STATE FARM
I led the State Farm lead agency creative pitch, helping create a campaign that has completely reversed policy attrition, echoed throughout culture, and changed the way Gen Z and young millennials see the 100-year-old brand.
From Super Bowl XXII with “Drake from State Farm” (#8 on the AdMeter), to getting Jake in NBA 2k as the first brand ambassador in a video game (One Show Shortlist), to growing Jake’s TikTok from zero to over 1.3 million followers in a single year with barely any paid (winning AdAge Creativity and Shorty awards), to our Clio-winning football work, we have created an icon who stands shoulder-to-shoulder with some of advertising’s greatest brand characters.
SUPERBOWL
NFL
MaAuto. Meghan Trainor when you need a trainer. Ted Lasso’s Dani Rojas screaming, “Bundle is Life!” King Henry VIII when the team asked for Derrick Henry. Year after year, our football work enters the public lexicon, driving culture—and policies. Here’s a sampling:
IT’S A JAZZ BATH, BABY
Immediately after we launched “Bath Bomb”, #JazzBath started trending. We quickly produced an all-original, 6-track smooth jazz EP, shot a retro infomercial to support it, “sold out” of the CD (yeah, CD!) twice — and got an astonishing 125.6 million impressions in one week.
GENERAL MARKET
From “Much too Personal” confessions to Halloween scares (and an Adweek Ad Of The Day movie integration) to Bundling Bundlers.