Creating more than 60 spots for Optimum presented two unique challenges. First, the company was engaged in a two-front war against FiOS and the satellite companies for the TV business. Next, the brand was evolving from “the cable company” into a tech-forward communications company.
Despite all the noise in the category and the baggage carried by the brand, my work cut through and helped Optimum protect market share, grow their phone business by over 1 million customers, launch the nations largest WiFi network, and earn a little love for the cable company.
What I did: Created campaign and spot concepts, sold the campaigns to client, wrote scripts, and participated in all aspects of the production, from selecting the director, making casting decisions, to being present on set and throughout the editing process.