01 SONIC DRIVE-IN

There’s something special about the conversations people have when they’re in the car. Maybe it’s because you all face in the same direction? This was Sonic’s first new campaign in 15+ years – real people, unscripted in their cars enjoying each other’s company over burgers. During my time on the business, the company achieved its best sales in history and a QSR category-leading 25.8% same store sales growth.

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02 SQUARESPACE

Photographer Sandro collaborated with John Malkovich to create homages to the films of David Lynch, soundtracked by the likes of Karen O and Moby. Sponsored by Squarespace to sell an album benefitting the The Lynch Foundation. Rather than shout those heavyhitter names from the rooftops, we created a more Lynchian campaign - mysterious and hidden in plain sight, ready for fans to discover. Awarded by Communication Arts and The One Club.

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03 PELOTON

After becoming the darling of the pandemic, Peloton’s explosive growth slowed and the brand needed a reinvention and reinvigoration. We turned to the brand’s most distinctive assets - the beloved instructors and their unique motivational skills.

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04 VENMO

If I had an advertising bucket list, “campaign starring miniature horses” would definitely be on it. Luckily the brave people at Venmo were willing to make a big creative leap for their first ever brand campaign.

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05 QUIP

Every toothbrush works the same. People just don’t use them often enough or long enough. Which is the design inspiration behind quip’s beautiful toothbrush and also our campaign about breaking people’s ‘habit inertia’. You can fuck up lots of things, but you won’t mess up brushing with quip’s unfuckupable products.

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06 KIA

Automotive product feature demos can be a rote creative assignment. But I’m a big believer that no brief needs to be boring. So rather than going with the standard, ignorable category approach we created thirteen :15 videos that seamlessly combinged into one full length Feature Film.

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07 GOT MILK?

In 2010ish, the beginnings of the plant-based milk trend started to show up in our quantitative research. Yes, sometimes quant actually does give you something useful. We got ahead of the trend by shifting the “got milk?” strategy for the second time in twenty years - directly taking on the new competition for the first time.

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08 TOMMY JOHN

In 2015 there were dozens of D2C underwear brands popping up. Most of those used blue humor or a fashion angle to sell their benefits to people. We decided on a more altruistic route: when you pick at a wedgie, it’s the people around you that are the real victims. The campaign led to the Tommy John’s highest sales period ever.

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09 KEEP INTERNET WEIRD

There’s a lot of people that want to use the internet for Bad Stuff. From serious things like political dis/misinformation and human trafficking, to more annoying things like recommendation algorithms and the Attention Economy. I started this consultancy to give brand & creative strategy boosts to companies working to further the cause of humane, responsibly designed technology.

See more at keepinternetweird.com.

10 SMARTWATER

After talking to people, we realized very few people realized the unique way that smartwater is distilled. So we took a pretty scientific process, explained it through the metaphor of clouds, and built a cloudy, skyward campaign and website to match. Awarded by the Awwwards, FWA Site of Day and FWA Cutting Edge Award.

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CARSON MOBLEY, STRATEGIST

CARSON MOBLEY, STRATEGIST