https://matthewschaffer.com matthew schaffer / creative director Tue, 16 Apr 2024 18:41:25 +0000 https://matthewschaffer.com en https://matthewschaffer.com/Home Tue, 01 Sep 2020 00:48:41 +0000 matthew schaffer / creative director https://matthewschaffer.com/Home https://matthewschaffer.com/About-Matt-Schaffer Sat, 29 Aug 2020 19:35:42 +0000 matthew schaffer / creative director https://matthewschaffer.com/About-Matt-Schaffer I want to make cool things with nice people. For the past 20 years I've worked as a Creative Director, Art Director, and Writer. I was named to&nbsp;Ad Age’s 40 Under 40&nbsp;in 2023. I’ve helped Frito-Lay take their in-house agency from social to the Super Bowl, helped Mattel build its first integrated in-house agency to support an IP-driven era, and helped advertising and PR agencies make ideas that people want to spend time with for brands in almost every category. Concept, audience and cultural context are at the heart of the work I enjoy the most. And I like collaborating with people who bring different perspectives and skill sets to make surprising work. I love to lead and mentor teams. And I try to make the people around me energized and prolific by asking good questions, listening, and then doing all that I can to make everyone’s jobs easier. With both brand and agency experience, I have a deep understanding of how internal and external teams can combine to do the most breakthrough, effective, and efficient work. I’ve been told that I’m a calming force with a good sense of humor. I’ve had nice colleagues.&nbsp; Thanks for visiting. To get in touch, please&nbsp;connect with me. Experience 2026 - Present: Independent Executive Creative Director &amp; Brand Consultant High-impact creative direction, brand strategy, and fractional leadership for premier global brands, modern agencies, and entertainment networks. Engaged on high-stakes initiatives to architect 360 integrated marketing platforms and guide complex brand launches. Google (In-House / via Consiglieri): Embedded Creative Director for the Platforms &amp; Devices portfolio. Drove creative campaigns for next-generation hardware and ecosystem initiatives. Implemented AI workflows and video creation. Bleacher Report (In-House): Fractional creative marketing leadership to define modern fan culture marketing. Developed comprehensive creative frameworks and campaigns for core brand equity territories. Wrote their new tagline (to launch later this year). Taco Bell (Agency / Deutsch): Campaign development for Live Más Café. Drove cultural relevance and distinct brand voice.AT&amp;T (Agency / WEST BBDO): Campaign development for AT&amp;T to address the College Football fan audience. Samsung, PayPal &amp; CVS (Agency / Edelman): Developed earned PR activations designed to engage press and drive organic conversation. Danone (Agency / BRASS): Wrote and directed an anthemic brand film for the executive leadership team to anchor a major global summit meeting and align internal stakeholders around the future vision of the portfolio. 2024 - 2026: Senior Director, Global Head of Brand Creative – Vehicles at Mattel &nbsp;Led global marketing creative for the Vehicles portfolio of Mattel’s first in-house agency. Built and managed teams across Hot Wheels, Matchbox, Thomas &amp; Friends, Monster Trucks, and Disney Pixar Cars. Oversaw a team of internal creatives and external agencies to drive breakthrough brand storytelling leveraging Mattel IP across creative marketing, advertising, partnerships, social, live events, experiential, retail, and brand standards. 