NO NONSENSE
Broadcast Campaign
MY ROLE: Copywriter & Creative Lead
As the Copywriter, I wrote the scripts and led the creative process from concept through production and broadcast alongside my Art Director partner. With minimal creative direction, we owned the work while navigating constant client changes through final delivery.
THE CHALLENGE: The No Nonsense Small Business Expert was back with big news: Spectrum Business Connect had arrived. Our challenge was to introduce the new all-in-one app while staying within the TEDxTalk-inspired world we had established in the previous round of creative, continuing to sell Spectrum Business Internet as the fastest in the nation, and adapting to constant client changes right up until delivery.
THE INSIGHT: When small businesses have a lot to say, they need a platform that can keep up. Spectrum Business Connect gave small business owners one place to connect, communicate, and collaborate. So we gave the No Nonsense Small Business Expert a bigger platform to match.
THE SOLUTION: Go bigger. Bluer. And No Nonsensier. We expanded our TEDxTalk-inspired world into a bigger, bolder stage for the No Nonsense Small Business Expert to announce Spectrum Business Connect. We created two 30-second TV spots, a 60-second DRTV spot, and multiple cutdowns highlighting the new app and Spectrum Business Internet's fastest-in-the-nation speeds.
THE RESULTS: In just eight weeks, we took the campaign from brief to broadcast across multiple TV and DRTV executions. Despite significant changes throughout the process—including the removal of the campaign's only joke—we delivered a full suite of broadcast-ready work that extended the No Nonsense platform into its next chapter.
:30 SPOTS
:60 DRTV SPOT
