USAA is built on a simple idea: what matters to you, matters to them. It’s this belief that drives their commitment to go above and beyond for every member. “Dog Tags,” based on a true story, brings that promise to life through the actions of an agent who goes the extra mile.
Many people assume USAA is out of their budget, but the truth is, they offer a range of savings and discounts designed to help members keep more money in their pockets.
To bring those savings to life, we created a series of OLVs, social, and radio spots that highlight everyday moments we can all relate to.
Nearly half of renters don’t have insurance to protect their belongings. Many assume their landlord’s policy covers them (it doesn’t), or that they don’t own enough valuable items to justify coverage (they do).
But USAA knows that renters love their stuff and will go to great lengths to keep it…even if that means moving it up five flights of stairs themselves.
Using a mix of UGC content and a small, COVID-safe pick-up shoot, we produced and launched two national TV spots encouraging renters to protect what they love—because it’s worth it.
USAA Insurance helps make things right when things go wrong. But that wasn’t enough for them. They wanted to actually help prevent these things from happening in the first place.
We launched a Safety & Prevention campaign consisting of online videos, Facebook, Instagram, Pinterest and Snapchat posts, display banners and emails to help people avoid surprises at home—so insurance is for just in case.
Since Differin isn’t an overnight fix (and really, what acne product is?), we invited people to commit to clearer skin with the 90-Day Challenge: use Differin every day for 90 days—and if you don’t love the results, you’ll get a refund.
To spread the word, we refreshed the Excuses campaign with new messaging and a bold graphic treatment, launching across TV and digital in multiple formats: one :30, two :15s, and six :06s.
To help people stay consistent, we built Clear90, an app designed to guide users through their daily routine, track progress, and keep them motivated throughout the challenge. We also launched the Clear Skin Set on Amazon, making it easy for participants to get everything they needed in one place.
When you’re struggling with acne as an adult, sometimes you might avoid going out. You don’t really feel confident or worry about being judged for your latest breakout…because shouldn’t this “teen problem” be gone by now?
The Excuses campaign tapped into this insight. It included a nationally-run :30 spot, two :15s, several :06 bumpers, and a :45 YouTube spot, all directing viewers to Differin’s homepage to stop the excuses.
Every January 1st, Outback Steakhouse sponsors Tampa’s huge college bowl game, the Outback Bowl.
The celebration doesn’t stop there—on January 2nd, fans can score a free Bloomin’ Onion or coconut shrimp based on who wins. Pick your team, grab your app, and get your game face on.
To spread the word, we rolled out a :30 TV spot and two :15s featuring Outback’s fun mascots, Bloomin’ Onion Man and Coconut Shrimp Girl.
The financial world is shifting, and for many with smaller retirement accounts, personalized service has become harder to come by.
PNC Bank wanted to reinforce that they still value people over profits. We developed a nationally run TV spot to clearly communicate this promise to customers.
The Jolly Green Giant hasn't really been around in recent years. So to awaken a sleeping giant (and his sleeping social presence), we packed up the car Griswold-style and headed out on The Giant Road Trip.
Joined by his little buddy, Sprout, we traveled from town to town, visiting iconic landmarks and attractions, some perfectly scaled for The Giant himself. The journey was captured from both perspectives: The Giant’s eye-in-the-sky view and Sprout’s pint-sized viewpoint.
As an extension to our social campaign, we created geo-fenced Snapchat filters featuring The Giant and launched a Spotify playlist of all the jolliest road trippin’ jams. Listen here.
Throughout the year, Outback Steakhouse supports its Aussie Rules campaign with a mix of TV spots and social media posts, all designed to remind customers that Outback is the place for great steaks and an even better time.
The TV spots highlighted limited-time offers, while social posts repurposed TV footage to share the Aussie Rules in a fun, engaging way—for example: “#16: There’s nothing wrong with ordering a salad. As long as that salad comes with a side of steak & ribs.”
After a successful launch year for Differin, we wanted to keep up the momentum in order to end the frustration of adult acne. We created 2 new TV spots, multiple :15s, tons of :06 bumpers and even a spot that highlighted our 2017 Best of Beauty award from Allure.
Beyond our TV work, we created 2 unique pre-roll ads for YouTube that hijacked the video the person was about to watch. One was placed on videos that instructed you how to cover up your acne with makeup and the other was placed on videos that reviewed acne products.
Here’s how they worked:
If a person searched for “how to cover up acne with makeup,” our pre-roll ad would be served to them and let them know that rather than covering up their acne, they can get rid of it with Differin.
PNC Bank’s Home Insight is a new online tool that guides homebuyers through understanding their budget and finding homes they can afford, making homeownership more attainable.
In preparation for the launch, we partnered with PNC to produce a series of videos highlighting relatable reasons for wanting a place to call your own.
Bank of Montreal (BMO) did an entire rebrand in order to uncover their human side, taking a simpler and more direct approach to all their services and communication. As part of the first step, they were looking to relaunch both their Canadian and US websites.
For my part, I was responsible for writing new copy, along with overseeing the transfer of existing copy from the previous website to the new one.
http://www.bmo.com
http://www.bmoharris.com
In 2016, Galderma received FDA approval to bring the first over-the-counter retinoid to the acne category—the first entirely new ingredient in the aisle in over 30 years.
We launched Differin with the campaign “Do Things Differin,” producing two TV spots, print ads, digital banners, and advertorials to reach consumers across multiple touchpoints.
go90 is a social entertainment platform that was launched by Verizon as the go-to destination for watching your favorite live sports, concerts from the top artists, brand new originals, and tv shows you already love.
We helped build the brand from the ground up with an integrated launch campaign. Highlights included teaser activations across nine cities, subway takeovers, a national TV spot, fun content with brand partners, influencer launch boxes, engaging social posts, and branded experiences such as merch and mascots—creating buzz and driving tune-in.
The annual Future Lions competition sponsored by AKQA asks students around the globe to challenge conventional thinking. The aim is to discover those who will create and shape the future.
Top management at AKQA invited internal teams from around the world to pitch ideas for the campaign for entries. After my partner and I were awarded the project, we worked closely with a character designer to create the annual poster, used the assets to make social posts, and helped design and launch the entry website.
Wheat Thins is the cracker that everyone knows and loves. They’re also the brand that everyone knows and loves online.
For almost a year, I had the pleasure of helping to run their social channels: writing daily posts, interacting with fans in real time, and creative activations for big events like Valentine’s Day and the World Cup.
To help launch Google's newest product, we wanted to show what "a day in the life" of a Glass wearer would be like.
In the first Glass Session, you'll meet Laetitia Gayno, the wife of a Googler, as she shares her story of becoming a new mom, trying to capture every special moment, and sharing them with her family in France through photos, videos, and Hangouts.
