Priceline wanted to throw out their decade old campaign, "The Negotiator," featuring the Star Trek icon, Williams Shatner.
When we pitched for their business, my partner and I came up with a totally new campaign structure would keep their beloved Williams Shatner as a narrator, rather than a negotiator.
We wanted to get people to think about what is actually on the line if you don't go on a trip. By creating disastrous scenarios if you don't go, we found unexpected ways to convince people to go to Priceline.
DIRECTV VS. CABLE
DIRECTV wanted to show their customers that they were getting a superior TV experience than cable customers.
This campaign featured celebrities like 80s heartthrob Rob Lowe and famous NFL football players playing horrible alter-ego versions of themselves. It was a huge viral hit that spawned several memes and parodies.
A few of the characters my partner and I created include Meat Head Rob Lowe, Arts and Craftsy Tony Romo and Petite Randy Moss.
Meathead Rob Lowe
Arts and Craftsy Tony Romo
Petite Randy Moss
TOGETHER WE MAKE FOOTBALL
Many say football is a just game. Sure, that's true. It's a game. But in the U.S., football is so much more than that.
In this campaign, we show the many authentic ways football brings so many people together.
Here are a few spots that I wrote for the NFL's "Together We Make Football" campaign. The first two appeared in two separate Super Bowls.
My partner and I have always thought most commercials would be improved with marionette characters.
When DIRECTV needed ads for their new wireless service, we knew we finally had the perfect opportunity.
STAND UP TO STAND YOUR GROUND
After seeing the injustice of the not-guilty verdict in the Trayvon Martin shooting, a team of creatives and I crowd-sourced funds to create a PSA.
We raised only five thousand dollars to make it, and shot it ourselves with the help of some friends in the industry. We used the real 911 calls made by people in the area on the night Trayvon Martin died in the video.
"Stand Up to Stand Your Ground" was made in 2 weeks, from crowd-sourcing to finish. It was only posted on YouTube and had no other media buy, but the video went viral. Within two days, it had appeared on all of the major news networks and been written up in dozens of news sites.
Stand Up to Stand Your Ground
CABLEWORLD AND CABLE CORP
DIRECTV needed to show their customers that giant cable companies provided completely inferior service.
So we created a campaign about the clueless buffoonery of DIRECTV's competitors with the fictional companies Cable Corp and CableWorld.
In this series of spots, Cable Corp merges with CableWorld to become a giant cable conglomerate that tries to take on DIRECTV.
Unfortunately, their board members are not so bright and their business solutions are equally dumb.
My partner and I were asked to create a campaign that included all of the varieties of Fruit Snacks, which include: Gushers, Fruit by the Foot and Fruit Roll-ups.
So after eating countless boxes of Fruit Snacks and staring at the wall, we thought, "My god, I want to live in a world made of Fruit Snacks."
And FruitSnackia was born.
BUD LIGHT COIN TOSS
Bud Light wanted to tie their NFL sponsorship into their "Up For Whatever" campaign.
So we created a series of spots that encouraged Bud Light drinkers to put two plans on the table and use the football game's coin toss to decide what they'd do for the weekend.
AT&T AND DIRECTV REVOLUTION
When AT&T acquired the DIRECTV brand, I was part of the team that pitched and won the new business.
We created a launch spot and additional campaign to announce the new merger.
Edge of Your Seat
ALWAYS SMOOTH LIKE KEITH STONE
Keystone Light's spokesperson is the smoothest dude on earth, Keith Stone.
This fully integrated campaign featured TV, radio, outdoor, online videos for Facebook and social media posts.
Our digital videos had Keith Stone celebrating random holidays on Facebook and giving pieces of advice that we called "Smooth Musings." We made over 20 different short videos that rolled out throughout the year.
Smooth Musings - Fish
Smooth Musings - Draw a Bird Day
Smooth Musings - Summer Solstice
Smooth Musing - Big Bag
MR. PEANUT'S MANLIEST MIX
With Planters new Men's Health recommended nut mix, Mr. Peanut gets a manly makeover. And some manly man friends. Man friends who are actually nuts.
Here are a few things I did while I was at MTV Networks.
I worked on brand and show campaigns for VH1 and BET.
One of the highlights was creating the brand voice and launch of a new channel, Centric.