Duracell is the world’s most trusted battery. So we set out to push the idea of “Trust” in our first work for the brand. We started showing how great it is to have something you can trust and how crappy it can be to not.

We timed the launch of our Fantasy spot to match when NFL fans would be preparing for and participating in fantasy drafts. To really double down the fact that Duracell takes fantasy drafts very seriously, a PSA with Ravens Kicker Justin Tucker ran immediately following our Fantasy spot. In the film, Justin warns of the dangers of drafting with an untrustworthy battery.

I was lucky enough to direct this PSA with Howard Finkelstein. The experience immediately went to our heads.

RESPONSIBILITIES // ART DIRECTION / CONCEPT DEVELOPMENT / DIRECTOR