“We need you to build the plane as we fly it. Oh and you have three months to do it.” That was the mandate from the client when our IAT team of Fallon and Chemistry came together to create the Frontdoor brand.
Fallon came up with the brand campaign of “The Feeling of Done” which is the peace of mind and sense of accomplishment you get once you finish a home improvement project.
My job as creative lead on social, content and PR, was to ensure that idea was interpreted and executed across all social properties as well as all media partnerships.
Results
Goal - 500K downloads by end of 2023. App downloaded 1.25M+ downloads by 12/31/23. Today, app has over 3M downloads.
Launch day - under 20 followers on social. Currently over 5K.
Launch day - brand awareness was 0%. Currently at 61%
Awards & Recognition: Effie Awards (Silver and Finalist), Good Morning America, New York Times, Better Homes & Gardens, USA Today, Good Housekeeping Awards
In a new era of peacetime that's anything but peaceful, the Marine Corps needed a new strategy that told the original story of the Marines for a new generation.
The solution was to show Marines have the willingness to engage and the determination to defeat any opposing force: physical, mental, enemies inside and out. We called it, Battles Won.
In only eight months, the Battles Won campaign garnered more attention and awareness than any other Marines campaign of the past twenty-five years.
Results
Garnered more earned media than any campaign in USMC history.
Won more awards than any USMC campaign in over 30 years including the first international advertising award for USMC advertising.
Currently, second longest running campaign in USMC history.
“Battle Up” led to highest amount of female request for information and highest female enlistment numbers ever.
First and (still) only US military commercial to show a woman fighting in combat.
Awards & Recognition: London International Advertising Awards, Clios, Communication Arts, Clio Sports Awards, National ADDY Awards, Region 7 ADDY Awards, Atlanta ADDY Awards, Adweek, Campaign US, Shots, Adforum, SHOOT, Little Black Book, Fast Company, Business Insider, NPR, Good Morning America, The Today Show, Fox News, BBC, NY Times, LA Times, The Daily Mail, Washington Post
As the pandemic was ending, Miller’s Ale House needed a new brand campaign that would help them fight off other fast casual competitors. They were launching a new menu as well as wanting to court younger families as their normal audience was aging out, quite literally.
The resulting “We Speak Your Language” campaign let everyone know that no matter what they liked or how old they were, Miller’s had something for them.
Awards & Recognition: Atlanta ADDY Awards
Kidde is the #1 brand of smoke detectors in the world but no one knows who they are because they are more worried about porch thieves than fires.
Our job was to help raise brand awareness. After learning that 70% of house fires are caused by the home owner, we created “Protecting You From You”. Kidde fire alarms know that you’re not dumb, you’re just human.
Results
3B+ impressions
+9% awareness
810K store visits
17% sales lift (almost $120M)
Awards & Recognition: PR Newswire, SDM Magazine, Pro AV Today, Fire and Safety Journals America
Family homelessness is an issue that largely goes unnoticed. So we put a spotlight on the invisible homeless to inspire people to take part or donate to Wheels 4 Walls, the yearly fundraiser for one of Atlanta’s only shelters dedicated to families, Our House.
We turned our cars into exhibits to show people what it’s like for families who have to live in the last thing they own. We then put these cars into the two places they won’t go unnoticed: Atlanta’s wealthiest neighborhoods and at Atlanta’s largest car show.
Results
+305% in unique visitors to website
+503% in page views
+170% donations YOY
Budget: $0.00
Awards & Recognition: Atlanta ADDY Awards, District 7 ADDY Awards
CG is a Caribbean insurance company known for their pricey, but comprehensive insurance and stellar customer service. However, in a sea of sameness they needed to stand out from the plethora of competitors.
We created “Good Like That”. A campaign based in the simple fact that CG is better most of the things you experience in daily life. It’s why when things do go bad, you’re glad you’ve got CG.
Results
Increased brand awareness by 300%+
Consideration increased by 60%.
Success led to client expanding business from 6 islands to 22 nations in Caribbean, Central American and South America.
Increased organic growth of the account by over 600%.
Awards & Recognition: ADDY Awards, Ads of the World, David Ogilvy Awards, SHOTS Magazine, The Stable Australia, The Continuum Online
Clearview Federal Credit Union is a regional credit union based out of Pittsburgh. They had two big challenges while rebranding themselves for the first time in 40 years: 1) the dwindling financial literacy in America 2) the leading bank in their hometown is also the nation’s largest bank, PNC.
