The Weather Channel. 5 million organic views in less than a week winning a best in show award. Goldberg: Strategist. Writer. Director.
MAKING oRIGINAL CONTENT.
The Weather Channel’s app usage was way down and needed their audience to be re-invigorated. The client solution was banner ads.
My response to that was to develop an integrated digital, social and traditional campaign with a big driving idea. My concept, “Bad Weather Seekers” was about Sponge wearing mud seekers, traditionally clad Scottish golfers and men searing meat on car hoods who use the app to seek out extreme weather for their own brand of fun instead of avoiding it. I wrote, directed and creative directed the campaign that received 5 million organic YouTube views in under a week and won a best in show award.
When the first week of school began this Fall at the University of Wisconsin, Madison, 43,000 incoming students swarmed the campus.
Mentos Gum saw an opportunity to make an impact.
Partnering with Flipeleven and experiential agency FastHorse, Mentos Gum sought to produce a global social media event.
Incoming freshman Sam was recruited as a brand ambassador. On his first day, we surprised him with his real task: hand out 43,000 bottles of Mentos Gum in 6 days, one for every student in school.
If he was successful Mentos Gum would cover his tuition for the year, and DJ Khaled would give a free concert for all of UW to enjoy.
Flipeleven, a hybrid agency/production company, was tasked to share Sam’s adventure with the world. Executive producer Kyle Buckley and executive creative director Mike Goldberg headed up a team of 12 to write, produce, direct, shoot, edit and upload 21 videos in 7 days capturing this epic event.
We saw this as an opportunity to not only capture the real, documentary-style footage of Sam and his wild adventure, but also create some conceptual, shareable content. We just can’t help ourselves.
The campaign was a major success as Sam gave out all 43,000 bottles of Mentos Gum with the first video alone capturing 2 million views in a day
Popeyes was coming out of bankruptcy and needed help in re-establishing their brand with their core audience. These two characters had people coming in to stores and quoting their lines resulting in 25% increase in sales each year over a four year period.
During the E-Trade period people started independently investing not realizing that there are a few "minor" details involved in investing. After this campaign launched Smith Barney had most customer sign ups in their history.
CREATIVE DIRECTOR | DESIGNER Coca-Cola wanted to enter the mixer market with a competitive product line of mixers. Ginger Ale, Club Soda and Tonic Water.
The strategy, “Life is Full of Mixabilities”, was designed to create a platform that encouraged people to not only push the boundaries in their cocktail mixing, but in their sociability in both real life and social media.
I worked hand in hand with the Coke brand manager and reported to the Coke CMO as we developed the entire Coke brand from scratch with my concept. Traveling the world conducting focus groups and analyzing data, I developed the overall brand strategy and identity as well as creating the flavors in the Coke lab, the bottle, the logo and the advertising.
At the Federation Agency we had the great opportunity to work on a variety of ESPN projects.
ESPN CABLE BOY
ESPN CABLE BOY 2
ESPN 2 MINUTE DRILL
ESPN DOWN LOW
WRITER | DIRECTOR
Get Back To Nature is the theme for this campaign for Teva Sports sandals.
THE KENNEL CLUB
Co-Writer | Director | Creative Director
This campaign for a New York based chain of dog & cat pet stores played off of the idea that most pets like fish, turtles, snakes aren't quite as engaging as a dog or a cat.
Beating out agencies Goodby Silverstein, Cliff Freeman and Chiat Day for a Clio, DA&D, and an ADDY this was one of the most fun shoots of my career.
KENNEL CLUB TURTLE
KENNEL CLUB PARROT
MISSION STORIES: DOCU SERIES
WRITER | DIRECTOR
This integrated campaign showcases small businesses who are part of the fabric and history of the Mission District through branded content video, SEM and microsites. Mission Cliffs Climbing Gym, EmilioMiti Italian Machinery, Photobooth Tintype Photography and Ladle & Leaf.
MISSION STORIES: CLIFFS
MISSION STORIES: EMILIO
MISSION STORIES: PHOTOBOOTH
LADLE & LEAF
PAIRINGS: A FOOD SHOW
Pairings is an original content television show created by Mike Goldberg
TOBACCO FREE CA
Big tobacco has been targeting minorities using racist tactics for decades. This campaign, for California's anti tobacco effort is designed to bring awareness to the fact that it still goes on to this day.
A documentary about Paul Nelson, an odd, curmudgeon of a man in his mid 60's who worked as a video store clerk in a downtown Manhattan video store. He dressed in the same clothes everyday, smoked Nat Sherman cigarillos and ate the same meal at the same place everyday. What none of his video store colleagues knew was that Paul was the Father of rock n' roll journalism who mentored dozens of rock critics and influenced the careers of Bruce Springsteen, Willie Nelson, Jackson Browne & Rod Stewart to name just a few. Signed the New York Dolls to a record deal and introduced Bob Dylan to Woody Guthrie's music, forever changing his musical path. At the height of his career Paul left Rolling Stone to work in the video store. Paul died alone in his NYC apartment and no one found his body for 6 days. This Doc looks at why.
2 COKES & A VEAL PICCATA
CREATIVE DIRECTOR | SENIOR DIRECTOR OF VIDEO CONTENT
Genentech produces the drug Activase for stroke victims and this campaign was designed to bring awareness to the general public in what to look for in the 10 signs of stroke which can be subtle and mistaken for everyday behavior.