At commercial production company, Tool of North America,
Craig wrote over 100 commercials, brainstormed interactive experiences with Tool’s digital team, and collaborated with Tool’s roster of directors to craft new business presentations that resulted in hundreds of millions of dollars in new billings and launched the careers of some of the most respected commercial directors in America. Craig’s work was nominated for two Emmys.
The Challenge: Commercial production company, Tool of North America, wanted to say something about itself, in a way that befit its unique personality.
The Solution: Tell people the unabashed truth.
Writer
The Challenge: “Let’s create a whiskey.”
The Solution: In the process of creating its origin story, the name for this new whiskey revealed itself.
Writer
Rectify
The Challenge: A successful launch of Rectify, a new Sundance Series.
The Solution: A personalized Facebook experience that lets people relate to the show’s main character who is convinced of a murder and then unexpectedly released from prison after 20 years behind bars.
Co-Creative Director