Spectrum TV Campaigns
I worked on Spectrum brand for three years and in that time I helped complete a re-brand, a merger, dozens of campaigns and hundreds of individual tactics. I could tell you how fast Spectrum Internet is (and I could even rap about it) but what you really need to know is that I can help brands evolve their aesthetic and create very catchy TV spots.
Art Direction • Broadcast • Motion Graphic
the challenge:
For every spot the challenge from the client was to cut through the noise of commercials and get new sign ups to the Spectrum service. The real challenge was to find compelling ways to achieve the client results when the deal wasn’t competitive, wasn’t being updated and there was no new information quarter after quarter.
the idea:
The campaign featured in the video above was called, “ The Connected Life” and the idea was to create an unexpected ear hook to compel consumers to actually watch a commercial instead of skipping it. My copy partner and I listened to rap parody songs for weeks crafting the perfect ear hook. We cast a stereotypical looking suburban dad and his friends to bring the rap to life in a real house. We juxtaposed this normal seeming dad and house with absurd props and gags to amplify the humor. In the post process we continued the music video aesthetic with hyper saturated colors and quick editing cuts and scene changes.
the spot was unpopular with the public but very popular with the clients and lead to a 4x increase in Spectrum subscriptions.
the results
Additional Campaigns
A Fresh Start
A beautiful airy spot to help Spectrum announce their merger with Time Warner Cable in all markets. For this spot I was partnered with my creative director and lead the art direction from start to finish.
Illuminated
An animated spot to highlight the fast spectrum speeds throughout the home. For this spot I was the lead art director from start to finish and I helped animate the motion graphics.