Ilan Frankel, CD Copywriter

Heritage Road told the story of two riders of the Buffalo Soldiers Motorcycle Club, and connected their journey with that of the R 18 - BMW’s first “American Cruiser.”

In addition to a five-piece documentary, the campaign included more than 40 assets during a six-weeks window. All pre-orders sold out the day of our campaign launch.

+453% increase in IG impressions

+306% increase in FB engagement

+308% increase in reach

+26 point lift on ad recall; +6.9% on consideration

The campaign was also recognized by the AAF’s Mosaic Awards, and shortlisted by the One Show.

A social activation to support the TV premiere of He Named Me Malala on NatGeo - the first brand to use Facebook's profile video feature, a big deal during those pre TikTok days.

Our goal was to accumulate 50,000 tweets before airing, which took less than 96 hours.

The campaign was also recognized by:

Clio

Communication Arts

Shorty

Digiday

LNT is a social campaign that pinned politicians' tweets in the wake of mass shootings against their actual voting record. It was created as a passion project with coworkers after the Pulse nightclub shooting.

With $0 and no client until after the work was ready to launch, the campaign picked up several PR hits, ended with a reach of more than 3m, and was recognized by Lürzer’s Archive.

It’s hard to stay optimistic in the battle against gun violence. But I am proud to be part of the fight.

This startup makes games that help kids learn how to regulate their emotions. My job here was very much foundational:

I established a new creative direction, created a brand guidelines doc, orchestrated shoots, built an asset library, lead a UX audit and website redesign, and pushed work across paid and social while managing a team of freelancers. Hopefully helped a few kids and families along the way, too.

Early results from the brand’s new creative direction delivered more than 50% increase in website visits.

The work also showed lifts in:

Engagement

Impressions

Reach

Ad Recall

On the sales side, the new creative, collateral, decks and materials contributed to signing multiple healthcare providers as partners.

A case study of Ram Life, an anomalous Ramtrucks.com section that's filled with lifestyle content. The idea was to build a destination for people who want a truck - even if they don’t necessarily need one. It served as a break in the digital experience that was otherwise filled with technical details and specs. Building brand equity and engagement with prospective and current truck drivers.

More than seven years later, this test & learn project is still part of the Ram website and marketing strategy.

To launch the Bold Pitcraft Turkey Breast, we headed down South to learn from the masters of the open fire pit.

Our campaign, which included a long form piece, :30/15 broadcast spots, and multiple social assets, was the most successful new product launch in Boar’s Head’s history.

I’m also including some OOH from our BH’s positioning work, “Counter Culture,” which was created to encourage the youths to visit the deli more often.

SNAP is a program that celebrates innovation for the sake of innovation. The only rules are:

Two creatives. 

Three weeks.

$500. 

One prototype.  

Only bad part is that they make you play yourself in a video.

We called the folks on the BMW car side and asked if we could humble one of their vehicles to launch the first M-series motorcycle.

We also created supporting content like rider/driver cards, wallpapers and Motorrad trivia. Some of the questions I wrote were so hard, I failed at them myself.

In addition to a lift in social engagement and reach, the M-series bikes sold out and BMW is already planning a follow-up campaign.

Before the Special Olympics World Games in Abu Dhabi, we partnered with an illustrator to design professional posters for select Team USA athletes.

In addition to the posters, we also created individual profile videos, a campaign long form, and other content surrounding the games, all under the Special Olympics theme of #ChooseToInclude.

VCRs beat the BofA lifetime benchmark, and the campaign achieved all social media goals before the games even began.

A campaign that takes the drama out of preparing a deliciously authentic Mexican meal. We created TV spots and long-form content, as well as an entire website made in flash which I won’t share here because it’s really outdated.

A selection of social and retail assets for various BMW motorcycles. I’m not a biker, but I loved working on this account because of how flexible I had to be. Everything had to ladder up to the brand tone and voice, but different bikes called for different styles, and language had to deliver on everything from soul-searching to speed and off-roading.

Two projects:

First is a Movember-themed campaign, encouraging people to stache their Jeep for a chance to win a Renegade. (The campaign originated from a different agency. Our team handled the digital/social portion.) Fans sent thousands of submissions and the campaign saw a lift in all major social media indicators.

The second is a vehicle launch website for Jeep India, which consisted of an interactive timeline filled with brand milestones, imagery and information. It was a huge part of Jeep’s marketing strategy when entering this market, and iterations of our work are still live on their current site.

This one-off spot was created for BofA’s new Preferred Rewards card. Don’t let the visuals fool you. Every scene here took forever to shoot.

A social + Game day activation to promote the 2016 NHL Winter Classic.

We launched a website, digital OOH and IG ads/pre rolls, asking fans to post their mean mugs for the chance to be featured on billboards in their rivals' city. 

Our campaign picked up several PR hits and generated thousands of submissions before and during the sold-out game.

Built for The Hunt was launched right before hunting season, and invited fans to compete to win a five-day elk-hunting trip with Cameron Hanes (a much better prize than being hunted by him).

We teamed up with Cameron and tapped into his world, and the world of many Ram owners, and got back thousands of submissions from across the country.

The campaign also included a partnership with a charity organization that works with food insecure families, encouraging hunters to donate a portion of their hunts to those in need.

An airline lost my daughter's stroller so I went all Liam Neeson on 'em. I was so mad I even misspelled their name.

This campaign was equal parts annoyance and fun, and resulted in:

A brand new stroller

$300 for me to stop creating memes