VIDEO & AUDIO
MY APPROACH:
The key to crafting compelling video and audio is formulating a harmonious alchemy of entertainment, key messaging, and persuasiveness. The most effective executions are easy to understand, memorable, and resonate with their audience both intellectually and emotionally. TV and audio concepts must be developed methodically to ensure all critical components are present to effectively reach an audience and effectively deliver a message.
CASE STUDIES:
TRINET HR
TV
OVERVIEW: TriNet HR is a comprehensive human resources outsourcing and consulting company that empowers small and medium-sized businesses by helping them focus on their core operations by expertly managing their HR requirements. With a wide range of services encompassing payroll processing, benefits administration, regulatory compliance, and HR guidance, TriNet HR acts as a strategic partner, helping companies navigate the complexities of HR management.
CHALLENGE: TriNet HR sought to raise brand awareness, increase website traffic, and convert leads with their primary target – CEOs. Even though TriNet had been around since the 1980s, the company hadn’t developed large-scale branding efforts nor deployed advertising campaigns of significant size and needed to reintroduce the brand to a new audience.
STRATEGY: By pointing our messaging to the primary target, we developed a series of ad campaigns to position TriNet HR as the trusted partner to count on to lift the burden that managing HR can bring. We developed TV spots to run along other media vehicles targeting CEOs by honoring the traits a leader needs to possess to be at the company’s helm.
RESULT: The campaign proved to be a resounding triumph, with the TV commercials receiving an enthusiastic reception from TriNet’s leadership and earning widespread recognition within their industry, driving web traffic, elevating brand recognition, and increasing lead conversion, meeting their forecast.
TRINET HR
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TRINET HR
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TRINET HR
TV 3
FACT:
Television still holds numerous advantages for brands over other media vehicles. With TV remaining immensely popular, well-crafted ads delivered with the appropriate frequency to the right audience can be highly effective and persuasive. The reach is unmatched, with 96% of U.S. households having at least one TV. Television is also an essential tool for online businesses, establishing credibility and reaching a more extensive initial audience than online ads. Today, viewers can engage actively, using multiple streaming services, sharing content on social media, and augmenting TV’s reach and lifespan.
Video • TV • VIDEO • TV • VIDEO • TV • VIDEO • TV • VIDEO • TV • VIDEO • TV • VIDEO
21st CENTURY INSURANCE
TV
OVERVIEW: 21st Century Insurance is a prominent insurance company that provides various insurance products and services tailored to meet customers’ needs. The company focuses on auto insurance and offers competitive rates and innovative coverage options. Known for its commitment to service and user-friendly online platforms, 21st Century Insurance leverages technology to streamline the insurance process and make it more accessible to a broad customer base.
CHALLENGE: 21st Century Insurance aimed to create a compelling and “anthem” brand awareness campaign. The goal was to generate excitement and effectively communicate the company’s core values of exceptional customer service, value, and quality products.
STRATEGY: Our approach incorporated renowned iconic figures attempting to secure employment at 21st Century Insurance. In this concept, a courteous recruiter from 21st Century would engage with these stars, elucidating why the unique nature of 21st-century service surpassed even their capabilities.
RESULT: The campaign successfully created the anticipated “buzz,” elevated brand awareness to prospective customers, and positioned 21st Century as a major player in the auto insurance universe. The campaign garnered extensive press coverage, featuring in prominent industry publications and major news outlets.
21st CENTURY INSURANCE
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21st CENTURY INSURANCE
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21st CENTURY INSURANCE
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STATE FUND COMPENSATION INSURANCE
TV
OVERVIEW: State Compensation Insurance Fund (State Fund) is a significant player in the insurance industry, primarily operating in California. Established as a state-supported enterprise, State Fund focuses on providing workers’ compensation insurance to businesses throughout the state. The organization is known for its commitment to fair and reliable coverage, risk management services, and promoting a safer work environment for employees across various industries.
CHALLENGE: State Fund Insurance wanted to create a dynamic, memorable, and buzz-inducing creative campaign that would stand out and help position the company as a dependable entity genuinely concerned about the well-being of its customers.
