For international students looking to study at an English-speaking university, their very futures depend on how well they do on an English language test like the TOEFL test.
A TOEFL score from ETS speaks volumes about their skills, yet many fear taking it because it’s known to be much harder than the competition. We positioned the TOEFL as more than a test, but as a tool to help them get to where they want to go — and created a completely digital experience to help them practice, plan and connect with others like them. See it here.
Role: Strategy, Creative Director
Combating long wait times was one of several priorities for IHOP, and we were asked to help. But how can advertising help solve an operational issue? Make the time waiting at the table more fun!
To launch their Summer Splashers drinks, we created an augmented reality gaming experience for the table. Customers were invited to download the IHOP Play App, then use their phones to scan the table tent and activate a game that promoted the new drink, and engaged with customers — turning their wait time into a great time!
Role: Creative Director, Concept, Copy
As the #1 Dentist and Hygienist Recommended Fluoride Brand, ACT is a highly respected, full service line of fluoride and therapeutic products — one that had a simple landing page for healthcare professionals on the consumer site. The brand needed a brand new professional site to meet the needs of this HCP audience, and compete with big spenders like Listerine.
We created a fully responsive site with a sleek, modern design and the in-depth information our professional audience needs — working closely with staff hygienists to ensure content is relevant and authentic. Take a look.
Role: Creative Director
In the competitive world of calcium gummies and pills, the tasty, silver-wrapped Viactiv chew stood out as a uniquely convenient way to get your RDA of calcium. What didn’t stand out? Their site. It was dated, and couldn’t support product extensions.
We mined the research and crafted our strategy around owning the balance of the product’s great taste and great health benefits. See it here.
Role: Strategy, Concept, Creative Director, Copy
Open any cabinet in any home, and you’ll find a box of ARM & HAMMER Baking Soda inside. Over 170+ years, it’s grown into a house of brands, trusted by generations.
The challenge: Launch a site that would appeal to a new audience and their needs — one that celebrates hundreds of products in dozens of subcategories, yet also delivers the valuable, helpful how-to content consumers crave. While another agency took over the account (and the look of the site) the content I created remains the same. See it live.
Role: Creative Director, Content, Copy
French toast dipped not once, but twice? Oh yeah. However, our Double Dipped French Toast launch came with a challenge: Double restaurant traffic beyond the breakfast hour.
To champion IHOP as the Day or Night destination, we created a site experience that showcased the product set against a backdrop that matched the time of day for each site visitor — dawn, day, dusk and night. This technique received praise in trade magazines, and drew people not just back to the site at all times of day, but to the restaurant as well. A double win!
Role: Concept, Creative Director, Copy
How to beat the post-holiday blues? Dig into stack after stack of All You Can Eat Pancakes — a popular, longstanding activation launching after New Year’s Day. This time, however, we had to promote it within the brand new “Eat Up Every Moment” campaign, which focused on having experiences at the IHOP table.
Instead of just being promotional, we got emotional — bringing out what it means to enjoy endless stacks of pancakes with loved ones.
Role: Concept, Creative Director, Copy