Making it Count
When Osmo told us they would like us to pitch for their upcoming Fall / Holiday campaign it was a big deal. We had done regional broadcast ads as part of Providence Health Plan’s yearly Medicare open enrollment campaign, but this was an opportunity to do something way more creative. I strongly dislike the majority of ads on TV. I find them lazy, predictable, and boring. This was our opportunity to make something that would stand apart from crowd. The full Case Study of the 360 omni-channel campaign we created can be found at Fort West but here I will concentrate on a few inside nuggets.
Pickin’ Up What We Were Puttin’ Down
Once we won the work we briefed in our amazing Creative Director Rob Brooks. It was not ideal to bring Rob in after the ideas had already sold, but that didn’t stop him and the team from creating a look that elevated Osmo in the market, turned heads, and doubled their organic traffic to the site once launched, showing Osmo the true power of creative when done right.
Story Delivers
We were very busy when the Osmo opportunity appeared. As such, we put together a pitch team consisting of me, our main strategist Chris Fedorczak, and an outside Creative Director writer we hired named Russell Dodson who had a lot of broadcast advertising experience. Working with Russel, we developed several concepts with corresponding scripts for the campaign. We were up against large industry players such as 72 and Sunny. Our pitch was insight and story driven. We did not rely on a lot of design comps, mostly just dramatic readings of the scripts (delivered by yours truly) and a few story boards. Not only did we win the pitch, they chose two scripts to be developed - one for Back to School and one or Holiday.
Time Square Spectacular Holiday, 2021
More Muahahaha
The Muahaha campaign was created in two parts. The initial ad introduced us to our cabal of evil genius parents. The second shows us the power Osmo has to benefit both kids AND parents when given for the holidays.
Cue the evil laugh…
Broadcast
Muahaha Concept Script Russell Dodson
Creative Director Rob Brooks
Designers Beth Karper, Rob Brooks
Key Art
Creative Director Rob Brooks
Copy Russell Dodson
Designers Beth Karper, Rob Brooks
Additional Copy Paul Glazier
Campaign
Creative Director Rob Brooks
Associate Creative Director Maliah Coolidge
Copy Paul Glazier
Designers Beth Karper, Maliah Coolidge
Production
Director Zach Johnson (Fatal Farm)
Agency Production Larry Israel, Katie Hoen & Jamie Keim
Photography Ryan Schude