When Mars Candy launched Bites, the brand was already 3 years behind their biggest competitor Hershey's. So what took them so long? After all, Snickers and Twix in a bite-size is such an obvious idea it begs the question, "Why didn't they think of these years ago?" Turns out they did…but office politics got in the way.
The :15s ran on TV and social on #TBT every Thursday, playing off the throwback nature of each story.
2015 One Show / Gold Pencil / Film :20 & Under Campaign
2015 One Show / Silver Pencil / Film under 80k Budget
We created a 1-800 number for the campaign with 34 unique reasons why we didn't introduce Twix Bites years ago–one for every year from 1980-2014.
Directors: Tom Kuntz, Matt Aselton, Aaron Stoller, and Steve Miller
During the 5 years I worked on FedEx, I had the privilege of creating famous campaigns for the FedEx Cup, new product launches, and FedEx NFL promotions.
2014 Cannes Lions / Film / Shortlist 2014 One Show / Merit
Open Floor Plan
2014 Addy / 2 X Silver
Director: Ulf Johansson
For decades, Snickers has been curing the behavioral side effects brought on by hunger. Symptoms such as anger, loopy and sleepy. But what happens when you're so hungry that you have more than one symptom? Well, a new kind of hunger needs a new kind of Snickers.
2016 Radio Mercury Awards - Best Use of Radio in an Integrated Campaign
2017 Webby Winner / Best Copywriting / Starving Artists
2017 Webby Winner / Best Use of Video / Hunger Innovations
2016 Cannes Lions / Shortlst / Film / Figure Drawing
2016 One Show / Merit / Film Campaign
2016 Golden of Montreux / Gold / TV Campaign
2016 Golden of Montreux / Gold / Best Use of Integrated
Hunger Innovations Case Study
We created a series of new products to help you cope with these new hunger problems and sold them on Ebay. People actually bought them. Seriously.
Hunger Innovations - Full Length
The Sound of Hunger
We hacked Facebook's silent autoplay feature to fool people into thinking this was just a normal metal band with the sound off. When clicked, they could hear the surprising effect hunger had on these musicians.
Director: Tim Godsall
Ally is relentless when it comes to their customers. They'll never stop inventing ways to help them save. Whether it's via a high-yield savings account, a cash back credit card, or an underground drill that helps them save money on gas.
The Ally Big Save
The Super Bowl is a time when brands spend millions to get you to spend money on junk you don’t need. As a brand principled on helping people save money, we wanted to show that money could be used for something much, much bigger.
So we created an AR game that literally took your eyes off the ads that wanted you to spend money, and re-focused them on your savings. The people with the highest scores got a grant from Ally towards their savings goal.
To kick off the campaign, we created films of real people telling us the big thing they’re saving for. Grab the Kleenex! You’ve been warned.
Press Adweek Campaign US AdAge Hollywood Reporter Buzzfeed
The Ally Big Save
Super Bowl Teaser - Michael
Super Bowl Teaser - Cashew
Super Bowl Teaser - Pam
Directors: Matt Herr and Justin Bilicki
In addition to paying top directors hundreds of thousands of dollars to direct spots, my partner Justin and I also wrote and directed a couple of spots of our own for next to no money at all.
For Snickers, we created many award-winning print campaigns for You’re Not You When You’re Hungry. The first campaign poked fun at the questionable endorsement deals athletes take on after their careers are over. The culprit: hunger. The second campaign twisted classic romance novel covers to show how hunger is probably the cause of your failing, miserable relationship. Sorry.
For the Snickers 'You're Not You When You're Hungry' Campaign, we wanted to let consumers know about the dangers of parking on an empty stomach. So, we created a parking spot that poked fun at inconsiderate/careless drivers who park over the lines. Turns out, they're not a-holes after all. They're just hungry.
The lines were painted over a real parking spot in a crowded shopping center with messaging that let everyone know "You park here when you're hungry".
Google Chrome wanted to announce their latest bleeding-edge technology. It was called Chromercise–a Richard Simmon's-style finger workout designed to help you keep up with the blistering browser speed of Google Chrome. Did I mention we made this announcement on April Fool's Day?
Chromercise Case Study
Everybody Chromercise! Full-Length Video
We also gave away packaged sets of the finger sweatbands featured in our video. All 25,000 were gone in under three hours.
The packaging came with detailed instructions for how to properly wear your Chrome sweatbands. If they spell "Morche" you've done it wrong.
Director: Jake Szymanski
For years, my professors and ECDs told me to never go for low hanging fruit. And by "low hanging fruit" I mean a ball joke. But that doesn't mean two regular guys from Batesville, Indiana can't make a sophomoric joke and break the Admeter.
For Doritos Crash The Super Bowl, we tasked Average Joes all around the country to take on the Ad pros and create a Super Bowl commercial that could take the top spot. And you know what? It did. Doritos "Crystal Ball" nabbed #1 on the USA Today Admeter, #1 YouTube AdBlitzand shocked the Ad world...and myself. Despite this, I still won't write a ball joke.