Making An Impact On The Business
From Clio-winning creative to data-driven digital campaigns, here's a selection of marketing work that delivered measurable impact and cultural resonance.
#FlipTheTurf
The Challenge: Grass seed is the ultimate low-involvement purchase; "watching grass grow" defines boredom itself after all. Yet artificial turf was causing a surge in player injuries, and Pennington had no natural platform to enter the national sports conversation. The brand needed to make millions of people suddenly care about something they'd never thought twice about.
The Approach: Partner with NFL star Von Miller on a deliberately provocative anti-turf campaign designed to get banned by the league. This turned the NFL's censorship into free media coverage, sparking a grassroots movement among players and fans.
Banned Ad
Campaign Summary
The Impact
Pennington Full Season Fertilizer
The Insight: Research revealed a clear tension in the lawn care category: Millennial homeowners didn't understand, and didn't want to commit to, the traditional 4-step fertilizer program promoted by the category leader. The complexity of seasonal applications was a barrier to purchase and adoption, leaving a significant segment of homeowners underserved.
The Approach: Used that insight to define and develop a genuinely differentiated product: Full Season, a one-application-per-season fertilizer that eliminated the complexity of multi-step programs entirely. Led the cross-functional development and go-to-market strategy, positioning the product directly against the unmet need. Brought the business case to Walmart and won distribution. After launch, Walmart's own sales data showed Full Season indexed higher with Millennial shoppers than the competition — creating a platform for additional product extensions.
Brand Campaign :30
Full Season Fertilizer :15
The Impact
Johnson's Baby
The Challenge: In a commoditized baby care aisle, Johnson's Baby needed to reinforce its emotional equity.
The Approach: Take two paths. One, drive reach and relevance with "Thanks Mom," an Olympic campaign where athletes thanked their mothers on the world stage. The campaign was so compelling that Debbie Phelps, Michael Phelps' mom, asked to participate. Two, reinforce the brand's deep equity by highlighting the mother-baby bond outside the Olympics via emotional print campaigns and digital activations.
Thanks Mom - Cullen
Thanks Mom - Debbie
Gold Shampoo
Pink Lotion
The Impact
Let's Create Something Amazing
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