STRATEGY: We leveraged the quintessential symbol of safeguarding people—the guardian angel—as a metaphor to illustrate the compassionate care offered by State Fund. By creating fun scenarios, we portrayed the guardian angel as a humorous yet poignant representation of the company.
RESULT: The campaign achieved remarkable success in establishing the company as the ultimate “guardian” for workers everywhere. Praise from both industry and mainstream press played a pivotal role in the campaign’s continued production, as it resonated widely and contributed to its sustained impact.
STATE FUND INSURANCE
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STATE FUND INSURANCE
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STATE FUND INSURANCE
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STATE FUND INSURANCE
TV 4
INTERSHOP
TV
OVERVIEW: Intershop is a leading e-commerce solutions provider recognized for its innovative platforms and services that empower businesses to create seamless and efficient online retail experiences. Focusing on digital commerce, Intershop offers a suite of tools, including customizable e-commerce software, order management systems, and omnichannel solutions. Catering to diverse industries, Intershop enables companies to optimize their online presence, streamline transactions, enhance customer engagement, and increase revenue.
CHALLENGE: Intershop wanted to create a memorable brand awareness advertising campaign with the goal of introducing the company as an innovator dedicated to assisting businesses in augmenting their revenue through its complete line of e-commerce products.
STRATEGY: We crafted an innovative campaign unveiling Intershop as a “secret weapon” that smart 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.
RESULT: The campaign attained remarkable success, receiving praise not only from advertising and film communities but also earning recognition from mainstream media outlets and the tech industry. Crucially, the campaign met its goals and successfully achieved the set objectives.
INTERSHOP
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INTERSHOP
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INTERSHOP
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TIRE KINGDOM
TV
OVERVIEW: Tire Kingdom is a well-established automotive service and tire retailer in Florida, known for its comprehensive range of tire brands and expert auto care services. With numerous locations across the state, Tire Kingdom offers a one-stop solution for customers seeking quality tires, tire maintenance, and various services.
CHALLENGE: In a crowded advertising landscape teeming with competitors, Tire Kingdom wanted to cut through the clutter, ensuring that its message of quality and affordability reached customers in the highly competitive automotive services market.
STRATEGY: We crafted a creative campaign featuring humorous “campy” scenarios, showcasing exaggerated situations that playfully highlight potential needs for automotive parts.
RESULT: The campaign yielded remarkable success, effectively propelling Tire Kingdom to break through the market clutter and secure a significant increase in market share. The work won praise and was featured in publications like Adweek and AdAge.
USS HORNET MUSEUM
TV
OVERVIEW: The USS Hornet is a legendary aircraft carrier and decorated veteran of WW2, Korea, Vietnam, and the Apollo missions. She was decommissioned in 1970 and designated a National and California Historical Landmark.
CHALLENGE: The museum was experiencing a time of stagnant visitor numbers and needed to raise awareness, boost donations, and re-ignite a vital influx of new visitors to ensure that the “ship” stayed afloat during a tough recessionary period.
STRATEGY: By developing a two-thronged targeting approach, we devised a dynamic multi-channel ad campaign including OOH, print, posters, radio, and TV targeting new visitors and financial backers.
RESULT: The campaign was a great success. Thanks to the vital support of local media vendors and production houses, we were able to deploy the effort necessary to have an impact and generate the revenue necessary to keep the “ship” afloat.
BIRKENSTOCK
TV
OVERVIEW: Birkenstock is a renowned German footwear brand known for its comfortable shoes. Established in 1774, the company’s signature product is the Birkenstock sandal, featuring a contoured cork footbed designed to provide exceptional arch support and comfort.
CHALLENGE: As a result of a significant surge in innovation, the company found itself dealing with a substantial inventory of diverse style collections that required promotion to raise awareness of their existence and facilitate inventory turnover.
