I’m lucky to have spent two terms at Apple. The first was in 2013-14 on GarageBand, CarPlay, 30 Years of Mac, iPad Air, and a few other things.
Then in 2018 I had the great fortune of being called in to work on the launch of the new Mac mini. It was a long-awaited upgrade on a much-loved machine, and the word came down that we could “wave the pirate flag.” Holy crap that was fun.
It’s impossible (and actionable) to describe the inner workings of the place, but suffice it to say that Apple MarCom is jam-packed with smart, cool, talented people and the highest standards and process rigor you’ll find anywhere, ever.
This was a continuation of our Users Happen campaign for Lenovo, which won Gold and Silver Davey Awards for Online Advertising and Integrated Campaign, respectively.
Lenovo needed a new web campaign for their sexy, durable X1 devices. And their IT audience loves to share war stories of bizarre user damage. So we created "X1 Labs," an absurd testing facility specializing in user-inspired simulation tests. I was the copywriter and director on this piece, which became Lenovo's most-ever viewed piece of marketing content within three months of launch.
Lenovo servers are all about reliability. It's their unique selling point, if you will. So we chose to remind IT pros what a clusterpocalypse it can be when your servers go down? I was the copywriter and director on this fun piece, which became Lenovo's most-viewed piece of marketing content within a few months of launch.
The world's biggest laptop supplier is known for tough machines – which made for a fun strategy aimed at IT decision makers. This campaign set new engagement records for Lenovo, which lead to the client doubling their business with Traction/SF. As seen in Creativity and Adweek/AgencySpy.
I co-wrote and co-directed this video with my creative partner John Benson. It got a million hits in twelve weeks and recently won the VELOBerlin Film Festival (warning: salty language).
BtoB Magazine's "Best Online Campaign" for 2012. The work included teasers, web spots, the site, banners, radio, bus boards, and an outdoor installment on Wall Street. My creative partner John Benson and I also directed the spots. findyourbob.com
Their brand has taken a beating over the years, but back in the day Levi's had the stones to approve work like this.
This campaign had to work in 20 different markets, for 20 different teams. So we created spots that could easily be customized with audio cues and props (see Rally Roll). The spots were directed by Christopher Guest, a true comedic scientist.
Legendary clubmaker Callaway was just getting into golf shoes. But since they were freaking Callaway, there didn't seem to be any need to be shy about it.
Yahoo wanted to promote their latest mobile apps with a series of interactive spots running on big 40" portrait touchscreen kiosks to simulate giant mobile phones (hence the vertical aspect ratio). This format was a fun challenge to concept for. My partner John Benson and I got to direct these as well.
Office Team provides highly-skilled, pre-screened administrative employees on a moment's notice, often when an unforeseen event has created a sudden staff opening. We had some fun coming up with unforeseen events.
Huge client, tiny budget, product demo meets Planet Earth. The video received 250k views in four weeks, and we cut several :!5s and :30s for the launch (client pulled the original, let me know if the link doesn't work).
Getting paid in barter can be a good thing—especially when the client is a talented winemaker. I helped create the brand voice and tone for Three Thieves, whose innovative packaging included glass jugs and Tetra Paks.
A fast-growing national wine-tasting club wanted a site refresh with copy that was clean, simple and inviting. Like a nice summer rosé.
Before the Giants started winning the World Series every other year, my partner John Benson and I concepted, pitched, and directed this campaign starring funny man Matt Griesser and the team. Fans recited the spots in the stands throughout the season, and "SuperFan Bill" was invited to perform live at a game with Lou Seal. Go Giants!