GTB brought me in to help out with their legendary Ford brand integration program for American Idol TV series. Over four seasons I created storylines, sourced talent and supervised production for in-show videos starring the American Idol cast. Shoot on Sunday and deliver to network the following Wednesday. Wow. Fast paced storytelling. Here is a 'best of' from the last four seasons of the show.
FORMAT: Ford branded show integrations
NEVER STOP EXPLORING
Re-brand The North Face. Wow. This was a dream assignment. The North Face was facing stiff competition from emerging brands in a rapidly growing category and needed to secure their position as the industry leader while appealing to a broader audience. My new positioning – Never Stop Exploring. The line re-energized the brand, aligning all the marketing into a cohesive and inspiring brand narrative that is inclusive while supporting The North Face premiere mountaineering position. Rewarding to see the line live on for years.
FORMAT: Brand Positioning, TV Series, TV, Print, Outdoor Campaign, In-store Visual Program
Heads up San Francisco, big chances are coming for your weekly trash pickup. We enlisted the Zero Waste engineers at SF Recology to star in this quirky video announcing the new trash bins, route changes and reveal some of the mysterious internal workings of their trucks. Keep it up SF, we are on plan for reaching our 2020 goal of zero waste.
Currently in production
LAVATION: the act or an instance of washing or cleansing
No colored rooms. No candles. No gimmicks. Just the refreshed feeling of exercise first. San Francisco's Lavation Studio has a reputation for no-nonsense, no-B.S. fitness training. The name Lavation is inspired by the backstory of the studio space, formerly a neighborhood laundry. Now, cleansing souls with the refreshing and rejuvenating motion powered by their 30 years of experience designing fitness first programs. A really good brand narrative waiting to be pulled together. I added the final touch with the theme line – 'Sweat. Rinse. Repeat.'
FORMAT: Facebook Ad Campaign, Video, In-studio Visual Program
First ascents. First descents. To be the ‘first’ is the ultimate trophy for outdoor adventurers. ‘The North Face Expeditions’ is a five-part TV series, hosted by Sting, that follows The North Face's premier outdoor adventurers as they explore the farthest reaches of our planet. The series followed five historic expeditions giving viewers an inside look at the passion, the determination, and the risk that it takes to achieve the ultimate mountaineering and adventure prize. The series aired over 5 Sundays as a presentation of NBC Sports programing.
FORMAT: TV Series, Print Campaign, In-store Promotion
Currently in production
Instigated by the renewed interest in the Vietnam War, photographer Cade Martin revisited his recent portrait series of pilots who flew in that war. As young men they had a unique vantage point flying over the conflict below, and or years they have kept their experiences and opinions to themselves. Until now. Cade and his 'always creative' producer Kate Chase brought us in to help shape a story around the portraits. 'Over War' is the resulting theme/platform–they flew over the war, now, are they over the war? Over War is a moving portrait series that offers a final opportunity for these men to tell their stories.
FORMAT: Digital, Print, Audio and Social
What does it feel like to drive a Mustang? ‘Go Moments’ is series that captures people on the brink of a personal breakthrough as their dreams meet opportunities with a chance to pursue their passion—all while they’re behind the wheel of a new 2015 Ford Mustang. GTB (Team Detroit) drafted me to direct a series of shorts that capture Mustang lovers reaction to experiencing the new 2015 Mustang for the first time.
FORMAT: Integrated Campaign
America needs a good dose of the Summer of Love. The Counterculture’s influence on social, political and creative movements was the inspiration for our upcoming series, Love Generations. We follow artists, musicians, foodies, and environmentalists from 2 generations as they collaborate and muse on a shared project. While commemorating the spirit of the counterculture movement, they explore the current climate of activism and what needs to be done. Is love all you need?
Love Generations poster series inspired by Hippie buttons from the 60's.
Series produced in association with Kontent Films. Stay tuned in. Coming soon.
FORMAT: Limited TV Series
The Whole Foods Market 'Authentic Food Artisans' seal marks organic products painstakingly crafted in small batches using traditional methods and the finest ingredients. To launch the program I created a series of 'handcrafted' print ads and radio spots featuring stories about the artisan producers.
