SF PUBIC LIBRARY
It was a writer’s dream. We spent weeks wandering the aisles of books, reconnecting with the dewey decimal system. The titles began to tell a mini-story and we joked what they would mean today.
TICKETMASTER
Ticketmaster had lost their way. They had gotten big. And bad. And the company they had promised never to become. We needed to help them get their mojo back. What made them special? It began by interviewing employees to remind them why Ticketmaster. What was the moment that made them realize they were superfans? When did they know they were IN? We then used the mantra as our tagline across the work.
XLR8 MOUTHGUARDS
It was a great insight. Kids feel more confident and play harder when they wear a mouthguard. Who were we to say it only works for sports?
TAGLINE: When you're really, really competitive.
Luerzer’s Archive feature
MORE.COM
Ah, the dot com era, seconds before the dot bomb. We wrote these scripts à la John Waters about a quirky family who were hoarders of drugstore supplies. Unfortunately, every director we talked to had their own vision. If only John Waters did commercials.
It was his first and last foray into advertising. The client went bankrupt during the shoot, so John paid for us to finish editing - which may be why he never had any revisions. More than the spots, spending a month casting, prepping and shooting with him changed how I approached creativity - a truly seminal moment.