The rather unglamorous brief for Shopper Assurance gave us one important insight. Everybody hates car shopping. Including us. We considered it one of the seven levels of Hell. And then we had it:
OPEN ON A PAIR OF VINTAGE ELEVATOR DOORS…
Six months. 250+ scripts. 82+ elevator floors. 4 days of shooting. 2 weeks of editing. Endless music selects. An army of talented people. And one incredible star. That’s what our Super Bowl spot is made of.
Take a deeper dive down to the additional floors as our couple ventures out on their car shopping journey.
As any dog can tell you, every adventure is different. And Hyundai has an SUV for every one.
The IIHS Top Safety-rated Tucson can protect you and your best friends. And their best friends, too.
Even though the Palisade has power-folding third row seats, don’t fall for, “We’re going to the park!”
It’s not about the size of the dog in the adventure, but the size of the adventure in the dog.
Sometimes, it’s good to be the big dog.
Long term dependability meets initial quality, in the most charming way.
We created an integrated campaign for Hyundai's charitable arm. Hope on Wheels might be the single most charitable form of giving that no one knows about. Every time a Hyundai is sold, a portion of the profits goes to help find a cure for childhood cancer through Hope on Wheels. This started with a small group a dealers and soon, all were on board. It's an incredible story of how Hyundai and it's dealers give back. Hope is their greatest feature. And it comes standard on every Hyundai.
When childhood cancer strikes, we all pitch in to help and do what we can to offer hope. Family, friends, neighbors, and Hyundai Hope on Wheels come together to offer hope to families when they need it most.
We were tasked with using running footage and adding a story to it. We’re proud of the result. Our idea sprung from the simple fact that Hyundai and Hope On Wheels gives children a chance at childhood by supporting Pediatric Cancer Research. And it does so, one Hyundai at a time.
We asked Hyundai owners what their favorite feature was... and then we told them what ours was.
Pitched, won, and wrote these fun and honest spots for Public Storage. It was a simple premise. Storage is not about space, it's about stuff. Your stuff.
Garage sales are not for everyone. This was the premiere spot for the new Public Storage campaign that we conceived based on the simple premise that storage is not about space, it's about stuff. Your stuff.
He loves motorized watercraft. You love your nice, empty driveway. Public Storage understand this. Storage: saving marriages one jet ski at a time.
We all know this guy. Maybe you are this guy. Whether it's unicorns, Lladros, or porcelain squirrels, there are better places to keep them than in your living room next to your tiny TV.
Our idea stemmed from the truth that LA is full of characters, actors or not, so this being LA there would be some serious talent trying out for the marathon.
It had taken me a while to fall in love with Los Angeles. So, when we pitched the Los Angeles Visitors Bureau, it forced me to recognize what it is about this enormous, sprawling, strange and incredibly inspiring city that I love so much. It came down to this: When you're here, you dream bigger.
The Golf Alltrack is the first wagon that was equipped with all this great outdoorsy engineering like an off-road mode and Downhill descent. So we appeal to those people that consider themselves outdoorsy beyond drinking booze on patios. Although, I have a deep appreciation for that kind of outdoorsiness too.
Copy:
When it comes to the moments we remember, how many take place in a living room? If you’re still trying to recall, perhaps it’s time to reacquaint yourself with a world beyond Wi-fi. The Golf Alltrack comes with 4MOTION all-wheel drive, off-road mode, and enough turbocharged power to motivate you off the couch. And remember that happiness favors the spontaneous.
Copy:
We could all use a little more dirt in our overly hygienic lives. Because with dirt also comes green grass, tall trees, fresh air, and paths far less traveled. That’s why we equipped the Golf Alltrack with 4MOTION all-wheel drive and an off-road mode so you can go out there and seize the beauty of this dirt-covered world, get your wheels muddy, and wash off all that civilization. After all, dirt is the greatest of cleansers.
