Change was coming for CenturyLink. It was a legacy telecom getting squeezed by the likes of Google Fiber, AT&T Fiber, and the dominance of mobile phone providers. So they created an entirely new brand, Quantum Fiber, for their fiber internet offering. My team spearheaded Quantum’s launch from concepting to testing to production of this integrated campaign.
For years, The National World War II Museum grew in presence and prestige by appealing to baby boomers. And exhibit-based advertising drove sales growth. But eventually, demographics caught up, and the museum needed a more holistic campaign that appealed to both boomers and younger, more diverse audiences who didn’t have a direct connection to WW II. So we created a campaign that brought a sense of humanity, immediacy, and relatability by showing how the war that changed the world transformed those who fought it.
Hancock Holding Company owns Hancock Bank and Whitney Bank, both of which have a large presence in the gulf south. Our agency was tasked with a project commemorating the progress made in the 10 years since Hurricane Katrina. Online banners on the Wall Street Journal website led to a mini-site featuring this video as well as stats about the recovery. I worked on the video and banners.
Audubon Nature Institute operates a zoo, aquarium and insectarium in New Orleans. They needed a big idea that got locals excited about their attractions again and enticed tourists to stop by. An idea that helped them rethink their place in the world. Through a mix of traditional media and clever placements, we made a huge emotional impact without a huge budget. These are some of my favorites from the campaign.
This assignment was a dream for a book nerd like me. Books-A-Million had a problem: For years, they relied on a variety of fragmented and often discount-oriented recommendation programs. And that eroded the brand. I gave a name and voice to the brand’s new, unified reco program, putting the focus back where it belongs—on the bond between readers and their favorite books.
Compared to their rival, Red Lobster, Joe's Crab Shack is tiny. They had tiny budgets. Tiny :15 media buys. And a tiny market share. But they had something Red Lobster didn't - a sense of humor. So we used it to make a big impact.
And along the way, we got a TV commercial banned. Hats off to a brave client for approving these.
Joe's Crab Shack: Family restaurant. Adult sense of humor.
Sure, Joe's is famous for crab. But they also know a thing or two about mussels.
Proof that a good time at Joe's Crab Shack really is a family affair.
When this all-American sausage company wanted to test a new positioning in the heart of the deep south, we realized that the best way to appeal to our core customers was to take a decidedly unapologetic tone.
CenturyLink couldn’t compete on the speed of its Internet service alone, so the company decided to offer long-term deals instead. In short, customers got Internet at a price that stayed the same for 5 years. It’s one of the first campaigns I ever did for this brand, and still one of my favorites because it shows that making the sale can and should be interesting. Originally, the sign-off was “5 years. 1 price. No matter what.” But their lawyers wouldn’t let us say that. I’d call that giving zombies, robots, and murderous clowns a little too much credit. Maybe they know something I don’t?
Tijon Parfumerie expanded from French St. Martin to New Orleans’ French Quarter just before Mardi Gras. Sure, they could’ve been overshadowed by the world’s biggest party. But we put them at the center of it by creating a king cake scented perfume, Le Bebe, that earned more than 3 million media impressions. Not to mention a host of new fans, from locals to the national press. While it’s bad luck to eat king cake before January 6th or after Fat Tuesday, there’s no rule that says you can’t smell like it all year long.
(For those who don’t know: King cake is the definitive Carnival season treat. Get the slice with the small plastic baby and it’s up to you to buy the next king cake for your office, friend group, etc.)
A lot of great thinking never makes it out of presentation decks. That's just life. But nothing shows you how a creative person thinks like taking a peek behind the curtain. So here it is. Have a look around.
Manifestos serve two purposes: They set up ideas and get people excited about those ideas. I believe you can turn proof points into poetry--as long as you're firmly rooted in a human truth.
These days, it seems like abnormal is the new normal. I’ve lived through horrifyingly active hurricane seasons and strangely quiet ones. Summer heat waves? Surprising cold snaps? Swamp fires? It’s anyone’s guess. Sustainability will be the challenge of our time, and it’s one aspect of advertising and marketing I’ve always wanted a crack at. It’s one of the few industry verticals where you can truly do some good. Where helping the best ideas survive helps society thrive.