2021-2024: Creative Director – Frito-Lay North America at PepsiCo Led creative awarded at Cannes, Effie, Clios, The One Show, ADC, Lürzer's Archive, and the Webby Awards – all agency firsts.Named to Ad Age 40 Under 40. AdAge In-House Agency of the Year 2021 The Drum Social Agency of the Year 2022 Campaign US Agency of the Year Honoree 2023 Grand Prize Winner at the ANA In-House Awards for Social 2023. PepsiCo Chairman’s Award.2013 - 2021 (Freelance):MekanismEdelmanPereira &amp; O'DellThe FaderThe Martin Agencythe communityBBDODDBPublicisVOLT (Molson Coors in-house) Taco Bell (in-house)2007 - 2013 (FT): DeutschEuro RSCG (Havas)Cramer-Krasselt Education Savannah College of Art and Design BFA, Advertising Design Rochester Institute of Technology BS Program, New Media Publishing Cannes Lions Creative Excellence Master Class Awards &amp; Recognition Ad Age 40 Under 40 (2023) Cannes Effie Awards The Clio Awards The One Show ADC London InternationalCommunication ArtsLuerzer's Archive The Shorty Awards The Webbys ANA In-House Awards Innovations in Diversity AwardsSabre AwardsPR Week AwardsDavid Ogilvy Awards The New York Times The Today ShowBillboardHypebeast Fast Company ForbesEsquire The Source XXLHot97 Complex Pitchforkokayplayer Paper HighsnobietyO, The Oprah Magazine https://matthewschaffer.com/Brand-Experience Sat, 03 Oct 2020 13:55:18 +0000 matthew schaffer / creative director https://matthewschaffer.com/Brand-Experience Brand Experience Some of the labels that paid me TechnologyGoogle, Samsung, Amazon, HP, Microsoft, Verizon, Comcast, GoDaddy, Adobe, Lyft, IBM, eBay, PayPal, OKCupidCPGFrito-Lay &amp; PepsiCo, AXE, Gillette, TAZO, Dove, Coca-Cola, Ritz, Triscuit, Tylenol, Red Bull, Tide, Keurig, DanoneSports &amp; EntertainmentNBA, NFL, MLB, HBO, FOX Sports 1, ESPN, Major League Soccer, PGA Golf, Bleacher ReportFoodTaco Bell, Domino’s, sweetgreen, Wendy’s, Burger King, Jimmy John’s, Buffalo Wild WingsDranksHeineken, Dos Equis, Budweiser, Pabst Blue Ribbon, Coors Seltzer, Blue Moon LightSky, Keystone Light, Patron, Jagermeister, Tanqueray, The Glenlivet, Henry’s, Hudson Whiskey MoneyVisa, Charles Schwab, Marcus by Goldman Sachs, Oppenheimer Funds, American Express, KPMG&nbsp; ApparelNike, Converse, Under Armour, Footaction, Reebok Basketball, Russell Athletic, New Era, The North FaceAutoJaguar, Volvo, Audi TravelStarwood Hotels, Delta, VRBOInsuranceState Farm, Direct Auto HealthBlink Health, CVS, Bausch + Lomb, Memorial Sloan Kettering, Montefiore, Flonase, ClaritinOtherAT&amp;T, Mattel, WeWork, The Strong Museum of Play, Essie https://matthewschaffer.com/PopCorners-Breaking-Good-ft-Breaking-Bad-cast Wed, 08 Feb 2023 21:07:30 +0000 matthew schaffer / creative director https://matthewschaffer.com/PopCorners-Breaking-Good-ft-Breaking-Bad-cast A Better Option. &nbsp;<img width="1920" height="287" width_o="1920" height_o="287" data-src="https://freight.cargo.site/t/original/i/e807e64a6ce648ee079dab189bd25c61b1639b81f0d457fa725864f93cd38d54/popcorners_awards_strip_042124.jpg" data-mid="209429190" border="0" data-scale="61" src="https://freight.cargo.site/w/1000/i/e807e64a6ce648ee079dab189bd25c61b1639b81f0d457fa725864f93cd38d54/popcorners_awards_strip_042124.jpg" /> PopCorners are a better-for-you snack option that are air-popped, not fried. We reimagined the story of Breaking Bad with the original cast of Bryan Cranston, Aaron Paul, and Raymond Cruz