Format: Print, Radio, In-store Video
For 2016 Fashion Week, Ford partnered with Refinery 29 to enlist popular Youtube fashionistas to test drive the Ford Fusion while preparing to attend Fashion Week. GTB sent me along to chaperon the Ford brand integration in the video storylines created by the Youtubers. Jeez. Youtubers have a bit to learn about working with brands. Hats off to the folks at GTB for sending me along.
FORMAT: Influencer Campaign
Introducing exploration gear for the feet. The North Face, in their own words, wanted to "come down from the mountain" – offer explorers and weekend adventures more accessible products. I created all the marketing materials for the product line launch that included footwear and clothing for trail running and adventure sports.
FORMAT: TV, Print, Outdoor, Sell-in Collateral, Shoe Box, In-store Launch Program
Two months in Melbourne? Alright with me. My friends at GTB sent me 'downunder' to produce a campaign of twenty-two TV spots and a handful of print ads for Ford's Australian division. There, I hung out with a bunch Ford owners who welcomed me with an all-access journey into the Aussie car culture. Ok, now I get Mad Max.
FORMAT: TV, Print and Digital Campaign, In-Dealer Visual Program
Sierra Mist wants you take take a break...a funny break. The Sierra Mist Creative Lab was developed to give young comedic talent a shot at being noticed. The Lab was designed to be a re-generative branded content producer and mentoring program. Sierra Mist added media muscle for distribution. The Lab teamed up comedy industry pros with emerging Youtube talent to create 'humorous moments' that disrupt the boredom of everyday life–stunts, short films, animation, web series, and music.
Free Beats – live event, pop-up beat box in NY's Union Square
On The Bubble News – 21 episode animated news show
Re-Gifters Anonymous – holiday themed Facebook program
Creative Lab content premiered at the Las Vegas Comedy Festival and Comic-Con, supported by a partnership with Funny Or Die.
FORMAT: Branded Content
Spaten was looking for a better way to position themselves as the authentic German beer. With a little research I discovered they are the original Oktoberfest beer...hmmm. Let's bring Oktoberfest to San Francisco by telling the brand's story through a series of bus shelter posters illustrated by a Bavarian folk artist, on wood harvested in the mountains near his home. Pull on your Lederhose SF, it's time for a Bier.
FORMAT: Bus Shelters, Radio
Imagine. Then soar. A provocative TV campaign that presented simple objects challenging the viewer to use their imaginations to see them in new ways. Oh, the dotcom boom. When else could you get away with an ad campaign this Dada? Xpedior was an innovative Internet business solutions provider built around the power of imagination. This campaign reflected their proprietary five-step process, the first step is to help their clients see the business world in entirely new ways. Yes, Xpedior is now a figment of our imaginations, but still one of may favorite campaigns.
FORMAT: TV, Print
‘Be an investor’ is a campaign filled with all the pride and optimism of crossing over into a world that was out of reach for many. Transamerica was welcoming the emerging investor by offering a low minimum investment of $50 a month. We created a campaign celebrating the everyman and every woman's desire to provide for their families future. Looking to create a slightly polished reality feel to heighten the narrative, we enlisted director/fashion photographer Albert Watson to apply his black and white signature look to the campaign.
FORMAT: TV, Print
As a major sponsor of the 2003 World Triathlon Championships, Degree Deodorant commissioned me to create and produce a TV show to promote their commitment to the sport and the amateur athletes who compete. The show ‘Road To Ironman’ went deep inside the lives and psyche of three athletes as they came face to face with the legendary Kona course for the first time to train for the big event. ‘Road To Ironman’ aired on NBC Sports and Bravo.
On race day, we followed the three athletes to produce an 'Update' integration, airing during the NBC broadcast of the 2003 Kona Ironman race.
FORMAT: TV Show, In-show Integration, Event Jumbotron Content
The filthy, dispicable, lovable Foster Imposters. Two trailer-trash birds on the lam, who will do anything to masquerade as Foster Farms chicken comedic-ally dramatizing the total opposite of what a Foster Farms Chicken is. Great example of the enduring power story and character bring to a campaign. FOX approached the client proposing a TV series based on the two dirty birds. Foster Farms passed on the offer. Was it the right decision? One from my archives still worth bragging about.
FORMAT: TV Campaign