I‘ve been creating beautiful and compelling experiences for the past 20 years.

Scroll down to see some of my favorite recent projects.

 

The Downy business had been in decline for years, as the brand failed to connect with Millennials who didn’t see why they would need to add a fabric softener to their laundry routine. We needed to make people aware of Downy's protection benefit.

In order to communicate that Downy protects clothes during the harshness of the laundry process, we first needed to establish the enemy: the washing machine. Thrashing your clothes over 3,000 times per wash and spinning them 90 miles per hour, the washing machine is a dangerous place for clothes. We wanted to show the world.

So we went to Downy's lab and put a GoPro in a washing machine to see what would happen. And the resulting video is beautiful. The viewer clearly sees the torture that clothes go through, and to reinforce the message we added enlightening facts about just how rough the washer and dryer can be.

 

The video was placed on YouTube, where the brand consideration lift was four times higher than average, and also Facebook, where the view-through rate was 40% higher and the view duration was twice as long as other popular videos (such as Always "Like a Girl"). 

In fact, the video was such a breakthrough online, we made a version to run on television:

In addition to the YouTube, Facebook and television ad placements, we also created looping cinemagraphs for Twitter and a hub page explaining how Downy works at downy.com.

Thanks in part to the success of the GoPro video, Downy sales not only stopped declining but actually grew 10% versus the previous year! In fact, the entire fabric softener category grew for the first time in four years.

 

To celebrate Procter & Gamble’s 175th birthday in a special issue of AdAge, I created a cake made entirely from P&G products. The resulting ad won a National Silver Addy and the cake itself was on display at Cincinnati Museum Center for several months and now resides in the P&G archives.

 

Each detail of the cake was worked out using only P&G products.

The actual cake spent some time at P&G before being exhibited at Cincinnati Museum Center for a couple months, then returning to P&G to live in the archives.

 

Once a year when we set the clocks back, we all get an extra hour added to our night. It's pretty amazing when you think about it, but no brands ever talk about it. Realizing that most people spend their extra hour sleeping, this felt like the perfect place to promote Downy and Febreze sleep products. So we created a video titled "The Extra Hour."

From writing to production to its premiere on YouTube, "The Extra Hour" was created in a little over two weeks. And this highly shared video was just the beginning. We added Twitter, Facebook, display ads, and a Grand Central Station takeover, turning "The Extra Hour" into an event that delivered over nine million impressions in less than a week. In addition to great business results, "The Extra Hour" also won Best Digital Video and Best of Show at the 2015 American Advertising Awards.

 

 
In a takeover of Grand Central Station's video screens, we reminded people to change their clocks (and enjoy their extra hour) with a fun countdown clock running all week.

In a takeover of Grand Central Station's video screens, we reminded people to change their clocks (and enjoy their extra hour) with a fun countdown clock running all week.

 
Our display media featured a helpful countdown clock to grab attention. On rollover, "The Extra Hour" played automatically. Engagement rate, click-through rate and time spent in the ad unit were all double the benchmarks for P&G iMedia.

Our display media featured a helpful countdown clock to grab attention. On rollover, "The Extra Hour" played automatically. Engagement rate, click-through rate and time spent in the ad unit were all double the benchmarks for P&G iMedia.

Here's how we made this video on a small budget and in only two weeks:

 

Now in version 3.0, we created the Dreft Amazing Baby app to help parents capture and store all of their precious memories all in one place. In addition to being a virtual baby album, the Amazing Baby app also reminds you to capture essential photos and videos based on when you are expecting or how old your baby is.

Dreft Amazing Baby won a National Silver Addy.

 
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I wrote, storyboarded and was the creative director on the following video we made for the launch of version 1.0 (under the original title "Amazing Baby Days"):

 

Vicks wanted to bring attention to childhood pneumonia, a global epidemic that is rarely talked about. So we created a virtual balloon that users inflate using their computer microphone. For every breath visitors donated, Vicks provided a monetary donation to Save the Children.

 

 

As the Downy digital creative director, I am responsible for everything we put out on Downy's social channels. And I have to admit, it's a great place to spread your creative wings, have some fun, and sometimes strike gold.

First up is a tremendously successful tweet we created for Downy's sister brand, Tide. This is a story of how clever creative turned $3,000 into 46 million impressions.

Over the past two years we've inserted ourselves into many cultural conversations, from Doctor Who to #thedress (it's gold and white!)

To see my most recent work, check out Downy's Twitter and Facebook feeds. On Twitter you'll find hard-working ads including a ScratchReel that Twitter themselves uses in presentations as best in class. Coming soon to our Facebook feed, as well as YouTube, is a 360-degree video that takes you inside a washing machine. Lots of fun stuff!

I also have a lot of older projects that I will happily share by request.

Thanks,
Jason