A few years into disrupting the health insurance industry, Oscar had built a fresh and differentiated brand. But it also found itself with a problem— lack of trust. While consumers loved the ads (see previous Oscar campaign in my portfolio), they were unsure Oscar was any better than the traditional offerings to which they'd grown accustomed.
Oscar needed to prove it to them; to show that their products and services are indeed simpler and smarter than the competition. That Oscar has better customer service, better technology and better value.
So, we made the tough decision to abandon the previous brand campaign and instead put our products and services front and center. Through simple, straightforward side-by-sides, we contrasted Oscar's offerings with those of the antiquated, stodgy bohemoths. But so as not to completely do away with all the brand love we'd earned, we utilized the same fresh, approachable spirit of the past campaign.
Say hi to Oscar— smart, simple health insurance born out of frustration for the broken U.S. healthcare system. Oscar's using technology, data and design to remove inefficiencies and lower costs throughout the entire stack (from providers to insurers to members).
As a Creative Lead/Copywriter, I was tasked to help build the brand as it matured in both current and new markets.
I wrote the Oscar marketing web site (full site here: http://www.hioscar.com) as well as numerous sales pieces including emails, brochures, the member welcome kit, digital ads, broker correspondence, etc.
I also helped direct an outside agency to evolve the brand campaign— everything from TV to OOH to digital to radio. (I even snuck in a few pieces I wrote myself, seen here).
I also wrote, creative directed and helped produce some videos to serve as digital content to educate viewers about Oscar and the Affordable Care Act/Health Insurance in general.
When you trust the power within, anything is possible. Including playing professional football with a hearing impairment. Deaf since the age of three, Derrick Coleman didn't listen to the critics who said it couldn't be done and instead overcame his disability to achieve his dream of playing in the NFL.
Derrick's story transcends football (and advertising for that matter) and has become an inspiration to many- from children with hearing impairments to anyone trying to overcome any number of life's hurdles.
2014 Cannes Lion Bronze / Adweek Ad of the Week / 23 Million YouTube Views
Goldivox is a pro-bono project that came to life after I listened to a TED Talk on the way to work one morning.
The talk was about people who are unable to speak for themselves and use machines to speak for them (think Stephen Hawking). The issue is that no matter who you are— old, young, male, female— everyone uses that same computerized Stephen Hawking voice to talk. So everyone sounds like a 50-year old man-robot. This is not ok.
VOCALiD's mission is to give those without a voice the chance to sound like themselves again.
Voice volunteers simply record pre-determined words and phrases into a computer database. That 'voice' is then matched (age, gender) to someone in need, giving them a new (and more correct) speaking voice.
This interactive video was created to bring the issue to life and to encourage donations to VOCALiD's voice donation bank.
If you'd like to make your own voice donation, please visit VocaliD.co.
The client charged us with creating their first-ever global brand campaign— with no money.
If I had a dollar for every client that didn’t have any money, I would be a very, well, you know...
So, yeah, a global campaign, on the cheap, to introduce and educate on what the product is, how it’s produced, and how/when it should be consumed. All in a fun, tongue-in-cheek, not-taking-itself-too-seriously manner.
It’s quite simple, really. The idea is right there in the product’s DNA.
To execute it cheaply (remember the money issue?), we looked to stock video. The fun, kitschy footage paired perfectly with our simple messaging to create entertaining films.
To catch people when they're on the go, out-of-home and in-store rounded out the campaign.
It's the age-old fantasy: Housewife has clog. Housewife calls plumber. Plumber clears housewife's, uh, pipe. *wink-wink, nudge-nudge*
2012 Ad Age Funniest Viral Video / 2012 Cannes Shortlist / 2012 Clio Shortlist
Duracell batteries power every NFL headset, allowing for communication between coaches and players during the game.
This pair of spots show that in-game communication affects the same play from both the offensive and defensive sides of the ball, building to an intense goal line finish.
At some point in our lives, we've all experienced a "Bleachable Moment"— a gross, awkward, embarrassing or just plain weird moment we wish we could bleach away (both the memory and the actual mess) forever.
These spots were created to reach a younger demographic and appeal to them in a new and different way than the traditional "white fluffy towel, smiling mom" of past Clorox spots.
Las Vegas is a dirty, dirty town in desperate need of a proper cleaning. Which makes it the perfect place for a powerful cleaner like Clorox Bleach.
This campaign included taxi toppers, an interactive billboard where users could submit their own dirty moment that was "bleached away" right before their eyes, a limo confessional and a Clorox-branded street cleaner.
2014 Gold OBIE
An odor-free litter box is great for humans, but not so great for cats. In addition to memory, cats use their keen sense of smell to find their box. But if it doesn't smell (thanks to Fresh Step), they might have trouble finding it.
We highlighted this 'problem' by dramatizing what could happen if a cat couldn't find its litter box.
And yes, actual cats were used in both the print and TV.