SPEC CAMPAIGNS — BRAND STRATEGY & CONCEPTING

FIND THE THING
ONLY THAT BRAND CAN SAY.

Self-initiated campaign concepts built from real strategic insights, not briefs. Three distinct brands, three distinct audiences, one consistent method: find what only that brand can claim, then build the work around the constraint.

Campaign Concept

Alamo Drafthouse — Curb Your Enthusiasm (And Your Texting)

The only theater chain with an actual ejection policy and the cultural identity to back it up. Larry David isn't a spokesperson. He's a personality transplant. Three spots structured as Curb Your Enthusiasm cold opens. One tagline system that is also the actual house rules. DON'T TALK. DON'T TEXT. ONLY ORDER.

Campaign Concepting Brand Strategy Scriptwriting Brand Voice

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Campaign Concept

Lone Star Beer — "No Crap On Tap. Their Words."

A craft bar built its identity around excluding mass-market beer. Then kept Lone Star on tap anyway — and put their own "No Crap On Tap" policy sticker on the Lone Star handle. One POV shot. No dialogue. Thirty seconds. The bar's own words do the talking.

Campaign Concepting Brand Strategy Visual Storytelling Brand Voice

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Campaign Concept

USAA — "15 Minutes"

Texas has some of the highest insurance rates in the country. One veteran shows another how to save like he did while keeping reliable insurance. When the storm came, neighbors waited weeks just to find out if they were approved. One veteran was in a hotel the next night. One neighborhood. Two veterans. Three competitor slogans that indicted themselves without being named. One line that only a veteran could earn and only USAA could inherit. "They know what it means to serve."

Campaign Concepting Brand Strategy Scriptwriting Veterans Market

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