to show what would happen if the characters had a better option in their lives – making PopCorners. The show’s creator, Vince Gilligan, directed the spots. And most of our crew had worked on the show as well. Trailer #1 – “Sunrise” Trailer #2 – “Ignition” We also created social content authentic to the show for game day that helped fuel fans to keep sharing. <img width="2686" height="1044" width_o="2686" height_o="1044" data-src="https://freight.cargo.site/t/original/i/552ed23a0ac0fbb769e6ca22d7c608600b5a38fb19c9c403d30d593e2fae05af/Screen-Shot-2023-07-10-at-11.56.15-AM.png" data-mid="185804854" border="0" src="https://freight.cargo.site/w/1000/i/552ed23a0ac0fbb769e6ca22d7c608600b5a38fb19c9c403d30d593e2fae05af/Screen-Shot-2023-07-10-at-11.56.15-AM.png" /><img width="2692" height="1046" width_o="2692" height_o="1046" data-src="https://freight.cargo.site/t/original/i/1ebc26f12cd0b1024697bd78d66062714bb626bac0baf2f57fdbb3f8dcd4631e/Screen-Shot-2023-07-10-at-11.56.38-AM.png" data-mid="185804856" border="0" src="https://freight.cargo.site/w/1000/i/1ebc26f12cd0b1024697bd78d66062714bb626bac0baf2f57fdbb3f8dcd4631e/Screen-Shot-2023-07-10-at-11.56.38-AM.png" /><img width="2690" height="1042" width_o="2690" height_o="1042" data-src="https://freight.cargo.site/t/original/i/2d2f954520eacdc5228dbf7c2920fbd7d8b2a00fff4502af0f63c79427b67152/Screen-Shot-2023-07-10-at-11.56.50-AM.png" data-mid="185804857" border="0" src="https://freight.cargo.site/w/1000/i/2d2f954520eacdc5228dbf7c2920fbd7d8b2a00fff4502af0f63c79427b67152/Screen-Shot-2023-07-10-at-11.56.50-AM.png" /><img width="2692" height="1044" width_o="2692" height_o="1044" data-src="https://freight.cargo.site/t/original/i/103f0244a75d0cffb82cd0011812f2ec17f5a7dd08bd9e37291038f6e975a314/Screen-Shot-2023-07-10-at-11.56.28-AM.png" data-mid="185804855" border="0" src="https://freight.cargo.site/w/1000/i/103f0244a75d0cffb82cd0011812f2ec17f5a7dd08bd9e37291038f6e975a314/Screen-Shot-2023-07-10-at-11.56.28-AM.png" /><img width="1920" height="290" width_o="1920" height_o="290" data-src="https://freight.cargo.site/t/original/i/fbaaa25d3a8c3ceffe2d6a7a3f393759b21adbf295057c4a06a5b60d0e459fcf/popcorners_press.jpg" data-mid="190422492" border="0" src="https://freight.cargo.site/w/1000/i/fbaaa25d3a8c3ceffe2d6a7a3f393759b21adbf295057c4a06a5b60d0e459fcf/popcorners_press.jpg" /> Creative Director: Matt Schaffer Associate Creative Director: Katie Renfroe Associate Creative Director: Sadie Caparelli Art Director (Social): Sara Cusumano Copywriter (Social): Joanna Stubbins Producer: Dan Watson Director: Vince Gilligan Editor:&nbsp;Christjan Jordan https://matthewschaffer.com/Lay-s-Oh-Lay-s-ft-Messi Tue, 16 Apr 2024 18:41:25 +0000 matthew schaffer / creative director https://matthewschaffer.com/Lay-s-Oh-Lay-s-ft-Messi The Anthem of a Perfect Match.&nbsp; Lay’s wanted to launch into soccer culture in the US in a big way. We came up with a simple Idea that makes you say, “how has this never been done before?”&nbsp; Olé, Olé, Olé ➡ Oh-Lay's, Oh-Lay's, Oh-Lay's.