Sona Creative brought me in to help write and develop a batch of spots for CoolSculpting’s 2018 #CoolNotCool campaign.
The goal was to juxtapose CoolSculpting — the “cool” way to lose stubborn belly fat — with some slightly absurd “not cool” ways, which represent the embarrassing and painful lengths Americans go to in pursuit of a slimmer midsection.
This hair-metal guitarist, who slims waistlines with sound waves, was one of the heroes on our long list of concepts.
Card collectors are passionate about their favorite teams. So passionate that, when it comes to trades, sometimes they do “crazy” things.
Partnering with Conscious Minds, I wrote this hero spot for Panini Trading Card's 2018 NBA Rookie campaign, turning the above insight into a "crazy" standoff between two young card collectors.
Creative production agency Conscious Minds brought me aboard to script this internal hype video for Nike, voiced by record producer DJ Khaled.
Sona Creative brought me in to help write and develop a batch of spots for CoolSculpting’s 2018 #CoolNotCool campaign.
The goal was to juxtapose CoolSculpting (the “cool” way to lose stubborn belly fat) with some slightly absurd “not cool” ways, which represent the embarrassing/painful lengths Americans go to in pursuit of a slimmer midsection.
One of the concepts the client loved was “The Chili Pepper Sweat-Out,” wherein a person must sweat away the fat by eating an exorbitant amount of red hot chilis (a nice contrast to the “cool” alternative that is CoolSculpting).
Woven Studios tapped me to develop and write this digital promo, starring Hall-of-Fame footballer Terrell Owens, for Labatt's "Undomesticated Games" campaign.
On this one, we were working with a blank canvas - literally. All we had was T.O. and a white cyc. Out of that minimal creative sandbox emerged… Mini T.O.!
For the second year in a row, I teamed up with Conscious Minds to develop and write creative for Panini Trading Cards’ NFL Rookie campaign.
The 2018 campaign features the likes of top draft picks Baker Mayfield and Saquon Barkley, to name a few, and our theme leans into the stylized realm of fortunetelling and tarot cards, inspired by that classic carnival scene you all know from the movie Big.
We also cut a :60 version that hits on more of this season’s rookie class, as well as digital extensions for Instagram that focus on individual players.
So… who do you collect?
Conscious Minds tapped me to write and story develop this hero film for Panini Trading Cards’ 2017 NFL Rookie campaign.
With a modest production budget in mind, the film’s narrative spine traces the quasi-biographical football origins of Jaguars running back Leonard Fournette, predicated on the simple human premise that we all collect something.
This five-part web series I wrote for CoolSculpting’s 2018 Male Campaign features a foursome of gullible golfers who, with the help of tour professional Ian Poulter, learn the hard way about the game of golf and what it takes to lose stubborn belly fat.
Working with Sona Creative, our task was to design a series of “not cool” challenges that simultaneously touched on universal truths about the game of golf and incorporated what we dubbed a “belly wrinkle,” a subtle nod to CoolSculpting’s marketing initiative.
The series rolled out on a number of platforms: The Golf Channel, YouTube, social, and CoolSculpting’s DTC threads.
These are my two favorite episodes…
CoolSculpting’s 2018 Male Campaign was anchored by pro golfer Ian Poulter, and Sona Creative tapped me to help write and develop this :30 TV spot that uses a “not cool” golf metaphor to underscore the “cool” ease and efficacy of using CoolSculpting to get rid of stubborn belly fat.
Sona’s creative director and the marketing team at CoolSculpting brought me on-location in Orlando to work closely with Ian, overseeing the copy, and rewriting on the fly. It was a rewarding shoot, and Ian was a great sport (so was the poor actor who had to lug that “buggy” all day in 100% humidity).
