Apple - The Award Winning Project I Can't Tell You About
A little while ago, I got to work on a pretty amazing Apple film with a pretty amazing partner. It was a freelance gig and when it left our hands, it went to some good folks who added their own magic. It turned out just lovely.
Role: Writer
Marmot - #AdventureInPlace
In early 2020, Marmot needed to encourage their customers to do something that went against everything they stood for - stay at home. We helped them develop a reassuring logo mod that was more in the moment and a social challenge #AdventureInPlace that keep the brand relevant and followers busy while homebound.
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Role: Creative Director + CCO
New York Lottery - Missing Winner
NYL wanted to develop more interest around its Cash For Life game. Sadly, they had no budget for a big ad campaign or really any ad campaign. But they did have a winner that was missing. 500 copies later we were on the Today show. And very other show.
Role: Writer + Executive Creative Director
Analog Devices - What if
Analog Devices is a technology company that makes world changing innovations possible. But people thought they were just a chip maker. So we changed that, with a digital integrated campaign. Now they're a company that makes potential, because that's what they always were.
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Role: Writer + CCO
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Chick-fil-A - CowzVR
In their ongoing effort to keep from being eaten, the Chick-fil-A Cows aren't afraid of embracing new technology. Here they have created their own action packed VR experience, available online with a custom Google cardboard and on Facebook 360.
Role: Writer + Executive Creative Director
Vonage - Sounds Good
Vonage wanted to compete with giants who could outspend them 159,783 to 1. They couldn't afford to make advertising that was forgettable. So when I wrote this, I made their "sounds clear" message into something that people would remember.
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Role: Writer
New York Lotto - You'd Make A Way Better Rich Person
New York Lotto was NYL's oldest game and the least relevant. So we changed the conversation into something more talk-worthy. We made winning about something more than just getting rich, it was about cosmic justice.
Role: Writer + Executive Creative Director
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Role: Writer + Executive Creative Director
Stonyfield Organic - Can Yogurt Save The World?
Completed in early 2020, this project addressed a unique problem for the wholesome family yogurt brand: Applying a high minded "do-gooder" heritage to the very immediate problem of your kids screaming at you.
Role: Writer + CCO
Global Citizen + Analog Devices - So Far
In early April, we got a call from our friends at Analog Devices asking us if we could make a video for Lady Gaga and Global Citizen. It would be seen alongside videos from Pepsi and Delta and there wasn't much money and they needed it in a few days. I said, "Right on."
Role: Writer + CCO
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FedEx Golf - We Understand
FedEx was launching their sponsorship of the FedEx Cup and didn't want to noob it. So, I helped by making FedEx feel like it had always a part of the golf world. And no, I don't like golf. Like at all. But I love a good story and FeEx always has a great story.
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Role: Writer + Creative Director
Toyota - Sponsafier
Sponsafier Campaign Overview from Grant Smith on Vimeo.
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Role: Writer + Creative Director
AT&T - It's Not Complicated
One day, AT&T's biggest competitor decided to make another round of confusing map-themed advertising. Unwilling to get into another map war, we decided to talk about AT&T service a bit differently. We kept it simple with a pre-SNL Beck Bennet talking to kids about the difference between slower and faster, and bigger and smaller.
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Role: Sr. Creative Director + Creative Lead
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Snickers - Bites Size
Snickers suddenly realized that if they put bite-sized snickers in a bag people would like it. They just needed to develop a little momentum before the introduction. Because sometimes you don't want a whole Snicker's you just want a little something.
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Role: Writer
FedEx - Relax, it's FedEx
How can FedEx help business types understand that FedEx helps them save time and money? Well you ask your creative team for for some sharable content that people would remember and share.
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Role: Writer + Creative Director
BBC - Video Newspaper Box
When BBC News entered the New York market, they wanted to establish themselves as the source for world news. These video newspaper boxes got quite a bit of attention for the BBC News on the street and contrasted their dynamic global perspective against more pedestrian ones.
