A collision can be a pretty historic event. And knowing that CARSTAR, North America's largest collision repair network, wanted an idea to dramatically increase brand awareness got us thinking about major collisions that we could recreate in a memorable way. Hopefully "If there's a collision, there's CARSTAR" will become just the tip of the iceberg for reimagining other historic collisions.
Role: Creative Direction
Sometimes a classic brand and tagline need a fresh coat of paint. And that’s exactly what Maaco, North America’s #1 paint and auto body shop, was ready for. So we took the brand’s iconic “Uh-Oh, Better Get Maaco” tagline and gave it a refresh with an original song and a positive spin on everyday “Uh-Oh” moments, reminding people that they can keep living on the upside no matter what life throws at them and their vehicles. And that rebuilt customer confidence led to Maaco’s best sales year ever.
The follow-up campaign leaned into the musical success of the original anthem by creating Uh-Oh scenarios featuring different music genres and themed characters from country to hip-hop to pop punk.
Role: Creative Direction, Copywriting
Alzheimer’s disease steals your memory, your imagination, your entire world as you know it. Alzheimer's took my father. And when it took legendary actor Gene Wilder, I was inspired to use my imagination to help make a difference. This was a pro-bono passion project that involved obtaining the support of The Wilder Estate, Warner Brothers, Universal Music, and the Alzheimer’s Association.
Launched during National Alzheimer’s Disease Awareness Month, the Pure Imagination Project reimagines the classic “Pure Imagination” scene from Willy Wonka & the Chocolate Factory, drawing a poignant parallel to the effects of Alzheimer’s in order to bring attention to the need for imagination in finding a cure.
Recognized as one of Fast Company's World Changing Ideas, the initiative garnered over 2 million video views and 786.4 million media impressions worth $27.5 million in earned media.
Role: Concept, Copywriting, Creative Direction
For a grocery store named Food Lion in dire need of a brand personality, who better to remind us who's looking out for our families every day than the one at the very top of the food chain?
Our campaign established a 450 pound brand icon as a welcome presence in homes throughout the Southeast and turned declining same store sales around to a +4% average in over 1,100 stores.
We may have crafted the lion character and written the words, but Major (the lion) and actor Steve Tom really brought his personality to life.
Role: Concept, Copywriting, Creative Direction
You’ve heard the line before—“Nothing stops a Trane.” And as the social media agency for this iconic brand, we were challenged to keep the momentum going. But while Trane has been revolutionizing HVAC for over 100 years, the brand has also grown increasingly out of reach. So we aimed to make this premium brand more approachable through scroll-stopping, lo-fi product demo videos featuring a quirky HVAC nerd named Tyler. Which coincidentally, also happens to be the name of the town in Texas where Trane units are built.
Role: Creative Direction
For over 120 years, New Holland has pioneered some of the greatest innovations in farming. Despite this, market share was in decline. Our idea was to avoid the typical heritage play and instead raise awareness that New Holland designs future-forward equipment to help farmers succeed in a rapidly changing world. The campaign was intended for North America, but was quickly adopted by other regions around the world who recognized its universal message.
Role: Concept, Copywriting, Creative Direction
Whether you’re a business or individual looking to thrive, those of us who live and work in North Carolina know it’s almost unfair to the other 49 states. In developing a new brand identity and campaign for the Economic Development Partnership of North Carolina, we brought this life by dramatizing the distinctive attributes of the state from seaside to mountaintops, city streets to country miles, and buzzing tech hubs to quiet escapes. To lend an authentic voice to the spoken word poetry style of the video script, we cast North Carolina Poet Laureate, Jaki Shelton Green, to narrate. From open minds to open spaces to open opportunities, you’ll find them ALL IN NORTH CAROLINA.
The results? North Carolina was named the Top State for Business by CNBC in 2022 & 2023.
Role: Creative Direction
Charlotte Metro Credit Union (now Skyla Credit Union) gives customers a personalized banking experience designed to make managing money less complicated, so they can spend time doing whatever it is that they value most. Our spots brought this to life with a simple premise: We do more for you, so you can do more for you.
Role: Concept, Copywriting, Creative Direction
Cotton Incorporated charged us with creating a campaign that would bring to life the performance, versatility, sustainability, and circularity of nature’s favorite fiber. Our answer? Cotton Can. We used a combination of photography and AI to create a variety of unique executions that speak to cotton’s possibilities and drive to Cottonworks.com where fashion industry professionals can deep dive into free, industry leading insights and innovations. Cotton has always been an iconic brand and this campaign fits like a great pair of denim jeans.
Role: Creative Direction
Youfit Health Clubs is a proud sponsor of the Miami Children's Health Foundation 5K. But like most 5K races, participation is limited to those who can run in that city. To help increase participation and donations, our solution was to develop the first ever live-streamed virtual 5K. By utilizing pace runners livestreaming along the course, installing special treadmill trackers and building an app to track race progress, we enabled Youfit members across the country to run in real time with thousands running in Miami.
Role: Concept, Creative Direction
Central Piedmont Community College found itself competing with 195 higher education schools in North Carolina and facing the outdated stigma of community colleges often being thought of as “a last resort” or “not as good as traditional universities.” We saw an opportunity to position CPCC as a change agent that promotes educational opportunities and ensures student success with a unique approach to learning. The “Conquer Possibility” campaign taps into the idea that CPCC doesn’t just imagine possibility — but helps you harness and take control of it to truly achieve greatness and drive a stronger future together.
Role: Concept, Copywriting, Creative Direction
The idea behind the work for Cone Health is the embodiment and expression of a promise made to an entire community: we’re with you. No matter where you are in your health journey—from an elite athlete in her prime to an elderly man facing a heart condition—we’re here without judgment, prejudice, or hesitation. Filmed and photographed in Cone Health hospitals and surrounding areas, advertising features healthcare providers, patients, and people of the community to lend authenticity to the message and capture the essence of Cone Health’s mission for a future of more well and less sick.
Role: Creative Direction
Due to years of heavy promotional support, Pep Boys stood for nothing more than a discount. Our approach was to re-establish why an authentic brand like Pep Boys exists — to make sure car owners' lives run as smoothly as humanly possible. After all, car problems don’t just affect your vehicle, they affect your life.
We began with a manifesto printed on 6 ft. tall sheet metal and displayed in every store.
Role: Concept, Copywriting, Creative Direction
To reposition Men's Wearhouse from a discount suit store to an experience designed for men, our idea recognized there are places men feel like they naturally belong. Places that exude manliness. Many have been captured in film, on TV or in great sports moments. Which can get a little confusing because Men's Wearhouse is also a place designed for men. So much so, that some men can't help but walk into other manly places and ask, "Is this Men's Wearhouse?"
Role: Concept, Copywriting
Like many early stock car drivers, Junior Johnson honed his legendary driving skills delivering his family's shine by the light of the moon. Junior got busted and did some time, then became one of the greatest drivers in NASCAR history. Whether running from the law or racing around the track, Junior Johnson and his Midnight Moon Moonshine have always had a checkered past.
Role: Concept, Copywriting
A collection of work through the years that I still look back on fondly.
