Dramamine - The Last Barf Bag
Ask: Dramamine, maker of the most well-known OTC anti-nausea med, was seeing waning sales due to multiple factors. They wanted something attention-grabbing that could re-establish Dramamine as the category leader.
My role: Wrote a 12 page spec script to help sell in to client and directors. Wrote questions for interviews, ghost wrote the letter from Bruce to Dramamine (that’s my awful handwriting). Oversaw production and editing of film. Wrote copy for case study film, bespoke barf bags, and microsite.
Results: 650+ MM impressions in 3 weeks, 23% increase in brand engagement, 26% increase in Amazon sales. A lot of awards.
Dramamine || The Last Barf Bag (feature short documentary)
Dramamine || The Last Barf Bag (case study)
Archer - Biggest Sports Endorsement Deal
Ask: Archer was a small start-up that sold home like air fresheners and dish soap for men. They had a small budget and wanted to make a big splash.
My role: Developing activations ideas, writing copy for case film, writing questions and answers for press conference, production and post production of film.
Results: 300% sales increase, multiple awards including a Grand Sports Clio.
Archer || Biggest Sports Endorsement
Kmart - Evil Boardroom
Ask: Kmart was a major underdog in the big box store category, but had better layaway policy. With tiny media budgets, everything had to be earned, i.e, slapped up on YouTube with zero social support. So it had to be weird and funny.
My Role: Write a funny film that attacked the competition’s draconian layaway policies.
Results: Layaway enrollment +25%, +2MM impressions.
Kmart || Evil Boardroom
Kmart - Brother Dick
Ask: Kmart (same brief, see above).
My Role: Write a funny film that attacked the competition’s draconian layaway policies.
Results: Kmart got nervous and never aired it. Our CCO was so pissed. Still, one of my favorite spots. Probably should password protect this, but part of me wants Kmart Legal to come after me.
Kmart || Brother Dick
SNL - Dammit My Mom is on Facebook Filter
Ask: America expects a commercial parody after the cold open. And they demand it have cultural relevance! Or poo jokes.
My Role: Wrote this in a feverish panic at 3 a.m. on a Wednesday.
Results: Lorne’s only note at dress rehearsal was, “It’s cooking. Shorten the top a bit,” without ever making eye contact. +5MM youtube hits by the following Tuesday.
SNL || Dammit My Mom is on Facebook
Meredith’s Miracles - Keep Farts Funny
Client: This was a PSA shot proactively by FCB and shopped around to clients.
My Role: Writing, production, post.
Results: Went viral. Raised awareness around lesser-known symptoms of colon cancer to encourage more people to get screened. Cannes Bronze Lion for Film..
Meredith’s Miracles || Keep Farts Funny
Radio Flyer - Super Racecar
Ask: Radio Flyer launch spot for their new platform “Imagination on Wheels.”
My Role: Concepting, writing, production, post.
Results: Little media behind it, modest traction. Well received. I like the sweetness of the ending.
Radio Flyer || Super Racecar
Bud Light Blends - Roger the Juicer
Ask: ABI wanted a spot to launch this drink that thankfully did not last. They wanted us to play in their medieval “Dilly Dilly” world, but we couldn’t use any of the recognizable characters. Dick move by them? Eh.
My Role: Concepting, writing, production, post.
Results: My friend Jon Flannery once said “The worst thing that can happen to a bad product is good advertising.” We may have driven trial, but there were not a lot of repeat customers. But hey, we got to shoot in a field in Calabasas. Calabasas!
Bud Light Blends || Roger the Juicer
Cox - Slip n Slide
Ask: Cox Communications wanted to highlight that their cable, phone and internet services will be ready on day one of your move.
My Role: Concepting, production, post.
Results: 28% increase in mover connects.
Cox || Slip n Slide