https://johnstoncreativestudios.com Johnston Creative Studios Tue, 04 Aug 2026 16:27:47 +0000 https://johnstoncreativestudios.com en https://johnstoncreativestudios.com/Advertising Mon, 18 Jan 2021 22:31:59 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Advertising Featured Case Studies <img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/81825064e31d23deef066ca38b2b5c582d8c49ba2a2c7b150c603506c5df9efc/Adv_Icon_Believer2.jpg" data-mid="248270283" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/81825064e31d23deef066ca38b2b5c582d8c49ba2a2c7b150c603506c5df9efc/Adv_Icon_Believer2.jpg" /><img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/dd4dd96e077ece66a03dc9864807b7550b99f78488711e534c5045fbc67b8201/Adv_Icon_Juventus4.jpg" data-mid="248270285" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/dd4dd96e077ece66a03dc9864807b7550b99f78488711e534c5045fbc67b8201/Adv_Icon_Juventus4.jpg" /> <img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/f3984c2d4dd09a92bd76a799de34e606f5c0f2807c0730eae5c885f506596bbe/Adv_Icon_TheGlenlivet4.jpg" data-mid="248270287" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/f3984c2d4dd09a92bd76a799de34e606f5c0f2807c0730eae5c885f506596bbe/Adv_Icon_TheGlenlivet4.jpg" /><img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/8b00d6dadc908c753a28aca1c5de3f36d4984d17adc7a79ef0fffb0615d8d37b/Adv_Icon_MasterCard3.jpg" data-mid="248270286" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/8b00d6dadc908c753a28aca1c5de3f36d4984d17adc7a79ef0fffb0615d8d37b/Adv_Icon_MasterCard3.jpg" /><img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/9b9ed03f00d10e452a360bc7559f7d4b19cdabadc41cf7cf9bd79fb8605a1747/Adv_Icon_Cuervo3.jpg" data-mid="248273287" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/9b9ed03f00d10e452a360bc7559f7d4b19cdabadc41cf7cf9bd79fb8605a1747/Adv_Icon_Cuervo3.jpg" /> Select Campaigns <img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/e0752ef17514e4bd8ee6e9a1c4ac2d1cb62846e87a179deb325c32b1959e1bae/Adv_Icon_NFLkids4.jpg" data-mid="248272034" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/e0752ef17514e4bd8ee6e9a1c4ac2d1cb62846e87a179deb325c32b1959e1bae/Adv_Icon_NFLkids4.jpg" /><img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/2c4a969a968a9f6fba6dca14f6aa9efc1ceb2539e4896408aea37a7a7be300fd/Adv_Icon_RedStripe.jpg" data-mid="248272035" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/2c4a969a968a9f6fba6dca14f6aa9efc1ceb2539e4896408aea37a7a7be300fd/Adv_Icon_RedStripe.jpg" /><img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/a0f62c6ca63d23d9d72943a8dd64b2cbfa1aa40f66935b02aacb303f296de731/Adv_Icon_Hanes.jpg" data-mid="248274047" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/a0f62c6ca63d23d9d72943a8dd64b2cbfa1aa40f66935b02aacb303f296de731/Adv_Icon_Hanes.jpg" /><img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/e8f2dc5522a38f09640188d54832175a6f4feb01cef0f5591f9e97f5cc6c0dd9/Adv_Icon_OralB.jpg" data-mid="253493990" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/e8f2dc5522a38f09640188d54832175a6f4feb01cef0f5591f9e97f5cc6c0dd9/Adv_Icon_OralB.jpg" /> What’s Next <img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/98299d59e0b0252cae1370658561a75d2656390d7bbee1df094e88be0a0cb46c/Adv_Icon_FutureVision.jpg" data-mid="250970565" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/98299d59e0b0252cae1370658561a75d2656390d7bbee1df094e88be0a0cb46c/Adv_Icon_FutureVision.jpg" /> https://johnstoncreativestudios.com/Guinness-Believer Wed, 20 Jan 2021 19:22:46 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Guinness-Believer Guinness BelieverMaking a 250-Year-Old Brand Matter Today ________________________ Effie Award Winner - Beverages, AlcoholRole: Concept Development, Creative Direction, Art Direction, Scriptwriting, Client Presentations <img width="2400" height="3674" width_o="2400" height_o="3674" data-src="https://freight.cargo.site/t/original/i/195ca8182eee21539c509f9a85928391bc61e07882a0110a29989ef4c414ae6e/Adv_Guinness_Believer4.jpg" data-mid="126337543" border="0" data-scale="98" data-no-zoom src="https://freight.cargo.site/w/1000/i/195ca8182eee21539c509f9a85928391bc61e07882a0110a29989ef4c414ae6e/Adv_Guinness_Believer4.jpg" /> The ChallengeGuinness had a perception problem. Long-standing consumer misconceptions were getting in the way of what made the stout special: its ingredients, craftsmanship and distinctive character. We needed to challenge those misconceptions and give people a fresh appreciation for a beer with a remarkable history.The Creative IdeaWhat better way to change perceptions than to let people discover what makes Guinness different for