<img width="1920" height="198" width_o="1920" height_o="198" data-src="https://freight.cargo.site/t/original/i/99fd9d533d04e13de1090912515d5bbe8d2b744c00d53cb5cda4560c5dbf20aa/clios_v2.jpg" data-mid="229781184" border="0" src="https://freight.cargo.site/w/1000/i/99fd9d533d04e13de1090912515d5bbe8d2b744c00d53cb5cda4560c5dbf20aa/clios_v2.jpg" /> Creative Director: Matt Schaffer Senior Copywriter: Joanna StubbinsArt Director: Kevin Fenton Producer: Dan Watson Executive Creative Director: Isaac Pagan-MunozChief Creative Officer: Chris Bellinger https://matthewschaffer.com/AXE-AXE-the-LABEL-ft-Lil-Yachty-Zaytoven Thu, 14 Feb 2019 15:57:47 +0000 matthew schaffer / creative director https://matthewschaffer.com/AXE-AXE-the-LABEL-ft-Lil-Yachty-Zaytoven From the comments section to the spotlight. We found that the AXE consumer target was spending a lot of time on SoundCloud – not just listening, but making their own music to try to get discovered. So could a brand built on getting their fans the attention they crave help them get noticed in the music world too? We created AXE THE LABEL to do just that – a platform that turned SoundCloud from a music streaming service, into a tool for collaboration. With a little help from SoundCloud royalty Lil Yachty and Zaytoven, we were able to get guys out of the comments section, and into the spotlight. The Results <img width="2000" height="528" width_o="2000" height_o="528" data-src="https://freight.cargo.site/t/original/i/70e2a6f30d0cbcff778c9290161babe3ee23b93a8b232681361f46d9f8b4caf5/axe_results_blackbg.jpg" data-mid="81745476" border="0" src="https://freight.cargo.site/w/1000/i/70e2a6f30d0cbcff778c9290161babe3ee23b93a8b232681361f46d9f8b4caf5/axe_results_blackbg.jpg" /> <img width="2000" height="1000" width_o="2000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/ea66d82a373e58339ecff4f47e8f24a900f18296837013e4150033eb0da665f5/axe_cans_1000.jpg" data-mid="81458742" border="0" src="https://freight.cargo.site/w/1000/i/ea66d82a373e58339ecff4f47e8f24a900f18296837013e4150033eb0da665f5/axe_cans_1000.jpg" /> Winners met their heroes. In addition to our main winner being featured on the Lil Yachty track, getting writing credit, and taking home royalties – some lucky fans got to meet with Zaytoven in the studio and learn a bit about how he makes his own beats. <img width="2000" height="800" width_o="2000" height_o="800" data-src="https://freight.cargo.site/t/original/i/bb9dfa052af53a37328fd30c4062d33f28dd54b40f318cd5571b9d14db2c369a/axe_quotes_2.png" data-mid="81458741" border="0" src="https://freight.cargo.site/w/1000/i/bb9dfa052af53a37328fd30c4062d33f28dd54b40f318cd5571b9d14db2c369a/axe_quotes_2.png" /> Concept developed with Paul Wood, Megan Skelly, Matt Zavala and Suyin Sleeman https://matthewschaffer.com/TAZO-Guided-Explorations-ft-RZA Thu, 21 Nov 2019 21:58:25 +0000 matthew schaffer / creative director https://matthewschaffer.com/TAZO-Guided-Explorations-ft-RZA Get Zen.We partnered with award-winning rapper and producer, RZA of the Wu-Tang Clan to share his knowledge of Zen-ness through a series of Guided Explorations with the goal of refreshing listeners' creativity. RZA also shared his passion for creative, spiritual and meditative practices through "Guided Explorations"; a five-track EP where he takes listeners through various simple meditations designed to ground, inspire, and unlock creativity. It's now streaming on Spotify and Apple Music. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8254c3427e194e7adadc56fa4f837d6dcd2e8fa13f2d918aa788acb46e65be3a/rza_ooh.jpg" data-mid="149784251" border="0" src="https://freight.cargo.site/w/1000/i/8254c3427e194e7adadc56fa4f837d6dcd2e8fa13f2d918aa788acb46e65be3a/rza_ooh.jpg" /> <img width="2000" height="674" width_o="2000" height_o="674" data-src="https://freight.cargo.site/t/original/i/0a3096dd685f709953d70c18ebdec75f118043824cdddead19865d0cbc45cbdb/rza_tazo_quotes_new.png" data-mid="107643188" border="0" src="https://freight.cargo.site/w/1000/i/0a3096dd685f709953d70c18ebdec75f118043824cdddead19865d0cbc45cbdb/rza_tazo_quotes_new.png" />Concept