This is a sizzle reel of the most notable work my creative department produced during the third quarter of 2019.

This is an internal video. Our audience is Brookdale sales associates, and the video's purpose is to educate them on Brookdale's quarterly integrated marketing campaign.
I served as the host because Ryan Seacrest wouldn't return my calls. :)

We asked ourselves, “Why do seniors NOT choose an independent living community experience?”
Our answer: they’re afraid of getting old, and moving into a ‘home’ forces them to face this reality. So, we wanted to explore all the ways that we could combat that myth.
Arguably, this was an extreme, but the idea of “Never Get Old” is still pretty damn compelling.

This was arguably my favorite campaign that we developed during my watch at Brookdale.
Our target audience was the 'independent living' segment—people in their 70s who don't have any health-assistance needs.
I still remember when Dave, Matt and I stumbled across the concept: right or wrong, cross-stitch is synonymous with elder adults.
But you know what? So is a sense of humor.
The whole point of the campaign was that residing in a senior living community can be fun.

Part Two of the Independent Living campaign

Part Three of the Independent Living campaign

My first year at Brookdale, our Resident Engagement department launched a monthly series of events at all the Brookdale communities focused on a particular Broadway show.
We were challenged with promoting them. I wrote the headline, and it's one of my favorites.

This is another entry from the Broadway Hits campaign. I wrote the headline.

This is another entry from the Broadway Hits campaign.
I wrote the headline.

This is for one of our high-end resort-style Brookdale communities.
I wrote the headline and gave this mind-shattering direction to the art director: make it look visually stunning.
I think she pulled it off quite nicely.

This is for one of our high-end resort-style Brookdale communities.
I wrote the headline and gave this mind-shattering direction to the art director: make it look visually stunning.
I think she pulled it off quite nicely.

This is a video I wrote and produced to kick off Brookdale's Senior Leadership Conference in Dallas, Texas.
The purpose of the video was to get our senior-level associates pumped up about Brookdale.

The purpose of this video was to educate employees of our partner companies about the savings on Brookdale's senior living services available to them and their families.
(This is the 'scratch-track' version that features my voice.)

This is a TV commercial for one of Brookdale's communities in Birmingham.
My direction to the creative team: "How do you make talking about the community's amenities fun to watch?"
The 'Brady Bunch' homage was done purposely. :)

My creative team develops holiday/seasonal online video for our social media platforms. This one was for Halloween.
We played around with a number of looks for the third senior resident, but I think we nailed it with the mud mask and the hairless cat.

My creative team develops holiday/seasonal online video for our social media platforms. This one was for the Fourth of July.
My senior copywriter wrote and directed it.
He had a buddy of his play the song and was on the set just off camera so the talent could mimic his guitar moves.

My creative team develops holiday/seasonal online video for our social media platforms.
This one was for the Mother’s Day.

We developed these online videos to promote Brookdale’s new online IT portal. Conceptually, I love them.
The idea that I hope the viewer gets is that the IT Portal is like having an IT professional wherever you go.
Visually, I think they’re a little flat, and that was all my doing.
Hence, now I hire people who know what they’re doing to sit behind the camera.

This was a video we sent out to all 80,000 Brookdale associates to show our appreciation.
I wrote, shot and edited it because we had zero budget.
All the 'actors' are Brookdale associates (and some residents).
My daughter Avery choreographed the dance scenes.

We developed these online videos to promote Brookdale’s new online IT portal. Conceptually, I love them.
The idea that I hope the viewer gets is that the IT Portal is like having an IT professional wherever you go.
Visually, I think they’re a little flat, and that was all my doing.
Hence, now I hire people who know what they’re doing to sit behind the camera.

We developed these online videos to promote Brookdale’s new online IT portal. Conceptually, I love them.
The idea that I hope the viewer gets is that the IT Portal is like having an IT professional wherever you go.
Visually, I think they’re a little flat, and that was all my doing.
Hence, now I hire people who know what they’re doing to sit behind the camera.

We developed these online videos to promote Brookdale’s new online IT portal. Conceptually, I love them.
The idea that I hope the viewer gets is that the IT Portal is like having an IT professional wherever you go.
Visually, I think they’re a little flat, and that was all my doing.
Hence, now I hire people who know what they’re doing to sit behind the camera.

This is a radio spot I wrote. We had two days and no budget.
So I recruited my youngest daughter for talent. She learned the hard way how difficult being a voice actor can be.
Not bad for a nine year old, though.

Brookdale Creative

A sampling of some of the best work I helped to create with my super-stellar creative department. Our goal: to make senior living hip.