Kevin MacPhee

Why it’s in my book: These spots were significant. Winter storms in 2021 displaced many people in the southern U.S. With treatment centers closed, dialysis patients were among those at risk. NxStage offers two big advantages in those kinds of scenarios: Their machines don’t require water and they are portable. So, before another storm or disaster struck, it was important to get the word out.

CD: Matt McGowan

Animation: Believe

Why it’s in my book: This was the best writing the brand’s ever had—according to the founder & CEO. GP quickly and compliantly helps companies hire talent in other countries. A simple premise, but facing low brand and category awareness, there was a lot to say to help several audiences understand the value GP provides.

AD: Chad Portas

Why it’s in my book: This was a ton of fun to work on. Since launching their “Honest to Goodness” brand campaign, Avidia Bank has enjoyed $800MM in business growth. This spot was one cog in that wheel, and it just so happened to feature Boston Bruin Brad Marchand, partnering with Avidia for a good cause.

CD: Craig Herrick, Matt McGowan

Animation: Believe

Why it’s in my book: This was something new for the brand. It was the first time Dexter, a 200-year-old company, really told the world who it was. The Dexter brand pays tribute to the kitchen prep process—without getting a big head about its role in said process. So, the brand’s voice became approachable, frank and humorous.

Featured: Manifesto, website frames, headlines

AD: Todd Goodale

Why it’s in my book: This was necessary. The Connecticut State Colleges & Universities system (CSCU) was established as an umbrella brand over six public institutions with 16 campuses across the state. It kinda came out of nowhere, and people assumed its acronym meant CSCU was its own university. Our “Where CT goes” campaign relaunched CSCU as an engine for economic growth and as a resource for high school students, transfers, and adults going back to college.

AD: Kevin Skrocki

Why it’s in my book: This project makes me feel good. Our client, Northern Bank, is a long-time supporter of Heading Home, a company that places deserving families in permanent housing. We thought the world should know what kind of work both parties are doing, so right before the holidays, we joined them and New England Patriot Sony Michel for a move-in day.

AD: Czarina Shartle

Directors: Craig Herrick, Matt McGowan

DP: Nathan Swingle

Stills: Courtney Ryan

Editor: Andrew Gibson

Why it’s in my book: This work did its job. Forma was a biotech company focused on eradicating rare blood diseases. However, their lack-of-brand undermined their credibility at a time when they sought to go public. Our rebrand, which brought out their team’s punch and passion, pushed Forma over the finish. And two years after appearing on the NASDAQ, they were acquired by Novo Nordisk for $1.1 billion.

Featured: Manifesto, tagline, website frames & messaging

AD: Czarina Shartle, Anthony Santos

Stills: Courtney Ryan

Why it’s in my book: This elevated the client’s perception of what their brand can be. They brought us a platform (The Commonwealth’s Leadership University) and a problem: With “Maritime” in the name, prospective applicants assume their career options will be limited. That isn’t true. The Academy instills the qualities students need to lead in any arena. We created an anthem spot to make that clear.

CD: Craig Herrick, Matt McGowan

Editor: Adam Weiss

Why it’s in my book: This totally, completely, entirely, fully modernized a stagnant brand. It’s long been the founder’s goal to create an online community that democratizes (and challenges) history and how it’s taught. Inspiring as that was, her company, History Chip, needed a dramatic face lift. We turned it into Journall, a place where all people are welcome to share their stories and contribute to the historical record.

AD: Tyler Ouellette

Why it’s in my book: This tickles me pink. The client requested a fun summer campaign that didn’t need to push product. She received “Summer Barkbusters.” Which combined dogs and silly puns to the tune of over 1 million impressions. Not bad for a brand with fewer than 10,000 followers.

AD: Czarina Shartle

Why it’s in my book: This kind of long-form is not in every writer’s repertoire, or so I’m told. It’s one thing to write a tagline or a headline, but it’s another to go in depth on the “how” and “why” of a brand. I made sure to write everything in the book in GasBuddy’s voice as a means of legitimizing the brand we’d just refreshed. I recommend reading the whole thing. The client didn’t have a single edit.

Featured: Tagline, manifesto, sample OOH

AD: John Bogan, Czarina Shartle

Why it’s in my book: This is what I like doing best. Writing headlines. Have a taste, why don’t you?

AD: Joyce Sha, Czarina Shartle, Matt McGowan