Etsy knows what counts
We were tasked with making Etsy’s first national campaign recession proof by its CEO. I developed a strategy based on Maria Kondo’s movement of choosing only to keep items that bring you joy. So we highlighted the importance of buying belongings through Etsy sellers vs mass-produced stuff. Our campaign focused on shopping with intention to buy forever things vs. disposable. This campaign had two iterations; one to set the brand and one to focus on holiday gifting. It was on broadcast, online and showed up in social channels as shoppable content. We also dropped graphics within the spots so you could seek out the seller to buy the featured items.
Client
Etsy
Agency
Frank Collective
Sample Scripts:
:30 Belongings (Hero)
Etsy is the place to find new favorites. The belongings we hold on to. Etsy knows that moments, big and small, deserve things that really matter. Sold by real people and filled with things that last beyond the latest trends. Belongings don’t just show what we care about, they show who we are. Shop Etsy.com
:15 Belongings (Hero)
Etsy is the place to find new favorites. The belongings we hold on to. Sold by real people and made for all of life’s moments. Our belongings don’t just show what we care about, they show who we are. Shop Etsy.com
Kayak, travel well.
Kayak wanted a clever way to let their customers know about their digital tools. They were being underused and Kayak knew that it was just a matter of people knowing about them to embrace using them. I concepted and wrote this animated six-part scripted series on false travel maladies that make travel harder without Kayak. Letting everyone know that to travel well, you need Kayak.
Client
Kayak
Agency
Frank Collective
Sample Script: :30
Meet our subject, Emma. She’s overworked, underpaid and suffering from “Spontaneous Wanderlustis”; sudden desire to escape one’s surrounding environment. Trapped behind her desk, Emma, longs to spread her wings for a more desirable locale. As luck would have it, Kayak Explorer let’s you browse flights that match your budget. Lifting off from an airport near you, to a plethora of the hottest destinations. Making it easier than ever to match your budget to the perfect spot. So you can get back to finding your center. Be one with Kayak Explorer.
Sample Script: :30
Ben’s West Coast business meeting has caused his East Coast girlfriend to develop “Obsessive Travel Cling”; excessive clinginess caused by a loved one’s imminent trip departure. Luckily with Kayak Trips, Ben can create an itinerary simply by booking with Kayak or by forwarding his booking receipts to Trips@Kayak.com. He can also manage his itinerary to the last detail by adding events and, most importantly, can share it with his significant other. So his boo-bear can feel connected and know exactly when to pick him up her cuddlewumps. Love wins with Kayak Trips.
TRESemme makes you a VIP for FashionWeek.
StyleSetters was a video series that was conceived for Conde Nast as a way for TRESemme to leverage it’s New York Fashion Week sponsorship in real time. These videos were conceived and shot and then edited and online within 24-48 hours. Allowing TRESemme to show off it’s trendsetting hairstyles on the runway and with street styles. The showed on Snapchat, in digital ads, on YouTube and TRESemme paid channels. I co-created and executive produced this series for 6 seasons.
Client
TRESemme
Agency
Frank Collective
Mini Coupe. Little Car, big city
Driven wanted to highlight the sportiness and city-friendly size of the new Mini Coupe. So I concepted a day-in-the-life story of a trendy Manhattanite. Showing off the zippiness and maneuverability of the car in the context of real city driving. And it was real city driving. We only got the car for 3 hours, so we made it count. This content was shown on Driven, UrbanDaddy and Mini Coupe owned and social channels.
Client
Driven
Agency
Frank Collective
Haven Life. It’s the little things.
Haven Life is a new type of life insurance geared towards millennials. So how do you sell life insurance to an audience that doesn’t think they need life insurance? With relatable moments and a bit of humor. I concepted and wrote the brand anthem film (which was then edited down to a broadcast spot) and a series of The Insider’s Guide to Life nsurance. These animated videos ran on social channels and YouTube. We titled the animated videos as commonly asked questions people searched for online to ensure the most views.