developed with Paul Wood and Jesse Suchmann https://matthewschaffer.com/Ruffles-RidgeWear Wed, 10 Apr 2024 17:25:58 +0000 matthew schaffer / creative director https://matthewschaffer.com/Ruffles-RidgeWear A simple way into streetwear culture. &nbsp; Ruffles, a chip brand known for its ridges, wanted to authentically break into the lifestyle brand space. We saw corduroy’s ridged texture making a comeback in streetwear fashion, and created RidgeWear by Ruffles. We collaborated with fashion designer, Blu Boy, to translate Ruffles’ iconic ridges into sought-after streetwear. <img width="4800" height="2700" width_o="4800" height_o="2700" data-src="https://freight.cargo.site/t/original/i/ada862fdee80382bbe1681cb740a2cd4509057083842e41bf5190e6f50ca5b71/cords_1.jpg" data-mid="208829733" border="0" src="https://freight.cargo.site/w/1000/i/ada862fdee80382bbe1681cb740a2cd4509057083842e41bf5190e6f50ca5b71/cords_1.jpg" /> <img width="4800" height="2034" width_o="4800" height_o="2034" data-src="https://freight.cargo.site/t/original/i/5a74a8d1ed47867a5b44b30848309aeb84a214ce3f9452be4ce1398711c061f0/3.jpg" data-mid="208691427" border="0" src="https://freight.cargo.site/w/1000/i/5a74a8d1ed47867a5b44b30848309aeb84a214ce3f9452be4ce1398711c061f0/3.jpg" /> <img width="4800" height="2700" width_o="4800" height_o="2700" data-src="https://freight.cargo.site/t/original/i/79ddce12d2875d296718d15da9450f4ae98f39f3dd590df4e4ec56024735f78c/2.jpg" data-mid="208691426" border="0" src="https://freight.cargo.site/w/1000/i/79ddce12d2875d296718d15da9450f4ae98f39f3dd590df4e4ec56024735f78c/2.jpg" /><img width="4800" height="2700" width_o="4800" height_o="2700" data-src="https://freight.cargo.site/t/original/i/9af5fb3ebeebd12248d55ccb9c19ae2eeca4fd6358ed273e6745626e4506d225/cords_4_grid.jpg" data-mid="208829934" border="0" src="https://freight.cargo.site/w/1000/i/9af5fb3ebeebd12248d55ccb9c19ae2eeca4fd6358ed273e6745626e4506d225/cords_4_grid.jpg" /> <img width="2048" height="1452" width_o="2048" height_o="1452" data-src="https://freight.cargo.site/t/original/i/bb0f2731a17b0c4ac48d22f1c1ebfdacf491afac5079b23b95fa37479c6da7c7/ruffles_ooh_0506.png" data-mid="247960220" border="0" src="https://freight.cargo.site/w/1000/i/bb0f2731a17b0c4ac48d22f1c1ebfdacf491afac5079b23b95fa37479c6da7c7/ruffles_ooh_0506.png" /> Creative Director: Matt Schaffer Associate Creative Director: Allie Kainz Senior Copywriter: Joanna Stubbins Art Director: Kevin Fenton Jacket Design: Blu Boy Lifestyle Photographer: Bertram KnightStudio Photographer: Brielle Patton https://matthewschaffer.com/Lay-s-Goats-for-the-G-O-A-T-ft-Messi Sat, 22 Jul 2023 19:21:41 +0000 matthew schaffer / creative director https://matthewschaffer.com/Lay-s-Goats-for-the-G-O-A-T-ft-Messi Welcome, Messi. &nbsp; When Lionel Messi was making his debut with Major League Soccer’s Inter Miami, we released this video to celebrate. We took this from a one line concept to execution in two weeks. Yes, two. <img width="1920" height="228" width_o="1920" height_o="228" data-src="https://freight.cargo.site/t/original/i/d506a355739e358bd278e282e9e33118432ef821f2f38d3ba7910ea984edf5d3/clio_sports_bar.jpg" data-mid="198154502" border="0" src="https://freight.cargo.site/w/1000/i/d506a355739e358bd278e282e9e33118432ef821f2f38d3ba7910ea984edf5d3/clio_sports_bar.jpg" /> Creative Director: Matt Schaffer Associate Creative