Christopher van der Kleed, associate creative director
































Marker

Christopher
van der Kleed,
senior art director

















Marker






Jif

Save the Celery

Every year during the Super Bowl, America eats over one billion chicken wings – leaving millions of celery stalks heartlessly neglected.

This year, we said enough is enough and launched a PSA to Save the Celery. The whole campaign led to savethecelery.com where you could get a free jar of Jif (in minutes!) on Super Bowl Sunday to save the tasteless green stalks yourself.

More to come post-game!










Squid Game

The Challenge

A nationwide study kick-started an integrated campaign that proved everyone would abandon their morals… for a price.

Find your price at everyonehasaprice.co



Each execution featured a QR code that led to the Price of Morals website – an interactive campaign hub where visitors could explore the data and take a quiz that placed them on the spectrum of morality.

A Pink Soldier infiltrated NYC to ask people their price, which was turned into social content that created buzz across Youtube, TikTok, Instagram, and Twitter in the weeks leading up to launch.



agency: BBH USA








John Deere ‘22


Real people in John Deere ads isn’t new. Them delivering lines is. 

We went to 7 locations around the country to capture real Deere owners working their land. As they worked, they channeled their inner Meryl Streep while improvising a few lines of their own. Then we cut it together to create seamless handoffs to show that while the work may be different, the goal is always to make the most of your land.

We shot with vintage anamorphic Panavision lenses, which was a treat.



Each family also had two online videos. For the Allens, that was a 30 second day in the life video on their flower farm and a longer one with some tips on how to make the most of your land. If you want some more tips for your land, check ‘em out here.

To keep the thread of humanity alive throughout the campaign we develeped a completely hand drawn typeface. 

my role: art director
copywriter: Jason Lane
CDs: Mikael Kriisa, Jimmy McDonald
CDs (GATOR only): Rory Jensen, David Ekholm
design: Jivan Davé, Adrian Meadows
GCD: Cory Schearer
agency: EP+Co
director: Kevan Funk
dp: Nate Hurtsellers
color: Mikey Pehanich (Blacksmith)







Harmony of Work

Let’s roll, let’s go.


In a sequel to our month long  shoot for the ‘22 campaign, we partnered up again with Kevan Funk and Noco (RIP) to  show some appreciation for the Deere factory workers and the harmony between them and the land. Huge shoutout to Duotone for making this one sing.

   

my role: art director
copywriter: Jason Lane
GCD: Cory Schearer
agency: EP+Co
director: Kevan Funk
dp: Nate Hurtsellers
sound: Duotone
color: Mikey Pehanich (Blacksmith)








Nutrish

Feed Yours. Help More.

You can’t adopt them all, but you can help them all. When you feed your dog Nutrish, pets in need across the country get fed thanks to the Rachael Ray Foundation. Or at least that’s what they told us.



We also came up with a totally new look & feel for the campaign and brand as a whole which has been incorporated across all social and web.


agency: Publicis NY
director: Adam Hashemi
dp: Hoyte van Hoytema