themselves? Working with another creative, I helped develop the Believer concept, write the scripts, plan the films and direct the visuals. Together, we built a traveling experience that took consumers inside the world of Guinness, from Arthur Guinness's original vision to the four ingredients, the brewing process and the nitrogenation that gives the stout its signature smoothness. The live experience brought the brand's story to life. A series of films, supported by social media and earned media, extended that story beyond the event, connecting Guinness's heritage to a brand with its eyes firmly on the future.The Guinness Brew Pub Before the main event, consumers entered an authentic Guinness-themed pub that showed how a brand founded in 1759 could feel right at home today. With Irish rugby on the TVs, guests could relax over a pint, learn the art of the perfect pour at a hands-on Guinness pouring station and join in some friendly competition around a 22-person foosball table. It was a welcoming, hands-on introduction to Guinness, bringing the brand's heritage into a setting made for enjoying it. The Results94% increase in sales among event attendees.7-point gain in global category brand share.Helped shift long-standing consumer misconceptions about Guinness.Recognized by Diageo as a Global Best Practice campaign. The ImpactGuinness Believer turned the brand's history and craftsmanship into an experience consumers could discover for themselves. It challenged familiar perceptions, made a heritage brand feel relevant today and delivered measurable business results. ________________________ Experiential Live Event The event combined entertainment, storytelling and hands-on discovery to give consumers a deeper appreciation of Guinness. It was a hit with attendees and far exceeded the client's business expectations, helping drive a 94% sales increase among attendees and a 7-point gain in global category share. Event Videos ________________________ Introduction The experience began with a journey into the world of Arthur Guinness, introducing consumers to the vision and heritage behind the iconic stout. ________________________ Ingredients Water, barley, hops and yeast. This film took consumers through the making of Guinness, reinforcing the simplicity and purity at the heart of the brand. ________________________ Nitrogenation What makes Guinness so distinctive? Its bubbles. Unlike most beers, Guinness is nitrogenated rather than carbonated. The smaller nitrogen bubbles help create its signature smoothness and velvety head. ________________________ Fergal Murray Guinness brewmaster Fergal Murray guided consumers through St. James's Gate Brewery in Dublin, sharing the craft behind every stage of the brewing process, from roasted barley to the famous two-part pour. ________________________ Finale After taking consumers through the brand's heritage and craft, the finale looked ahead. Even after 250 years, Guinness could remain contemporary, relevant and ready for the future. ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/The-Glenlivet Wed, 20 Jan 2021 15:46:42 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/The-Glenlivet The Glenlivet: Lift Your SpiritsEvolving a Legacy Single Malt for a New Generation______________________________________Role: Concept, Creative Direction, Copywriting, Client Presentation <img width="2400" height="2741" width_o="2400" height_o="2741" data-src="https://freight.cargo.site/t/original/i/74fe3d73c26a3781f11ac212a2d9e08379a2a794889e0b072abd3820d5cfc3be/Adv_TheGlenlivet3a.jpg" data-mid="126336500" border="0" data-scale="97" data-no-zoom src="https://freight.cargo.site/w/1000/i/74fe3d73c26a3781f11ac212a2d9e08379a2a794889e0b072abd3820d5cfc3be/Adv_TheGlenlivet3a.jpg" /> The ChallengeThe holidays are a time for bringing people together. But during the pandemic, people faced a holiday season unlike any other, separated from friends and family when connection mattered most. The opportunity was to give people a reason to smile, lift their spirits and feel closer to one another, while finding a meaningful way for The Glenlivet to be part of that moment.The Creative IdeaThe holidays are about coming together. But during the pandemic, people were separated from friends and family at a time when connection mattered most. We saw an opportunity to give people a reason to smile, lift each other's spirits and feel a little closer, even when they couldn't be together. With Lift Your Spirits, we invited people to share what made them happy, express themselves and spread a little positivity through The Glenlivet. Social participation, custom-branded masks