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​We​ ​used​ ​iPhone-style​ ​footage​ ​to​ ​play​ ​up​ ​the personal​ ​relationship​ ​between​ ​the​ ​Big​ ​and​ ​Little​ ​and​ ​mimic​ ​the​ ​feeling​ ​of​ ​a​ ​real​ ​person​ ​wanting​ ​to​ ​capture​ ​a moment​ ​in​ ​time.​ ​Not​ ​only​ ​did​ ​this​ ​distinguish​ ​us​ ​from​ ​other​ ​staged,​ ​sappy​ ​cause​ ​communications,​ ​but​ ​it​ ​kept​ ​the production​ ​affordable​ ​for​ ​everyone​ ​donating​ ​resources.


London International Award

Effie Bronze

One Show Shortlist

We leaked videos with outrageous ‘Florida Man’ headlines on Youtube and across social media. When eager users clicked to have yet another laugh at Florida’s expense, they were instead surprised with a message about a rewarding mentorship experience. Be the man that makes Florida proud. Be a Big.

Florida Man Project

Big​ ​Brothers​ ​Big​ ​Sisters​ ​Tampa​ ​Bay​ ​had​ ​a​ ​problem:​ ​too​ ​many​ ​Little​ ​Brothers,​ ​not​ ​enough​ ​Big​ ​Brothers. And​ ​with​ ​volunteerism​ ​at​ ​a​ ​14-year​ ​low,​ ​their​ ​challenge​ ​loomed​ ​even​ ​larger. So​ ​to​ ​convince​ ​Florida​ ​men​ ​to​ ​become​ ​Bigs,​ ​we​ ​recruited​ ​the​ ​help​ ​of​ ​an​ ​unexpected​ ​ally:​ ​The​ ​Florida​ ​Man. Known​ ​around​ ​the​ ​internet​ ​for​ ​outrageous​ ​feats,​ ​we​ ​created​ ​our​ ​own​ ​clickbait​ ​that​ ​surprised​ ​users​ ​with meaningful​ ​mentorships.


CLIENT  // Big Brother Big Sister

AGENCY // 22squared

ROLE  // Executive Creative Director 

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