Brian McIntyre

California Grown // Grown to be Great

California Grown believes that everyone has a right to eat and cook with the world’s best fruits, nuts, and vegetables. So, if some people tend to get a bit obsessed about their fresh, locally grown ingredients, who can blame them. In this latest brand campaign, we had fun obsessing over how to bring these ingredient obsessions to life across digital video, display, and social.

Made at Mering San Diego with Daniela Ponce (Sr. AD), Scott Conway (CD) and Mark Taylor (CCO). Directed by Mike Bernstein.

"Labels Matter" :15 Online Video

“Extra Virgin” :15 Online Video

“Poker Face” :15 Online Video

Wendy's // Gotta Be Wendy's

To help Wendy’s better connect with young, bilingual Hispanics across the U.S., we made Spanglish the official language for our Hispanic market TV commercials. We also enlisted comedienne and internet celeb Joanna Hausmann as the voice for a new brand campaign that features plenty of sassy cultural insights and tasty food footage.

Made at VML Miami with Daniela Ponce (ACD/AD), Jesus Franco (Sr. CW), and Felipe Dornelas (CD).

“So Proud” :15 TV

“Easy Hack” “15 TV

"Salsa Bottle" :30 TV

“MVP” :15 TV

“Numerology” :15 TV

Huntington // Not Like Other Banks

A mid-sized, Midwest bank, Huntington is known for being the bank that does the right thing. But unlike Huntington, not all banks look out for their customer’s best interests.

Made at Arnold Boston with Kat Dawson (Sr. AD), Pete Shamon (CD) and Woody Kay (ECD). Directed by Brendan Gibbons.

"Illusion" :30 Television

"Whisper" :30 Television

"Tech Speak" :30 Television

"Hat" :15 Pre-Roll

"Travel" :15 Pre-Roll

“Free vs. Seemingly Free” :60 Radio

“Life Lesson” :60 Radio

“Cat Belts” :60 Radio

“Call Center” :60 Radio

Wendy's // Sir, This is a Wendy's

Wendy’s ran this humorous “The Office”-inspired campaign for years to promote various menu items. Here are a few commercials we had fun making for their Hispanic audience.

Made at VMLY&R Miami with Daniela Ponce (ACD/AD), Ricardo Lopera (CD), and Federico Hauri (ECD).

“Just Like Mom’s” :30 TV

We're not saying that Wendy's NEW French Toast Sticks are as good as mom's. But we're also not not saying it.

“Fry Thief” :15 TV

If someone says they don't want Wendy's Hot & Crispy Fries, don’t believe them.

“Guessing Game” :30 TV

How do we know which Wendy's $3 Breakfast Deal you'll order? We’re really good at reading people. And guessing.

“Guessing Game” :15 TV

Jack Daniel's // A Collection

Talk about some dream writing assignments. Here’s a collection of projects I was lucky enough to work on for this iconic brand.

Made at Arnold Boston with all of the talented individuals listed below.

“Rock Star” Legend Print

Silver, Hatch

Scrapbook posters promoting Jack’s longstanding tie to music were part of the “Legend” campaign.

Designer: Daran Brossard / CD: Greg Almeida, Travis Robertson

“1866” Legend Print

“The Moon” Print

The new Sinatra Select. A tribute to the man who carried a glass of Jack with him on stage each night.

Designer: Daran Brossard / CD: Greg Almeida, Travis Robertson

JD.com Tiles

We were tasked with creating promotional content for the award winning jackdaniels.com website. Here are a few of my favorite timeline tiles.

Designer: Jon Casey / CD: Greg Almeida, Travis Robertson

"Pilgrimage" JD.com Tiles

“Share” JD.com Tiles

“Unaged” JD.com Tiles

“Guidance” JD.com Tiles

“Waste” JD.com Tiles

“History” JD.com Tiles

Jack/Spurs OOH

To announce the new partnership between Jack Daniel’s and the Spurs, we went to the billboard.

AD: Anna-Ruth Watts / CD: Greg Almeida, Travis Robertson

“Encore” Postcards From Lychburg UK OOH

Jack Daniel’s has been running this popular poster series in the London and Glasgow Underground forever. Here are a few of my contributions to the lot.

AD: Ryan Dalton / CD: Greg Almeida, Travis Robertson

“Complement” Postcards From Lychburg UK OOH

“Commitment” Postcards From Lychburg UK OOH

“Rush” Postcards From Lychburg UK OOH

“Birthday” Postcards From Lychburg UK OOH

“Birthday” Posters + Radio

There’s an interesting story surrounding Jack Daniel’s birthday. So, we made some posters and a radio spot to help tell it.