featuring people's own words and virtual gathering spaces gave people different ways to join in. Partnerships with Spatial and Zoom helped bring people together online, while every consumer submission triggered a $10 donation toward PPE for local frontline workers. The idea was simple: bring people together, lift their spirits and make a difficult holiday season a little brighter.The Results Generated more than 30 million social media impressions.More than 20% of the audience shared campaign content, demonstrating a willingness to participate and spread the message.Improved positive brand sentiment, strengthening associations with comfort and accessibility.Created opportunities for people to express themselves and connect through social channels and virtual experiences.Supported frontline workers by donating $10 toward PPE for every consumer submission.The ImpactLift Your Spirits gave The Glenlivet a human role in an isolating holiday season. It turned a simple invitation to share something positive into a participatory campaign that connected people, encouraged engagement and supported frontline workers. The brand wasn't just talking about lifting spirits. It gave people a way to do it for one another. Social Activation <img width="2400" height="3127" width_o="2400" height_o="3127" data-src="https://freight.cargo.site/t/original/i/ff4e4d34d3efc014c5bcc3663ca7604ef12dc00058d976b8631b15c00983cfdc/Adv_TheGlenlivet4b.jpg" data-mid="132841753" border="0" data-scale="98" data-no-zoom src="https://freight.cargo.site/w/1000/i/ff4e4d34d3efc014c5bcc3663ca7604ef12dc00058d976b8631b15c00983cfdc/Adv_TheGlenlivet4b.jpg" /> We invited people to share personal expressions through #TheGlenlivet and #What?, turning selected submissions into custom-branded masks featuring their own words. At a time when masks had become an unavoidable part of everyday life, these designs offered a way to lighten the mood and put a smile on people's faces. Daily highlights across The Glenlivet's social channels gave participants a platform, while partnerships with Spatial and Zoom extended the experience into virtual spaces where people could connect during the holidays. For every submission, The Glenlivet donated $10 toward PPE for frontline workers, giving people another reason to take part in something positive. ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/MasterCard Wed, 20 Jan 2021 15:34:43 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/MasterCard MasterCard: Priceless CitiesTurning Social Participation Into Priceless City Experiences______________________________________Role: Concept, Creative Direction, Copywriting, Client Presentations <img width="2400" height="3943" width_o="2400" height_o="3943" data-src="https://freight.cargo.site/t/original/i/d67603125410c2aa6d80b4b09688dc8f148d5786f328ed2ae8af58a7aa4d2476/Adv_MasterCard6.jpg" data-mid="128737710" border="0" data-scale="99" data-no-zoom src="https://freight.cargo.site/w/1000/i/d67603125410c2aa6d80b4b09688dc8f148d5786f328ed2ae8af58a7aa4d2476/Adv_MasterCard6.jpg" /> The Challenge Mastercard wanted to give people more reasons to explore four great American cities: New York, Miami, Chicago and Los Angeles. From iconic attractions and vibrant neighborhoods to restaurants, culture and local lifestyle, each city offered experiences worth discovering. The opportunity was to turn that inspiration into active engagement, giving cardholders a compelling reason to participate while strengthening their connection to Mastercard's Priceless Cities platform.The Creative Idea What if sharing your enthusiasm for a city could win you an experience you couldn't get anywhere else? I developed a social-powered competition that invited Mastercard cardholders to create Priceless Cities posts and compete through the engagement they generated. Campaign-specific hashtags and other tracking elements helped measure likes, comments and reactions, determining the monthly winners. To fuel that excitement, an interactive virtual flyover let participants explore New York, Miami, Chicago and Los Angeles, discovering the attractions, neighborhoods, restaurants and local culture that made each city worth experiencing. Each month brought exclusive Mastercard prizes, while finalists and the overall winner earned trips to the city of their choice. By combining interactive discovery, social participation and exclusive rewards, the campaign gave cardholders a reason to explore new destinations, share their enthusiasm and engage more deeply with Priceless Cities. The Results Increased U.S. brand awareness by 18%Increased conversion and sales by 10%Reduced cost per action (CPA) by 9%Drove high levels of participation through social sharing and engagement The Impact Mastercard Priceless Cities transformed the appeal of discovering a new destination into an experience people could actively enjoy. By combining virtual exploration, social competition and exclusive rewards, the campaign gave cardholders a more engaging way to connect with Mastercard and brought the promise of Priceless Cities to life. ________________________________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/Juventus-FC Tue, 19 Jan 2021 14:56:56 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Juventus-FC Juventus FC: StupendusTurning a Global Football Powerhouse Into a Fan Phenomenon ______________________________________Role: Concept, Creative Direction, Copywriting, Video Direction and Creation <img width="2400" height="3300" width_o="2400" height_o="3300" data-src="https://freight.cargo.site/t/original/i/bb6de7557174a75a10a5e50d1b6a18639b67085f9f09970e97679c89ff4ddfad/Adv_Juventus4.jpg" data-mid="126336072" border="0" data-scale="98" data-no-zoom src="https://freight.cargo.site/w/1000/i/bb6de7557174a75a10a5e50d1b6a18639b67085f9f09970e97679c89ff4ddfad/Adv_Juventus4.jpg" /> The ChallengeJuventus FC was one of the world's most successful football clubs, but its profile in the U.S. market hadn't caught up with its global reputation. With interest in international soccer growing fast, there was an opportunity to introduce the club to a new audience, build a connection with American fans and turn that growing interest into lasting engagement.The Creative IdeaJuventus FC was famous for world-class football. With interest in global soccer growing, we saw an opportunity to bring that excitement to an untapped U.S. market. The idea was to own excitement itself. Stupendus gave that feeling a distinctive identity, capturing the extraordinary football on the pitch and the emotion it inspired in fans. Social content, video and live activations during Juventus FC's American Invasion Tour brought the idea to life, giving American audiences more ways to connect with the club and turning growing interest in soccer into enthusiasm for Juventus FC.The ResultsIncreased Juventus FC's global popularity from 56% to 79%.Helped grow Juventus FC's global social following from 50 million to 82 million.Generated a significant lift in fan participation through social media and consumer word of mouth.Connected digital engagement with live U.S. tour activations to bring the brand closer to American fans. The ImpactStupendus gave Juventus FC a distinctive way to connect its global reputation for world-class football with an emerging U.S. audience. By bringing the excitement of the club to fans through social, video and live experiences, the campaign helped build a stronger connection between the team and the people discovering it. ________________________ Fan Hype VideoFew things stir emotion like sports. This video tapped into the passion of football to get American fans excited about Juventus FC and bring them closer to the club. Used in direct-response TV advertising, it helped drive a significant lift in fan participation through social media and consumer word of mouth. ________________________ Case Study and ResultsSee how Stupendus brought the excitement of Juventus FC to American fans through social, video and live experiences, building engagement around one of the world's great football clubs. ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/Jose-Cuervo Wed, 20 Jan 2021 19:15:19 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Jose-Cuervo Jose Cuervo: League Of The NotoriousGiving an Iconic Tequila Brand Its Edge Back______________________________________Role: Concept, Creative Direction, Art Direction, Client Presentations <img width="2400" height="3750" width_o="2400" height_o="3750" data-src="https://freight.cargo.site/t/original/i/8b9f4c1574ebc7ee575e0d69ce1f13859c0936d19a0acac3cc94472b2ec72ddf/Adv_Cuervo4.jpg" data-mid="127589771" border="0" data-scale="97" data-no-zoom src="https://freight.cargo.site/w/1000/i/8b9f4c1574ebc7ee575e0d69ce1f13859c0936d19a0acac3cc94472b2ec72ddf/Adv_Cuervo4.jpg" /> The ChallengeJose Cuervo was a legendary tequila brand losing its edge. Years of declining sales had eroded its standing, with some bars relegating it to the bottom shelf and well. The brief from Diageo's senior leadership was blunt: the brand needed its swagger back. Our challenge was to make Cuervo dramatically cooler and more desirable to a new generation of consumers, while competing for attention during a high-stakes agency consolidation. The Creative IdeaWhat if Jose Cuervo