MAI LA THAI
CD / AD / CW
I specialize in both writing and art direction, taking projects from concept to completion with a keen eye for detail. I've had the privilege of working with top advertising agencies and global brands, leading ideation, developing campaign concepts, and contributing to winning new business accounts. Whether collaborating with a team or working solo, I thrive on bringing creative ideas to life in any medium.
01
Liberty Mutual :15 (5 spots)
During my time at Kirshenbaum Bond & Partners, I developed a long standing campaign for Liberty Mutual Insurance, which sponsored the “Antiques Roadshow” on PBS. The idea and scripts came naturally to me as I was a big fan of the show growing up. After watching many episodes, I picked up on the jargon and viewed everyday things in this light. The first two spots “Dinner” and “Birthday” were so successful, the client wanted to run three more in the second year.
02
Equal Sugar Lite :30
In addition to creating the concept and storyboard, this spot needed a written treatment for the visual and music elements to direct the production teams.
03
Burlington :15 (2 of many)
During my time at Cramer-Krasselt, I produced more than 20 commercials in a year for Burlington. I took the opportunity to pitch unique Mother's Day and Father's Day commercials to the clients as a refreshing change from the typical formats. More here >
04
Films & Branded Content
I also have experience in independently writing, producing, and directing award-winning short films and branded content for major companies such as Nike and Veer. Although these projects were visually-focused, they also involved presenting a storyboard and written director's treatment to the clients. More here >
05
Editorial - Journalism
I've been interviewed in Forbes and Shots UK, as well as have written for international publications like
Photo District News and Wooden Boat magazine. Catch my next article in Wooden Boat's July/August 2024 issue.
06
Print Campaigns
During my tenure at Goodby, Silverstein & Partners, I wrote, and art directed a tongue-in-cheek campaign for eLuxury, one of the first companies to sell luxury goods online. These were intended to run as full-page newspaper ads.
While I was working at Goodby and previously at Pentagram Design, I was also an art student at the Academy of Art. One example of my student work is the Brita campaign, which won accolades for copywriting and art direction. At that time, Brita was still new to the North American market.
