I joined the Kraft team just after these TV scripts were sold through, so all the credit goes to that great team. I was lucky to come in just in time to play account supervisor during production, legal stuff, and working with our media partners to ensure the smartest buys over the course of a year, as well as all client communication and reporting. 

It was fun to plan the locations and activations around our giant noodle sculpture at iconic locations through the US. 

Great people on the client side also helped make it a real pleasure.

I love these spots.

Credits: http://www.adweek.com/news/advertising-branding/spot-thick-thieves-140542

We took a pipeline approach and strategically aligned a succession of creative ideas that built on each other and fostered engaging conversations with adults through social media. This allowed us to maintain momentum in a crowded marketplace, full of chatter from brands that fight for the attention of the same audience. Each of these efforts was armed by a consumer insight that laddered up to our overarching strategy and helped engagement feel fun and natural.

Macsurance: Parent’s secret desire for Kraft Macaroni & Cheese often drives them to spoon some from their own kid’s serving. So we offered people an insurance policy for when your mac and cheese is taken from you. A TV spot touted the offer at kraftmacandcheese.com/facebook, where visitors could sign up for an official Macsurance certificate containing a voucher for a free box of Kraft Macaroni & Cheese.

Golden Voice of Love: Ted Williams, the iconic golden voice of Kraft Macaroni & Cheese, created custom Valentine messages for anyone who tweeted the #VoiceOfLove hashtag. Ted has become a symbol of second chances and the fight against hunger in America. So videos of Ted’s recordings were posted on YouTube and Twitter, and for every #VoiceOfLove tweet, Kraft donated 100 boxes of Kraft Macaroni & Cheese to our partners at Feeding America (up to 100,000 boxes).

Old Birds, New Tweets: Kraft Macaroni & Cheese was celebrating its 75th anniversary, so we turned our social networks over to two gals, Frankie and Dottie, who've been eating mac & cheese for 75 years – but didn’t own a computer. For four days, they learned to tweet, retweet, reply, post, comment, respond, and even plank (which was a big thing on the web that year).

Likeapella: Kraft Macaroni & Cheese decided to authentically “LIKE” their fans back, in a personal and silly way. That's why, with the help of The YellowJackets a cappella group (famous from TV competition The Sing-Off, we individually thanked the fans who showed us love by "Liking" our Facebook posts.

Fans appreciate it when a brand actually pays them individual attention and “Likes” them back.

Likeapella generated a significant amount of impressions from online articles, as it was featured on Mashable, Adweek, Adrants, Denver Egotist, Atlanta Egotist, Agency Spy, Simply Zesty and Adverblog

Every day, thousands of boxes of Kraft Macaroni & Cheese are used to create inedible macaroni art. To help prevent this inexcusable waste, we created "Dinner, Not Art", an iPad app and site that allows anyone to make digital macaroni art instead. Choose your canvas, choose a noodle shape, rotate noodles, size noodles, paint noodles and use the paintbrush to create your digital macaroni masterpiece. To make sure the noodles you're saving are given to the people that need them most, KRAFT donated ten real noodles to Feeding America for every digital noodle used, donating up to 110,000,000 noodles to Feeding America. 

2013 North American Effie Gold winner.

Sabemos que te va a encantar.

I was very fortunate to work with a great (spanish-speaking) planner, creative team, and account manager for this campaign. It was a satisfying (and stretching) experience leading the client relationship and campaign development from beginning to end, as well as co-drafting and putting together the winning Effie submission.

https://effie.org/case_studies/case/2211

Strategy Director: Omar Quinones

Content Manager: Jake Welch

Men's Training Toolkit project with adidas' internal creative/brand team.

ECD / Art Direction: Randy Rogers

ECD / Writer: Mark St. Amant

Woof.

Hagerty is the respected market leader, not only in the world of insurance for classic cars, boats and motorcycles, but in understanding and championing the passion and culture of classic car enthusiasts everywhere. As the brand's first relationship with an outside agency, our team worked closely with Hagerty's in-house creative group to help them elevate their brand communications. The goal was to grow their business in large part by inviting the next generation and expanding the traditional definition of a "classic" and who owns one.

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ECD / Art Director:  Randy Rogers

ECD / Writer: Wade Paschall

Director & DP: Kevin Emmons

Producer / Production Co: Jed Mortenson / Waypoint Films

HOW TO PIRATE THE AIRWAVES AND SELL A TON OF PORK BARBACOA IN THE PROCESS

When Cafe Rio came to us, their original and biggest market needed a freshmade shot in the arm. At the same time, they were getting ready to introduce a new protein to compliment customer's cult favorite: Sweet Pork Barbacoa. We saw this as an opportunity to tap in to the truly fanatical love Utahns have for Sweet Pork. We did this by teasing the idea that their beloved Sweet Pork dish may be replaced by newcomer Spicy Green Chili Pork. What unfolded was a movement to save Sweet Pork Barbacoa in the form of the underground group "StandUp4Sweet," founded by the very driven Barbara Coa. 

