RACETRAC

BROADCAST



RaceTrac tasked us with finding a way to talk about their pizza, coffee, and breakfast sandwiches in a way that cuts through the noise in a saturated category.

Enter: Phill the Piano Guy





We created completely original songs (with lyrics and music compositio done by yours truly) that highlighted the products in a playful and disarming way.

To perform these songs we created a character, Phil The Piano Guy, to provide a bit of humor in return for talking about gas station food for 30 seconds.



BROADCAST









SOCIAL




We then took Phil to social, meme-ifying clips from the spots paired with competition-like challenges that got people singing and dancing along; turning this idea into a series of memorable experiences through playful organic content.








MY ROLES: CREATIVE DIRECTION, COPYWRITING, MUSIC COMPOSITION (VOCALS & PIANO), ORIGINAL CONCEPT


11:50:37
Monday Nov 5 2018
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