One of Subaru’s newer models, the Crosstrek was designed for a younger audience in mind, twenty-somethings without kids. For a brand all about love, we chose to explore the other relationships in our lives that we care about. In one spot, siblings. In the other, grandparents.

Now, the Crosstrek is the number one selling model for Subaru. Naturally, I credit this work for that.

Leg Day is a hot button topic among workout enthusiasts. Phil Mickelson’s calves are a hot button topic among golf enthusiasts. Beer is sometimes a hot button topic among men of a certain age. All these facts led Amstel Light to one action: in partnership with their spokesperson Phil Mickelson, they decided to help one lucky fan get #CalvesLikePhils… to drink beer from.

For the past few years, my creative partner in crime and I have been responsible for guiding, overseeing, and throwing down on paid Subaru Social.

Throughout the year, our media and clients support various models in a consistent cadence which means we are tasked with creating evergreen social that can run to support each model when it’s their time to shine.

This means that all year, every year, we get the opportunity to create fun bites of content that embody each models personality and can connect with their specific demographic. Below is a selection of my personal favorites.

I was the first person to get Ving Rhames to sing during a recording session. Yes, I am proud of that.

We sold a group of 50-something year old white men on a spot based on a movie none of them had seen. First of all, who hasn’t seen the Princess Bride?

Second of all, it was part of a larger campaign for Culligan Water. Yeah, I know, “Hey Culligan Man!” It’s filtered and softened water for your home. Or as we suggested, for everyone in your home.

“As You Wish” launched during the Oscars, trying to guarantee that hopefully THAT audience knew and appreciated the national treasure that the Princess Bride is.

Alternatively, our other spots were more upbeat, lifestyle driven. All of it was fun to write and fun to make.

Art Director: Steph Hayden
CD: Rick Utzinger, Jason Bottenus
Director: Abteen Bagheri

When General Mills bought Larabar, it was their first step toward investing in “better for you” food. Only problem was that most people viewed anything that came in bright colored package in the middle of the store as “bad.”

With this work, we had the opportunity to not only talk about the bar, but what packaged food could be.

So I rewrote “Little Boxes,” a song that provided social commentary on the 1950’s suburban boom to provide some commentary on the food industry.

We were able to work with the band Lucius to rerecord it and it aired during the Grammy’s so people were in the music state of mind.

For the first time in a long time the U.S. wasn’t in the men’s World Cup. To help U.S. fans find a backup team to root for, we created Kayak Matchmaker–helping fans find the country to root (and fly to) for the World Cup.

Art Director: Steph Hayden
GCD: Josh Leutz

Horizon was one of the 743 organic brands trying to talk about how much better their food was than non-organic. With so many buzz words floating around though, it was hard to keep track. So instead of just talking about ourselves, we thought what if we juxtaposed the wonderful weirdness of kids with the lack of weird in food. As one person put it, “I just don’t want any weird stuff in my food.” Done.

Art Director: Steph Hayden
CD: Rick Utzinger, Jason Bottenus
Director: Ayse Altinok

When you think of Subaru, you often think of dogs, babies, love, warmth, probably a romantic undiscovered song. For this work though, we had the chance to incorporate some fun. Sorry if you were hoping to cry.

Right before the Rookie Premiere, we learned that Fanatics had exclusive access to all of the rookies, so we decided to give fans the player content they want: gifs.

And because we knew Zeke was going to be there, we just had to gift him his very own Cowboys gear, properly cropped to his standards.

BTN wanted to increase viewership of their Saturday pre-game show. Our solution? A plastic fan to hold the signs of viewers who couldn’t be at the game. Introducing the Fannequin.

Herradura tequila is made of Mexico. For its launch in the US, we created a completely new website that immerses you into the world of modern Mexico. It has many moving pieces and the best way to see it is to experience it. 

I helped develop and execute the visual point-of-view for Arby's social accounts. I also wrote the copy.

The last photo in this gallery is what Arby's Instagram looked like before we had done any work on it.

Talenti is a brand that believes is something is good for you and tastes good, then it must be good for you. I wrote the words on their website.