Where does good work go when it dies?
Here, apparently.

To showcase some additional thinking, I’ve compiled recent work that, for one reason or another, didn’t make it into production.

Motto by Aspen Dental

To launch Aspen Dental’s brand new clear aligner, Motto, we were asked to dig into two strategic directions — pushing the boundaries with humor and keeping it straightforward but still playful. Below are both directions.

Direction 1: Otto for Motto

First, we created the world’s first Motivational Smiler spokesperson for Motto, who is aptly named Otto. Then we gave him a jingle (sincere apologies to anyone who’s had to hear me sing it). Otto comes into your life when you least expect him but need him most. He brings words of wisdom and the vision of life with a better smile, paired with RTBs you can’t refuse. Click through to see how Otto for Motto comes to life — or into your life unexpectedly — and where those possibilities can take you.

Direction 2: Realigning the Industry

Motto is entering a space ripe with other competitors — think: Invisalign, Smile Direct Club, byte, and more. To make a splash, we wanted to take our audience through our differentiating factors, from price to treatment time to same-day appointments and specialized care, in a way that felt fun, fresh, and unique.

Keystone Light (light)

To reach the more rural Keystone Light drinkers, we were tasked with getting into the rural mindset — hunting, fishing, mudding, and the likes. After a thorough investigation of this audience via TikTok, we created the Keystone Light light, a literal light that appears and illuminates overhead when a good idea is being had. And some no-BS billboards.

Quadpay

Quadpay, a buy-now-pay-later financing option, needed a way to announce their partnership with major brands. And what better way than with discounts on your favorites?

In the spirit of the Quad, we created the Festival of Fours. Instead of creating ads, we saw an opportunity to create art. So I got to write a ton (seriously, a ton) of :04 art house-style shorts that would reveal the different brands hosting discounts when you use Quadpay. All the shorts would be screening on the first day of the four day digital festival.

Libby Wine

Libby, a new bubbled wine out of Napa, needed to make a splash on the lower-ABV bubbled drink scene. We created Mother’s Day activations that our target audience could get behind. (And yes, a surprising amount of new moms really do bring wine into the delivery room to celebrate. I checked.)

Direction 1: Poppin’ Babies, Poppin’ Bottles

Direction 2: #NotYourMom

I was most excited to buck the convention of Mother’s Day entirely which brought us to #NotYourMom where we encouraged women to get out of relationships that no longer serve them — more specifically, relationships where they have had to baby their partner. In return? Bubbled wine delivered to your door.

Target

For Easter 2021, we spent months finding the unique things that make for a more creative Easter after, yet another, year of monotony. Below are some shorter scripts, a prior version of the longer script, and one bonus *big idea*, in addition to the Target Easter spot that was produced.