copy, Creative Direction, edit, social
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Creative Direction, social, Video
Peyton It Forward
Creative Direction, social, Video
Peyton It Forward
I worked with Peyton Manning’s team at Omaha Productions as creative director and producer to develop the “Peyton It Forward” campaign for Bud Light, aimed at promoting a Super Bowl ticket and concert ticket giveaway. With a tight timeline of just three weeks from conception to execution, I collaborated with Omaha’s marketing and production teams, as well as remote and in-person teams across several locations. Leveraging my strengths in quick-turn digital content, I created engaging, high-quality content that would resonate across various platforms.
To kick off the project, I collaborated with Bud Light’s marketing team, understanding their vision for an organically engaging advertisement that would capture the attention of fans. We recognized the unique opportunity to feature prominent NFL players—from Hall of Famers like Peyton Manning and Emmitt Smith, to current MVPs like George Kittle and Saquon Barkley—who already had established relationships with Bud Light.
Once the athletes were onboard, I faced the challenge of ensuring that their remotely-shot videos would come together cohesively. Working closely with Omaha’s Head of Production, we implemented our well-developed remote shooting protocols, which maintain consistency across different filming locations. This included meticulously matching lighting and camera specifications and ensuring high-quality control standards were met. Our commitment to excellence paid off, resulting in a polished final product.
The campaign ultimately produced 32 unique assets designed for distribution across multiple social media channels. Understanding that modern audiences engage more with entertaining content rather than traditional ads, I emphasized a narrative that would spark shares and discussions online. The humorous angle, featuring the athletes playfully vying for credit on the “Peyton It Forward” idea, was a strategic choice that reflected Peyton Manning’s personality and helped create a sense of unity and enjoyment among viewers.
Humor, in particular, served as a powerful tool for us. It allowed us to foster an uplifting atmosphere that appealed to a broad audience, in line with our mission at Omaha Productions. By leading with entertainment rather than a straightforward sales pitch, we aimed to meet fans where they spend most of their time—on social media—thus enhancing our overall marketing strategy.
This project exemplified how my role as creative director and producer allowed me to harness the collective talents of our team, navigate the complexities of fast-paced production, and deliver impactful content that not only aligned with Bud Light’s objectives but also engaged and entertained fans.
art direction, Creative Direction, social
Seinfeld
art direction, Creative Direction, social
Seinfeld
I had the exciting opportunity to lead the new business pitch for the iconic TV show Seinfeld, securing the account and executing the first month of creative for its social channels in syndication for our partner, Sony Pictures. Being a huge fan of the show, I drew upon my personal passion and knowledge as a super fan to craft an authentic approach. My key insight was that Seinfeld, often dubbed “the show about nothing,” predated and embodied internet culture by transforming everyday social observations into memorable characters, catchphrases, and memes. I envisioned that following Seinfeld on social media should evoke the feeling of sharing favorite moments with friends.
To modernize the show’s graphic identity, I tapped into the resurgence of “Memphis style,” a design trend popular in the 1980s and 90s that coincidentally aligned with the aesthetic of the Seinfeld logo. This connection allowed us to create a vibrant, modern graphic identity that remained true to the show’s essence. We developed a clear visual strategy, positioning still images within contemporary contexts, harnessing the show’s unique voice for our social messaging, and establishing repeatable frames to ensure consistency amidst variation.
The impact of our creative strategy was significant. Over the first month, Seinfeld‘s social channels experienced a remarkable increase of 250,000 Instagram followers and a 300% surge in organic engagement. This campaign revitalized the show’s presence on social media and reinforced its timeless relevance in today’s digital landscape.
Creative Direction, social, Video
Noodle Wisdom
Creative Direction, social, Video
Noodle Wisdom
Pot Noodle, the number one selling noodle cup brand in the U.K., rebranded themselves to millennials around the motivational message of “You Can Make It.” To raise awareness around an activation where Pot Noodle gave away free phone chargers, we thought it would be fun to make a series of short, visually captivating Snapchat ads where inspiration literally spills from the Pot Noodle cup.
Using stop-motion animation, we animated the noodles and other ingredients to spell out motivational messages aligned with the “You Can Make It” campaign. A call to action reminds viewers “You Can Make It” and that a Pot Noodle charger can help.
This campaign was one of several done by BuzzFeed and creative directed by me that were among the first ads ever run on Snapchat. Working with their team to define the parameters for branded content was an exciting and challenging venture, the learnings from which became the playbook for BuzzFeed’s incredibly successful Snapchat Discover advertising partnership.
Creative Direction, social, Video
10 Second Pep Talks
Creative Direction, social, Video
10 Second Pep Talks
Pot Noodle, the number one selling noodle cup brand in the U.K., rebranded themselves to millennials around the motivational message of “You Can Make It.” To raise awareness around an activation where Pot Noodle gave away free phone chargers, we wanted to literally interrupt users Snapchat streams with motivation.
In each spot, characters representing different authority, mentor, and motivational figures deliver comedic, quick, and high energy pep talks to the viewers. Inspired by the cheekiness of Pot Noodles other advertising, we also wanted to double down on self-awareness and relished in the idea that these characters knew they were speaking to people from inside their phones. Each character holds a Pot Noodle so it’s clear where they’re getting their remarkable amounts of energy.
This campaign was one of several done by BuzzFeed and creative directed by me that were among the first ads ever run on Snapchat. Working with their team to define the parameters for branded content was an exciting and challenging venture, the learnings from which became the playbook for BuzzFeed’s incredibly successful Snapchat Discover advertising partnership.