RESULTS:

Spicy Pork launched and quickly represented a double digit share of the protein mix ordered in Utah restaurants. Sales increased starting within the first two weeks of Barbara Coa’s campaign and continue to climb.

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ECD:  Randy Rogers & Wade Paschall

Art Director: Tim Ratchford

Copywriter: Jason Curry

Director: Don Rase

Producer / Production Co: Jed Mortenson / Waypoint Films

We helped Larkburger launch two essential LTOs during the 2017 summer season with photo and static assets to bring folks in and get them to try the LTOs when they were there.

My personal opinion: Really good burgers. Great tuna burger, chicken burger, truffle fries...you just can't go wrong at Larkburger.  Glad they are expanding outside of Colorado so more folks can enjoy them.

Sometimes the ask is rapidly concept and edit spots using the client's existing footage and assets. In this case our new spots elevated iFLY's branding without a shoot.

One problem was a perception that iFLY was a "bucket list" activity - do it once, have the time of your life, but never plan on returning. Because that would be too much...fun?

We helped iFLY customers easily understand that indoor skydiving is more like skiing - a skill that gets more and more fun the the more you do it. 

In addition to lots of CRM tactics, we developed several on-premise progression charts and "return flyer" messaging to add to or replace old materials that were not helping solve the problem. The new materials are currently being implemented across iFLY "tunnels" nationwide.

Would the average person choose a crisp, new $50 bill or a jar of random coins? To find out, we put a real Coinstar kiosk on the corner of Hollywood & Vine in LA.

RESULTS:

300% INCREASE TO THE KIOSK FINDER VISITS COMPARED TO PREVIOUS HIGHEST MONTH OF 200K VISITS. (600K VISITS/MONTH)

33% FACEBOOK VIDEO COMPLETION RATE, VS. BENCHMARK OF 6%

Tasked with re-engaging current and lapsed Fruit2O fans and users, encouraging product trial, and growing and engaging our Facebook community, we developed the “Dial it Back” campaign to bring this brand stand to life. In a world of extremes, where better to ask consumers to dial it back a little than Facebook? My second week at Grenadier, I flew out to Kansas City to lead the kick off of digital production for our custom Facebook app

My team was invited to introduce the world to The M.A.X. Pass. An entirely new ski pass product we helped name and design, allowing skiers and riders (primarily those in the Northeast corridor) to enjoy 22 different mountains for 5 days each. Season 2 expanded to 39 mountains across North America.

We were tasked with creating a net-new product & brand from scratch, deployed in record time, while navigating a complex ecosystem of stakeholders (3 holding companies and 25 different resorts).

Despite many obstacles, we established a profitable ongoing pass business in its first season, with commitment from client partners to plow into a 2nd season.

Not only was this a new product and brand launch; but this type of multi-mountain pass, while common to Western skiers, was a totally new concept to east coast skiers—a region where half of our participating resorts operated in relatively close proximity to each other.

Another challenge was attempting to change pass buying behavior for an entire region. In the West, purchasing ski passes early (before the current season is over) is standard buying behavior—but East Coast skiers tend to wait until a month or two before opening day to commit to a season pass. The client-established goals called for not only building essential brand awareness and education about the pass concept—but also immediate sales of passes and profitability, starting in March—on more of a Western region timeframe.

RESULTS:

Surpassed 2016-2017 sales goals

252% increase in revenue YoY.

378% Digital ROI.

SolidFire came to us with a B2B branding challenge, knowing full well we weren't particularly famous for B2B work. They needed a higher order purpose, and a way to articulate that to a broad audience: Enterprise CTOs, CIOs, CEOs, market and industry analysts, investors, and CSP storage administrators. As a young, fast-growing company in an ever-evolving space, we needed to establish SolidFire as a clear category leader, and come off as a billion dollar company. 

My learning curve on the world of all-flash array data centers was steep, to say the least.

Leading a strategy, creative and tech team, we proposed new foundational strategic positioning, followed by creative development and production of digital, video and experiential media, helping SolidFire and the industry surrounding them get very excited about their differentiating product and brand message. 

RESULTS:

Shortly after the launch of our work over the course of a year, SolidFire was acquired by NetApp for $870 Million.

Think Air Force One. On wheels. Chartered.

When a former Wall Street guy came to my team with nothing more than an idea for a new mode of elegant chartered transportation for small groups—he had no brand name, no brand standards, no web presence—we dove in and built the brand from scratch. We established a look, tone and feel via brand ID design and letterhead, business cards, brochures, other sales and presentation materials, and built a robust library of video and product photography assets, including his website.