SOME OF MY WORK THAT TOOK A LIGHTER APPROACH
Funny stuff is my default approach. Do something that makes people smile and it's more likely to be remembered in a world of forgettable ads. So it's a shame many brands now stay away from it. But it really does work. And I've worked on countless brands and categories for which taking the lighter approach paid off. Whether it was tongue-in-cheek headlines, puntastic posts, bizarre imagery, daft TV, or weird radio ads, the humorous projects I've worked on include everything from cars, airlines, sustainable packaging, and government campaigns to chocolate promotions, fast food, mints and magazines.