Working on luxury brands gets tricky. You have to find the balance between being enticing but to sensibilities, not just bald-faced desire. Being subtle and elegant in tone when you're selling the world's finest service, wasn't hard. The only hard part was when we realized we weren't going to be flown to hotels all over the world in the name of hands-on research. Win some, lose some.
Copy:
Let us introduce you to your inner celebrity.
Let us create the social event of the season, every week.
Let us provide an occasion to flaunt your glamorous side.
Let us invite you to sparkle along with the champagne and the stars.
Copy:
Let us challenge your skills against a course designed by a Shark.
Let us serve up cocktails with creativity at the 19th hole.
Let us offer dining al fresco with a culinary master of Tuscan cuisine.
Let us honor your love of the game with an unparalleled experience.
Copy:
Let us indulge your toes with our signature Hops ‘n Honey Ultimate Pedicure.
Let us ease away tension with the soothing warmth of a Colorado River Stone Massage.
Let us replenish your skin with our special High Altitude Oxygen Facial.
Let us allow you to contemplate nothing more serious than the aroma of your therapy.
Copy:
Let us become your epicenter steps away from everything.
Let us rejuvenate your body and spirit with a private yoga class.
Let us tantalize you with fresh Nova Scotia lobster and raw oysters.
Let us offer a stay you’ll always remember with friends you’ll never forget.
Working on Teva felt like the embodiment of the shoe itself, action-oriented, fun, and most of all inspiring. When they wanted to break into shoes in addition to sandals, their goal was to appeal to the same outdoorsy, extreme crowd that loved their sandals. Soon after I finished this campaign I rafted down the middle fork of the Salmon River in Idaho, completely Teva-clad.
The Global Rally Cross, a Red-Bull infused event full of dirty, superfast performance cars. In our case, it was a Beetle with 553 horsepower. Print and banners were supposed to accompany a HPTO that involved our Beelte GRC racing around the page spraying dirt everywhere. Once again, budget cuts shredded my dreams.
Tanner Faust and Scott Speed lit up the night with 553-horsepower under the hood. They outran the fast crowd.
Volkswagen Touareg is basically everything that VW does best, under one big panoramic sunroof. They wanted to appeal to people who definitely wanted luxury but still actually made use of the "utility" part of an SUV.
Volkswagen Touareg is basically everything that VW does best, under one big panoramic sunroof. They wanted to appeal to people who definitely wanted luxury but still actually made use of the "utility" part of an SUV.
There's that luxury thing again...
That panoramic sunroof really is spectacular, more so even under the stars than under the sun. That gave me an idea.
My partner and I created a direction for the Volkswagen Website. It was a quarterly online magazine that told stories (both literal and metaphorical) about journeys people take in their VWs. Of course, it also provided all the relevant info for car buyers too.
I was tasked with writing content for this VW website direction. it was daunting but it also allowed me to wander and visit destinations and then write about them and, of course, the cars. Which means I know a lot about Volkswagen, including its irreverent, clever tone. Want to know about the limited slip differential on the Golf R or the Fender® Premium audio system on the Beetle? How about the best place to get gumbo outside of New Orleans? Go ahead, ask me anything.
My partner, Sarah Zoraya and I created a direction for the Volkswagen Website. It was a quarterly online magazine that told stories (both literal and metaphorical) about journeys people take in their VWs. Of course, it also provided all the relevant info for car buyers too.
![Alltrack_NEW_ADS_001[1].jpg](https://images.squarespace-cdn.com/content/v1/56cca48b2b8ddefb33da60a5/1473442398639-IR3OF7KNV9JDWFGQ8M40/ke17ZwdGBToddI8pDm48kHFg3lwAxHvaI5rSscPgwO17gQa3H78H3Y0txjaiv_0fDoOvxcdMmMKkDsyUqMSsMWxHk725yiiHCCLfrh8O1z5QHyNOqBUUEtDDsRWrJLTmjJyaSXAwc_BJvYKv4pjNuo0xLMToagxCDIwK1c7MZEgaoDsH5H7CFhkLT6CXjMBk/Alltrack_NEW_ADS_001%5B1%5D.jpg)
