Your creative director walks into an airport and spots a hip-hop icon.
This was, of course, my creative director, boarding a flight back home to New York when he spotted Christopher "Play" Martin, half of the legendary duo Kid 'n Play. He decided to introduce himself to Play, and one ostensibly charming conversation later, he had piqued Play's interest in potentially working with us. On what, exactly? TBD.
My CD rounded up a small group immediately, and after one or two rapid-fire tissue sessions, the perfect idea came to mind.
The Ultimate House Party with Kid ‘n Play (‘n Progressive)
This opportunity coincided with the 50th anniversary of hip-hop, so it was the perfect moment to pay homage to Kid 'n Play's iconic film franchise, "House Party." I helped flesh out the initial concept and script, in which the duo trash a house—again—and call on Progressive to save the day. The idea evolved quickly, with the regular-old house party rewritten as a football party, and the regular-old commercial becoming a Super Bowl ad.
“We’re very pleased with how it turned out and the making of it; that entire process was very enjoyable.”
The script went through a LOT of rewrites before going on the air; I was only involved in the initial stages. But being part of a successful pitch to celebrity talent—on very short notice—was an invaluable experience in propriety and presentation.