CASE STUDIES:
TRINET HR
TV
CHALLENGE: TriNet HR provides cloud-based HR solutions tailored for businesses of all sizes. Seeking to boost brand awareness, drive web traffic, and convert leads, TriNet aimed to expand its reach. Despite its presence since the 1980s, the company had yet to launch large-scale advertising efforts and needed to reintroduce itself to a new audience.
SOLUTION: By tailoring our messaging to resonate with CEOs, we developed a series of ad campaigns that positioned TriNet HR as the trusted partner for relieving the complexities of HR management. Our approach included TV spots and multi-channel media placements that honored the leadership qualities essential to running a successful company.
TRINET HR
TV 1
TRINET HR
TV 2
TRINET HR
TV 3
Video • TV • VIDEO • TV • VIDEO • TV • VIDEO • TV • VIDEO • TV • VIDEO • TV • VIDEO
21st CENTURY INSURANCE
TV
CHALLENGE: Founded in 1958, 21st Century Insurance has been providing affordable and reliable auto insurance for decades. To strengthen its brand presence, the company set out to develop a powerful, anthem-style awareness campaign to generate excitement and reinforce its core values of excellent customer service.
SOLUTION: Our approach featured legendary icons humorously attempting to land a job at 21st Century Insurance. In this concept, a friendly recruiter engaged with these well-known figures, playfully highlighting how the exceptional service of 21st Century Insurance was beyond even their remarkable abilities.
21st CENTURY INSURANCE
TV 1
21st CENTURY INSURANCE
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21st CENTURY INSURANCE
TV 3
STATE FUND COMPENSATION INSURANCE
TV
CHALLENGE: State Fund, California’s leading provider of workers’ compensation insurance, sought to develop a bold, memorable campaign to capture attention and reinforce its reputation as a trusted partner. The goal was to create an engaging concept that underscored the company’s commitment to the safety and well-being of workers.
SOLUTION: We used the timeless symbol of protection—the guardian angel—as a metaphor for State Fund’s compassionate care. Through engaging and lighthearted scenarios, we brought the guardian angel to life as a humorous yet heartfelt representation of the company’s dedication to safeguarding businesses and workers.
STATE FUND INSURANCE
TV 1
STATE FUND INSURANCE
TV 2
STATE FUND INSURANCE
TV 3
STATE FUND INSURANCE
TV 4
INTERSHOP
TV
CHALLENGE: Intershop, a pioneer in e-commerce solutions, sought to develop a compelling brand awareness campaign highlighting its impact in the e-commerce sector. The goal was to introduce the company as a partner committed to helping businesses increase revenue through its comprehensive suite of e-commerce products and services.
SOLUTION: We crafted an innovative campaign unveiling Intershop as a “secret weapon” that forward-thinking companies use to boost revenue. Renowned film director Agnieszka Holland orchestrated the production, executed seamlessly in a one-shot move, adding a unique cinematic touch to the campaign.
INTERSHOP
TV 1
INTERSHOP
TV 2
INTERSHOP
TV 3
TIRE KINGDOM
TV
CHALLENGE: Tire Kingdom, a leading provider of tires and automotive services across the Southeastern United States, aimed to stand out in a crowded market. To achieve this, they sought to develop a memorable campaign that would convey its commitment to quality and affordability,
SOLUTION: We developed a campaign with lighthearted scenarios humorously showcasing unexpected situations that can lead to the need for great automotive parts.
USS HORNET MUSEUM
TV
CHALLENGE: The USS Hornet Museum, a historic aircraft carrier-turned-museum in Alameda, California, faced a period of stagnant visitor numbers and needed to revitalize interest. To stay afloat during a challenging recession, the museum sought to raise awareness, increase donations, and attract a new wave of visitors to preserve its rich naval and aerospace history.
SOLUTION: We launched a powerful, two-pronged strategy with a high-impact, multi-channel ad campaign to captivate new visitors and attract financial supporters. Through bold OOH displays, engaging print and posters, and memorable radio and TV spots, we ignited fresh excitement around the museum, ensuring its legacy continued to thrive.
BIRKENSTOCK
TV
CHALLENGE: Birkenstock, a globally recognized footwear brand known for its high-quality, ergonomic sandals and shoes, experienced a surge in innovation, leading to an extensive inventory of new style collections. To maintain momentum, the company needed a strategic promotional campaign to boost awareness, showcase its expanded collections, and drive inventory turnover.
SOLUTION: We created a multi-channel advertising campaign to unveil a fresh, unexpected side of Birkenstock. While introducing audiences to new styles, the campaign also reinforced the brand’s values of comfort, health, and craftsmanship that have defined the brand for generations.
BANK OF MARIN
TV
CHALLENGE: Bank of Marin, a trusted community bank serving Northern California, sought to refresh its brand positioning by reinforcing its deep-rooted commitment to local businesses and residents. The goal was to distinguish itself from larger financial institutions by highlighting its strong community connections, personalized service, and dedication to the economic well-being of the region.
