The Reset

Verizon, along with many other brands, have begun to realize they can’t ignore a quickly growing (yet already enormous) subculture that is largely grouped into the category of “gamer”. To channel Key & Peele, they’re not a monolith though, so making something that appeals to a broad enough swath while not alienating the proverbial neckbeards is quite a challenge. We came up with the idea to represent the world as though it was going through progressively degrading levels of “lag”. I wanted to make sure we walked the tightrope of pure connection based glitches (this is a 5G commercial after all) and processing glitches that could also occur or be triggered by latency issues - lest Reddit tears it to shreds.

The result was amazingly surreal and actually successful. Even according to the front page of Reddit. Working with Doug Liman and MPC was a great experience as well.

7.2M views, 50K+ comments, 100k+ Reddit upvotes

Long form commercial & supporting ecosystem 2021
Creative Direction, Gamer cred

I put together a presentation solely dedicated to categories of glitches - it was probably one of the best decks I’ve ever made. Aside from being fun as hell to make, it legitimately educated the client (and the rest of the agency) and gave clear direction to the VFX team.

Someone even broke down the glitches and attributed them pretty accurately on Twitter