Opportunity: Big launch. Bigger ask: win over dads.
The Insight: David Ross had just helped end the Chicago Cubs' 108-year drought in the 2016 World Series. Then I spotted his Instagram post saying what he was looking forward to most: driving his kids to school. That's a champion every dad can relate to.
The Idea: February in Chicago is the worst, so we brightened the morning commute with Sunny, David Ross, and a breakfast worthy of a World Series champion: new Raisin Bran Crunch Apple Strawberry. Ross surprised neighbors with the chance to share a bowl with him.
My Role: I recommended casting Ross before production, based on that insight. I wrote the script, assisted with production and on set, and sat with the editor to shape the video from raw footage to final cut.
Results: Earned 637M impressions and was covered by the Chicago Tribune, Sun-Times, CBS Sports Radio, US Weekly, ForTheWin, Fansided, and the Dan Patrick Show.