"I AM 988" Crisis Line Campaign

With profound gratitude I got to craft a campaign to raise awareness of Minnesota’s 988 Crisis Line by doing what creative work can do best: Turn a message into a movement. I AM 988 weaves together the crisis line providers and counselors, as well as supporters and those who have used the service to unmask themselves to the world so that we can normalize caring for ourselves with people who are there to care. See the full campaign at F&N’s website. Production by Current Resident. Art direction and design by Kelly Munson.

Bulwark Protection CTV Spots

Bulwark makes flame-resistant apparel for the energy sector. They save lives. These two brand-awareness spots — Bulwark’s first ever for CTV— focus on how hard the brand works to do so. I wrote and art-directed the spots, and even did the voiceover (DM me for deets). Edit by Plural Films with footage by the incomparable Patrick Molnar.

Second Harvest Heartland "In the Click of Time" Spot

A timely message to address an unfortunate reality: More and more people need more and more friends and neighbors to step up and be there in the click of time — so that a meal can be there too. I was creative lead, and wrote and art directed. Directed by The Saline Project. Production by Noware Media. Concept help from Bill Lee.

U of M "Dear Minnesota" Campaign

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.

COVID + Flu Shots Campaign? yes!

The Minnesota Department of Health turned to Friends & Neighbors to raise the levels of vax boosters in 2023. Tough sell, given the political divisions and the deep desire to just be done with COVID. But we persisted with an endlessly positive campaign of affirmation. See the F&N site for the full story but below are the two :30s back to back. (Note the lack of “state” branding—our strategy showed this was very important.) Design: Kelly Munson. Video Editor: Eric Riggs.

Pentair Pool Video Feast

No budget to turn on a camera but you’re a big brand with lots of innovation in pool easy and pool fun? Step into the Muskin Creative office so we can talk. Cut with the magnificent Eric Riggs.

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

Fun Is Finding New Ways to Push CPG Innovation

Social videos for a shortlived but very tasty Land-O-Lakes product called “Indulge Your Feelings” (YUP). Fun work with Rise & Shine and Partners.

Ronald McDonald House Fundraising

Telling a powerful story of hope and togetherness through song and video. I wrote the script and was the principal CD on the two day two-day shoot with Soul Pancake and singer-songwriter Matt Hires.

Target In-Store Stop Motion Animation

A new way to capture attention for the deals to be found in the “Weekly Ad”? Get onto the in-store TVs in the Electronics dpet with killer stop-motion animation. Thanks to creator and artist Cari Merryman.

Target Health: The Simplicity Challenge

In 2013, Target launched an initiative to improve healthcare by making it simpler: A call for entries and ideas from anyone and everyone in the field. I led the campaign, which included a site experience, digital advertising, event collateral and videos to help define the challenge and get the word out. GCD: me. Art director: Chad Nauta. Writer: Allison Mikkalo. Production Company: Splice.