wasn't just a tequila, but a secret club you desperately wanted to join? Building on the brand's Live Notoriously Well campaign, we created The League of the Notorious, a secret society designed to give Cuervo a new sense of attitude, intrigue and exclusivity. Think the elite mystique of Yale's Skull and Bones with the rebellious edge of HBO’s&nbsp;Sons of Anarchy. Rather than repeat the traditional tequila playbook, we built a world consumers could enter and explore. Digital experiences, GPS-based interactions, augmented reality, social content and live activations brought the League to life, extending the above-the-line campaign into a more immersive, participatory brand experience. The ambition was simple: make Jose Cuervo a brand people wanted to be associated with, not just another bottle behind the bar.The Results• Global sales increased by +27% • Grew social media brand mentions by +315% •&nbsp;Expanded brand relevance among younger audiences by +62% The ImpactThe League of the Notorious gave Jose Cuervo a bold new way to express its personality and connect with consumers. By turning the brand's attitude into a world people could participate in, the campaign pushed Cuervo beyond conventional tequila advertising and helped restore its appeal with a younger audience. ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/NFL-Kids Tue, 19 Jan 2021 21:02:11 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/NFL-Kids NFL Kids: Big Brains InitiativeGiving Academic Achievement the Star Treatment______________________________________ Role: Concept, Creative Direction, Copywriting, Client Presentation <img width="2400" height="4281" width_o="2400" height_o="4281" data-src="https://freight.cargo.site/t/original/i/8b00f9cccfc0b1e235a3baec6a348c3de2a9dcd1e335939c5cb87ec42ee66b02/Adv_NFLkids5.jpg" data-mid="130181637" border="0" data-scale="96" data-no-zoom src="https://freight.cargo.site/w/1000/i/8b00f9cccfc0b1e235a3baec6a348c3de2a9dcd1e335939c5cb87ec42ee66b02/Adv_NFLkids5.jpg" /> The Challenge Professional athletes have enormous influence on young audiences. But while sports stars receive hero treatment for their achievements on the field, academic success rarely gets the same attention. The NFL joined forces with other major sports leagues to change that perception, using the influence of professional athletes to make academic achievement something kids could aspire to and feel proud of. The Creative Idea What if academic achievement got the same fanfare as a game-winning touchdown? We created the Big Brains Initiative, bringing together the NFL, NBA and MLB to celebrate kids who excelled in school and encourage others to use their brains to build brighter futures. The ads borrowed the drama of live sports, complete with play-by-play announcers, roaring crowds and fans waving oversized Big Head signs of their favorite athletes. But there was a twist. The athletes were never shown above the shoulders, leaving their actual heads a mystery while their on-field performances inspired kids to succeed in the classroom. The payoff came when the athletes joined the kids for a group photo. Suddenly, their heads were revealed to be every bit as enormous as the signs. It was a visual punchline that brought the Big Brains idea to life, using humor and the star power of professional sports to make academic achievement something worth celebrating. The Results United the NFL, NBA and MLB around a shared message celebrating academic achievementBrought the initiative to life through broadcast advertising and social contentUsed humor and the influence of professional athletes to encourage young audiences to value academic successThe Impact The Big Brains Initiative used the star power and spectacle of professional sports to give academic achievement a more entertaining platform. With a clever visual gag and a giant punchline, the campaign connected sports culture with the importance of education, making the case that having a ginormous head is a good thing when you've got the brains to match. ________________________ Advertisements When the NFL, NBA and MLB team up to celebrate academic achievement, things are about to get big. Really big. We're talking game-winning plays, roaring crowds and superstar athletes inspiring kids to make the grade. Because when it comes to brains, these sports heroes are in a league of their own. Let the games begin. <img width="2520" height="2844" width_o="2520" height_o="2844" data-src="https://freight.cargo.site/t/original/i/f935c78169934335f628d0df1aca10bfc4012aa529777f1c52f81d48a8a4287b/Adv_NFLkids_Commercial1.jpg" data-mid="127869281" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/f935c78169934335f628d0df1aca10bfc4012aa529777f1c52f81d48a8a4287b/Adv_NFLkids_Commercial1.jpg" /> Crowd