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.
