CREATIVE DIRECTOR
PEET'S COFFEE:
ILIZA SHLESINGER VS.
Commercials are rarely funny. Rather than write scripts for these spots, we created an environment where funny could happen naturally. I've never laughed so hard on set.
STANLEY:
THE WORST IN EVERYONE
It is a joy when you have a client that lets you get away with a positioning such as The Best Gear for the Worst in Everyone. The strategy was sound—Stanley's flasks, growlers, and pints were flying off the shelves. Add their classic coffee vessels to the mix and it became clear the best way to differentiate in the category was to celebrate vices. Cheers to smart clients and work that's fun to create!
CLIF BAR:
MEET THE MOMENT
The brief was "Motivate athletic adventure." How do you get those people snacking on Clif Bars in their cubicle to get outside and #MeetTheMoment? My idea was to insert fortune cookie-like challenges inside each package. The Clif team loved it and was granted a huge budget to make it so—pretty cool for a company that was notoriously "anti-marketing." After many production roadblocks, the messages ended up on the exterior of the package but many still took to their social channels to share pictures of the various ways they met their moment.
