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.