CREATIVE DIRECTOR | ON-SET ASSIST | INTERVIEWER
After a successful multi-year campaign called “Numbers” facilitated primarily by our agency of record at the time, Our director Kreg (more below) and I felt strongly about and developed a new approach to our member spots in which the veteran or family member got to take center stage and tell their own story via unscripted interview sound bites. While the idea was received cautiously internally, and would be an experiment, it quickly became our main approach for years due to it’s authenticity and relatability, and the team went on to do a number of these. Here are a couple examples:
Member Voice: Zapata
Member Voice: McDonald
BEHIND THE SCENES
This dude right here has been my partner in crime (or, more often, creative) on just about every big, awesome project I’ve been on for a decade and has been the magnificent director for nearly all of the commercials I’m honored to share on this site. For this campaign in particular we went full on guerilla style, and created and fought for a change in campaign approach where our USAA members took center stage and told their own stories through interviews, versus being described through scripted scenes and announcer VO. You don’t always get to have that ‘ride or die’ partner for so long in this work but Kreg Lauterbach is definitely that dude.