rolando r neghme \m/

The real brief underneath the brief: how do you make people give a damn about recycling while they're drinking beer?

A beer from Golden, Colorado — clean air, green land, mountain water. The sustainability angle was obvious. Making it land in-market was not.

In the brainstorm, something clicked. Can is what you drink from. Can is what you do when you're all in. And sustainability only works when everyone participates.

Hence: EVERYONE CAN.

One word. Two meanings. A platform that made recycling feel like a rally cry, not a reminder. It translated from POS to display to in-store footprint — and it won the business.

I came in freelance. I left with an ACD title.

POS · Social · Digital · New Business Pitch

Kraft Singles is made from 2% milk. Real milk. The kind that comes from a cow. Hence:

Cow. Milk. Cheese.

Sometimes the idea is already on the brief. It just needs someone to say it out loud — with enough conviction that the room stops and goes, yes, that.

The New Business Team called it the most exciting work they'd seen in a while. The Creative EVP agreed. We didn't win the pitch. But in agency terms, that kind of response travels.

POS · Secondary Packaging · FSI · Social · Digital · New Business Pitch

The client wanted a static post. My answer was a GIF — internally, the response was "cool, makes sense." The client called it a grand slam.

From there, the :30 wrote itself. Not a highlights reel. Coors Light's tag was Climb On — and Chipper Jones had a climb worth telling. PVC pipes in the backyard. Switch-hitting by choice. A Hall of Fame career built on decisions nobody made for him.

Bobby Cox and John Schuerholz knew that story. We put them on camera and I found #10’s climb in the transcripts.

The client liked it enough to take it to broadcast.

POS · Social · Digital · Regional Broadcast

In Texas, Miller Lite is brewed by Texans for the uniquely Texan way of doing things — football, BBQ, music. It has to come from the ground up or the BS is called.

Made for TX was that idea made plain. Not "hey Texas, we see you." More like: this beer was always yours.

United in Taste had to carry Miller Lite's existing Great Taste equity and still mean something local. The insight was simple — Texans have the strongest state identity in the country. Taste was the bridge.

But the real work was in the POS headlines. East Texas is not West Texas. The Panhandle is not the Hill Country. I did the regional research and wrote to each one specifically — because slapping a lone star on a can and calling it local is the amateur move.

OOH · POS · Event

Red Seal's target is salt-of-the-earth. Gets the coupon and gets out. Would do the neighborly thing for you, and more.

The tagline was already there: The Way It Ought to Be.

The job was to build a site that honored the coupon — because that's why he came — but gave him a reason to stay. The insight: for this guy, price and principle aren't that different.

Your Two Cents was the UGC mechanic that made it personal. Give him an authentic scenario. Let him weigh in. Let him see how his neighbors answered. Suddenly the site wasn't just a coupon destination — it was his kind of place.

Brand Site · UGC · Direct Mail

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Plaque. Bacteria. Gingivitis. They come back every single day. That's not a wellness story — that's a fight.

The brief was a Crest Pro-Health Regimen. Gain floor space. Create destination. Build 360 around brushing, flossing, rinsing. Straightforward enough.

Invisible Fight was the idea that leaned into the aggression already living in the brief. Not "protect your oral health." More like: those germs come back every day. So do you. Hit back.

It got presented. The client perked up. Was it their voice? No. But if you want to be disruptive and gain eyeballs — here you go.

POS · Digital · New Business Pitch

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The brief: Subway's avocado menu item. Endorsed athletes. Upcoming Olympics. One single takeaway.

The links were already there. Avocado is a superfood. Olympic athletes are superheroes. Superheroes live in comic books. Comic books are built for visibility.

KAPOWVOCADO.

One word that didn't exist before the brief. The comic book look and feel followed naturally — because if you need a window sign to stop someone driving past at 50mph, you don't whisper.

POS

Cerveló makes bikes for people who measure themselves in minutes and seconds. The target doesn't need to be sold on performance — they need to feel like the bike already knows that.

It's PRsonal was the campaign that got presented. The name did the work — personal record, personal obsession, personal relationship with the machine. The strategy was to sneak the ads into a war wall of competitive print and see if the CEO noticed.

He noticed immediately. He was the target.

Bike Oneness was the idea the agency couldn't let go of. A new product launch built around a single truth: when engineering, design, and feel are all pointed at speed, the rider and the bike stop being two things.

That one came from somewhere specific. Ex-triathlete. I knew what I was talking about.

Print · Digital · POS · New Business Pitch

Parliament is aspirational-affluence. That's not a metaphor — it's the equity. So when the brief called for a promotion, the destination wrote itself.

Into the Blue was the program — an escape to the Perfect Recess. Poolside or beachside, you pick, we'll get you wheels up. That's the kind of experience Parliament smokers believed they deserved.

Inner Circle was something different. A quarterly newsletter that had to feel like it was written by someone who actually lived that life — not a brand manager who admired it from a distance. Part editorial, part brand voice, part website driver.

It was the first time I wrote journalistically. No formal training. Just the discipline to sound like someone who belonged in the room.

Brand Site · Direct Mail

I love golf. Which probably helped.

But the moment It's Your HHonors clicked, I walked straight to the CD — no meeting, no deck — and said it out loud with enough r's that he couldn't not get it.

It's Your HHonorrrrrs.

The visual was mine too. A golfer asleep on a dreamy tee box — because that's what the ultimate golf vacation should feel like.

The program ran. 50k entries expected. 200k+ delivered. 10% membership lift targeted. 20%+ achieved.

Sometimes the name is the idea. You just have to hear it.

Print · Digital · POS · Direct Mail

Writing within constraints still leaves room to move.

Eighty days. Eighty prizes. The kind of gear that assumes you know how to use it.

My job: lead every headline with WIN, name the prize, and make it sound like Skoal said it. Writing within a constraint that specific either fits or it doesn't.

I wanted to call it Saturdaily. Because if every day has something to win, every day feels like a Saturday.

Brand Site · Direct Mail

Theme, display, activation — built end-to-end for the Official Beer Sponsor of Indianapolis Motor Speedway.

POS · OOH · Event

A lot of brands. A lot of voices. All of them different.

POS · Secondary Packaging · Distributor Sell-In · B2B · Events

Our Palette For Your Palate — built into a social engagement platform from there.

Social · Digital · POS