WALMART
I've spent a lot of time in Walmart stores. Like Sam Walton amounts of time. I mastered real people, docu-style TV back when people had to be persuaded (cajoled, bribed practically) to sit in front of a camera. (Before reality TV and everyone having a youtube channel, if you can imagine such a time.) I co-created an advertising icon! Good ol' Smiley. He was a cheeseball, of course. But Walmart employees and customers loved him. And he made Walmart - and the agency - unholy amounts of money. When he was put out to pasture after a decade or so, I led the charge on refreshing his low price message in a hipper, cooler way. I also worked on everything from in-store PA announcements to grand openings to store signage to seasonal sales to co-op advertising to branding campaigns. Friends, I have covered Black Friday and can report it is dark. And cold. And insane. Here are a few samples of that work.
"Christmas Nightmare" was a great opportunity because A. it was a a rare :60, B. cinema advertising meant everyone would see it on the biggest of big screens and C. we scored an amazing director, Jason Reitman, just as he was about to blow up and start receiving Oscar nominations left and right. I creative directed, writer was Chris Corley, art director was Flip LaMonica and producer was Tyler Smith.
"Christmas Nightmare" TV
"Smile More" TV was basically Smiley 2.0 for the Target generation. It was extremely challenging from a technical perspective, both in-camera and during post. The original music was such a hit, people wrote in asking for a full-length version, which we produced. But only for our own listening pleasure, as the client ultimately decided against releasing it as a single. I was creative director and sold it to the client. Other credits include Jane Waske, writer; Bill Thomas, art director; and Susan Neuman, producer.
"Smile More" TV
"Smile More" TV
When "organics" first came to the marketplace, they were only available at a very few stores, in limited markets, at outrageous prices. Walmart's launch of organic foods in their superstores meant pretty much anyone could finally find - and afford - organic foods for their families. The great Tony Kaye shot the TV. I will always remember watching him in action during the casting process. And his shoes. I played the role of creative director teamed up with writer Elizabeth Paolini, art director Subashini Nadarajah and producer John Pace.
Organics TV
Organics TV
Organics Print
The client was partial to ads featuring aggressively happy employees and headlines about filling your shopping cart without emptying your pocketbook. (Does anyone really say pocketbook?) So kudos to writer Jason Fox and art director Paul Prato for keeping it real on these TracFone ads.
TracFone Print
Time to make the donuts. But not the kind you eat. The kind you insert a new release or other product into for high-volume, highly efficient advertising. I included these because I like how they say a lot in only a few seconds.
New Release TV "Turn It Up"
