eBay has been out of the spotlight for a while. So when they wanted to get back into TV, we started by reminding people what it is you’re actually getting when you buy something from them. Hint: it’s not what you think it is.
Your AmEx card is now accepted at Sam’s Club. It’s a pretty basic message, one that could potentially get drowned out by all the end-of-year holiday advertising. So we turned to food artist Jessie Bearden to help make these videos stand out. Plus we were dying to know what a coffee and onion portrait would really look like.
Late in 2015 it occurred to us that we were coming up on a Leap Year.
Cool, we thought. An extra day.
Then we started thinking about what a big deal an extra day must be, if you don’t have many left…
High triglycerides can raise your risk for heart attack and stroke. But the people most likely to have hi tris are the least likely to get checked. AstraZeneca got around that by creating video content on par with what they’re already watching for fun. And in case they still didn’t listen, we enlisted help from their spouses and kids too. This work won the Grand Prix at Cannes.
Working on Verizon, we created a ton of future-focused, pro-technology spots. So it was fun to set this one in an era before any of this technology existed, and still be able to turn it around to a “faster network” claim.
Your lawn is a reflection of your worth as a homeowner. Lots of lawn brands (Bayer included) like to show people being proud of their yard. I thought blind spitting rage was a good emotion to tap into instead.
When it first launched, Verizon's 4G network was substantially better than anything offered by AT&T. So much better that it felt like technology from the future. Which got us wondering if everything in the future would work as well.
We originally created these for the web but they really blew up on the X-Box BDE.
We created City of Speed to promote 4G on the X-Box Live platform. These “Branded Digital Experience” units had been around about a year when we brought it to Verizon, but ours was the first to be so robust.
To this day, this remains the best-performing Microsoft BDE ever. (The stats are at the end of this gallery.)
In addition to selling the practical benefits of a faster 4G network, we wanted to capture that feeling of wow-ness that comes from trying a new technology for the first time. The smile on the kid's face as he rides the bike said it all.
For every brand ad on national media, Coke had hundreds of regional "partner promotions" with sports teams, retailers and arts institutions. Until we came along each of those ads was created from scratch by different agencies and clients, which made a mess of their brand.
My team designed a templated system that kept Coke branding front and center while still leaving room for messaging tailored to each partner.
We created dozens of type-driven videos designed specifically to run on mobile networks. The simple animation and consistent background helped with load times and buffering.
Since we could create these so much faster, we bought ourselves the time we needed to cast and scout for other videos. This was helpful since we were creating over 50 at once, with a team of just 5 people.
Before Tumblr took ad money you had to fake your way in. When mcgarrybowen shot their “Test Squad” commercial on TV we wanted to give them a (believable) life online, so we created a Tumblr where we posted behind-the-scenes of their “experiments”.
We also created experiments of our own, including one where we used a smartphone to fly a drone through an obstacle course. (It worked.) All the posts were from the "real" Test Squad team members profiles, which worked like gangbusters until Verizon's lawyers got involved. Man those guys are squirrely.
This trailer package was AMC's most-watched theatre content ever (4 billion views and counting). The brief said to "highlight the magic that drinking a Coke brings to the movie going experience". If your movie going experience involves tripping on mushrooms, I think we nailed it.
We created FanFace to drive trial of Verizon's NFL Mobile app. The app lets you take a selfie and “paint your face”, then share your team pride through mobile and social networks. Once you completed the experience, we hit you with more NFL in the form of the free NFL Mobile download.
Despite being launched toward the end of the season, usage and shares exceeded projections, and downloads of the NFL Mobile app were up YOY.
My partner and I had five grand and four days to put a spot together. Everyone assumed we'd end up type on screen that said "Bonus Ball. Win Big! This week only!!" But then we saw this monkey reading a newspaper...
Telemetry is an ad serving and analytics company that's as intrusive as the NSA, but (hopefully) less evil. We embedded a fully interactive video within a standard 30-second pre-roll unit that allowed users to choose their own story. This had never been done with Telemetry’s pre-roll before. To interact with the unit click here.
Sales were up YOY, and Telemetry reported longer interaction times and increased engagement on each consecutive iteration.
Wireless 4GLTE technology is like 4K video - it's hard to get how different it is without seeing it for yourself, and that's impossible online. So we built a custom site that was heavy on specs and tech to spell out the benefits of having a faster network. Left brain, check.
Then we drove users there with a bunch of quickie right-brained videos that exaggerated the main (and most easily understood) benefit: speed.
Sometimes your mind wanders, sometimes your eye wanders. Sometimes you think to snap a pic.
Small businesses are a large part of Verizon's customer base. So when we redesigned the 4G website, we included a lot of "use case" videos to explain why a business might need a 4G connection. Even the low-tech ones, like a repair shop, who might not see the benefit right away. We placed them in a prominent place on the new site and updated them regularly.
This mini-campaign was created to hammer home one point: Speed. So we shot them quickly, made a ton of them, then swapped them out in people's feed so they'd never see the same one twice. "Weight lifter" went on to become become one of the most-watched videos on Verizon's YouTube page.
(By the way, no Boy Scouts were harmed in the making of these videos. In fact, there are no Boy Scouts anywhere in these video whatsoever. No matter what the cease and desist letter says.)
This was fun to work on. The agency had a huge new account which was worth about 18 trillion million thousand dollars. So while they weren’t looking, five of us snuck off to Panama City and pitched their tourism business. We came back with the account and got to make some beautiful ads. (If you ever get the chance to visit, go to Panama. It really does look like this.)
This was my second time competing in the 48 Hour Film project. You draw a genre, a character, a line of dialogue and a prop out of a hat. Then you have 48 hours to write, shoot and finish a movie.
This movie won the overall competition, coming in first out of 600+ entries in 30 countries.
How do you show that Verizon's network lets you download HD movies instantly? You deliver the entire movie in three words. This interactive movie game ran on AOL's movie properties and in taxi cabs all over NYC. We created 25 of these in the first run, and another 10 for the holidays.
We debated whether to give people the answers, but it turned out that knowing sparked a lot of social conversation, and encouraged people to use their phones to look up the answers. Not a bad side effect for a wireless ad.
Trade secret: other than the name and a little extra seasoning, there's not a lot of difference between the Fireside T-bone and the "regular" Longhorn T-bone. Just like there's not a lot of difference between the guy in this spot and Steve Buscemi in Reservoir Dogs.
OK, maybe not to you. This is 8 minutes of me tracking my car at Road Atlanta. If you look closely you'll see me pass a Lotus Elise, a Porsche 911 and a BMW M5. You might also hear me giggling like a maniac. That's because I'm all hopped up on race gas.
My first foray into the 48 Hour Film Project, where we wrote one of the 4 Horsemen of the Apocalypse as a dishwasher at a Chinese restaurant. This film won Best Screenplay and tied for Best Picture in the Atlanta leg of the festival.