Director: Sadie CaparelliSenior Art Director: Sara Cusumano Producer: Alexandra Henry VP, Creative &amp; Digital: Chris Bellinger <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/28863df6bd262972b18f71db77711ad6c83add2c85f99233d0594e255ca2419d/0721_messi_goat_cheese_blk.jpg" data-mid="185805733" border="0" src="https://freight.cargo.site/w/1000/i/28863df6bd262972b18f71db77711ad6c83add2c85f99233d0594e255ca2419d/0721_messi_goat_cheese_blk.jpg" /> https://matthewschaffer.com/Footaction-No-1-Way Fri, 29 May 2020 17:50:41 +0000 matthew schaffer / creative director https://matthewschaffer.com/Footaction-No-1-Way A launching pad for young creatives of color.We created the No 1 Way brand positioning for Footaction to communicate their commitment to highlighting creativity and originality in streetwear. Their renewed focus was brought to life through a new visual identity, as well as an educational program that helped young creators attending Historically Black Colleges and Universities get their designs into stores. <img width="1333" height="624" width_o="1333" height_o="624" data-src="https://freight.cargo.site/t/original/i/03950871a7223ef693f2316403e5aba00805f1e393ad518b41bcdb663c6b85c1/FA_title_logo.png" data-mid="81458794" border="0" src="https://freight.cargo.site/w/1000/i/03950871a7223ef693f2316403e5aba00805f1e393ad518b41bcdb663c6b85c1/FA_title_logo.png" /> <img width="2000" height="918" width_o="2000" height_o="918" data-src="https://freight.cargo.site/t/original/i/fc8c716091117438631ea76f8b419b91f01f87bf6195a3788f6b3a438b39d843/footaction_partners.png" data-mid="81458811" border="0" src="https://freight.cargo.site/w/1000/i/fc8c716091117438631ea76f8b419b91f01f87bf6195a3788f6b3a438b39d843/footaction_partners.png" /> <img width="2000" height="459" width_o="2000" height_o="459" data-src="https://freight.cargo.site/t/original/i/c5a9641206eb11c56049118b98e0c3d6d462d17d13eec76c9646594502e18c85/footaction_content.png" data-mid="81458812" border="0" src="https://freight.cargo.site/w/1000/i/c5a9641206eb11c56049118b98e0c3d6d462d17d13eec76c9646594502e18c85/footaction_content.png" /> An ever changing&nbsp; visual system. We also created a full visual identity for the campaign, starting with our logo lockup which was designed to be a kinetic, ever-changing mark. <img width="960" height="296" width_o="960" height_o="296" data-src="https://freight.cargo.site/t/original/i/8fb5b36c9b6e4af91b8bf105a917556c6ffc44362e847398eb327fd14f08a81e/_No1Way_moving_smaller_4.gif" data-mid="81458813" border="0" src="https://freight.cargo.site/w/960/i/8fb5b36c9b6e4af91b8bf105a917556c6ffc44362e847398eb327fd14f08a81e/_No1Way_moving_smaller_4.gif" /> <img width="1000" height="1993" width_o="1000" height_o="1993" data-src="https://freight.cargo.site/t/original/i/28519e39b106c1336a842ca7026db4a7f65833289ae1aec13ea05ab6989422dd/footaction_visuals_grid_v2.jpg" data-mid="83168816" border="0" src="https://freight.cargo.site/w/1000/i/28519e39b106c1336a842ca7026db4a7f65833289ae1aec13ea05ab6989422dd/footaction_visuals_grid_v2.jpg" /> <img width="2000" height="737" width_o="2000" height_o="737" data-src="https://freight.cargo.site/t/original/i/1be6bb0034d8d709ca37d232113dc58ebbcf6913894d755510937dff9fba92ae/footaction_quotes.png" data-mid="81458809" border="0" src="https://freight.cargo.site/w/1000/i/1be6bb0034d8d709ca37d232113dc58ebbcf6913894d755510937dff9fba92ae/footaction_quotes.png" /> Creative Director: Matt Schaffer Senior Designer: Shaung Wan Designer: Hannah Lo Bello