BRAND EXPERIENCES
Working Lunch Healthy Choice, 2008
Ad-Tech Award-Winner | +75% Boost in Message Association & Recall
Lunchtime liberation, improv-style—this revolutionary live comedy series hijacked the daily drudgery of desk-bound workers, letting them reclaim their lunch breaks as virtual directors of chaos on workinglunch.msn.com. Powered by Healthy Choice Fresh Mixers, every episode unfolded with a Second City sketch club in a conference room: audience "shout-outs" via real-time polls drove the "what happens next" madness, with the troupe riffing on microwave disasters and boss-baiting hilarity—all while slipping in the "Made Fresh from Your Desk" vibe that made healthy eating feel like a plot twist, not a PSA.
For the bold, craft your Care Package—a customizable 3D snack builder to share clips and content like viral contraband. For chill viewers, daily "best-of" edits kept the laughs rolling.
A 2008 artifact of pre-social media magic, it turned passive scrolling into participatory punchlines—75% lift in recall, sky-high engagement, and proof that branded fun feeds the soul (and the brand).
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BRAND EXPERIENCES
Mom’s Homeroom Kellogg’s Frosted Mini Wheats, 2009
Effie Award-Winner | Multi-Screen Branded Community
The OG momfluencer hub—launched as a multi-screen interactive powerhouse for Kellogg’s Frosted Mini-Wheats, Mom’s Home Room at momshomeroom.msn.com was the real-talk HQ for busy moms: forums, expert Q&As (educators, psychiatrists, nutritionists), and raw parent stories on school, snacks, homework, and hustle.
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Positioned Frosted Mini-Wheats as mom’s secret weapon for crushing school days—without the hard sell.
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Three seasons (I, II, III) synced to back-to-school chaos, evolving from web to living-room-ready across devices. Native content before it had a name—driving engagement, loyalty, and Effie-level proof that branded content and communities work.
BRAND EXPERIENCES
re:discover Buick, 2010
OMMA Award Finalist | +175% increase in Message Association
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Launched as a groundbreaking branded travel series on MSN, re:discover redefined urban reinvention—turning America’s hidden gems into cinematic love letters to New York, LA, Miami, New Orleans, Portland, Chicago, and beyond. Hosted by local tastemakers (like Bronx urban farmer Karen Washington), each 5–10-minute episode blended documentary storytelling with insider tips—community gardens, speakeasy hideouts, street art sanctuaries—while subtly weaving in Buick’s reimagined lineup (hello, Regal).
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From weekly drops on rediscover.msn.com to a first-of-its-kind multiscreen experience via BrightLine, Verizon FiOS, and AT&T U-verse, viewers clicked into city-specific hotspots and shareable moments across web, tablet, bespoke app, and TV. Three seasons deep, it evolved from digital to living room—a pioneer in native advertising that proved branded content could feel like culture, not commerce.
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