These days, everyone’s removing artificial stuff from their food, and they love advertising it. But when it came to re-launching Kraft’s iconic mac & cheese with no artificial flavors, preservatives, or dyes, we knew we had to tread lightly. After all, change is scary, especially when it comes to an American icon. We knew no amount of advertising could convince worried fans that their mac and cheese would taste the same. So we, an advertising agency, told Kraft the best solution was not to advertise the change at all. Instead, we asked Kraft to package their new recipe in their original boxes, changing only the ingredient label. Then we watched for three months as America devoured 50 million boxes of the new recipe without noticing a thing. Finally, we announced that we’d pulled off the World’s Largest Blind Taste Test, and that America’s silence had proven the new recipe tasted the same.
Fruit of the Loom is an 160-year old American brand known for making Tighty Whities. It needed a makeover to stand out as innovative and fashionable. So they created a faux high-fashion trend, Plastique.
While lucky underwear is a cultural phenomenon in America, no brand has actually ever manufactured real lucky underwear. We decided to change that by taking 2,000 pairs of limited edition Fruit of the Loom underwear on a 10-day, 9-state, 10,632-mile trip across America and infusing them with good vibes from some of the luckiest spots in the nation. Thanks to a great social response from Lucky Looms purchasers, we found that the underwear helped people think positively and start their day a little happier.
People love stuffing. But they only eat it one day a year – Thanksgiving. We wanted to turn that one day into an entire season between Thanksgiving and Christmas. And in this day and age, there’s no one better to rebel against the status quo than a hipster millennial. In Thanksgiving of 2015, the Artisanal Hipster Pilgrim stood up to his forefathers’ antiquated ideas about stuffing and helped people figure out how to eat Stove Top all Stuffing Season long.
When people hear "MetLife", they think insurance. MetLife wanted to change that. They asked us to create a spot to run during The Masters that talked about why it was smart to diversity your investment portfolio. And we knew that if anyone understands why diversification of assets is important, it's golfers.
For several years, Kraft Macaroni & Cheese created work under the tagline “You Know You Love It”. In 2013, we were tasked with evolving that work. Our solution was to transition the television from “straight-talking kids” to situations that explored the true dynamic of the adult love for the brand, all while still conveying the never-ending love for the creamy, cheesy goodness of Kraft Macaroni & Cheese.
This was one of the first projects I worked on from the ground up as a full fledge creative. It was one of those projects that went the distance and was pulled on release.
ECD Michael Murray
AD Tyler Gonerka
CW AJ Musial
When I jumped on this project, I was still a studio artist. I jumped onboard during the edit as an AD. We gave wordsmiths and snowboard/ski enthusiasts the chance to win a trip to a pro camp.
ECD Ari Merkin // Michael Murray
AD Tyler Gonerka // Alex Sobiecki
CW AJ Musial // Taylor Marsh
BONUS: I wrote and played the banjo in the Frontside Lumber Johnnie
Some phones are designed to bring you through an experience. The Windows Phone was developed to reflect the person who carried it. Bumble is the shit.
ECD Dan Donovan
CD Dave Steinke // Dave Swartz
AD Tyler Gonerka
CW AJ Musial
This film was written, shot, and edited in one weekend for The 48 Hour Film Project in Denver, CO, August 1-3, 2014. I've worked with the Nix Bros on various projects in my career, but this is easily my favorite thing I've done with them.
Genre: Dark Comedy
Character: Anthony/Anya Sakewski, writer
Dialogue: "I don't know why I'm here"
LOCAL WINNER: Best Ensemble Cast, Best Writing, and Audience Award for screening block D.
It's a general rule in business that the top companies are the best because they have the best employees. Employees that are not only talented, but also passionate about what they do.
How could Domino's find people who have a passion and a talent for the unique skill of pizza making, and inspire those people to work for Domino's? The normal tactics of wanted signs and classified ads weren't going to do. And hey, if F1 drivers can learn from video game simulators why can't pizza chefs?
International Andy - Food Packaged - Gold
Clio - Silver
Effie - Packaged Good - Gold
Effie - David vs. Goliath - Silver
Effie - Small Budgets - Bronze
mFWA - Mobile of the Day
Communications Arts - Award of Excellence
Social media can be used in big ways, and crowdsourcing awareness for causes is one of them. Flash Flood was a sort of emergency broadcast network for clean water that we created in partnership with Smokey Robinson. We asked people to donate their social feeds to Flash Flood. Then, as soon as Smokey tweeted to launch the project, we used those donated feeds to automatically retweet and re-post Smokey’s messages to millions of followers and fans on Twitter and Facebook, who were then able to donate money or their own feeds and create a chain reaction for clean water.