I had the pleasure of freelancing for Chewy with the assignment of helping create three new TV spots for their campaign, “Pets aren’t just pets, they’re more.” Beyond the chance to expand my canon of talking animal spots, it was a great opportunity to bring some fun stuff to life.
Shown:
TV/OLV campaign
ECD: Scott Habetz
CD/CW: Jack Harding
CD/AD: Michael Fiore
Director: Brian Billow
Electrify America’s mission is to energize the electric vehicle future by building a coast-to-coast network of fast-charging stations. But like with most new things in life, a lot of people still believe EVs are just a fad. To help convince middle-aged skeptics that EVs are here to stay, EA asked us to create an awareness campaign. So we launched Normal Now, a flashback to all those crazy ideas we didn’t want to accept before.
Shown:
Social assets
OOH posters
Online videos
Normalnow.com
CD: Jack Harding
AD: Daisy Serafini
CW: Brianna Gross
Photographer: Jeff Minton
Pella tests their windows against everything nature can throw at them. So, when they created an incredibly strong fiberglass window material, we wondered, “How could you really test this stuff?” Our answer: build a Surfwindow and give it to Jamie O’Brien.
Shown:
Social video
Swag logos
Landing page
CDs: Jack Harding, Michael Fiore
CWs: Jack Harding, Ben Whipple
ADs: Austin Warnick, Jade Giddens,
Rueben Martinez
I used to freelance at Apple over the years, and then I was hired at Eleven to be a CD on the business. During my five-year tour, I helped create digital work for the retail and education groups, hiring campaigns for HR, and seasonal emails that have, no doubt, graced your inbox.
Shown:
Apple Store recruitment posters and banner ads
Smattering of Apple.com digital work and emails
Tribeca Film Festival home page
CDs: Jack Harding, Amani King
ADs/CWs: Dozens over the years
Working in SF, you make ads for a lot of stuff you can’t touch and hold, let alone explain. So when we had the opportunity to pitch a window company, my hand shot up.
Beyond creating a new brand campaign for Pella, we had the chance to rethink the entire brand. We reinvented the look, voice, and tone of all communications, transforming Pella from a venerable window maker into a modern design brand.
Shown:
Brand TV (dir: Thibault Debaveye)
Print ads
CDs: Jack Harding, Ted Bluey
CW: Jack Harding
AD: Ted Bluey
Pima Air & Space Museum in Tucson, Arizona, draws aviation fans from all over the world, but not many children from the local area. To attract young imaginations, we held a paper airplane contest at the museum. Then we upscaled the winning design into a 45-foot paper airplane that we launched from 2,700 feet above the Arizona desert.
In one month, we received 123 million media impressions, including 225 unique news outlets in at least 12 countries—as well as more than 1 million views on YouTube. Not bad for a media investment of $0.00.
Shown:
45-foot paper airplane
Case study video
Contest posters
Microsite for contest and project updates
Samples of press coverage
19-minute documentary
CDs: Jack Harding, Bryan Houlette
CWs: Jack Harding, Dan Hofstadter
ADs: Ricard Valero, Ryan Meis
Director/Editor: Prav Potu
Awards:
Gold Cannes Lion — Branded Content
Silver Cannes Lion — Promotion & Activation
7 Cannes Shortlists
Gold One Show Pencil — Design
Gold Effie — Small Budget Products
Silver Effie — Culture & The Arts
Gunn Report’s 12 Cases for Creativity
On rare occasion, a product comes along of historic proportions. EV1 was one of those unicorns. And I had a chance to talk about the most advanced electric car ever built. Years later, some of this work showed up in the movie, “Who Killed the Electric Car?” Don't look at me, I have an alibi.
Shown:
National magazine ads
Full-page newspaper
OOH
CDs: Dave O’Hare, Mike Mazza
CW: Jack Harding
AD: Mike Mazza
Photographer: RJ Muna
Awards:
Silver Cannes Lion — Press & Poster campaigns
5 Cannes Shortlists
3 Communication Arts
Lurzer’s Archive
Howard Gossage Copywriter of the Year
In 2010, the San Francisco Giants won their first World Series in 56 years. The following season was a different story, so Comcast SportsNet asked us to find a way to keep the fan energy up. Working with a tiny budget, we created one of the most talked about events of the 2011 MLB season.
The final score: 430,168 unique page views and millions of PR impressions, nationwide.
