Victories + Fears // St. Mary's

The best creative is creative based on solid strategy. After taking part in extensive research to define the St. Mary's experience, we developed an image campaign that helped define that experience with consumers. After developing seven concepts, testing three and narrowing it down to one for production, we developed this award-winning campaign, which killed it in the awards circuit, even earning us Best of Show and/or Judges Choices with two different awards shows.

My role: development of research stimulus, development of creative strategy brief and positioning,   concepting + writing for seven themes, concepting + developing "Everyday Victories" themeline, narrowed down to one concept, refinement of creative for testing, development of full storyboards + copywriting for selected spot, pre-production, casting, wardrobe + talent direction, on-location creative direction, scheduling development, VO selection + recording session direction, music research + selection, post-production + edit direction.