Sounds Good - Vonage
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
Missing Winner - New York Lottery
NYL wanted to develop more interest around its Cash For Life game. Sadly they had no budget for a big campaign. But they did have a winner that was missing. 250 copies later we were on the Today show. And very other show.
Role: Writer + Executive Creative Director
CowzVR - Chick-fil-A
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
You'd Make A Way Better Rich Person - New York Lotto
New York Lotto was NYL's oldest game and the least relevant. So we change the conversation into something more talk-worthy. We made winning about something more than just getting rich, it was about cosmic justice being served.
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Role: Writer + Executive Creative Director
We Understand - FedEx Golf
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.
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Role: Writer + Creative Director
Sponsafier -Toyota
Even though Toyota was super into NASCAR for years, they were still getting hate. They needed to reach out to fans on a more personal level. So, I helped them turn over their car designs to the fans. With Toyota Sponsafier, fans were able to design the look of the Toyota Racing team And the winning designs made it to track.
Sponsafier Campaign Overview from Grant Smith on Vimeo.
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Role: Writer + Creative Director
Bites Size - Snickers
Snickers suddenly realized that if they put bite-sized snickers in a bag people would love 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
Relax, it's FedEx - 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
It's Not Complicated - AT&T
One day, AT&T's biggest competitor started exploring some map-focused advertising. We were unwilling to get into another dumb map war, so we decided to talk about AT&T service a bit differently. Instead of showing confusing maps, 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
Video Newspaper Box - BBC
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
Share Day (beta) - AT&T
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
Kickstart The Night - Mountain Dew
Mountain Dew Kickstart was 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
All Runners Welcome - Foot Locker
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
Flying - VISA Brand Relaunch
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
Growing Jackpot, Growing Check - New York Lotto
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
Up For Whatever Too - Bud Light
Bud Lite went into its second year of Up For Whatever wanting to do 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
The Biggest Drumroll - New York Lottery
Someone was going to win the biggest jackpot of all time. So we made sure NYL got their share of PowerBall attention by hyping the moment with the biggest drumroll of all time.
Role: Writer + Executive Creative Director
The Campaign That Broke All The Records - Guinness Book of World 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.
Role: Writer + Sr. Creative Director
What Really Matters - Midtown Comics
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
Incomplete Coverage - Direct TV
How do you talk about having the most complete coverage of March Madness? You create a campaign about how frustrating incomplete coverage can be.
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Role: Writer + Associate Creative Director
Are you in the right job? - monster
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
Sixty Second Theater - Hollywood Video
Back when there were video rental stores, Hollywood Video was the no 2 video rental store. 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
You have to watch Midnight Spank - G4
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
Follow Your Own Path - monster
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
NASCAR Drivers Aren't Whiney Little Whiners - Fox Sports
How do you get the attention of fans who crave excitement? You make something that is quiet and subtle.
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Role: Writer + Associate Creative Director
Sneaker Dreams - Sneaker Freaker
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
Brackets By Six Year Olds - AT&T
AT&T was a big sponsor of the NCAA tournament and wanted to create a presence in digital. So we created a lot of unignorable content with crazy cute kids predicting the games.
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Role: Sr. Creative Director + Lead Creative
Take A Break - New York Lottery
Scratch games are big business for NYL. But the most common scratchers are often overlooked in favor of the special games with big winnings and super fancy graphics. This campaign creates a place in our lives for the daily scratch off games.
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Role: Writer + Executive Creative Director
Upfronts Video - NatGeo
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
Ridiculous Brewmasters Bloopers - Guinness
When we explained how we wanted the digital content for Guinness Brewmasters to be a blooper reel, one person said, "Oh thats so smart. We won't have to shoot anything, we can just use the outtakes."
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Role: Writer
Boo Advertising. Hooray Beer! - Red Stripe
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 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