shots at an NFL game. The TV announcer calls out the final play... “New York Giants running back Saquon Barkley jukes and spins, he’s flying down the sideline! Ten seconds left! He’s at the 10, the 5, touchdown! Giants fans are going crazy, bouncing up and down in the stands with their Saquon Big Head signs!” “Wow!!” <img width="2520" height="2844" width_o="2520" height_o="2844" data-src="https://freight.cargo.site/t/original/i/32b3546228609041bf791ae4f37c5571899b8148961c66294a805c9154586fcf/Adv_NFLkids_Commercial2.jpg" data-mid="127869280" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/32b3546228609041bf791ae4f37c5571899b8148961c66294a805c9154586fcf/Adv_NFLkids_Commercial2.jpg" /> Crowd shots at an NBA game. The commentator jumps up... “Dallas Mavericks star Luka Dončić is driving the length of the court. Three seconds left! He elevates and dunks at the buzzer! The crowd screams and celebrates! Show off those Luka Big Heads, fans!” “Mavs win!!” <img width="2520" height="2844" width_o="2520" height_o="2844" data-src="https://freight.cargo.site/t/original/i/a88289e33375ec2bc96d5f993c6a236d9f2cdafc53d4beacde4456831be85d45/Adv_NFLkids_Commercial3.jpg" data-mid="127869279" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/a88289e33375ec2bc96d5f993c6a236d9f2cdafc53d4beacde4456831be85d45/Adv_NFLkids_Commercial3.jpg" /> Crowd shots at an MLB game. The play by play man digs in.. “It’s the bottom of the 9th and Mike Trout steps in with his LA Angels down by 3, but the bases are loaded. He gets an inside fastball and turns on it! It’s deep! It’s gone! Grand Slam!! The crowd is going nuts with their Mike Trout Big Heads!” “What a game!” <img width="2520" height="1695" width_o="2520" height_o="1695" data-src="https://freight.cargo.site/t/original/i/20a196bfd10d06030f91f04d95aafb8d2458dd9118445871930d1716d0f5f0fd/Adv_NFLkids_Commercial4.jpg" data-mid="127869278" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/20a196bfd10d06030f91f04d95aafb8d2458dd9118445871930d1716d0f5f0fd/Adv_NFLkids_Commercial4.jpg" /> Later on, the athletes are celebrating with the Big Brains Kids, inspiring them to continue their winning streak in school.Crowd: “YAAAAAAAAA!!” Posing for a photo-op with the young fans, they all try their best to squeeze in to the picture. The little ones fit in fine. The Big Brained athletes, not so much. Crowd: “BOOOOOOOO!!” ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/Hanes-Mom-Isms Tue, 19 Jan 2021 22:23:39 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Hanes-Mom-Isms Hanes: Mom-ismsA Classic Mom-ism, Taken to Extremes______________________________________ Role: Concept, Creative Direction, Copywriting, Client Presentation <img width="2400" height="3955" width_o="2400" height_o="3955" data-src="https://freight.cargo.site/t/original/i/5f0c91026b69619ca2139b411cd9a55060102b559f13b36147504ed3daece48d/Adv_Hanes_MomIsms5.jpg" data-mid="128694636" border="0" data-scale="96" data-no-zoom src="https://freight.cargo.site/w/1000/i/5f0c91026b69619ca2139b411cd9a55060102b559f13b36147504ed3daece48d/Adv_Hanes_MomIsms5.jpg" /> The Challenge Hanes wanted to reconnect with families in a crowded essentials category. The opportunity was to turn one of Mom’s most familiar warnings into a memorable way to make the brand matter. You know the one: “Wear clean underwear. You never know when you’ll be in an accident.”The Creative Idea What if Mom took her underwear advice a little too seriously? We created Mom-isms, a retro-inspired advertising campaign built around the legendary clean-underwear warning. In a series of 1950s-style commercials, an aggressively overprotective mother terrorizes her unsuspecting family with perfectly timed reminders. A midnight refrigerator raid. Dad changing the oil. A little girl napping on the couch. Nobody is safe from Mom, whose cheerful delivery makes each increasingly chaotic encounter even funnier. The campaign turned a familiar piece of parental wisdom into a memorable comedic concept for Hanes, with a nostalgic visual style and a mother who was impossible to ignore.The Results Created a repeatable comedic concept rooted in a familiar family experienceDeveloped a series of retro-inspired commercials built around a distinctive character and recurring gagExtended the campaign across broadcast, retail and digital touchpointsThe ImpactMom-isms gave Hanes a memorable way to turn an everyday product benefit into entertainment. By taking one of Mom’s most familiar warnings to ridiculous extremes, the campaign made