Client
Haven Life
Agency
Frank Collective
Anthem script: 30
You are my hello
My someone
My bounce
My last nerve
My fireside
My best friend
My bike ride
My let’s make up
My don’t let tonight end
My life
My moment that make all my other moments matter
Haven Life for the moments that matter
Anthem Video (full-length)
Sample script: How much Life Insurance do I need? (:60)
Let’s talk about death. Specifically, yours. It’s not pleasant. But life insurance can help you plan ahead. The question you need to ask yourself is how much money will my loved ones need when I’m gone. Maybe it’s just your partner, maybe it’s your kids, maybe it’s a white tiger that only eats ribeye. Could they afford the mortgage? Send the kids to college? Or even keep the lights on? A good rule of thumb is getting coverage that equals five times to ten times your income. Although, ultimately there’s not a single answer that works for everyone. It’s about deciding the right amount of coverage to help keep the lights on and the tiger fed. Haven Life has a very simple, free life insurance calculator that you can use to figure it all out. Afterall, death is for another day. Planning, is not. Learn more at Havenlife.com.
How much life insurance do I need?
What is term life insurance?
If I have life insurance through my employer, am I adequately covered?
Sample script: What is Term Life Insurance? (:60)
In a world filled with quicksand, falling anvils and slippery banana peels, it’s important to have a plan. Term life insurance provides a simple and affordable way to make sure your loved ones are financially protected if the unexpected occurs. If you’re wondering why it’s called “term life insurance”, it’s because term life policies are characterized by their length of coverage—typically 10, 15, 20 or 30 years. Enough time to outlast a midlife crisis or your interest in a dangerous new hobby. If one of your new hobbies turns out to be your last, all the benefits go straight to your family or loved ones to help them cover day-to-day expenses. In the meantime, you pay a fixed monthly premium and you’re covered. That’s it. Death is for another day. Planning is not. Learn more at Havenlife.com
Grey Goose Vodka, from field to bottle.
Grey Goose was making vodka with wheat in Cognac, France. No other vodka was made this way and we needed to let bartenders and beverage masters know why Grey Goose was intrinsically better by being special. So we created a documentary to tell the story of Grey Goose. The filming was in gorgeous black and white. I was also the producer for this as well as co-concepting the story and script. This was too big of video showcase here. But click on the photo of the sky and wheat to see the original in its entirety.
Client
Grey Goose
Year
Radical Media
iStock knows craft matters
iStock was a sponsor of the Art Directors Club and as a result got to showcase an opening video for the event. They wanted to show off iStock photography and speak to the dogged diligence of craft. I wrote this anthem in that spirit. I wanted it to feel like a stream of consciousness and evoke the pain and passion of craft through the lens of the creator.
Client
iStock
Agency
Frank Collective
Script:
What is craft? We know it when we see it, don’t we? Well, we certainly miss it when it’s gone. It says—I care. I’m paying attention. I know, I know, I’m that way too! Did you see the thing? How’d they do that? Beautiful. Amazing. Wow, wow, wow.
Craft is the beat to our creative drum. The bee to our honey. The kid to our play. Craft is the other side of the creative coin. And that coin is incredibly, meticulously, no-detail-too-small, I know I’m the only one who can see it, but still…well, it’s that type of coin.
Craft makes a good idea, a GREAT idea. It sings. It hangs. It kills. It’s timeless and of-the-moment all at the very same time.
And let’s be honest, we hate it sometimes. When it makes us stay up late. Or not let go. Or do over and over and over again when there are other things to be done. Or makes us into a crazy person because why. can’t. I. get. this. one. And in that moment you think, “look, will anyone notice this has 400 brushstrokes? Or the beat of that line is not reading? Or that dog in the corner is stealing focus in a bad way?
But we do. We notice. We miss it when it’s not there. When it’s off or flat or feels just un-right.
So we chase it down. And we work it out. And we put the time in. And the care in. Maybe a little risk? Maybe a little head/heart mash-up? And…there it is again.
And those are the times when you think you’re the only one that sees it. That detail. The hours. That extra-ness that made it turn a corner. And we see it too. We do. We nod. We smile. Give that head bob of recognition. Because we know. That is craft.
Never forget what the FA in your BFA stands for.