i write , too. here’s some stuff you might recognize
Who decided that a talking sponge was a good way to sell dish soap?
Me. Hi. I’m the problem it’s me.
When it comes to character development and plot lines, I do not come to play. I come to sell dish soap.
And this campaign sold dish soap. A lot of dish soap.
Whose idea was it to let the transguy run the birth control pill account?
Someone pretty smart, apparently (thanks Matt Eastwood). I led Yasmin to become the #1 brand of birth control pill in the US. This spurred Bayer to acquire the company.
Turns out I’m a romantic at heart.
Leading Yasmin to such a big acquisition also led me to a big promotion as a creative director on one of my favorite accounts:
Campbell’s V8 (and VFusion)
The first challenge was to replace the long-running “Could’ve had a V8” campaign - yeh, no pressure.
My solution boiled down to asking one question:
What’s your number?
This, in-turn led to an additional budget to write a fun little campaign for VFusion called “Vegetable Haters” - and the opportunity to work with one of my favorite motion graphics designers (hi, matt smithson)
The seven-commercial “What’s Your Number” campaign (which won an Effie Award) and this VFusion “Vegetable Haters” campaign picked up a volume growth for V8 100% Vegetable Juice and V8 V-Fusion of 3.7% and 18.8%, respectively. Consequently, I became a hardcore V8 fanatic.
Seriously, I love the stuff.
So don’t be hating.
What happens when you’re asked to pinch-hit on a project with one of the world’s biggest super models?
You say, yes.
And then you write a script about a very hungry super model.
And that’s how you end up on a set in LA hanging with Heidi eating a bunch of yogurt.
Dawn
Yasmin
V8
VFusion
Dannon