Experience across categories.
Expertise finding the human truth in each.

Childhood Is Calling

My role: Strategy, Concept, Copy, Creative Direction, Production

Earlier Rice Krispies spots opened with a child telling their mother what the cereal was saying. Then animation took over and finished the story. When we tested the work with mothers, their favorite part was the first three seconds. We’d been moving away from the very thing they liked most.

So we stayed with that moment. Childhood Is Calling celebrated the connection between mother and child over breakfast. And because we wanted it to feel real, we cast actors with their own children.

The campaign increased Rice Krispies base sales by 7.5%, outpaced category growth by 10 times and overtook Cheerios in sales growth.

RBC Wealth Management

My role: Concept, Copy, Creative Director, Design, Production

This was RBC Wealth Management’s first global campaign. The ads ran in The Wall Street Journal, The Guardian, The Economist and other financial publications around the world.

We gave each headline two ways to be read. The bold words told the bigger story. The full headline delivered a specific benefit. A quick glance or a closer read: either way, there was something to take away.

Special K

My role: Concept, Copy, Creative Direction

A Purdue University study found that replacing two meals a day with Special K, plus eating a sensible dinner, could help people lose up to six pounds in two weeks. Yes, it was a calorie-restricted diet. But that wasn’t much of an advertising idea.

So we came up with all the diets you wouldn’t have to do if you just did this one. We made the alternatives funny and let the Special K plan be simple. One of the commercials ran during the Super Bowl.

Nintendo

My role: Concept, Copywriting, Creative Direction

Pokémon Diamond and Pearl were arriving on Nintendo DS. We brought that arrival into the real world, with Poké Balls appearing around people before we revealed the games. A game launch should feel like something is happening.

Pokémon Diamond and Pearl sold more than one million copies combined in the United States within five days of release—the fastest U.S. launch in the franchise’s history at the time.

Granbury, Texas

My role: Concept, Copywriting, Creative Direction

People knew Granbury for its historic town square. There was also a lake, dining, shopping, theatre and plenty to do outdoors. We needed to give people in Dallas–Fort Worth a reason to come over—and a reason to stay past lunch.

“Restore Yourself” connected the town’s restoration with what a visit could do for you. We built the positioning, voice and visual identity around that thought, making room for the town’s history and everything happening there now.

Patrón Tequila

My role: Strategy, Copywriting, Creative Direction

I wrote social campaigns and Twitter posts that kept Patrón relevant to the conversation. Holidays and cultural moments gave us openings. Cocktail ideas gave people something they could actually use.

The point was to have something worth saying, not just a reason to post. The voice stayed playful and confident, with a clear connection to Patrón.

Parade

My role: Concept, Copywriting, Creative Direction

In 2011, The Heritage golf tournament in Hilton Head lost its sponsor. One of South Carolina’s most important sporting events might be coming to an end. RBC stepped in as title sponsor and earned a lot of goodwill in the state.

During Heritage Week in 2012, we captured that new partnership in Parade and Impact. The films let the tournament and its community tell the story.