BOOTS - "GROWING UP HAS ITS OBSTACLES."

This fantastic dramedy series was the last show produced by one of my personal heroes, Norman Lear. Based on a real manly memoir “The Pink Marine” by Greg Cope White, and adapted by the amazingly talent Andy Parker and Jennifer Cecil, it was an honor to launch this series.

Roles: Client (Campaign Lead)

Results: Clio Award - Best Use of Music in Trailer/Teaser, Rave Reviews From The Pentagon, GLAAD & Image Award Noms

For every element of the campaign, from the title exploration of the show to the art itself, I worked with veterans of all colors and creeds to honor the source material and story. Unfortunately, flack from the Pentagon and an extremely high budget from strike delays ended up making the series not efficient and it was not renewed.

“QUEEN” TEASER

We used Queen’s “I Want To Break Free” to tease the show, which was a directly lifted clip. By not cutting it out of context, we saved us millions in music licensing fees for an iconic trac.

“FREEDOM” TRAILER

We partnered with the George Michael estate and the San Diego Gay Men’s Chorus to cover his iconic single “Freedom! 90” complete with marching boots. The trailer won a silver Clio for best use of music.

Marine Combat Artists

I discovered that the Marine Corps has an official regiment of artists (The Combat Art Program) who are sent behind enemy lines to draw Marines on the battlefield and at basecamp. I commissioned two veterans artists and one parent of a veteran, to explore sketches for key art as well as create portraits of all the main characters. Many had never drawn for entertainment before, but their ideas were incorporated into final design. Kieron Moore also wrote an original poem to go with his portrait that was incorporated into the final piece.

Social

We knew that fans of all ages would be thirsty for BTS content of our leads and that the cast had developed deep friendships, so we captured their official boot camp training with a social photographer and armed them with disposable 90’s cameras for all the days in between to capture their pure camaraderie.

BOOTS Camp

Rather than a traditional junket or press day, we turned our premiere into a boot camp experience where cast mingled with press, influencers and veteran trainers to give everyone a taste of what it takes to make it through the Marine Corps training complete with ropes & obstacle course.

Agency Partners: Intermission (AV & Art Adapts), USMC Combat Artists: Victor Juhasz, Elize McKelvey, CJ Baumann , Elise Quidley (Social Photographer)

Netflix Partners: Angel Van Der Biest Arocha (social),