Tasked with bringing to life the concept of an ARCO “Straight Up Gas Institute”, I developed a wry voice for a no-frills place of fuel-related financial wisdom . Integrated campaign featured outdoor, print, radio, & digital.
This “Field Test” won gold from the Outdoor Advertising Awards.
(No nickels were harmed in the making of this billboard.)
I was honored to write these TV scripts and work on set with director Darren Aronofsky. Career highlight for sure.
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Teens are naturally curious. They think they know everything. Often misinformation from peers; like, “is meth really that addictive?”.
Our strategy was that the more informed you are, the smarter your decisions will be—so just ask.
For research I listened to countless interviews with teen meth addicts. All heartbreaking. Most with recurring themes of betraying family members, selling your body, and generally losing control. The one I heard most often? Regret.
^Billboards and digital banners all helped drive to [ask] …
THE QUESTIONS ARE THE WEBSITE. THE CONTENT IS THE TRUTH.
Anchoring the entire campaign was a website front-loaded with all the questions you could imagine, answered by clinical facts as well as animated stories using audio of real addict testimonials.
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