brand - craftsman
tagline - crafting the future of fixit
ad/cd: andrew peña, tyler peña
We want Craftsman to be the top-of-mind choice for young adults venturing into the DIY and home improvement space. As older Gen-Zers and younger Millennials begin to enter full-on adulthood they will have to now focus on maintaining a home and becoming self-sustaining. Craftsman wants to be there to help them achieve these goals and turn home project hobbies into lifelong skills. In order to do this, it’s important that we have a high level of exposure to our target early on in their decision making process.
Craftsman would execute the ultimate PR stunt by sponsoring the building of its own student activity center on a college campus: Craftsman Hall.
However, there is a catch: the rooms are not finished. It would be up to the student body to customize and design the finishing touches of their activity center in reality tv show fashion.
Through a Craftsman and YouTube Originals collaboration, aspiring #FutureFixer’s would compete in a game show that would test their DIY and Home improvement abilities. Contestants will be judged by celebrity handymen and women (such as famous HGTV personalities) as well as popular DIY and home Improvement influencers. Contestants will be competing for cash prizes and free Craftsman tools.
The end result? A place for students, built by students. We want this experience to inspire the participants and viewers to become #FutureFixers and learn lifelong skills with Craftsman.
brand - whole foods
tagline - same taste, plant based
ad/cd: andrew peña, robert mcgee, anthony rodriguez
Whole Foods seeks out the finest natural and organic foods available and has an unshakable commitment to sustainable agriculture. This is why they were a perfect brand to partner with for our meat alternative public service announcement. Our PSA is meant to inform those who may be on the fence about the future of food in a guilt free way. Rather than focusing on the harm caused by meat consumption, we want consumers to realize they can enjoy and get excited about Whole Food's many plant based options.
brand - mazda miata
tagline - built for two, only two
ad/cd: andrew peña, kathryne ross, veralice navarro
The Mazda Miata is a convertible inspired by classic British roadsters. This car may seem limited in space but its two seats and convertible feature make it perfect for a romantic weekend getaway or date night. This campaign focuses on iconic trios (and unlucky third-wheels). With only two seats available one member of the trio is forced to find another way home. The Miata is ideal when you want that time alone with your significant other whether its date night or you're escaping intergalactic warfare.
Han Solo and Leia make a daring escape from a thrilling battle in their Mazda Miata. Unfortunately, there's no room for Chewie.
Ron and Hermione drive Ron's new Mazda as they return back to Hogwarts. Perfect for them, not ideal for Harry.
Harry and Chewie, feeling left out, find a pairing of their own. (These sequential video spots are intended to be run chronologically, with the first two being circulated long enough to be familiar to audiences, before the third ad is released as a Super Bowl spot.)