Weather Channel. Creative Director. Writer. Director. 5 million views in a week. Best in show.
CREATIVE. CONTENT. DIRECTOR.
MIKE GOLDBERG: EXECUTIVE CREATIVE DIRECTOR/WRITER/DIRECTOR
The Weather Channel’s app usage was down and needed their audience to be re-invigorated.
My solution was to develop an integrated digital, social and traditional campaign with a big driving idea., “Bad Weather Seekers” The concept was about weather nerds who seek out extreme weather for their own brand of fun.
From sponge wearing mud seekers, to traditionally clad Scottish golfers, golfing in the rain, to men searing meat on overheated car hoods the campaign received 5 million organic YouTube views in under a week and won a best in show award. Mike wrote, directed and creative directed the campaign.
When the first week of school began at the University of Wisconsin, Madison, 43,000 incoming students swarmed the campus.
Mentos Gum saw an opportunity to make an impact.
The challenge was how to document more than 20 events in a 10 day span, upload all of them in real time and create a global social media phenomena.
Incoming freshman Sam was recruited as a brand ambassador to hand out 43,000 bottles of Mentos Gum, one for every student in school. If he was successful Mentos would cover his tuition for the year.
Crosscut, a hybrid agency/production company, was tasked to share Sam’s adventure with the world. Executive creative director & director Mike Goldberg headed up a team of 12 to write, produce, direct, shoot, edit and upload more than 20 videos in 10 days capturing this epic event.
This was an opportunity to not only capture the real, documentary-style footage of Sam and his wild adventure, but also create some conceptual, shareable content.
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
5 bagel bakers who live and breathe bagels in a bagel bakery.
Tasked with taking a local Boston bagel brand national I created a fully integrated marketing campaign for the bagel bakery which resulted in their entree into every major supermarket chain across the country from Whole Foods to Costco. Leading a multi-discipline team, I wrote and directed broadcast commercials, a webisodic sitcom series and was responsible for creating all digital, social and mobile assets.
My objective was to create five distinct, disparate, yet passionate bagel baker personalities and place them in an episodic sitcom to continuously engage the audience. I was inspired both by actual Finagle characters and the film “The Departed”
Popeyes was coming out of bankruptcy and needed help in re-establishing their brand with their core audience. These two characters, Redd & Zeke, who didn’t actually work for Popeyes, but took it upon themselves to stop people from eating bland chicken no matter the situation had customers quoting lines from the commercials 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. From Video On demand to The Heisman event, college football to the NBA D League.
ESPN CABLE BOY
ESPN CABLE BOY 2
ESPN 2 MINUTE DRILL
ESPN DOWN LOW
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.
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
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 regarding the 10 signs of stroke which can be subtle and mistaken for everyday behavior.
Production was a mix of live action and motion design. The challenge was in articulating an internal symptom through an external technique. The videos have been well received and appreciated.
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
FOOD SHOW: PAIRINGS
Pairings is an original content television show created by Mike Goldberg
DOC: 2 COKES & A VEAL PICCATA
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.