clean underwear a lot more interesting than anyone might expect. ________________________ Commercials 1950s-style narrator over warm, homey music...Childhood shapes our lives, for better or worse. And Mom’s wisdom is always there to keep us in line. Or, at least, to make sure we never forget it. <img width="2400" height="2496" width_o="2400" height_o="2496" data-src="https://freight.cargo.site/t/original/i/8940da8cc0bf60ebd62d1c266a43a162ebe921b57beaa98467893a145586f96b/Adv_Hanes_MomIsms_Boy2.jpg" data-mid="127868259" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/8940da8cc0bf60ebd62d1c266a43a162ebe921b57beaa98467893a145586f96b/Adv_Hanes_MomIsms_Boy2.jpg" /> A quiet family kitchen late at night, and all is calm. A yawning teenage boy opens the fridge to grab a snack. “Wear clean underwear!” Mom jump-scares the bug-eyed kid, who grabs his thumping chest. Milk jug falls. Cat screams.“You never know when you’ll be in an accident,” says Mom, smiling at the camera. ________________________ <img width="2400" height="2500" width_o="2400" height_o="2500" data-src="https://freight.cargo.site/t/original/i/44bcb01f58e90823b7e14ecd4c860fe2e10f01c75fd32043b070b3b405a127d9/Adv_Hanes_MomIsms_Dad2.jpg" data-mid="127868262" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/44bcb01f58e90823b7e14ecd4c860fe2e10f01c75fd32043b070b3b405a127d9/Adv_Hanes_MomIsms_Dad2.jpg" /> In the garage, Dad is under the car, changing the oil.“Wear clean underwear!” Clank! goes Dad’s head.Tools fall. Cat screams. “You never know when you’ll be in an accident,” smiles Mom, shaking her head. ________________________ <img width="2400" height="2505" width_o="2400" height_o="2505" data-src="https://freight.cargo.site/t/original/i/b09af702e52dcad37c0b2ae417f5d4a2967a6a89cb6813ea543cf79dc9d7097c/Adv_Hanes_MomIsms_Girl2.jpg" data-mid="128695036" border="0" src="https://freight.cargo.site/w/1000/i/b09af702e52dcad37c0b2ae417f5d4a2967a6a89cb6813ea543cf79dc9d7097c/Adv_Hanes_MomIsms_Girl2.jpg" /> A lazy afternoon in the family living room, and a young girl is napping on the couch. “Wear clean underwear!”The girl pops off the couch like a fish in a boat, landing with a thud on the floor. Glass breaks. Cat screams.“You never know when you’ll be in accident,” laughs Mom, totally unconcerned. ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/Apple_World-Cup Tue, 04 Aug 2026 16:27:47 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Apple_World-Cup Apple/World Cup 2026: The World StopsThe Strongest AI Work Doesn't Begin With a Prompt. It Begins With an Idea.______________________________________Role: Concept, Creative Direction, Art Direction, AI-Enabled Creative Development <img width="4240" height="5936" width_o="4240" height_o="5936" data-src="https://freight.cargo.site/t/original/i/3cac0c07fcfcf0dc042a906157c60efb9a37899cfa71f168e63f9bb519aea8b4/VisionPro2_WorldCup_Experience1_HR.jpg" data-mid="251025150" border="0" data-scale="93" data-no-zoom src="https://freight.cargo.site/w/1000/i/3cac0c07fcfcf0dc042a906157c60efb9a37899cfa71f168e63f9bb519aea8b4/VisionPro2_WorldCup_Experience1_HR.jpg" /> Every four years, the world stops for the FIFA World Cup. Billions tune in, but most will never feel the atmosphere, intensity or emotion of being there. But what if they could? The World Stops explores how Apple Vision Pro 2 could bring fans closer to the world's biggest sporting event, transforming the way they experience the competition, the action and the emotion. A speculative campaign built on one idea.&nbsp;The best seat in the house may not even be in the stadium. Invitation The FIFA World Cup trophy meets Apple Vision Pro 2 to introduce a new way to experience football's biggest stage. The concept invites fans to get closer to the competition, intensity and emotion of the tournament, with the freedom to experience the action from wherever they are. <img width="4240" height="5936" width_o="4240" height_o="5936" data-src="https://freight.cargo.site/t/original/i/e00b5b89b8485b1cdf168ccfda0dc470432f36a3f85f78d23cb1aa963a9bd913/VisionPro2_WorldCup_Experience2_HR.jpg" data-mid="251025151" border="0" data-scale="93" data-no-zoom src="https://freight.cargo.site/w/1000/i/e00b5b89b8485b1cdf168ccfda0dc470432f36a3f85f78d23cb1aa963a9bd913/VisionPro2_WorldCup_Experience2_HR.jpg" /> ImmersionA pitch-level perspective brings fans closer to the speed, skill and strategy behind every match. Player stats, performance data and tactical insights reveal another dimension of the competition, helping fans follow the split-second decisions and plays that can change a game's outcome. <img