As a creative, I thrive on the big idea. I love to connect to a client's core truth and bring it to life with a compelling story that really speaks to the target audience.
Particularly when pitching to a new client, showing that you understand who they are, who their consumer is – and how to connect with them – is the key to a starting a successful partnership.
But, for any number of reasons those initial ideas sometimes need to evolve.
These pages showcase the thought process and creative pitch work for three different accounts, the successful big idea that captured the client's imagination – even if the campaign didn't make it through to production and out into the wild in its original format.
Dutch Masters is a brand steeped in a culture that goes beyond their product, and this RFP response delved deep into the lifestyle connection between Dutch Masters and their customers. Aware of their iconic status, the brand had already signed a series of hip-hop artists as ambassadors, and billed a few sporadic events as the 'Craft Syndicate' – but our concept took this connection to music to completely new levels.
I pitched the Renegade Connoisseur to the client's North Carolina-based team via a Zoom call from a hotel room in Santiago. The connection repeatedly froze – but they heard every word to the locally-presented visuals, and later that day they awarded the agency a $3M multi-brand experiential account.
