I was commissioned by Wilco to create this spot to promote their 8th album Sky Blue Sky.

During the great depression, an immigrant mother from Naples, Italy turned a family recipe into an American icon, RAGÚ. It was staple in households everywhere… until it wasn't. 

Over time the category grew, and RAGÚ, was old news…

Then the pandemic hit, and people got burnt out on cooking every meal, every day.

So how do you reinvigorate a tired brand and consumer base?

By turning our heritage into a badge of honor. Because to cook like an Italian mother, is to cook like a mother fucker!   

The cheeky, consumer-driven call to action got people’s attention. The RAGÚ jar’s signature yellow lid became the canvas for a bold new look and feel—standing out from the competition in the sea of red. 

We served up much-need inspiration – and simple meal solutions – to the millions of Americans who were burnt out on cooking. 

By helping them step up to the stove and slay supper with ease, we showed the world that ANYONE can Cook Like A Mother. No matter who you are or how full your plate. 

THE RESULTS:
Best Rebrand Finalist at the Ad Age A-List & Creativity Awards
Silver / Food & Beverage + Finalist for Rebrand Campaign / The Shorty Awards
Silver/ Rebranding, Repositioning or Reintroducing Brand Marketing / REGGIE Awards

FutureReady
This was a collaboration between Dell, Microsoft and Intel to award the newest technology to  K-12 classrooms. across the country.  We created a site that featured two contests and one sweepstakes, which awarded over a million dollars in prizes to these schools.  It featured a Mobile Computer Lab Contest that tracked the top performers and a school level tracker that tracked votes in real time and allowed schools to customize their colors and mascots on their pages.  This program was highly successful with a high level of participation and engagement:
    •    Over 8,000 schools entered the Mobile Lab contest
    •    Over 14,000,000 votes were cast in the Mobile Lab Contest
    •    Over 28,000 educators entered the IC Sweepstakes
    •    Over 1,000 Essays were submitted to the Technology Vision Contest
The website was published in TASCHEN's ADVERTISING NOW. ONLINE

Client: Dell, Microsoft, Intel
ACD/AD - Brian Trecka

Dell eHealthcare
This site was designed and used for promoting Dell’s eHealthcare architecture to hospitals and medical center administrators in an engaging and accessible fashion. The site organizes and presents substantial information about appropriate uses and advantages of technology within the medical sector to reduce costs and improve patient outcomes. The site offers overall program information, product details, and the interactive eHealth Readiness guide, targeted at offering a roadmap to 21st century healthcare for specific health care industry roles.

Client: Dell, Microsoft, Intel
ACD/AD - Brian Trecka

Ronald McDonald House Charities has several promotions throughout the year to raise awareness and donations to help children in need.  McHappy Day is a weeklong promotion where for every dollar donated, McDonald's would match that donation.

As a global initiative the clients tasked us to figure out a way to make this campaign more socially viable and allow users to donate online more easily.  We partnered with Twibbon to create a social campaign thru paid mobile, Facebook and Twitter that would allow users to donate in a few clicks.  The user would then have the ability to add a badge to their profile picture that showed their support for RMHC.   This in turn helped promote this viral campaign by attracting further donations from friends and family.

Client: RMHC

ACD/AD - Brian Trecka

ACD/CW - Deb Pahl

Nerds no more. LensCrafters was tired of glasses being refilled like medical prescriptions. Our mission was to make eyewear positioned as a fashion accessory and our online marketing took them straight to the runway.

A face-shape selector and personality quiz were added to ease consumers through the eyewear buying a process – a potential barrier.  We created video editorial fashion trend reports that were updated on a regular basis to highlight LensCrafters attention to the the the latest fashion trends.

Client: LensCrafters

Motion Designer, Editor, Sound Designer, Art Director - Brian Trecka

With the introduction of the Sanrio (Hello Kitty) at Target we needed to create an eye-popping spot that would best represent the energy of these two great brands.  Back to school was never made more fun as we filmed a series of kids and placed them in the pop art world of Sanrio.  Add a wickedly far out music track and you've got yourself thirty seconds of joy and wonder.

Director of Photography/Motion Designer - Brian Trecka

Director - Bruce Alcock