I grew up a maker, in a house connected to a factory where my dad invented the baseball pitching machine. We built things all day long.
So I don’t think about writing ads. I think about making the pieces that brands need to build platforms, share promises and act on their beliefs.
The Promise: Cool School is a YouTube-based show committed to offering kids fun, imagination and positivity in every short episode. The Platform: A framework that is inspiring to kids, parents and the brand alike with the notion that every moment can be a chance to grow, one small step at a time.
The Promise: Brewery Ommegang is something rare, making true Belgian beers on truly hallowed ground in Cooperstown, New York. The Platform: Using this magical sense of place created a natural sense of source for the brand’s energy – and a rich starting place for the tales of each brew.
The Promise: Reliability. Safety. Power. Choice. Toyota offers core values that really matter to the lives of drivers everywhere. The Platform: With “Wouldn’t it Be Nice?”, every feature can take its place in their days, showing that the car they need is also the car they want.
A little proof the the car you need might just be the car you want.
The Promise: Brisk offers the world a powerful combination of big flavor balanced by tea tranquility. The Platform: Teaming up with Funnyordie, we shared the story of Brisk as more than just a bold quality, but as a worldview that could inform each new effort from the brand.
Part 1: Chaos onset, as an idiot puppeteer makes a mistake of legendary proportions.
The Promise: In year four of the HP’s “Change” campaign, the idea that the brand could help business embrace change was well seeded. So where to next? The Platform: This exploration offered a path beyond change management, to a fully change-fueled mindset.
Old as bones, perhaps, but the heart and humor still hold up. So here’s a bit work from the days in Chicago, Detroit and New York.