STRATEGY: We crafted a multi-channel advertising campaign encompassing OOH, print, posters, radio, and TV to introduce its audience to a previously undiscovered aspect of Birkenstock, all the while reinforcing the brand’s core values of health and comfort associated with its footwear.
RESULT: The campaign accomplished its goal by successfully reintroducing the brand to its audience and effectively moving inventory on a large scale.
BANK OF MARIN
TV
OVERVIEW: Founded in Novato, California in 1990, Bank of Marin is a prominent business and community bank boasting assets of nearly $4 B. Spanning 31 branches and 8 commercial banking offices across 10 counties, Bank of Marin offers a complete range of financial services, including commercial and personal banking, specialty lending, wealth management, and trust services.
CHALLENGE: The bank aimed to revamp its brand positioning by emphasizing its image as a community-focused bank, setting it apart from other financial institutions lacking the strong community ties that define the Bank of Marin.
STRATEGY: We developed an ad campaign, including OOH, print, and TV, positioning the bank as a financial institution operated by people with the same character as the community it serves.
RESULT: The initiative achieved remarkable success in establishing the bank’s reputation and earning local businesses’ and residents’ trust and support.
WENTE FAMILY ESTATES
TV
OVERVIEW: Founded in 1883, Wente Family Estates, managed by the fourth and fifth generations of the Wente family, is the country’s oldest continuously-operated family-owned winery. Their wines are distributed nationwide and featured in 70+ countries. In 2010, they earned the Certified California Sustainable Vineyard and Winery designation, certifying all aspects of their business.
CHALLENGE: Among the fantastic properties Wente owns is their gorgeous golf course. Though the winery was well known, the golf course needed a brand awareness campaign to help increase attendance and memberships.
STRATEGY: We created a multi-channel campaign that showcased all of the estate’s attractions and cleverly integrated the fun of these activities with the winery through humorous and entertaining creative executions.
RESULT: The comprehensive campaign effectively accomplished its goal of raising awareness for the golf course and other estate properties while also significantly boosting attendance and memberships across all of the Wente Estate’s offerings.
WENTE FAMILY ESTATES
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WENTE FAMILY ESTATES
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STERLING VINEYARDS
Video
OVERVIEW: Sterling Vineyards, located in the picturesque Napa Valley of California, is a renowned winery celebrated for its rich history and exceptional wines. Founded in 1964, Sterling offers visitors a unique and immersive wine-tasting experience, complete with an aerial tram that transports guests to the hilltop winery, providing breathtaking panoramic views of the vineyards and valley below.
CHALLENGE: The winery sought to upgrade its current self-guided tour by implementing new signage and informative videos, aiming to enhance visitors’ overall experience during their visits and provide them with valuable insights into Sterling wines, the winery’s history, and its various offerings.
STRATEGY: We produced a series of weather-proof outdoor and indoor signage boards and videos supporting the self-guided tour, providing education and entertainment while infusing branding and reinforcing their brand positioning as a premiere legendary winery in Napa Valley.
RESULT: The outcome proved to be a remarkable success, significantly enhancing the visitor experience and navigation throughout the property while also bolstering the brand’s image and effectively addressing the company’s challenges related to the self-guided tour.
STERLING VINEYARDS
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STERLING VINEYARDS
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STERLING VINEYARDS
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STERLING VINEYARDS
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Throughout my professional journey, I’ve had the chance to also contribute
professionally as a writer. Here are some of the projects I’ve developed:
– Robert Solis – Conceptual CD/AD
BLUE SHIELD OF CALIFORNIA – TRINET HR
Radio
OVERVIEW: Blue Shield of California is a nonprofit health insurance provider that has been serving the residents of California for over 80 years. Committed to improving the health and well-being of its members, Blue Shield offers a wide range of health insurance plans and services. They’re known for focusing on affordability and access to quality healthcare, working with a network of professionals and facilities to ensure their members receive the care they need.
CHALLENGE: Blue Shield of California sought to increase awareness of its strategic partnership with TriNet HR, a prominent human resources service provider in California. This partnership allowed both companies to enhance the workplace benefits that companies can provide to their employees.
