Created to reach COVID-19 vaccine holdouts, Unrisk It reframed vaccination as a way to reclaim the experiences people missed most — connection, culture and everyday freedom.
Rather than relying on fear tactics, the campaign used emotionally grounded messaging and behavioral insight to engage audiences fatigued by traditional public-health communication.
Campaign elements included digital, social, audio and out-of-home creative designed to reconnect with late adopters through realism, warmth and cultural relevance.
Rather than leading with fear or stigma, Be U approached HIV awareness through identity, confidence and self-expression.
Built around the U=U message — undetectable equals untransmittable — the campaign reframed treatment as empowerment, encouraging people to engage in care without feeling defined by diagnosis.
The integrated campaign included social, environmental and community-based activations designed to meet audiences with optimism, humanity and cultural relevance instead of shame or fear.
Created in response to the growing fentanyl and opioid crisis in Central Texas, “One Dose and It’s Over” used stark visuals and direct messaging to raise awareness around the deadly risks of counterfeit pills and opioid misuse.
Targeting teens, young adults and parents, the campaign centered around a simple but urgent truth: a single dose can be fatal. The integrated campaign included billboards, transit, posters, social and streaming audio designed to interrupt complacency and communicate the seriousness of the crisis without sensationalizing it.
You’re the DJ in this interactive experience designed to promote the Pepsi DJ Division. DJ Clinton Sparks greets visitors and directs them to enter through the VIP entrance. Once inside the club, it was up to the user to keep the crowd moving and dancing. Each key on the QWERTY keyboard was assigned to a sound or loop. Easter eggs hidden throughout (accessed by unique key combinations) would make certain things happen, like a dancer in the crowd break dancing or even a shout out from Clinton himself.
ACD - Darrell Loden
AD - Brandy Cole
CW - Ryan Romero
The Code Red worm that hit web servers in the summer of 2001 got its name because Mountain Dew Code Red was the fuel of choice for the programmers who were working around the clock to stop the worm’s spread. To relaunch the unique Dew flavor, this bit of cyber-history inspired the creation of a microsite that is taken over by what seems to be a virus or code. By simply typing in any code, users navigate through several experiences including footage of the Code Red Urgent Response team, mini-games, and a strong message from a mysterious character.
The site was not only recognized as a Cannes Cyber Lions Finalist, it was also a huge hit with Mountain Dew fans, creating massive chatter on online message boards.
ACD/CW - Darrell Loden
AD - Kelly McCullough, Raleigh Swick, Nathan Weston
The irreverent, super-caffeinated beverage has always been popular among gamers. And with the emergence of mobile gaming, Dew needed something to keep them top of mind.
Rather than dive into the trenches of action sports (a Dew stronghold), we created this game based on a little-known character from the brand’s past. Willy The Hillbilly. Fun fact: Mountain Dew is a euphemism for moonshine.
ACD - Darrell Loden
CW - Jason Shipp
AD - Matthew McFerrin
A groundbreaking, consumer-governed marketing platform that helped redefine digital brand engagement at a time when most campaigns were still built around one-way communication. DEWmocracy II transformed consumers into active collaborators across product creation, naming, design, advertising, social activation, and retail voting—connecting immersive web experiences, social media, mobile engagement, live events, and user-generated content into a unified digital ecosystem. Launched in 2009, years before participatory marketing became industry standard, the campaign established an early blueprint for modern fan-driven brand building and large-scale co-creation
One of the first online games built specifically for Facebook The Hustle allowed users to collect virtual bottles from the highly collectible (and hard to find) Green Label Art designer series from Mountain Dew. Within Facebook, users could request trades and steal bottles with the goal of collecting all six unique bottles for their collection.
ACD - Darrell Loden
CW - Adam Schaeffer
AD - Beau Mitchell
With a nod to the 70's and 80's eras Saturday Morning cartoons, Mountain Dew’s legacy NASCAR driver, Darrell Waltrip hits the road for an adventure with his trusted sidekick, Grease Monkey.
Created in a partnership with Powerhouse Animation, the animated short was created specifically for online video channels.
ACD - Darrell Loden
AD - Raleigh Swick
OREO and Baskin-Robbins teamed up to create a fully customizable dessert lineup spanning scoops, shakes, cakes and frozen treats.
The campaign system used playful action-oriented messaging to showcase just how many ways customers could Oreo-fy their order.
ACD/CW - Darrell Loden
AD - Sean Temple
For some, it’s not a celebration unless there’s a Baskin Robbins Ice Cream Cake. The brand’s offerings for the day celebrating dear old Dad were lacking until a clever franchisee re-vamped the classic Root Beer Mug Cake into a tall frothy beverage worthy of everyone’s favorite fella. Promoting it on a national level meant giving it a name. A suggestion from me, “The Cold One,” was an instant success — and still used today at every single Baskin Robbins store in the US and Canada.
CW - Darrell Loden
Behavior-based email campaigns created for the My Chili’s Rewards loyalty program.
Work included targeted onboarding and retention emails tied to customer ordering habits and reward preferences — from free desserts and kids meals to bonus point incentives and promotional offers.
Developed creative across acquisition, engagement and repeat-visit campaigns designed to simplify the rewards experience and drive participation through clear, conversion-focused messaging.
Integrated promotional campaign created for a FIAT partnership with Loews Hotels, giving guests complimentary access to FIAT vehicles for local exploration and short-term excursions.
Developed location-specific creative highlighting nearby cultural destinations, shopping, nightlife and outdoor experiences — positioning the FIAT as both transportation and part of the adventure itself.
Campaign executions adapted by city and location, blending hospitality, automotive, and lifestyle marketing into a scalable experiential platform.
ACD/CW - Darrell Loden
ACD/AD - Whitney Amezega
It was a once-in-lifetime FOMO opportunity: An invitation to join an early-morning workout session led by 4-time Reebok® Crossfit® Games Champion, Rich Froning. The event helped kick off AdvoCare’s 2017 National Success School, which hosted around 25,000 AdvoCare distributors at the AT&T Stadium in Arlington, TX.
To drive buzz and ticket sales, the promotion launched with an online media blitz, including email, online video, social media and more. Early-bird buyers also received a commemorative "Fit With Froning" Pack.
CW - Darrell Loden
AD - Whitney Amezaga
To introduce AdvoCare’s new plant-based supplement line, AdvoGreens, a wellness-inspired twist on the traditional red carpet experience was created inside a large-scale living plant installation.
Built overnight inside AT&T Stadium with two independent production crews — lighting designers and Austin-based foliage fabricators — the AdvoGreens launch environment transformed a stadium concourse into a branded wellness installation for more than 19,000 NSS attendees.
CW - Darrell Loden
AD - Sean Temple
AdvoCare’s new FIT product was announced with a multimedia consumer experience that evolved over the course of two days.
Created for AdvoCare’s National Success School at AT&T Stadium, the FIT Expo Experience transformed a large-scale product launch into an immersive brand environment for thousands of attendees.
Designed to build anticipation around the new FIT product line, the experience blended environmental graphics, lighting, digital content and live workout demonstrations into a modular installation that evolved throughout the event. Teaser messaging on day one generated curiosity and conversation before the full product reveal the following day.
The project combined physical and digital touchpoints to create a high-energy brand experience designed to engage distributors, reinforce product positioning and turn the launch into a shared live event.
CW - Darrell Loden
AD - Whitney Amezaga