We helped them succeed by positioning Clearview not as bankers, but as the people with all your financial answers. PNC is a behemoth so even if they wanted to come across as neighborly they can’t, they’re just too big. As a go-to resource for financial questions, Clearview feels like the best financial mentor ever. It’s why they are clearly different.
In the Caribbean, the sport of cricket is king. They’re represenative team, the Windies, has been pretty successful at it globally. While the Windies fanbase is massive, CG Insurance’s fanbase is not. As a title sponsor, CG wanted Windies fans to know the Windies are Good Like That and so is CG.
So we created a TV spot to run during cricket matches on ESPN Caribbean as well as multiple content series. Fans have clearly taken in CG as a key partner of their cricket fandom.
Results
Over 1M views for content series and commercials
20M+ impressions
30% engagement rate on FB for every episode of content series
Awards & Recognition: Atlanta ADDYs, Sportsmax, Ads of the World, The Stable Australia, Caricom Today
When you win an account one month before a global pandemic and shutdown, it's usually not a good time. Well, Miller's Ale House isn't the usual client. They knew that this was the opportunity they needed to raise brand awareness and capture market share in the casual dining category. We crafted everything they needed to start operating again from safe distancing signage, coasters, display, paid social, CTV/OLV, pre-roll, emails and radio. Each asset was devoted to giving Americans permission to safely leave their house for good food and a good time at Miller's Ale House. To say it was successful, is an understatement.
Results
102M+ impressions
+1220% online orders YOY
+450% Dine-in visits YOY
+101% social engagement rate
Awards/Recognition: Atlanta ADDY Awards, Campaign US Awards
Propel created the fitness water category, but with upstarts like VitaminWater and SmartWater, it was starting to lose market share. Rather than focus on ingredients, we focused this campaign on the feelings you got from exercising with Propel.
Awards and Recognition: Adforum, Chicago Sun-Times, Brandweek, SHOOT, Visual Effects Society Awards
Inko's, a small organic white tea brand, had a small budget, but needed to rebrand. Rather than eat up their budget ourselves, we put it toward making POP and online content that would help them stand out in an overly serious category.
Results
Over 400K views with zero media budget.
Awards & Recognition: Atlanta ADDYs, Bevnet
Cox Communications, America's third largest cable provider, had an innovation awareness and product relevancy problem. Causing them to lose market share to DirectTV and ATT. To combat this, we created a campaign to showcase what Cox offered and how popular those products and offers were.
Results
New customer contracts +6% every month campaign ran.
Cost per acquisition decreased by 33%.
Awards & Recognition: Creativity, Cannes
Gatorade's biggest competitor was never a sports drink. It was water. Over the years, my partners and I came up with new and unusual ways to illustrate how Gatorade was more beneficial to athletic performance than water. While other brands were killed by bottled water, Gatorade's sales rose by double digits every year.
Awards & Recognition: NY Festivals, Chicago ADDYs, Distrct ADDYs, AdAge, Adweek, Creativity
One of the perks of working on Gatorade was being able to work with the greatest athletes of all time. Of course, coming up with innovative or interesting ways to use them was also one of the biggest challenges.
Recognition: Effies, Adforum, Adlife, FoxSports 15 Greatest NASCAR Commercials of All-Time, Athlon Sports & Life, Good Morning America, Today Show, PBS Newshour, ESPN
The Gay Men's Chorus of Washington was looking for new inspiration in promoting their seasonal musicals. Luckily, one of our creative directors just happened to be a member and offered our services. With a budget of zero, we had to be very creative. As our CCO said at the time, "As long as we win awards, you all can keep doing them."
Awards & Recognition: DC ADDYs, One Show
As part of the Altoids team, my partners and I worked hand in hand with the media team to take the campaign to new heights with non-traditional placements, subline extensions and new promotions.
Results
Sales went from $30M to $125M in 18 mos.
Awards & Recognition: Obies, Chicago ADDYs, District ADDYs, National ADDYs, Effies, Cannes
The majority of our work for six of Tracfone’s family of prepaid wireless brands was high-volume, retail-heavy display banners (over 4000 produced in a year). However, we found great creative opportunities in media partnerships that made pretty big impacts for our clients’ brands and business.
While most of my career has been spent on integrated B2C clients, I have had a decent amount of experience in B2B work. Some of it is enterprise level, some is targeting business people and/or specific verticals.