Freelance • Creative Direction • TV Concepts
Sleep vs. No Sleep: Sleep always wins.
I joined Edelman, NY and the newly formed Unisom brand team to pitch creative ideas for their first campaign with the agency.
The Ask:
Concept irreverent, category-disrupting creative that gets users to rethink their perceptions of Unisom and drive purchase intent.
Idea
Late night TV goes from high stakes to ridiculous in twin face-offs.
In Sleep vs No Sleep Challenges: We set out to prove that sleep makes you better at life and other stupid things in a series of head-to-head battles with identical twins.
Think Japanese Ninja Warrior, with sleep deprivation as the real opponent.
The Outcome
The idea sold. My gig was up. The agency ran the production without me but it was still fun to see the ridiculous idea come to life.
Agency: Edelman, NY