Wilson Commercial
insight: the love for athletes often
overshadows the superior quality
of the equipment that they use.
big idea: position wilson sporting
equipment, not the athletes, as
the star of the game.
articulation: no ball, no game.
concept/script: charlotte haynie,
andy laugenour, nic perner, and
curtis allen.
director: james alexander
Rayban
insight: people love to
maintain a sense of mystery
behind their shades.
challenge: position rayban against its current brand“never hide.”
big idea: show what you can
get away with behind your
sunglasses.
articulation: get unnoticed.
copy: charlotte haynie
art direction: nic perner
Goody
insight: your hair, when done
well, can be a powerful tool.
challenge: to revamp a tired,
drugstore beauty brand.
big idea: use a faux life
coach to show how goodystyled
hair can bring you
success in life.
articulation: get ahead.
copy: charlotte haynie
art direction: katie mellor
Indian Motorcylces
insight: empty-nesters
are prone to making large
purchases to rekindle their
relationship.
challenge: position indian as
the “anti-rebellious”
motorcycle company.
big idea: portray mature
relationship benefits from
getting closer on an indian.
articulation: “an empty nest
is an open road.”
copy: charlotte haynie
art direction: ryan moore
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