For years, as confirmed by CI readout after CI readout, consumers think big, black and bulky when they think OtterBox. Especially Gen Z, who know OtterBox — as their parent’s brand.

Despite OtterBox’s vast assortment of slim, sleek, colorful cases in market, younger consumers just weren’t associating those style with the brand.

So if they just don’t see it, let’s just tell ‘em. This spot showcases the brand’s vast assortment with a dash of funny self acknowledgment and a reassuring wink to brand devotees (who love big, black and bulky).

The edit is on greenscreen, so any product images or videos can be used to get maximum milage out of the production spend.

ROLE: Creative Director, copywriter, directed creative process from concept thru final execution.

In a push to distance the brand from their extreme sports past, LifeProof needed to speak to active people who’re not ‘hardcore,’ but still pursue a full-time life.

With the LIVE FULLTIME campaign, we made an ad for people who are so busy living life — they don’t even have time to watch it.

ROLE: Creative Director, managed client-side concepting in conjunction with CP+B Boulder, wrote script and managed creative execution.

Peyton is famous for his on-the-field courage, but who knows if that’s true off the field — and if not, how can OtterBox instill the confidence he needs to rise to any occasion.

We showed Peyton coming to terms with — and finding the remedy for — bouts of inaction with the ultimate prescription — OTTERBOX, THE CURE FOR COMMON INACTION.

We created tension by presenting Peyton in the all-to expected role of retired athlete — pharmaceutical spokesman. Then we released that tension with the unexpected twist — it’s not really a pharma ad, and Peyton is actually as fit, spry and active as ever.

ROLE: ACD, senior copywriter. Developed concept, wrote scripts and co-managed pre-production, production and post production.

NOTE: this ad is not live due to licensing, Please email me for the password.

After years of X Games and athlete sponsorships, LifeProof had taken aspirational branding too far. But how could they reel in the extreme and make the brand relatable to everyday people?

With YOU PROOF, we took the controls from the pros and handed ‘em to the Joes. We highlighted real people doing real jobs while living real life.

Along with our own content, this campaign leveraged a major social activation designed to harness UGC and allow actual LifeProof users to fill in the blank and tell their own “proof” stories.

ROLE: Creative Director, managed client-side concepting in conjunction with CP+B Boulder, managed pre-production, production and post production.

OtterBox hired Peyton Manning as a spokesman — with no idea about how to use him.

With SPOKESPERSON RIVALRY, we created an official spokesman role for Peyton, and some fun tension, by pitting him against Ollie the Otter, the now-resentful and former spokesman.

Through a series of :30 second spots, we showed Peyton’s journey, from first day on the job, through the end of his tenure when Ollie finally bests his nemesis.

ROLE: Senior copywriter, led creative on production, post, edit and finish, managed teams on integrated landing page and retail elements.

How can LifeProof make their team of extreme athletes relatable to the average Joe and what he/she are doing in everyday life?

LIVING PROOF juxtaposes the extreme with the every day. Even though we all live our share of mundane moments, even professional athletes, we can still rock an extreme mindset.

It’s about Bobby Brown hucking Steamboat and Joe Schmo hitting black diamonds. Lizzie Armanto grabbing gold and girl squads shredding empty pools. It’s radical pros and everyday Joes — each Living Proof of those who live LifeProof.

ROLE: Creative Director / copywriter, led creative from concept to final scripts, managed pre-production, production and post production.

When OtterBox redesigned their flagship case, they needed to show that the world’s toughest case is now got even tougher.

With DEFENDER TOUGH, we showed the world that real toughness ain’t about big muscles, jacked-up trucks or bullshit posturing. It’s about pulling a double shift to put food on the table. It’s juggling kids, a job and night school to carve out a better life. It’s checking off your bucket list just because.

ROLE: Senior copywriter / ACD, wrote scripts, co-managed pre-production, production and post production

Due to extensive engineering, LifeProof cases always hit the shelves months after the phones they’re designed to protect hit the market. So how do we convince anxious phone owners that the long wait is a ‘good’ thing?

Since engineering stories are snoozers, we created a series of funny, insightful, easy-to-digest shorts. Set in a stylized laboratory, we lead the viewer through the complex design process and explain why the end result is WORTH THE WAIT.

ROLE: Creative Director / copywriter, led creative from concept to final scripts, managed pre-production, production and post production.

When LifeProof launched a new backpack lineup, they had to explain why they went from protecting your phone to packing your personals.

With CARRY ON, we let fans know that whatever you’re up to — and no matter how you carry on — you can carry along the essentials to elevate any experience.

ROLE: Creative Director, led product naming process, campaign concept and creative execution.

When LifeProof launched a new Bluetooth speaker lineup, they had to explain why they went from protecting your phone to rocking your world.

With LIVE LOUD. LIVE LIFEPROOF., we set out to show that there’s no rock & roll lifestyle without rock & roll, and there’s no way to live LifeProof without AquaPhonics Bluetooth speakers.

With AquaPhonics as your personal PA and LifeProof-protected phone as remote control, you’re equipped to live and share life without limits.

ROLE: Creative Director, led product naming process, directed campaign concept and creative execution

Voice, tone, look, feel, taste and smell.

Defining a brand’s core philosophy, truth, the stories it tells, the experiences it creates and the audience it connects with — then putting it on paper (er, uh, PDF) and setting it in motion.

ROLE: Brand strategist, creative director, copywriter

I wrote this manifesto to generate excitement and buy-in around the OtterCares mission of preparing and educating youth to be the philanthropists and entrepreneurs of tomorrow. IGNITE TOMORROW TODAY is now their rally cry.

Chilo En Mexico was a collaboration with LifeProof and surfer Rob Machado. It was meant to be an epic surf safari to Sayulita, MX. But when the crew landed, the surf was nonexistent. So, we salvaged the shoot by changing the storyline to a mellow chill with friends.

ROLE: ACD, copywriter, post production, concept

Sometimes you just need some cool animation to tell your product story. And to do so, you need a great CGI team. These are some product highlight reels brought to life from concept to creation — by hiring great CGI people!

ROLE: Creative director, copywriter, post production, concept