Creative Direction | Marketing

To tackle the confusion around this brand’s membership, I produced and creative directed a series of broadcast commercials that mixed humor, clarity, and bold character work. From a playful “day-in-the-branch” spot featuring people from every walk of life (“Not Just for Firefighters”), to a quirky slumber-party-style explainer for Dare2Compare (“Truth or Dare”), to a high-energy sequel with a costume-changing skeptic (“The Actor”), each commercial amplified the brand’s cheeky voice while directly addressing audience misconceptions. The campaign aired during major Cleveland sports broadcasts, reaching millions and boosting brand awareness across Northeast Ohio.

Concept for all three commercials • Casting & auditions • Scriptwriting • Prop & costume sourcing • Production coordination • Set design & visual direction • On-set direction • Editing collaboration • Ad placement strategy across Cavs & Guardians broadcasts • Performance monitoring