A “why should I care” campaign aimed at anyoone wondering about the value of a land grant institution in their lives. This campaign raised UMN’s favorability amongst Minnesotans 16% all by itself; not bad for a no-budget Macgyver mode use of stills and real UMN staff and professors. I was writer, CD and director. Art director: Solveig Nelson. Video edit: The Saline Project.
Work
Scott Muskin's creative / advertising portfolio. Click the post headlines to see work.
Creating a Character to Make EVs More Human
Back when electric vehicles were not so much, Great River Energy was nonetheless out there promoting them. I led a team that pushed what this could mean creatively, and we came up with Eevie. Meet her here. I was CD with smashing copywriter Kris Growcott
Giving Gun Safety a Powerful New Face
The gun debate is renewed across the country, and I am pleased to have added a compelling new voice to the plea for common sense gun laws.
Read MoreElevate Minnesota Radio
Spots using voice to support the storytelling power of our Elevate Minnesota campaign.
Read MoreElevate Minnesota Brand and Campaign
Re-introducing Minnesota's unions with pride and personality.
Read MoreBringing the Super Bowl to Minnesota Is So. Much. Fun.
So the pitch's winning theme, "Built for the Bold," and the mantra video that waltzed Richard Davis and Marilyn Carlson Nelson onto that harrowing Atlanta stage last May 20 was all me. You're welcome.
Read MoreCityTarget Innovations
A full-tilt strategic campaign, including radio and innovative style plays: that defines my relationship with this pretty cool, urban-focused Target initiative.
Read MoreTarget Hunger Games Broadcast
Target wanted to own the Hunger games. My team was more than willing to go there.
Read MoreHow About a Talking Banner?
I helped Target reach the tech elite with a digital campaign that literally spoke their language.
Read MoreTarget: Telenovela Spots
As part of Target's ongoing efforts to reach the growing Hispanic market with the "we've got the brands you love" message, we crafted a series of telenovela-inspired spots.
Read MoreTurning Print into Moving Banner Ads Is Fun
We made the most of our OOH campaign, including working some illustration magic. Animator: Steve Stwalley.
Read MoreSeeing Your Billboard Is Totally Fun
My McDonald's work is steadily out celebrating summer in Minnesota. But it's always fun to see.
Read MoreMcDonald's 2014 Campaign
The Twin Cities McDonald's franchisees needed to drive guest counts and remind people why they love the brand, why it and only it can claim a special place in their lives. Our TV, radio, digital and OOH campaign did just that.
Read MoreTarget Children's Book Festivals
Target loves reading, big splashes, and kids. They all came together in our campaign to drive traffic to their Book Festivals in LA, Minneapolis, and DC. Creative Director: Scott Muskin. Art director: Amy Hardy. Illustrator: Lee Cosgrove.
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