Hey, I’m Sam—an integrated Creative Director with expertise in digital, social, video, and broadcast. But mostly, I specialize in ideas. Our content cycle means brands need to be in the market almost constantly, but the need to generate content shouldn’t mean ideas have to suffer. No matter the budget, no matter the project, a great idea should live at the heart of everything a brand puts its name on. That’s where I come in.
Champagne content on a Miller High Life budget. We created quick-turnaround videos for Sears, helped drive awareness for the Shop Your Way rewards program, and kicked spring off right with the "It's Time" campaign.
When you play Monopoly, you become someone else. We worked with Hasbro’s team to bring the All is Fair in Monopoly campaign to life in social. With quick-turn content and influencer videos, we were able to get to market faster, curate amazing content, and take engagement to new levels. Merit: Hatch Awards 2024
The Wayfair audience is pretty broad. One minute, you’re talking to middle-aged Midwestern women. The next, you’re talking to apartment-dwelling millennials. Luckily, that means we got to try some things. With a combination of new and existing footage, and Wayfair’s crack in-house motion graphics and illustration teams, we were able to bring new concepts to life in the COVID era, while dealing with crazy production restrictions.
What do you do when only a few people can be in the same room at once? Take on-screen talent out of the equation. We shot this during a big COVID-19 surge, and there were only a few folks in the room to make it eye-catching and fun.
COVID restrictions meant we couldn’t go out and shoot. But we COULD use our 3D product images and implant them into beautiful stock footage. We worked with animation company MPC to build these beautiful scenes and play up the insight that our customers view beautiful bedroom furniture as comforting. And thus, Create Your Escape was created.
This was just a little bit of serendipity. When we were tasked with building a new video out of existing footage, we expected to make a montage video. But then we found…her. In the initial ad she appeared in, this was fun, earnest dancing. For our cut, we took all the silly outtakes and worked with those. And hey, don’t forget those price callouts. Gotta cover off on the mandatories.
After all the love we got for “Get down with your bed self,” we decided to make a Living Room version. We didn’t quite have the same wacky vibe, but we still found a fun story to tell with existing footage.
When it comes to budget-friendly bedding, it’s hard to convey quality. That’s why we spent an entire video on it. These great-looking pieces are easy on the wallet and the eyes. By playing that up with highly-detailed macro shots, we were able to prove a value proposition that Wayfair had difficulty communicating.
The Wayfair audience is pretty broad. One minute, you’re talking to middle-aged Midwestern women. The next, you’re talking to apartment-dwelling millennials. Luckily, that means we got to try some things. We cobbled this one together with stock images, existing footage, and Wayfair’s crack in-house motion graphics and illustration teams.
People always add their own unique touches to their home office. But we wanted to show what would happen if the little bits of personality had personalities of their own. So we made Toy Story, but for desks.
I was a jack of all trades on the Bank of America account. From site content, stories about the Bank's corporate social responsibility, and major campaign initiatives, I touched it all. The results were everything from video, social, and microsites to teeny little content tiles with 19-character limts.
Check out the full site at BankofAmerica.com/troopthanks
While Bose is well-known for professional-quality consumer products and big-venue sound systems, their first product launch into personal PA systems went a little under the radar. By focusing on solo acts, we gave professional musicians from buskers to bar bands a reason to believe that Bose was the choice for them.
Santa Fe has been known as “The City Different” for years. With this integrated campaign, we’re putting a new spin on what it means to be different, and reach out to younger consumers who want a vacation that speaks to them.
When you’re promoting a warehouse dash, and know a guy who’s got a warehouse, you use the guy’s warehouse. We shot this until the wee hours of the morning in a shipping warehouse in Maine, and had a killer team working their reindeer tails off to get it done.
The Reindeer so nice, we used him twice. The record results we saw from the first spot meant the Maine Lottery team wanted a sequel. And we delivered.
Kampgrounds of America’s newest resort opened in August 2020. But before that, we had to launch the brand. Problem is: the construction wasn’t finished yet. As a result, we decided to focus in on the details of the Terramor experience and brought their Instagram account to life.
Different lottery tickets have their own brand, their own look and feel, and their own personality. Being able to work on two distinct and exciting scratch tickets for CT Lottery gave me the chance to get closer with the audience. And gave me an excuse to stop by 7-Eleven for Slurpees and scratchers.
Oh and holy crap: this thing got nominated for a New England Emmy.
I hate the word “decadent” when it refers to dessert. It’s a personal problem, and I acknowledge it. But when it came time to promote the Cashlicious ticket (lovingly called C-Lish for short), we knew exactly what we needed to do.
I wrote ads for a local distillery. They sent me a bottle of whiskey for Christmas. Seems like a fair trade.
It was a ton of fun to celebrate the 4th of July with Bully Boy. I even got to name a drink.
I was tasked with developing a line for high school reunion season for a Facebook post. To this day, it's one of the most-liked posts that Bully Boy has. But then, there's no accounting for taste...