STRATEGY: We crafted a multi-channel campaign using OOH and radio to reach its target audience during their daily commutes. The campaign creatively conveyed key benefits, raised awareness through humor, and cleverly integrated marketing messages in a memorable way.
RESULT: The campaign achieved its objectives by effectively boosting awareness and memberships within its target audience regarding the advantages of the partnership, solidifying it as an additional benefit that companies can provide to their employees.
BLUE SHIELD OF CALIFORNIA – TRINET HR
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BLUE SHIELD OF CALIFORNIA – TRINET HR
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Fact:
Radio maintains significant effectiveness and can be deployed with podcasts and streaming music services for maximum coverage. National data shows that radio can reach 90% of Americans weekly, with advertising having a recall rate of over 70%, outperforming digital streaming channels. Local radio reaches more than 75% of the local population, making it an essential tool for targeting local audiences. Also, ad formats have evolved for better listening and viewing experiences. Today, reaching narrow audiences is more accessible through new features and offers new options as technology evolves.
RADIO • audio • RADIO • audio • RADIO • audio • RADIO •
AMBASSADOR TOYS
Radio
OVERVIEW: Located in San Francisco, CA, Ambassador Toys is a cherished toy store celebrated for its carefully curated collection of high-quality distinctive toys. This boutique shop boasts a wide array of toys for children of all ages, spanning from educational games and puzzles to imaginative play items and creative arts and crafts supplies. Moreover, it takes pride in its dedication to offering a personalized shopping experience that caters to both locals and tourists.
CHALLENGE: The toy store needed to drive higher foot traffic to all its four outlets during the holiday season, a critical period for businesses of its kind, while reinforcing its brand positioning as a community-focused business.
STRATEGY: We crafted a series of nostalgic ads with the intent of evoking the childhood Christmas experience while also highlighting the extensive range of gifts and services available at the store.
RESULT: The mission was accomplished with great success by increasing foot traffic and revenue at all store locations and re-establishing Ambassador Toys as the premiere toy boutique in San Francisco.
AMBASSADOR TOYS
Radio 1
AMBASSADOR TOYS
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AMBASSADOR TOYS
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TRINET HR
Radio
OVERVIEW: Trinet HR provides comprehensive HR outsourcing solutions for businesses of various sizes. TriNet HR offers a cloud-based platform that allows companies to streamline their HR processes, improve efficiency, and ensure compliance with relevant laws and regulations. By outsourcing HR tasks to Trinet, organizations can focus on their core business activities while benefiting from expertise and technology in HR management.
CHALLENGE: TriNet HR sought to boost its brand visibility and reaffirm its brand positioning as a dependable HR partner for CEOs, allowing them to prioritize their core duties instead of being distracted by HR workloads.
STRATEGY: We crafted a multi-channel ad campaign, including radio, infusing humor, and a clever recurring anchor to make the spots memorable, while simultaneously integrating key messaging and brand positioning.
RESULT: The radio campaign was a resounding success as it achieved its mission of raising brand awareness and keeping TriNet as the “top-of-mind” HR management and services company.
TRINET HR
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TRINET HR
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USS HORNET MUSEUM
Radio
OVERVIEW: The USS Hornet is a legendary aircraft carrier and decorated veteran of WW2, Korea, Vietnam, and the Apollo missions. She was decommissioned in 1970 and designated a National and California Historical Landmark.
CHALLENGE: The museum was experiencing a time of stagnant visitor numbers and needed to raise awareness, boost donations, and re-ignite a vital influx of new visitors to ensure that the “ship” stayed afloat during a tough recessionary period.
STRATEGY: By developing a two-thronged targeting approach, we devised a dynamic multi-channel ad campaign including OOH, print, posters, radio, and TV targeting new visitors and financial backers.
RESULT: The campaign was a great success. Thanks to the vital support of local media vendors and production houses, we were able to deploy the effort necessary to have an impact and generate the revenue necessary to keep the “ship” afloat.
USS HORNET MUSEUM
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USS HORNET MUSEUM
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