Shown:
Cheapo launch TV spot
Microsite where more than 900 moms-to-be signed up
World Championship Baby clothing
Baby shower event
Samples of press coverage
Birth announcement for winning baby
On-field presentation at AT&T Park
CDs: Jack Harding, Page Kishiyama
CW: Jack Harding
AD: Page Kishiyama
Awards:
D&AD Wood Pencil
Cannes Shortlist
Gold Effie — Single Impact Engagement
In 2014, I CDed a global training initiative for AppleCare. We created the ‘‘Here to Help” campaign, support materials, and film to rally the 60,000 AppleCare Advisors around the world. The film was so well received, we traveled the world shooting four more installments. I’ll let you guess which countries I got sick in.
Shown:
AppleCare films
Here to Help announcement video,
posters, and welcome kit
CD: Jack Harding
CW: Jack Harding, Jon Korn
AD: Matt Klug
Directors: Lucid, Peking,
Tubby Brothers
As a lead in the Dignity Health pitch in 2013, we had no idea how big the “Hello humankindness” campaign would become. Nine years later, it’s one of the most talked about health care campaigns in the nation.
As co-CD on the DH business, I helped create dozens of brand and service line TV spots. And thousands of print, OOH, and digital ads, along with social posts and campaigns.
What you see here is just a small sampling, including a full-page newspaper ad I wrote that President Obama read aloud in a morning staff meeting.
Shown:
Launch newspaper
Brand TV
OOH
Social
In-facility branding
Service line videos
Holiday video
CDs: Jack Harding, Matt Wakeman, Michael Fiore
CWs/ADs: Dozens over the years
I’m a golfer, so winning TaylorMade was a big deal for me. During our year on the account, we launched all sorts of new products, including the SLDR driver, along with Tour Preferred irons and balls. I also got to hang out with a lot of golf pros and ask them about their Ferraris and speeding tickets.
Shown:
Justin Rose U.S. Open win ad
Launch campaign for SLDR driver (dir. Strike Anywhere)
Sustaining campaign for SLDR driver (dir. Patrick Murphy)
Launch print and digital for TP balls
Print/digital for TP irons
CD: Jack Harding
CWs: Jack Harding, Dan Hofstadter,
Brandon Reif
ADs: Ricard Valero, Matt Klug
Western Governors University is an innovative online university located in six states around the country. They have lots to say to potential students, so we used their mascot to do the talking.
Shown:
TV campaign
CDs: Jack Harding, Michael Fiore
CW: Jack Harding
AD: Michael Fiore
Director: Michael Downing
In the fall of 2018, I had the chance to travel around the country to tell the stories of six people who are doing amazing work for Dignity Health and Catholic Health Initiatives.
The films were played in front of 5,000 leaders in the Zappos Theater in Las Vegas. They were the highlight of a Day One celebration for DH and CHI’s new parent company, CommonSpirit Health. Now the second largest health care network in the country.
CD: Jack Harding
CW: Jack Harding
AD: Matt Klug
Directors/Editors: Chris & Nathaniel Calnin
ProFlowers had a retail-driven business model with little to no brand image. We gave them one by using their direct-from-the-field freshness story.
Shown:
TV
OOH campaign
CD: Jack Harding
CW: Jack Harding
AD: Reese Hoverkamp
DIrector: Michael Downing
Awards:
Two regional Emmy Awards
Cannes Shortlist
Moms try their best, but sometimes they fall short. We turned 8th Continent soymilk into the brand that saluted the real moms of the world and rewarded them for their mommy fails.
Shown:
Web videos
Banner ads
Web page to create mommy-fail coupons
Twitter feed/Facebook posts
Best Confession of the Month contest
CD: Jim Lesser
CW: Jack Harding
AD: Reese Hoverkamp
Director: Ric Cantor
Virgin America has a history of doing April Fools pranks. In 2014, I got to help pull one off with the assistance of Sir Richard Branson and Nest. To date, Sir Richard is the nicest billionaire I've ever met. (dir. Prav Potu)
I loved working on Saturn; it was the ultimate challenger brand. One day, a brief landed on my desk to do some “This Old House” sponsorship :15s. They still make me laugh today. (dir. Christian Loubek)
Lastly, here are some print ads I tried to sell to Cesar. I thought they brought a intriguing consumer insight to life in an interesting way. The client didn't agree.
