Broadcast
Case Studies

FedEX

Integrated Brand Campaign

Role: Concept / Art Direction
Agency: BBDO New York
Selected Work Shown: National Television

I was initially brought into BBDO as a freelance Art Director during a high-stakes review of the FedEx account, contributing to the creative work that helped the agency retain the business. Following the win, I joined BBDO full-time and continued developing national broadcast work for the brand with my creative partner.
 

At the time, FedEx was expanding beyond its traditional overnight-delivery positioning, introducing a broader portfolio of shipping services and new digital tools such as FedEx InSight. The communications challenge was to make a growing range of services and technology clear, useful and memorable to business customers.
 

The spots shown here were developed after the account win and used character-driven humor, unexpected workplace situations and fast visual storytelling to dramatize individual FedEx services. The broader campaign featured Steve Carell and helped push the brand’s advertising into a more distinctive, contemporary creative direction.

Liberty Mutual

Antiques Roadshow Sponsorship Campaign

Role: Creative Direction / Art Direction / Copywriting
Agency: Kirshenbaum Bond + Partners
Media: National PBS Sponsorship / Television
 

As part of Liberty Mutual’s national sponsorship of PBS’s Antiques Roadshow, I developed, wrote and art directed a series of short-form spots designed to feel native to the program rather than interrupt it.
 

The creative borrowed the show’s appraisal vernacular, describing ordinary household objects with exaggerated references to period, provenance, materials and condition as though they were valuable antiques. The approach connected Liberty Mutual’s message about protecting everyday possessions directly to a language viewers already associated with Antiques Roadshow.
 

The first-year spots, Dinner and Birthday, were followed by a second round commissioned by the client: Basket, Wrench and Alarm, extending the campaign into a second year.

Mountain Dew LiveWire 

Product Launch

Role: Art Direction
Agency: BBDO New York
Media: National Television
 

I was initially brought into BBDO as a freelance Art Director during a high-stakes review of the FedEx account, contributing as part of the creative team led by ECD Gerry Graf. After BBDO retained the business,
I joined the agency full-time and continued developing integrated campaign work for FedEx.
 

At the time, FedEx was expanding beyond its traditional overnight-delivery positioning, introducing a broader portfolio of shipping services and new digital tools such as FedEx InSight. The communications challenge was to make an increasingly complex range of services and technology clear, useful and memorable to business customers.
 

The television work shown here was developed after the account win and used character-driven humor, unexpected workplace situations and fast visual storytelling to dramatize individual FedEx services and capabilities.

Burlington

Retail & Broadcast Campaigns

Role: Creative Director / Art Director
Agency: Cramer-Krasselt
Media: Broadcast / Digital / Retail / Out-of-Home
 

I led day-to-day concept development and creative execution for Burlington across more than 20 commercials, digital extensions, regional adaptations and Spanish-language work. I also conceived and pitched the Mother’s Day and Father’s Day spots, which broke from the account’s established commercial format.
 

The broader account included the launch of Burlington’s Union Square flagship during a major period of national growth, as the company surpassed $4 billion in annual sales and opened its 500th store.

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Equal Sugar Lite

Product Launch

Role: Art Direction
Agency: Kirshenbaum Bond + Partners
Media: National Television
 

For the launch of Equal Sugar Lite, I art directed “Baking Revolution,” a :30 spot tracing the evolution of home baking across generations. A woman moves through successive decades, with each era transforming through wardrobe, production design and styling before arriving in the present day.

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The progression introduced Equal Sugar Lite as the next evolution in baking: a blend of real sugar and no-calorie sweeteners designed to measure cup-for-cup, bake, brown and provide volume like sugar, with half the calories and carbohydrates.

Yoplait

Yoplait Light
Brand Campaign

Role: Art Direction
Agency: Saatchi & Saatchi
Engagement: Freelance
Media: National Television
 

Brought in as part of a freelance creative team to develop new work for Yoplait Light, my partner and I created a spot built around the contrast between indulgent dessert flavors and weight-conscious eating.

A woman brings clothes to a tailor to be taken in while describing flavors that sound more like desserts than light yogurt, leading to a friendly misunderstanding over whether the clothes should be
taken “in” or “out.”
 

The spot used humor to make Yoplait Light’s dessert-inspired flavors feel indulgent rather than restrictive. The creative approach was subsequently extended into additional Yoplait Light commercials using the same conversational misunderstanding.
 

The work ran during a period of strong growth for the brand. Yoplait Light U.S. sales rose 11.6% to approximately $385 million from August 2008 to August 2009, while General Mills reported broader Yoplait growth led by Yoplait Light.