SOLUTION: We created a compelling ad campaign—spanning OOH, print, and TV—that positioned Bank of Marin as more than just a financial institution. The campaign emphasized that the bank is run by people who share the same values, integrity, and community spirit as the customers it serves.
WENTE FAMILY ESTATES
TV
CHALLENGE: Wente Family Estates, one of California’s oldest and most respected wineries, is also home to a stunning championship golf course. While the winery enjoyed strong brand recognition, the golf course needed a dedicated awareness campaign to attract more visitors and grow its membership.
SOLUTION: We launched a vibrant multi-channel campaign that brought Wente Family Estates to life, seamlessly blending the estate’s world-class golf course with the joy of its winery. Through clever, humorous, and engaging creative executions, we captured the excitement of golfing at such a spectacular venue.
WENTE FAMILY ESTATES
TV 1
WENTE FAMILY ESTATES
TV 2
STERLING VINEYARDS
Video
CHALLENGE: Sterling Vineyards, a renowned Napa Valley winery known for its stunning hilltop estate and exceptional wines, aimed to elevate its self-guided wine tour experience. To do this, the winery sought to introduce upgraded signage and videos, offering deeper insights into Sterling’s rich history, winemaking process, and diverse selection of wines.
SOLUTION: We designed a series of durable, weatherproof indoor and outdoor signage boards, along with engaging video content, to enhance Sterling Vineyards’ self-guided tour. These elements provided a seamless blend of education and entertainment while reinforcing the winery’s prestigious reputation as a premier destination in Napa Valley.
STERLING VINEYARDS
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STERLING VINEYARDS
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STERLING VINEYARDS
Video 3
STERLING VINEYARDS
Video 4
Throughout my career, I’ve worked professionally as
a writer on many projects. Here’s some of that work:
BLUE SHIELD OF CALIFORNIA – TRINET HR
Radio
CHALLENGE: Blue Shield of California, a leading health insurance provider, aimed to raise awareness of its new strategic partnership with TriNet HR, a top HR solutions provider. This collaboration enabled businesses to offer enhanced workplace benefits, combining Blue Shield’s healthcare coverage with TriNet’s HR solutions to better support employees.
SOLUTION:: We developed a dynamic multi-channel campaign leveraging OOH and radio to engage the target audience during their daily commutes. Through clever storytelling and humor, the campaign effectively highlighted key benefits, boosted brand awareness, and delivered memorable marketing messages that resonated with commuters.
BLUE SHIELD OF CALIFORNIA – TRINET HR
Radio 1
BLUE SHIELD OF CALIFORNIA – TRINET HR
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RADIO • audio • RADIO • audio • RADIO • audio • RADIO •
AMBASSADOR TOYS
Radio
CHALLENGE: Ambassador Toys, a beloved specialty toy store known for its curated selection of unique and educational toys in San Francisco, CA, sought to boost foot traffic across its four locations during the crucial holiday season. The goal was to not only drive sales but also reinforce its brand identity as a community-focused retailer.
SOLUTION: We designed a heartwarming series of nostalgic ads that captured the magic of childhood Christmases, transporting viewers back to the excitement of holiday wonder. At the same time, the campaign showcased Ambassador Toys’ wide selection of gifts and personalized services, positioning the store as the destination for holiday shopping.
AMBASSADOR TOYS
Radio 1
AMBASSADOR TOYS
Radio 2
AMBASSADOR TOYS
Radio 3
TRINET HR
Radio
CHALLENGE: TriNet HR, a leading provider of comprehensive human resources solutions, aimed to elevate its brand visibility and reinforce its positioning as a trusted HR partner for CEOs. The goal was to showcase how TriNet’s services enable business leaders to focus on their core duties without being burdened by the complexities of HR management.
SOLUTION: We developed a multi-channel ad campaign, including radio, that infused humor and featured a clever recurring anchor to enhance memorability. The campaign seamlessly integrated key messaging and brand positioning, ensuring a lasting impact while engaging the audience in a memorable and relatable way.
TRINET HR
Radio 1
TRINET HR
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USS HORNET MUSEUM
Radio
CHALLENGE: The USS Hornet Museum, a historic aircraft carrier-turned-museum in Alameda, California, faced a decline in visitor numbers and needed to revitalize public interest. To navigate a challenging recession, the museum aimed to boost awareness, increase donations, and attract a fresh wave of visitors.
SOLUTION: By implementing a strategic two-pronged approach, we crafted a dynamic multi-channel ad campaign—spanning OOH, print, posters, radio, and TV—to engage two key audiences: new visitors and potential financial backers. This comprehensive effort aimed to boost awareness, drive attendance, and secure crucial support.
USS HORNET MUSEUM
Radio 1
USS HORNET MUSEUM
Radio 2
