Rex.
Guru Studios, Toronto. Catfish Music Chicago. Tom Kenny (SpongeBob) was the VO.
Stealing share from a different part of the aisle
To grow, Breakstone's Cottage Cheese looked to expand its footprint by presenting it as a healthier snack alternative to yogurt.
RETAIL ACTIVATION:
"360" AND ME
For the past few years, I have written and assisted on numerous "shopper" concepts and 360° client needs, from retailer customization, sweepstakes, OLA’s, digital video, mobile, experiential, cross-promotion, seasonal pulses, bus wraps, window clings and shelf-talkers, to bottle cap copy. Breaking through the clutter instead of making all the clutter is hard. But I have learned from the best.
I will send work on request.
RADIO
LURIE CHILDREN'S HOSPITAL
"ALL FOR YOUR ONE" :30
RADIO
MILLER LITE
"CHICK FLICK"/NFL :60
RADIO
KRAFT "UMS' STRING CHEESE
"UMS" :30
Radio
COORS LIGHT
"THINGS YOU WOULDN'T NORMALLY DO: :60 (demo)
Radio
APPLEBEE'S "SALUTE TO TEACHERS" :30
Demo
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