Targeted social ads
These are a series of “hard-working” and versatile ads. These “digital demos” work to quickly convey a product’s unique benefits, how it works, and who will love using it. Produced as both 30 and 90-second cuts with the option for retailer-specific versions and “add-to-cart” functionality. The short format ads were used for targeted social media placement as well as “value exchange” credit in mobile gaming, while the longer, more detailed versions landed on retailer product description pages such as Walmart.com.
Targeted social
Mobile gaming value exchange
Retailer PDP
My role as the lead of Creative and Content was to streamline the process and help each team member to do their best work. This included unpacking the briefs and identifying strategic creative territories, working closely with copywriters to nail the details in a tight format, and ensuring the set and talent are their “on-brand” best. My measure of success was to have happy clients, thrilled to see the brands come to life, with the fewest number of revisions possible!
Arm & Hammer: Clump&Seal Slide
Who likes to party with cats? This brand! Their TV spots feature anthropomorphic cats at a disco, so where do we go from there? We focused heavily on the product details (of course!) with restrained nods to the quirky cat-fanatic hiding just beneath the surface.
Coppertone Complete
After working on some niche health and beauty brands with esoteric benefits, this was an absolute joy to work with. As popular as a Golden Retriever, Coppertone complete is made for everybody and you can find it everywhere! The main challenge was to keep up the look of “Summer fun” while we shot on a chilly day in April.
Eucerin Intensive Care
This one is all about the glow! A simple, neutral color palette and soft lens blur of the background allow the brand’s packaging and talent’s radiant skin to shine through. We deployed banner ads and targeted social media videos with Add to Cart functionality. 60-second edits live on product detail pages at Walmart and other retailers.
Conair Smoothwrap
Way too much fun to contain! The actress was a natural at showing the ease of achieving a great look with the Smoothwrap hairdryer. The challenge of this project was to balance the right amount of technical innovation in the product without losing pace and energy or crowding the short format versions.
CW and Production: Brand Connections
<< back to projects | BJ’s omnichannel >>