Bank of America
My Name is Brian.
Cowrote this spot with Brian Moynihan and Craig Johnson to launch Bank of America’s new platform “What would you like the power to do.”
Power to make a difference
As part of the platform launch, we created this anthem both to amplify the message and show support for Bank of America's partner organizations who are out there to make a difference in the world.
GCD: Karen Hite, Craig Johnson CD/AD: Bob Gates
National Museum of African American History & Culture
If you’ve never been to the NMAACH, it is a must-see.
GCD: Karen Hite, Craig Johnson CD: Bob Gates, Me ACD/AD: Pier Madonia CW: Saige Sharp
Country Music - A film by Ken Burns
I had no idea what a country music fan I was until I worked on this project.
GCD: Karen Hite, Craig Johnson CD: Bob Gates, Me ACD/AD: James Barkley CW: Tanvi Tandon
26.2 For Chicago
Campaign for the Bank of America Chicago Marathon. The theme 26.2 for Chicago allowed us to tell the story of Bank of America’s economic and social commitment to the city of Chicago. It also allowed us to tell some moving stories about people's personal motivation for being involved.
With Duda Bosnic (art) and Saige Sharp (writer)
MLB MemoryBank
We created a social ecosystem for baseball fans to share their memories. Over a couple of years, 1.5 million users posted photos and videos with the #MLBmemorybank, and for some weird reason, LA Dodgers fans still do it two years later.
We led the conversation with original content posted about 5-6 times a season.
"Decades later, it’s still damn near impossible to find a comedy routine as clever, and perfectly pulled off, as Abbott and Costello’s “Who’s On First?” But while Red Sox pitchers Chris Sale, David Price, and Steven Wright might not have the classical comedy training or experience that the legendary duo does, they still did an impressive job pulling off the modern-day version of that classic act. Who knew a bank ad could be so well done?"
-JONAH KERI, Sports Illustrated
"It's on Sale" reached 1 Million viewers on social with the help of paid media. Then earned another 65 Million. At the time this was the second most engaged piece of content Bank of America had ever created.
“Mo Memories”
We surprised little league baseball in Castle Hill (Bronx) with the memory of a lifetime…
“Undercover Teacher”
The kids at the SEED school of Maryland found out they had a special substitute teacher one day. Baltimore Orioles team leader and all-around great human-being Adam Jones.
Our third breakthrough piece of content, “undercover teacher” managed to generate 28 MM earned media impressions across FB, Twitter, IG and PR.
Together (and only at last count, the entire #MLBMemorybank work reached more than 400 MM impressions including 2.5 Million UGC submissions.
Bank of America Extras
We created an entirely new MLB platform for Bank of America sponsorship called, Bank of America Extras. We sponsored extra innings games, owned the extra innings highlights across MLB Networks properties, and created special extras just for Bank of America customers, including an exclusive line of MLB tee shirts designed in collaboration with some of baseball’s rising stars like Fernando Tatis Jr., Yoan Moncada, and Tyler Glasnow. Shirts sold out pretty much instantly. Our Chicago White Sox design got adopted into something they’d later wear on the field.
SHOP (RED)/Save Lives
Bank of America signed on to be the official payment provider for (RED)’s shopathon. We created a brand platform to connect the two that worked rather brilliantly under Bank’s overall brand platform Life/Better Connected (which I also helped develop). The idea being a system whereby the purchase action on the left side of the slash, brought on a life saving action on the right. The campaign was executed across mainly social, experiential and ooh advertising in NYC, particularly focused on the area around Bryant Park.
