Carol’s Daughter in a small Brooklyn kitchen. Lisa, aka Carol’s actual daughter, created hair and body products that became a fan favorite with Black woman everywhere. So when it was time to introduce the next generation to a new line of sustainable, eco-friendly products they needed a launch that captured the energy and individuality of Gen Z.
A website was designed with the mobile audience top of mind, capitalizing on the bright packaging with copy that balanced the “good for the planet” message with the “good for your hair” product attributes. Social media posts were created to reach this young audience and direct them to the site to learn more.
Client: Carol’s Daughter
Website, Social
ACD - Deb Pahl
CW - Lily O’Keefe
AD - Pam Trevino
Design - Estafani Valdez
Sargento knows, Real Cheese People don’t mess around. They want 100% real cheese and they want it on everything. So what better way to show off what Sargento does best than with a series of YouTube spots that focused on the slices in all their glory.
Pre-rolls and bumpers featured mouth-watering closeups of of sandwiches, contrasted with cheeky music and copy. Even You Tube agreed - naming Make ‘Em Melt one of their You Tube Ad That Has Six Appeal.
Client: Sargento
Pre-Roll, Social, Website
ACD/CW - Deb Pahl
AD - Abby Silbert
As more and more consumers show an interest in the foods they’re eating and feeding their families, Kellogg’s decided it was time to throw open their doors – both literally and figuratively.
Open for Breakfast is a multi-platform, transparency campaign designed to let Kellogg’s truly connect with consumers. A series of videos and an accompanying site not only let them answer frequently asked questions, but dive deeper into content.
Client: Kellogg’s
Digital/Mobile/Social
CD - Scott Serilla
ACD/CW - Deb Pahl
ACD/AD - Brian Trecka
AD - Minna Spinholz
AD - Adam Hanson
How do you get people excited by a new lemonade drink? You create a memorable animated lemon. And how do you make sure they’re REALLY excited by that lemon? You voice him with a Soprano’s thug. (Dialogue has never been so much fun…)
A fully-integrated campaign took McCafé’s Frozen Strawberry Lemonade’s mascot and extended his story into the digital space – literally. A landing page on McD.com told the Lemon’s story via his family tree (an actual lemon tree with unfortunate relatives, some of who ended up as a garnish) and his love story of How Lemon Met Strawberry…
Client: McDonald’s
TV/Mobile/Pre-Roll/Social
ACD/CW – Deb Pahl
ACD/AD – Brian Trecka
La Roche-Posay, a leader in pioneering life-changing skincare, has been committed to helping cancer patients through oncology initiatives for more than 25 years. Cancer-Support.com was created to empower these patients and their caregivers with the training they need to improve lives.
The digital portal features two training sessions – one for patients, one for caregivers – covering four key areas of supportive care:
mental wellness
skin, hair and nail care
nutrition and fatigue
pain management
Content and copy were developed to be easy to understand and quick to complete. Just 15 minutes of learning can have a significant impact on the audience, making this project a true labor of love.
Client: La Roche-Posay
Digital/Mobile/Content
CD - Ariel Sinha
ACD Copy & Content - Deb Pahl
As Kmart looked to drive more customers to their stores, they made it a point to let people know shopping at Kmart was more than just picking up laundry detergent - it was actually awesome. Ridiculously awesome to be exact.
Online videos and pre-roll highlighted all the fun - from back to school shopping to prepping for holidays.
Client: Kmart
Pre-Roll, Social, Content
ACD/CW - Deb Pahl
ACD/AD - Katie Rogers
When McDonald’s resurrected the classic Jordan-Bird TV spot with QBs Colin Kaepernick and Joe Flacco, digital took the [foot]ball and ran with it.
A fully-integrated campaign introduced seven suspicious characters and let fans view their alibis and vote on the guilty party. A final video reveal wrapped up the story line and introduced who really had the Mighty Wings – Mr. Larry Bird, himself.
Client: McDonald’s
Digital/Web/Pre-roll/Mobile/Social
ACD/CW – Deb Pahl
ACD/AD – Brian Trecka
Senior Designer – Minna Sponholz
Convincing a 7-year old to get a Happy Meal is a snap. Convincing the 7-year old’s parents to get a Happy Meal? Not so much. We took the idea that, hey, no family is perfect – and that’s what makes them perfect. And that’s why there’s Happy Meal.
A :30 spot explored some ‘imperfect’ moments that can happen on any given day – who hasn’t told their kid to hide and then forgot to seek – and then have that day end with a Happy Meal. Care was taken to present the kids and parents as real – no over-the-top triumphant moment at the dinner table. Just an exhausted family eating in the car.
Client: McDonald’s
TV/Pre-Roll/Print
ACD/CW – Deb Pahl
ACD/AD – Brian Trecka
The health insurance landscape can be confusing to navigate. Wellcare, a leading provider of Medicare Advantage Plans, looked to offer users the help they needed when exploring their options.
Blog posts, with topics ranging from "What is Dual Eligibility?" to "Does Medicare Cover Glasses?", were written to fully engage their audience while maintaining the needed Flesh-Kincaid comprehension levels.
Client: Wellcare
Blog/Content/SEO
State Farm was facing a problem: convincing a carefree, what-could-possibly-go-wrong young adult audience that they really needed quality insurance – not only for their car, but for their apartment. So we set out to convince them by showing them all those crazy little things that could leave them asking, “Well, now what the heck do I do?”
A microsite let users explore common questions for both their car and apartment while minor disasters animated on screen – a car being sideswiped, an apartment flooding. A persistent bar gave them a fast and easy way to find an agent or get a quote. Standard and rich media accompanied the campaign.
Client: State Farm
Digital
Copywriter – Deb Pahl
ACD/AD – Jason Koerner
She’s cute. She’s feisty. We’re pretty sure she’s an alien. And she came to rid the world of The Shugs – really fugly shoes. Nwbi came to us as part of the New Balance for Nine West Collection and we did what anyone would do – we made her the star of the entire campaign.
A microsite on NineWest.com let Nwbi take fans through the entire show collection as well as let them jump in a photo booth with her – users could upload a photo of themselves and watch as the little egomaniac took over the shoot. Standard and rich media banners accompanied the campaign.
Client: Nine West
Web/Digital
Copywriter – Deb Pahl
ACD/AD – Keith Henneman
McDonald’s needed a way to unify a three-month window rotating between Real Fruit Smoothies and Frappes, as well as highlight a July launch of the new Mango Pineapple flavor. How do you sell multiple products, each with their own unique flavor profile? You see what they have in common – they’re all pretty cool, and cool-looking, drinks.
A web and mobile landing page let fans interact with the smoothie fruit in a fun and artistic way. ‘Fruit Pollock’ let users click on a piece of fruit and fling it against an online canvas to create their own work of art. On Facebook, a ‘Spin Art Generator’ harkened back to childhood and gave users the chance to spin the fruit colors into art. Both were then sharable on social media.
Client: McDonald’s
Digital/Mobile
ACD/CW – Deb Pahl
ACD/AD – Michael Blocher
