TV

A pitch that was won, with pitch-work produced! It rarely happens, but this time it did. I led the Vitamix pitch with a brand campaign that hinged on being essential. The trick was making work that felt premium and simple, while still having room for human warmth and story and not falling sterile.

In the wake of their main competitor announcing that they would go back to feeding their chickens antibiotics, Perdue wanted to remind America just how absurd that practice is. This video reinforced their leadership position in feeding chickens all-vegetarian feed with no antibiotics ever, while also building awareness around the new generation of Perdue family leadership, Chris and Ryan Perdue.

Kohl's series of TV spots during the AMA awards set out to be way more than just commercials. The ask: break a mold. The answer: choose-your-own-adventure style commercials that allowed viewers to live-tweet in real time what spots they wanted to see next. This integrated, interactive campaign was made even more buzz-worthy with celebrity talent and humor-spiked scripts that reached beyond product to build brand love.

KOHL'S was ready to launch an exclusive NINE WEST apparel collection and needed their social video and broadcast campaign to work hard: it needed to honor the Nine West brand's legacy in superior shoes, while also showcasing the apparel, while also modernizing the notion of 9-5 workwear as something that is stylish, brimming with personality and wearable well outside the office. My answer to this brief was to channel the spirit of the classic TV show Soul Train. With foot-focused dancing we could highlight footwear, but still allow focus on apparel through each woman's incredibly unique dance style.