width="4240" height="5936" width_o="4240" height_o="5936" data-src="https://freight.cargo.site/t/original/i/25ff699f61acd3d12c4b157d3041409867faa6f5fed373cfd9009b2243b2b63f/VisionPro2_WorldCup_Experience3a_HR.jpg" data-mid="251025154" border="0" data-scale="93" data-no-zoom src="https://freight.cargo.site/w/1000/i/25ff699f61acd3d12c4b157d3041409867faa6f5fed373cfd9009b2243b2b63f/VisionPro2_WorldCup_Experience3a_HR.jpg" /> CelebrationImagine experiencing a World Cup victory from inside the celebration. By placing fans alongside the victorious team as they lift the trophy, the concept explores how Apple Vision Pro 2 could bring the emotion and exhilaration of football's ultimate achievement closer to home. What’s NextThe strongest AI work doesn't begin with a prompt. It begins with an idea. The World Stops started with a question: how could emerging technology change the way fans experience the World Cup? I developed the campaign concept, then used AI-enabled creative tools to explore the visuals and bring the imagined experience to life. AI accelerated the process. The creative vision gave it direction. <img width="2941" height="1564" width_o="2941" height_o="1564" data-src="https://freight.cargo.site/t/original/i/a2431b77f22960ffe0e94585d02060280f70ec621f8b882ce71c21e6f3a30dab/AppleWC_ReferenceImagery.jpg" data-mid="251025979" border="0" data-scale="100" data-no-zoom src="https://freight.cargo.site/w/1000/i/a2431b77f22960ffe0e94585d02060280f70ec621f8b882ce71c21e6f3a30dab/AppleWC_ReferenceImagery.jpg" /> Behind The Vision Before AI entered the process, I explored references, composition, lighting and visual storytelling to establish the creative direction. These early studies show how the concept evolved, with each decision shaping the look, feel and authenticity of the final images. AI helped move the work from initial exploration to finished visuals, turning an imagined World Cup experience into something tangible. &nbsp; &nbsp; &nbsp; &nbsp;<img width="2160" height="1041" width_o="2160" height_o="1041" data-src="https://freight.cargo.site/t/original/i/06d12de4a5d0020f489e3b99e1844af33a4d607954242aad085bd2fd999c0b94/Partnership_Logos.jpg" data-mid="250988306" border="0" data-scale="80" src="https://freight.cargo.site/w/1000/i/06d12de4a5d0020f489e3b99e1844af33a4d607954242aad085bd2fd999c0b94/Partnership_Logos.jpg" /> ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/Oral-B-B-Happy Tue, 19 Jan 2021 23:08:11 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Oral-B-B-Happy Oral-B: B HappyMaking a healthier smile a reason to smile.______________________________________360° Shopper Marketing Concept Role: Concept, Creative Direction, Art Direction, Copywriting, Client Presentation <img width="2400" height="3408" width_o="2400" height_o="3408" data-src="https://freight.cargo.site/t/original/i/3a02331f7cabacbe42c4b641c692f3cb0d396a2adb91f70c3c023cd5abf6c50f/Adv_Oral-B_4.jpg" data-mid="126336337" border="0" data-scale="96" data-no-zoom src="https://freight.cargo.site/w/1000/i/3a02331f7cabacbe42c4b641c692f3cb0d396a2adb91f70c3c023cd5abf6c50f/Adv_Oral-B_4.jpg" /> How do you make oral hygiene more engaging? Give people a reason to smile. The B Happy campaign was a 360° shopper-marketing concept for Oral-B that used humor to make the brand more relatable. The idea extended across retail and social media, creating opportunities to connect with consumers beyond the toothpaste aisle. The Challenge How do you make oral care more engaging, memorable and motivating at the point of purchase? Give people a reason to smile, and a compelling reason to choose Oral-B. The Creative IdeaB Happy. B Smart. B Healthy. Three universal aspirations. Three unforgettable characters. One brand that can help bring them together. Using exaggerated expressions, playful headlines and a healthy dose of humor, the campaign connected the benefits of oral care with the things people want to feel: happy, confident and healthy. The joke gets your attention. The smile makes the connection. Bringing the Idea to Life Each execution paired its headline with a character whose smile told the story, a playful line connecting the situation to Oral-B and a product display that brought the brand into focus. A QR code offering $5 off Oral-B products at retail gave consumers an immediate incentive to take the next step. The idea also extended into social media, creating additional opportunities to engage consumers beyond the retail aisle. The OpportunityMake Oral-B more engaging at the point of purchase, turn a familiar category into a memorable brand experience and give consumers an immediate reason to act. ________________________ Let’s Create Something Great!Contact Us