AD: Ryan Dalton / CD: Greg Almeida, Travis Robertson

“A Fair Compromise” :30 Radio

Wendy's International // Social Toolkits

Wendy’s currently has restaurants in 29 countries worldwide (and counting). We create toolkits in English and Spanish that local teams can use to help promote various menu items. Each toolkit contains online video, paid and organic social assets, along with some out-of-home layouts and a healthy serving of our Wendy’s signature sass. Here are a few of my favorite pieces.

Made at VMLY&R Miami with Daniela Ponce (ACD/AD), Isabela Sena (AD), Ricardo Lopera and Felipe Dornelas (CDs)

Unbelievable - :15 OLV

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Valley Toyota Dealers // Pat

If you're unaware about the great deal you can get on a new Toyota, no worries. Comedian Pat Finn will go to ridiculous lengths to inform you. And who knows, the news just might save your life. Here are a few spots I wrote for this long-running campaign.

Gold, Silver, Phoenix ADDY

Made at Cramer-Krasselt Phoenix with Ben Bonnan (ACD) and Ian Barry (ECD). Directed by Jordan Brady.

"Jumper" :30 Television

"Secret Service" :30 Television

UC San Diego // Science Nonfiction

Each year, 150,000 geeks and brainiacs flood San Diego for Comic-Con; which makes it the perfect opportunity to put our stake in the sand in a way no other local university could hope to do. But first, we had to break through the clutter. And more importantly, we had to get convention-goers to care. Our solution? Creating work that spoke their language and invited them to discover a whole school of likeminded “believers” just up the road who are busy turning fantasy and science fiction into something very real.

Made at VITRO San Diego with Andy Quirk (Sr. AD) and Brian Dunaway (CD).

To us, the school’s famous Geisel Library looks suspiciously like a UFO. So, we turned it into one to create our campaign poster.

Here’s our campaign case study video.

A week before Comic-Con, we used the university’s Instagram grid to tease our campaign.

We also sent out media kits with some swag and a partially redacted letter from the Chancellor.

We did some ‘tagging’ around the event. But being a responsible university, it was all our own stuff.

Our street team of proselytizers were out spreading the word about Science Nonfiction.

Sharing a photo with our campaign hashtags landed you one of these hot commodities.

We placed custom coasters and posters at popular restaurants and watering holes in the area.

The end game for convention-goers was discovering the stories behind each cryptic headline. So we hijacked the school home page and directed viewers to our social channels where they could learn more about each ‘out there’ breakthrough.

Taylor Guitars // The Ebony Project

Taylor’s reputation as a pioneer in guitar making is well known. What most people don’t realize is they’ve been leading the charge to make all tonewood production sustainable, not just for Taylor, but for the entire music industry. This is their legacy story. And it begins in Cameroon with the fight to save ebony.

Made at VITRO San Diego with Paul Lambert (Sr. AD) and Brian Dunaway (CD/CW).

“Breakthrough” Print

“Hug” Print

“Best Interest” Print

Serengeti Eyewear // Free & Clear

For decades, Serengeti has been making the industry’s most technically advanced sunglass lenses. Our challenge was convincing consumers that high-tech can also be fashionable, so we decided to show how their technology enables us to see those things in life that truly matter. Our Free & Clear campaign demonstrates that personal freedom, exploration and individual fulfillment are some of the experiences that never go out of style. Here are a few print, social gif, cinemagraph, and catalog pieces shot at and around the El Mirage Dry Lake Bed, in California’s high desert.

Made at VITRO San Diego with Andy Quirk (Sr. AD) and Mike Brower (CD). Photographs by Dylan Gordon.

“Free/Clear” Print

“Alive/Aware” Print

“Hyper/Focus” Print

“Free & Clear” - Sizzle Video

Here's the sizzle video we created to help launch the new "Free & Clear" print and catalog campaign. Full disclosure: the insane weather conditions captured at El Mirage weren't planned. Unlike the always-stellar camera work we got from Dylan Gordon and team.

Catalog

UC San Diego // Break Things Better

For a Top 15-ranked university in the world, UC San Diego might be the most under-the-radar one of the bunch. While everybody knew about its breakthroughs, no one really cared. Not even alumni. So when we started to think about the school’s long history of convention breaking, that inspired us to break convention with typical university advertising and create some “out there” work that would not only remind alumni and donors of our experimental nature — but also impress potential students. Here are a couple of print pieces I wrote, which are part of the larger “Break Things Better” campaign.

