The ask: To create a social engagement tactic that fits in with the concept of "together at Applebee's." Oh, and if you could brainstorm and execute in under 48 hours, that'd be great.
Why you're looking at this: My partner and I had a ton of fun concepting on this Facebook app, which scans your friend's statuses for keywords to determine your "loneliest friend." Then you can send that friend to a microsite where Modern Family's Ty Burrell will point out all of their lonely flaws, and urge them to get back in the game by joining some friends at Applebee's.
It's not every day you get to write for Ty Burrell and I like to think there are some clever gems in this creative.
The ask: Create posters, shirts and a :30 spot for the launch of the new AMC Stubs program. Posters should clearly convey the benefits of Stubs. And match the pitch creative. But do something new. But use only movies on this approved list. Shirts should promote benefits. But also be something crew members would actually want to wear. The spot should create an emotion around the AMC Stubs program but still fit in with the rest of the launch materials. However, it should be able to live on its own since it will continue to be run in theatres well after the launch as an evergreen tactic.
Why you're looking at this: Not only did everyone in creative love them, and the folks from strategy, and those guys from account leadership, but the client loved them too. The spot was a particularly sweet victory for me since it was almost not even shown to the client (our ECD didn't feel we'd had enough time to fully explore it). But I believed in the work, fought for it, and convinced them to let me present it. The best part? The client loved it. Not to mention, it served as my modeling debut.
The ask: Create a six-touch direct mail campaign to compliment the existing Terminix "Monsters" campaign.
Why you're looking at this: It's not every day you get to be conceptual on a #10 letter. But we managed it on this campaign. The headlines use popular monster myths to show that pests and termites really are monsters. Plus, we got the client to agree to test a more conceptual version, which resulted in the "Shadow" pieces you see. It was another personal victory when the more creative shadow campaign won out over the more straightforward pieces. Oh, and did I mention that there were more than 200 versions to write for? On a reduced timeline? But that's it.
The ask: Create two signs to be displayed in the ServiceMaster area of the FedEx Forum, home of the Memphis Grizzlies. They should definitely play off the venue. But don't forget that basketball isn't the only thing that happens in the arena. Oh, and they'll be in the concourse outside of the bathroom.
Why you're looking at this: Everyone loves a good ref joke. Amiright? But really, these posters get our key idea across in a very simple, clever way. Now, the third poster is my particular favorite, even if it didn't get produced. Well, at least it got a few chuckles from the client.
The ask: Convince customers who used AT&T wi-fi at Starbucks to get AT&T high-speed Internet at home.
Why you're looking at this: This was a really great use of an animated GIF to show off all the different places you can use AT&T wi-fi. I also utilized learnings from previous campaigns to improve this email blast. After studying several months of results, I found that thank you messages tended to get higher open rates. One "thank you" subject line later and the open and click-through rates both went up over the previous month’s blast.
The ask: Create a brand identity and website for Javelin. The website should place equal emphasis on Javelin’s abilities (creative, strategy, analytics, technology and integration) and sell the agency to potential new clients.
Why you're looking at this: The concept for the Javelin brand was originally titled “Marketing Rehab” because Javelin’s key goal is to improve a company’s marketing through analytics and results. With that in mind, we created a brand and website that encourage a conversation. Quite literally, “Have a seat and let’s talk.” A bit like AA. This was a huge undertaking but a huge honor to be selected to create an agency’s brand and online presence.
The ask: To create static, flash and rich media display ads targeting customers who have recently visited the Terminix website.
Why you're looking at this: When you're talking to customers who are already interested in pest control, you have to tell them why they should choose your pest control. And Terminix has a lot of reasons to choose them. There was an awful lot of information to present in a tiny space (the client wanted us to use tabs), but I worked closely with my partner to develop banners that would deliver all that information in a compelling, engaging way.
The ask: Brainstorm tactics for Firestone to engage fans at INDYCAR events.
Why you're looking at this: My partner and I were brought into a new business pitch at the last minute to blow out some engagement tactics to round out their pitch campaign. Not only did we come up with some killer, innovative ideas, but they were so good (and well written) that we were asked to improve on the ideas our New York office sent over.
The ask: When AT&T moved their headquarters from San Antonio to Dallas, a few of their agencies got together to wine and dine with the clients at a Spurs/Mavericks game. Our agency was in charge of the invitations.
Why you're looking at this: It all started when I came up with the line "Let's bury the hatchet." And this gem was born. Yes, that's a REAL hatchet we sent to our clients with an invitation to put the basketball rivalry behind them and enjoy a night of camaraderie at the game. Clients also received an animated GIF save the date email with a bit of friendly trash talk. I guess some rivalries will just never fade.
The ask: The client had tons of mandatories on this one: Show all of the features of U-verse. Include “demo,” “explore” and “shop” links. Promote the two offers available at the time. Explain the benefits of each package level. And do it all with a holiday feel.
Why you're looking at this: We had a lot of information to get into a very small space, so I worked incredibly closely with the art director to figure out a way to present all of the information on one page in a clean, innovative way.