Helping others be counted.
Role
Creative Direction
Client
Black Theatre United
Every 10 years, the census seeks to count all people residing in the United States. That count impacts communities in countless ways, including school zones, health care, and business and economic development.
Every decade, the census undercounts “Hard to Count” populations: immigrants, people of color, small children, renters, undocumented persons, etc. Those people are losing their fair share of resources and deserve to be counted.
Created in partnership with Black Theatre United and Fair Count, #only1ofme inspires the completion of the 2020 United States Census amongst historically “hard-to-count” (HTC) populations.
SUPER FUN FACT
We conceived, wrote, and shot these in 10 days—during Covid. Billy Porter did his entire VO in 1 take, in the back of a car after we wrapped.
McDonald’s Moments
Brand Campaign
Charming Midwest sensibilities from a global brand.
Role
Creative Direction
Client
McDonald’s
McDonald’s was looking for a fresh campaign that could promote a wide variety of products in a way that would resonate with the people of Minnesota. The brief said something about the joy of having a “McDonald’s Moment”. After a few days of diarrhea jokes, we got to work.
Yoplait Greek Launch
Brand Campaign
Helping a serious category lighten up.
Role
Creative Direction
Client
Yoplait
People take their yogurt seriously—probably too seriously. Please stop, everyone. So, I was asked to remind people that yogurt can taste good, besides being good for you. Our campaign, It’s Time to Lick the Lid Again, did just that with expressive imagery and an upbeat tempo. The broadcast efforts were part of Yoplait’s most extensive new product introduction, resulting in $150MM in Year 1 sales.
Loona, The Sleep Tight Game
Brand Experience
Don’t describe products—let people play with them.
Role
Creative Direction
Client
Sleep Number
Sleep Number sought a way to tell people they sold more than beds. That’s easy to say but hard to make people care about. Instead of a website, we created Loona, The Sleep Tight Game — a series of fast-paced mini-games where players helped Loona try to catch some ZZZs. Players were asked to stack pillows, quiet a noisy cat, and discover monsters in the closet. Do you want to tell people you make pillows in all shapes and sizes? Let’s make a pillow stacking game. Want to tell people you make comforters perfect for couples? Let’s make a game that highlights that. We also interspersed facts and features about their products in between games to keep users learning as they played.
Loona became a mascot, as Sleep Number featured her in point-of-purchase videos and displays.