Made at VITRO San Diego with Will Roth (CD/AD), Paul Lambert (Sr. AD), Josh Nelson (Sr. AD) and Brian Dunaway (CD/CW). Photographs by Dean West.

“Elevator” Print

“City Street” Print

Odds & Ends

Here’s a hodgepodge of projects that I had fun working on. Hope you have fun perusing them.

Culligan // “Glass” OOH

At home, hard water wreaks havoc on everything from dishes to appliances to plumbing, skin and hair. So, we used a little hyperbole to remind people that Culligan is a lot better than the alternative.

Finalist, OBIE

Made at Cramer-Krasselt Phoenix with Michael Girardi (AD) and Ian Barry (ECD).

El Pollo Loco “Inspired By” :15 TV

El Pollo Loco is famous for their delicious fire-grilled chicken. And for giving their customers well-made meals that feed so much more than just hunger.

Made at VITRO Austin with Nick Coma (AD) and Jake Camozzi (ECD). Directed by David Gelb.

RISE “Sandy” :30 TV

We used animation to turn a real RISE customer’s testimonial into a fantastical tale of how RISE helped her overcome daunting financial challenges.

Made at VITRO San Diego with Tom Gibson (ACD/AD) and Brian Dunaway (CD). Illustrations by Rami Niemi.

Visit California // Dream Big

We created a series of print pieces to help define what it means for travelers to “Dream Big” in California. This spec work never ran. But I sure enjoyed writing it, so thought I’d share.

Made at Mering San Diego

Caribou Coffee

Caribou offers various food and drink specials throughout the year. These are some playful print and social pieces we created to promote them.

Made at VITRO San Diego with Andy Quirk (Sr. AD), Ross Brodie and Brian Dunaway (CDs).

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“Pet Names” :15 Radio

G3 Label // Perfect Pair

G3 Label prints premium wine labels. We knew their employees were downright serious about ensuring that every detail of every customer label print run was meticulously accounted for. So, we figured creating a lighthearted b2b campaign centered around their employees’ passion for delivering perfectly printed labels was the way to go. It wasn’t. These spec trade ads never ran.

Made at Mering San Diego with Daniela Ponce (Sr. AD), Scott Conway (CD), and Mark Taylor (CCO)

MGM Grand // #MGMMania

Unless you’ve got courtside seats, Vegas is where you want to be for March Madness. At MGM Grand, we brought the game’s insanity from the court into the bars and onto our social channels by empowering bar staff, patrons, and viewers to call out any-and-all party foul offenders.

Made at Cramer-Krasselt Phoenix with Michael Girardi (AD), Matt Sicko (CD), and Ian Barry (ECD).

Wyoming Tourism // Let’s Go Wyoming

We didn’t win this new business pitch. But we did create a spec campaign that made us proud.

Made at Cramer-Krasselt Phoenix with Joey Doran (AD) and Ian Barry (ECD).

Crystal Springs // How Many Glasses

Tracking your doctor-recommended daily intake of water is tough. So we leveraged our digital billboard’s time-of-day stamp capabilities as a reminder. The first message would appear at 7am.

Silver, OBIE

Made at Cramer-Krasselt Phoenix with Michael Girardi (AD) and Ian Barry (ECD).

Message appears at 9am.

Message appears at 11am.

Message appears at 1pm.

Message appears at 3pm.

Message appears at 5pm.

Message appears at 7pm.

Message appears at 9pm.

City of Phoenix // Missing

A majority of school extracurricular programs in Phoenix have been cut due to budget issues. That puts the burden of funding them on parents. Many can’t afford to. So when the Mayor’s office approached us to help them promote a new dollar-for-dollar Arizona state tax credit that allows anyone to directly fund specific missing programs in area schools, we created a grassroots poster campaign that tapped into the idea that when kids miss out on extracurricular activities what they really miss out on are important life experiences. Over $55k was raised in the first three months.

Gold, Phoenix ADDY

Made at Cramer-Krasselt Phoenix with Joey Doran (AD) and Ian Barry (ECD).

University of Phoenix // “Make Me Laugh” Social

We created a ton of social content for the University of Phoenix. But the most fun I had was coming up with these office humor-inspired comics while partnering with a crazy-talented illustrator and comic strip artist, who just also happened to be our brand strategist on this account.

Made at Arnold Boston with Julia Dorfman (AD) and Jennifer DiMase (Illustrator).