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Most Recent Work

in 2022 Writing | Video | Production | Editing
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Chris Darrell

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C60 Purple Power - The New Miracle Antioxidant

Add almost any suffix to the word free and you get something positive-

-Thinking
-Press
-Pizza
-Willy!

Not radicals.

Free radicals are unstable atoms that damage cells, causing illness and aging as well as a host of diseases.

Conversely, antioxidants are compounds that inhibit oxidation, a chemical reaction that can produce these free radicals and chain reactions that may damage the cells of organisms.

Now, if you are Kim Kardashian’s live-in skin chemist that has the bank roll to Benjamin Button you with a mix Usain Bolt's DNA and dolphin tears, this may be old news to you. But if you buy your vitamins from Amazon like the rest of us, finding ways to deliver this naturally occurring molecule with the efficacy several-hundred-fold higher than conventional antioxidants, it's quite exciting.

Hence, that was the challenge for this particular project. Explain this complicated scientific breakthrough using common language, a fun video and a little bit of humor.

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C60 Gummies
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C60 Massage Oil
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ZALES
The Diamond Store

There are no fairy-tale endings to marriage.
Only beginnings.

Zales is one of the most iconic brands around. In fact, with over 2,800 retail stores they do more mainstream advertising than any other large retail jewelry brand. But unlike a Harry Winston or Tiffany, their proposition is fine jewelry for people without a Black Card–

which is the perfect place to inject a little comedy.

Rules

  • GO BIG!
  • Make us laugh, make us cry, make us feel something
  • Campaign script and billboard copy

Solution

Pitches included billboards and a 30 second spot showcasing
"There are no fairy-tale
endings to marriage.
Only beginnings."

Results

Was a little aggressive for their brand. But idea was received well.

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Billboard 1

Provocative, eye-catching and shareable.
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Billboard 2

A play on conventional vows.
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30 Second TV spot

Summary of the script
  • Beach. Will you divorce me? She puts the ring back in the box.
  • Skywriter – I want a divorce. Girl gets teary.
  • Man stands up at restaurant. She said no!
  • I think we should see other people- Jumbotron (crowd cheers) THEY HUG
  • "There are no fairy tale
    endings to marriage.
    Only beginnings."
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SCREEN
PROTECTOR

Problem

Client was looking for quick, witty, sharp copy that differentiates a fairly ubiquitous product.

Solution

A series of print ads that capture the imagination.

Results

A 120% decrease in bounce rate.

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Mac Protector

Superman walks into an Apple Store.

What does the man of Steel look for in a personal computer?

Fast? Easy to conceal in a lycra-spandex bodysuit?

Answer: Durability.

The Ghost Shell may not deflect a speeding bullet or survive a fall from a tall building, but it can repel a nasty thump, splash, scratch or any other minor onomatopoeic disasters that are inevitable at some point in your big-ticket MacBook’s life.

It’s easier to slide on than a pair of warm slippers and the super-translucent cover shows off the overpriced Apple aesthetics your mortgaged your home for.

Also, doubles as a privacy screen for a very small dog.

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Keypad Guard

Peel and Key.

Did you know that the letter E is the most commonly used on the keyboard? So what happens if it fades and you can’t find it? You could b in for som srious troubl.

Ever had the pleasure of spilling a hot cup of coffee on your $2,000 MacBook keypad? If you haven’t, get ready to become quickly acquainted with another letter.

The letter F.

GhostCover provides near-invisible protection against wear, dust, dirty fingers—even blood-splatter.

Disclaimer: if you have significant or recurring blood-splatter on your computer, keyboard protection may be low on your list of priorities.

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ALLWORTH
Retirement Planning

Fun, funny headlines for print and social media.

Banks, insurance and even investment firms have shifted to brand-building and humorous social media to capture attention and form an identity. Requests were bold, confident and smart/funny.
Idea was driven from the concept of "you can't cram for retirement"—a universally understood feeling for anyone that has gone to school.

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