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2023 Agency Holiday Card

TL;DR: The concept was simple: What if there was an easy way to disappear inevitable awkward holiday conversations? Enter Spïrït, the holiday-scented room parfum, ideal for harried holiday hosts.

The Fuller Story: After a year of no holiday card (things were busy), GS&F got back in the action with a physical mailer sent to all clients. We conceived of a product that could—based on the inscrutable properties of Holiday Magic™—transform uncomfortable or unwanted holiday conversations into benign banter, thus saving holiday hosts the added burden of apologizing for Drunk Uncles, overbearing parents, and interloping +1s.

Working against a tight timeline, we conceived, pitched, and produced a white-label room spray and semi-custom box, complete with original hand illustrations, and even got the Executive Team to commit to funding a local charity on behalf of our clients. The whole Creative Department, plus some friends from other teams, chipped in to assemble boxes and get them out the door in time for the holidays. Not too shabby for a few weeks of work.

Role: CD, copy, concept development

Made with: Yanet Mireles (AD), and Michael McGee (Designer).

Willow Branch Homes

TL;DR: We made a local builder stand out in a market saturated with national brands.

The Fuller Story: Willow Branch Homes, a proudly-local builder in Nashville, wanted a brand campaign to help differentiate themselves from the nationally-based Goliaths who had descended upon Middle Tennessee in recent years. After extensive brand-building exercises led by the agency’s Strategy department, we took over the work, armed with deep insights about how the building market really worked—and what it was up against coming out of Covid. Among our team’s discoveries: there was just enough of an opening for a David (if you will) to still compete—so long as they could earn the trust of home buyers. So we focused on telling the brand’s story through the lens of its impressive team. Each headline was based on 1:1 interviews with core teammates to drive home the point that Willow Branch was literally made of different (read: more trustworthy) stuff than larger, impersonal builders. The campaign endline became their brand tagline, and work spanned OOH, print, social + digital.