Do you have eyes that see when their open? Do you go places sometimes and leave places other times? Then maybe you need a Yaris. It's a car! Toyota's first digital car launch for Toyota's most basic car became an FWA Site of the day, a Cannes Shortlist, a Webby nominee and won a Bees Award for Best Copywriting.
This outdoor and print campaign tantalized teens, scandalized parents, and made headlines. The Parents Television Council was so outraged they went on CNN to complain about it and give the CW some free publicity.
We connected with active boomers through their "empty nester" millenial children.
Somehow, the #1 selling car in America had also become the most boring car in America. Toyota's new Camry had bold new styling in hopes to change it's responsibly blah impression. As the ACD , I concepted work and also managed multiple teams to produce a massive 360 degree campaign. I also got to meet B.B. King.
Here's the manifesto that became the north star internally:
Boldness. It’s something that comes from boldness.
Because when you make one bold choice, you’ll feel the need to make another.
That’s what we learned when we redesigned America’s best selling car.
We made one bold choice then another and another and another and another
until we stepped back and looked at it and said, “Now THAT’S a Camry.”
A car that says, “Here I am!” not “Where am I?”
One that makes you feel a little prouder when you get in it
and a little more daring when you step out of it.
And one that inspires you to do one bold thing then another and another and another.
Until, finally, you’re the boldest you ever, driving our boldest Camry ever.
The boldly redesigned 2015 Toyota Camry.
One bold choice leads to another.
To work on the most in-the-know poker account, first you must know how to play poker. After many shady nights at the Hollywood Park Casino, we made 11 spots and five print ads. Erroll Morris shot them and the world's best poker players starred in them.
I worked with B-Reel to craft the copy and tone for Google Domains, Google’s competitor to GoDaddy. Check out the new Google Domains site here.
I've been published at McSweeney's, Huffington Post, Scary Mommy and Mamalode. Read them here:
It's hard to imagine a time when Netflix wasn't streaming it's own content. But in that time, the Academy of Television had to announce to the entertainment world that the Emmys were opening up for broadband submissions. Our campaign ran in industry magazines and was featured in Communication Arts.
Football fun with the guys from College Game Day.