FM
Digitas
With Digitas, I helped bring the first-ever agency creative for FM to life.
RORY MCILROY PARTNERSHIP
FM had a retainer with Rory McIlroy, but they weren’t sure what to do with it. We created two concepts to leverage Rory’s recent success on social media, and they performed outstandingly — the top social metrics FM has ever had.
RORY PARALLEL POSTS
For the Rory McIlroy partnership, the first concept we executed was “parallel posts.” This construct capitalized on the commonalities between Rory and FM, lining up images and copy in “parallel.”
RORY DATA SHEETS
FM creates extremely thorough data sheets for its clients, with expert analysis on their risks. For our Rory partnership, we decided to do the same. The creative concept was simple: what if Rory was an FM client? We created FM-style data sheets, with a much more creative spin — integrating truly human elements to carry through the underpinning brand message “We see what others don’t.”
We grouped these insights into the elements, ultimately executing on “sun” and “terrain.”