Role: Writer + Creative Director
AT&T - Share Day (beta)
In July 2012, we conducted an experiment with our AT&T freinds. We selected thousands of AT&T users and asked them to share pictures, videos and posts from their 4th of July celebrations. It was a test to see if we could collect, vet and edit massive UGC for broadcast, in less than 24hrs. This was the result.
Role: Sr. Creative Director + Creative Lead
Mountain Dew - Kickstart The Night
Mountain Dew Kickstart is that drink you drink when you wanted to have an amazing night full of things that you didn't want to miss because you were sleepy and went home early.
Role: Writer + Sr. Creative Director
Foot Locker - All Runners Welcome
Foot Locker wasn't a destination for runners, even though they loved runners and had all the best gear. So we launched a special campaign "All Runners Welcome," with film, social content and in-store displays by illustrator Geoff McFetridge.
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Role: Writer
VISA Brand Relaunch - Flying
VISA wanted a moment of optimism and excitement to start a new kind of brand conversation. The 2014 Olympics would be full of ambition and commitment, especially for the young women who allowed to compete in ski flying for the very first time. This was the perfect opportunity for VISA to celebrate new olympic athletes with a new brand voice.
Role: Writer + Sr. Creative Director
New York Lotto - Growing Jackpot, Growing Check
How do you get jaded New Yorkers to pay attention to a record breaking jackpot? You show off a big check, that gets bigger as the jackpot does.
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Role: Writer + Executive Creative Director
Bud Light - Up For Whatever Too
Bud Lite went into its second year of Up For Whatever wanting to give fans big experiences. So we held a surprise world championship in electric football with legend Jimmy Johnson. Nobody expected that.
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Role: Writer + Senior Creative Director
Guinness Book of World Records - The Campaign That Broke All The Records
Turns out you can't do an ordinary campaign for the Guinness Book of World Records. You have to do a record breaking campaign that breaks records.
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Role: Writer + Sr. Creative Director
Midtown Comics - What Really Matters
Midtown Comics is a New York institution. It was also suffering from internet competition. We wanted to focus on Midtowns robust internet content and e-commerce online by redirecting comic fans back to what was important; Midtown comics.
Role: Writer + Sr. Creative Director
monster - Are you in the right job?
Not all of us are doing the job we were meant to do.
The college recruitment posters for this campaign took on a slightly different tone, urging students to start thinking a bit more strategically about what the right job is for them.
Role: Writer
Hollywood Video - Sixty Second Theater
Back when there were video rental stores, Hollywood Video was the no 2 video rental store in the country. They couldn't afford big TV budgets or media. So they chose to hype their newest releases by making highly entertaining radio spots.
Role: Writer
G4 - You have to watch Midnight Spank
G4 is the cable network for gamers. They launched a new block of late night programing and wanted to encourage people to go home, stay up late and watch. I took my own ever present FOMO, and gave it a bit of a sinister tone to create an urgent message.
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Role: Writer + Creative Director
monster - Follow Your Own Path
Monster wanted to switch up the narrative of a "Career path" and show the potential freedom that comes from a more meaningful job search.
Role: Writer
Fox Sports - NASCAR Drivers Aren't Whiney Little Whiners
How do you get the attention of sports fans who crave excitement? You make something that is quiet and subtle.
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Role: Writer + Associate Creative Director
Sneaker Freaker - Sneaker Dreams
One day we were talking to the folks at Sneaker Freaker and they said, "Could you guys make us some posters and print that people would actually want to steal and put on their walls?" And we said yes before they could finish the sentence.
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Role: Writer + Sr. Creative Director
NatGeo - Upfronts Video
Morgan Freeman said, "I Like This. It's Good Writing." I thought it was alright, but I didn't disagree because Morgan Freeman.
Role: Writer + Executive Creative Director
Red Stripe - Boo Advertising. Hooray Beer!
Red Stripe beer had become famous for celebrating the goodness of beer: "Hooray Beer!" But for every reason to cheer, there's some reason to jeer. And to remind you of the relative greatness of beer, Red Stripe created a unique campaign of things that are disappointingly worse than beer.
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The "Boo! Internet. This searchable internet contained thousands of sites that were dedicated to jeering disagreeable things and cheering Red Stripe beer.
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Role: Writer + Associate Creative Director