The Weather Channel. 5 million organic views in less than a week winning a best in show award. Goldberg: Strategist. Writer. Director.
EXECUTIVE CREATIVE DIRECTOR WRITER | DIRECTOR
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.
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
Coca Cola: etc!
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 ideas. Traveling the world doing 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 and logo design and the advertising.
MISSION 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
WRITER | DIRECTOR
Get Back To Nature is the theme for this campaign for Teva Sports sandals.
DIRECTOR | WRITER
The Gotta Go App is designed to give people a built in excuse to get out of a situation they don’t want to be in. The app rings your own phone whenever you need to get yourself out of an uncomfortable situation and it then gives you a prompt for a verbal excuse to be used on the unfortunate recipient.
The app was created by Yeti Technology for Chelsea Handler's Netflix show.
YETI: MEETING GONE BAD
YETI: RELENTLESS INSURANCE MAN
YETI: WEIRD OFFICE GUY
PAIRINGS: A FOOD SHOW
Pairings is a Travel Channel style television pilot created by Mike Goldberg
PSYCH WARD: A SITCOM
DIRECTOR | WRITER
How do you define crazy? Who decides such matters? Why are some people on the inside who shouldn’t be, while there are plenty of people on the outside who should be? From politicians to pop stars to everyday humans it’s a fine line. Welcome to Psych Ward where that line has disappeared.
Set in a decaying locked psychiatric unit, Psych Ward is a long forgotten dinosaur where the bed sheets smell like piss, the food tastes like WWII C rations and every day is a crisis.
Inspired by the author’s real life experience as a mental health counselor, this episodic sitcom features Harry, the naive, yet ambitious central character who is smart, yet beset with his own problematic issues. Harry has yet to understand real people with real issues x10.
Harry is quickly in over his head as he attempts to navigate this ensemble cast of psychotic patients, neurotic staffers, oblivious Psychiatrists and his own personal issues of insecurity, lack of experience and OCD.
PSYCH WARD: KATIE RAY'S GONE MISSING
PSYCH WARD: JULIAN'S SIDE EFFECT
PSYCH WARD: JOAN'S A BIT OBSESSIVE
PSYCH WARD: BENNY HAS A VISITOR
PSYCH WARD: HARRY'S FIRST DAY
THE PLACE: A HORROR STORY
In the late 90's, I was hired to document two young woman from Maine who set out to find their friend who had been missing for over 2 months. They hired me to film their search as they feared for their own lives. One Fall night they received a last minute message that there was evidence of their friend in the Maine woods and they set off without me. They were never seen again and this footage is all that's left of their existence.