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Trupo
Social posts for Trupo, the first short-term disability insurance for freelancers.
Roles: Writer, Art Director, Creative Director
Trupo
Social posts for Trupo, the first short-term disability insurance for freelancers.
Roles: Writer, Art Director, Creative Director
Trupo
Social posts for Trupo, the first short-term disability insurance for freelancers.
Roles: Writer, Art Director, Creative Director
Trupo
Social posts for Trupo, the first short-term disability insurance for freelancers.
Roles: Writer, Art Director, Creative Director
Writer/Creative Director
Alliance Theatre: Cuttin' Up
"Cuttin' Up" is a play by Charles Randolph-Wright about the culture and history of black barber shops in America. It's based on a book by Craig Marberry called Cuttin' Up: The Wit and Wisdom of Black Barber Shops.
The original ask of the agency was for a TV commercial, but even pulling as many favors as we could, the timing and budget and potential reach didn't quite make sense. But we were determined to find something that did. We started thinking about less traditional approaches. Was there something captivating and charming we could do outside?
We were turning that over in our heads while reading through the script–a passage about afros in particular–and inspiration struck. Naturally, the client's first question was "What if people take them?" We told them we hoped someone would, because "giant afro pick stolen" seemed like a story readymade for local TV news. And sure enough, the day after we put them out, half of them were stolen. With a few phone calls, we were on all 3 networks that night.
Sales increased 46%.
The campaign was honored by the One Show, the Effie Awards, garnered international press in 4 languages, and is featured in Gavin Lucas's book, Guerrilla Advertising.


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