This was one of those rare opportunities to write an ad that doesn't look, sound or feel like an ad. To launch their new positioning as "Plain Extraordinary" FAGE Greek Yogurt wanted to set themselves apart in an increasingly crowded category. They wanted something as rich and appealing as the product itself. I wrote the script with actor Willem Dafoe's voice in my head, and later we were lucky enough to actually get him to read the VO. Psyop did an amazing job with the visuals. The spot is in the AICP's permanent collection in MOMA and shortlisted in five categories including copywriting, but the most rewarding part of it was all the random people who reached out to me on the internet about the writing. Everyone from a college professor who asked if she could use the "poem" as an example in her poetry course, to a representative from Bad Boy Entertainment's marketing arm who asked if I'd consider writing something similar for their Ciroc vodka brand.

Planet Fitness is the fastest growing chain of gyms in America. They pride themselves on being the gym for regular people—not the loud-grunting roided-out meatheads you'll find at some gyms. We developed the "Not their planet. Yours." campaign at Mullen in Boston. I served as both writer and creative director. The integrated video after three of my favorite spots here explains the campaign best. My favorite part was how the campaign caught on in popular culture. Kids on the playground at my son's school were yelling "I lift things up and put them down!" They didn't believe his Dad did the commercials until I gave him pictures on the set with the actors. "Locker Room" won a Cannes Film Lion.

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It's rare that you get a chance to work on a Super Bowl spot as a freelancer. I was fortunate to help MullenLowe on this E*TRADE spot that shows elderly people still in the workforce because they didn't save enough for retirement. CLICK ON THE IMAGE TO PLAY

There are moments in this business when the stars just align. This was one of those moments and the stars were the countless people at a small and little known agency at the time named Crispin Porter + Bogusky in Miami. After winning the prized MINI of North America account, we were ready for an all-out production frenzy for the first round of the "Let's Motor" campaign. I'll never forget Alex Bogusky sitting the creative department down in a conference room that was literally wallpapered with amazing creative work presented in the pitch. He basically said "This is what they want to produce." Everyone in that room had at least one thing on those walls. It was like kids in a candy store on South Bayshore Drive. The work would change the industry, the agency and the careers of everyone who touched it. I'm humbly grateful to have been a part of it.

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A few digital executions I worked on for the "Let's Motor" campaign:

ROOFSTUDIO.COM: The roof of a MINI isn't just a roof. It's a blank canvas. A clean slate to be made your own. Personalization is a huge part of MINI culture, so the goal of the roofstudio campaign was to make customizing roofs part of that culture. Roofstudio.com was a global gallery where MINI enthusiasts could create and show off their roof designs; and find image/designs to put on their own roof for free. Images could be uploaded and instantly turned into roof graphics. Toolbox options let you design something truly original and have it posted to the ever-growing, ever-evolving gallery. One option even made it possible to download your graphic in a special format you could bring to a sign company - they in turn could transform your roofstudio.com design into a real vinyl graphic you could have applied to your MINI's roof. CLICK PLAY ON THE RIGHT FOR A DEMO.

ROOFSTUDIO BANNERS: An interactive banner campaign that supported the site and provided tools to let users create unique designs to upload into roofstudio.com. Little more here:  

http://www.welovead.com/en/works/details/296ymlqy

RALLY RACE BANNER: An interactive banner designed to build MINI awareness around southern California. This expanding banner allowed users to race against the computer or challenge friends to a MINI slot car rally race. See it in action here: 

http://www.adforum.com/award/showcase/6650193/2006/ad/6681147

Shot by David LaChapelle. Starring Darius "Hootie" Rucker, Brooke Burke, The Dallas Cowboy Cheerleaders, The Subservient Chicken and The King himself.

I worked with Garmin GPS systems for years—both at Fallon Minneapolis and on my own under the name Tierney Minneapolis LLC. I did the first round of the infectious "Give a Garmin" holiday campaign as well as the "Maposaurus" Super Bowl effort with Fallon. Followed that up on my own with another round of holiday spots and the "Napoleon" Super Bowl commercial which was shot on location in Paris with director Lance Acord. One of the high points of my career was making such high-profile work with nothing more than a freelance producer and a lot of coffee. It didn't hurt that the clients were some of the best all around good people I've met in this business. 

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A website called "Come Clean" for Method cleaning products where you could confess all the sinful things you've done and be absolved. You type in your confession, it gets written on a hand, then washed away with method soap as a woman's voice (triggering off of keywords in your confession) gives you a unique and eerily appropriate response telling you that you are forgiven. It won a Grand Prix at Cannes.

This spot for Google Play aired in January when everybody is making New Year's resolutions. In this case, it's a certain furry googly-eyed binge eater.

A couple spots for The American Legacy Foundation's truth campaign.

Fun headlines for a less-than-fun category. 

Pro Bono Campaign for Best Buddies. It's an organization that pairs up volunteers with kids who have developmental disabilities. The client was a Kennedy. Yes, those Kennedy's.

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More fun with headlines.

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Out of Home recruitment campaign for Cub Scouts of America.

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Billboard campaign to get butts on bikes.

Print and Outdoor for Rapala fishing lures. Caption under every fish on the first one reads "Sucker."

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Poster for The Minneapolis Institute of Arts. Apologies for the tiny headline and poor resolution. Copy reads "Sometimes a photo gives you the rare opportunity to have someone else's life flash before your eyes. Experience the Photography Gallery at The Minneapolis Institute of Arts."

Brand relaunch for new "ODYSSEYS AWAIT" positioning.