Since World War II, Ka-bar Knives have been the choice for those who need a knife that they can trust in the most important and most dire of circumstances. Our charge was to remind the rough, rugged and ready that these knives truly are life savers, and our audience is made up of people who can often find their lives on the line.
We realized that body art is often a part of the adventure lifestyle, and tattoos are basically stories told via ink, our approach was to tell true stories from real people via the visual effects of bringing tattoos to life.
The grandson of a WWII veteran.
A man treed by a wild boar.
A man and his injured son survive a terrifying storm.
It’s not just a toll tag, it’s a toll tag that comes with a wonderful, fun, terrific, super-nice, trusting client. Love those guys.
One Surly Hamster
Getting a TxTag and driving thru tolls is easier than, well, a lot of things.
Holiday to Remember
Anybody ever get a Mercedes for Christmas? Anybody? Anybody?
VOD is a wine-based vodka-inspired cocktail created by NuZest Beverages. We were asked to launch it from test tubes. Seriously, test tubes.
We named the brand, designed the bottles, created the positioning and learned a lot about the legal in’s and out’s of launching an alcohol brand.
Because Vod wasn’t a true vodka—instead technically, a wine. We weren't able to call it a vodka or even “Faux Vodka.” But we needed to make sure customers knew what the drink was all about.
You know, sometimes when you say you’re not something, you are? Yeah, so that led me to this tagline:
You’ll swear it’s vodka. We swear it’s not.
And since a faux vodka needed a faux CEO, we invented Russian billionaire “Svetlana” to carry the message and put a face on the brand.
Our mission: Create a distribution channel in Vod's target markets.
Driven by social, experiential and event marketing, Vod gained its distribution network, and was off to the races.
The VOD story
We wanted Svetlana to host the website in her own style
A mixologist on your phone
We created events for the food and wine critics. Svetlana drove up in a Rolls Royce, addressed the crowd for 15 minutes, then blew out of the party to catch a flight to Monaco. Or Nice. Or London. Or someplace fancier than we were.
Selfies with fans
Spending a little time behind the bar at a distributor’s meeting
Svetlana with musician Bob Schneider
The CEO vlogs for her fans
Logo designs created by the brilliant Rodney Richardson of Rare Design
Bottles and flavors
NYC Opioid Crisis
More people die from opioid overdose in NYC than car crashes, murders and suicides combined. Fortunately, there is medical treatment. Users and their loved ones are often skeptical that there is any way to beat opioid addiction. So we created stories of Living Proof to get the word out.
Mayor de Blasio launched the effort citywide using our work as a backdrop.
Talk Text Crash
Most people know talking or texting while driving is dangerous. The insight was, phone use is an addiction--and nobody wants to be the victim of an addiction. I wrote the tagline: Don't Let Your Phone Drive You. The work fell out of that.
For broadcast and web videos, we had some fun by casting a phone as the villain.
Set on vibrate
Google Maps has disavowed any knowledge of a phone behaving this way
Anyone remember Farmland?
We got more serious out on the road.
The Text Wall of Tears
We created a wall of actual stories of people—mostly teens—who had been killed while texting.
We also created press and public events with speeches from politicians, police chiefs and parents and friends of people who died while texting and driving.
The Washington Department of Transportation dug a tunnel under Seattle to replace the old Alaskan Way highway, which had been deemed a future risk during earthquakes. Like everyone, it had become a bit rickety with age.
So the SR99 tunnel bypasses downtown by going under it. It’s billed as “The World’s Safest Tunnel.”
Our job was to launch and awareness campaign, and then let people know at a certain point, the tunnel would become a toll road.
We noticed every time we talked about the tunnel in concepting, our arms made this scooping tunnel motion.
Who knows, maybe that could become a thing.
Broadcast, digital, outdoor, print and everything else under the sun followed.
The 99 tunnel. It’s a thing.
Help and Hope
Raising kids can be tough. Parents get stressed. We wanted to remind parents that all kids come with challenges because, ater all, they're kids. And that there's a place a mom or dad can go to help them cope.
Calm down. Count to ten.
Piggly Wiggly is one of southern America’s most enduring and popular brands. It has been since Buzzy Newton created the franchise decades ago. It was the local grocery store. It was where folks knew folks and they could always find the kind of food that stuck to their ribs and warmed their hearts.
But times, they are a-changin’. With the proliferation of big box retailers like Wal-Mart, Publix, Kroger, and the like flooding the marketplace, “The Pig” was at a huge disadvantage. They couldn’t cut prices, they couldn’t offer as great a choice of merchandise and they couldn’t expand as easily as the big boxes.
About that time, Farm To Fork and Local markets came to the forefront of America’s psyche. Local was suddenly in and big boxes were suspect. The “Bigs” all claimed to be local, but how local can you be when you’ve only been in a market for five or six years and “local” is actually a thousand miles away. And therein lay Piggly Wiggly’s opportunity.
I wrote the tagline, Local Since Forever.
Everything was easy after that.
A story that hit close to home.
The results were fast and impressive
Campaign by the Office of the Mayor in New York City to help increase voter turnout. For some reason, this campaign resonated with a lot of people.
Texas Parks and Wildlife
We created a campaign around not dumping your aquarium in the ocean. Those cute, colorful, little fish in people’s tanks can grow to enormous sizes in the wild and many are predators that threaten the ecosystem of the coast. Because the audience was parents and their kids, we kept things lighter, but with a serious message.
I wrote the tagline: Don’t let your pets become pests.
Everything else fell out of that.
There’s a video on here about how to euthanize your fish with kindness. Where was that when my dad flushed the angel fish down the toilet when I was ten?
Global Environmental Facility
The Global Environmental Facility, part of the World Bank, has a mission to address all of our planet’s toughest problems, and try to create a positive outcome. Our planet is changing, and not for the better.
Extinction of many species is upon us, and it has been because of the Age of Man.
This video was played at an event at the Smithsonian Institution, and was attended by a global audience of hundreds including heads of state, ambassadors, and those with a vested interest with the survival of all species.
As the group gathered around “Henry,” a giant bull elephant who was killed many years ago, and is a focus attraction at the Smithsonian, the lights went down and Henry’s voice rang out via this video.
The elephant in the room
Capital Metro is the mass transit authority in Austin. To let the very eclectic Austin citizens know that people just like them take the bus and train, why not make some introductions, and tell a few Austinite stories.
We teamed up with some of our city’s most talented photographers and filmmakers to meet a lot of really interesting people and help bring their stories to life on a Tumblr-based blog.
The common thread between them? They all use public transportation. Some ride the bus, some ride the train and others vanpool. So that’s where we started. And what great places to meet people, right?
Andrew and Alexis
Some older stuff. I like the writing here. And the effectiveness.
Put Fannie Mae's accounting issues behind us for just a moment. While I was creative director on the business, three million people a year were inspired to call, and 20 million people were able to own homes.
Accounting issues aside, that still feels good.
Rock The Vote
Fifteen commercials were created pro bono to help sway younger voters to get to the voting booth. The spots featured public figures such as Drew Barrymore, Seal, Joan Osborne, Goo Goo Dolls, LL Cool J, Method Man and QB Steve Young.
This is one of my favorites. Starring a really nice guy.
Robin Williams, Robin Williams and Robin Williams
United Healthcare wanted to send the message efficiency and a customer-centric culture. The undercurrent of this spot was also that they made doctor's visits more about patients and less about catering to medical practices.