Sometimes you write a social post that turns into a global campaign, that turns into a cross country colab and a stint in the 72andSunny NYC office. Not only did I learn a lot from this project, but I got to work with some of the top artists in the music industry and the biggest names in MLB to create something true to the New Era brand.
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72andSunny knows a thing or two about tight deadlines. So, it was NBD when the NFL wanted us to whip up a spot for the combine within 72 hours. We decided to put the spotlight on an incredible quarterback who’s dealt with critics his whole college career and still facing them as he enters his professional career. Kyler doesn’t do a lot of talking so we decided to help him say what needed saying.
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Every hip new coffee shop opening up is currently out cooling Starbucks. It’s a problem. I was on the swat team at 72andSunny with the mission of making Starbucks current again. We started with casting and sweated every detail to culturally connect Starbucks with the new school coffee crowd in an authentic and organic way.
College fans already drink their fair share of Coors Light, and then some. To tap into their undying loyalty to their teams, we kicked off our college football campaign with these school specific OOH boards that focused on the unique “Game Time” traditions. This was the first wave of work that was going to be followed by tailor made activations for each school. We were going all out and it was going to be dope. But then true to the college experience, 72 and Coors decided to break up and all our ad dreams were caught in the carnage. At least the feelings were mutual and nobody lost their favorite hoodie in the split.
How do you undo a decade of advertising featuring scantly clad bikini models suggestively eating burgers? You can pretend like it never happened, or you can deal with the issue head on. We chose the latter, by introducing a fictitious character, Carl Senior to come in and right all the wrongs of his wayward son. We literally wrecked everything Carl’s Jr. had been known for, in the desert, with the help of the Twitch community, some flamethrowers and a truckload of highly illegal fireworks.
Purge PR Sizzle
Some occasions are worth celebrating with champagne. $5 champagne.
Pictionary is a game of speed and no one likes a slowpoke.
Wilson is not the official ball of the NBA but it can be the ball to take you there.