Selected Work
Impactful Marketing Campaigns
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
Grow From a New Angle
The Challenge: While Pennington focused on grass seed and wild bird seed, these legacy categories couldn't fuel future growth. The brand needed to expand into higher-growth lawn and garden segments and attract millennial homeowners who valued sustainable practices and creative self-expression over conventional lawn uniformity.
The Approach: Transform Pennington from grass seed legacy brand to innovation partner for outdoor living. By challenging traditional lawn care conventions and championing sustainable, creative approaches, the integrated campaign spanning CTV, social, influencers, search, and OOH positioned Pennington to launch products into higher-growth segments.
Hero Campaign
Garden Campaign
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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