TruGreen
Video/Broadcast
In 2014, TruGreen rebranded with a new promise: “Live Life Outside.” As part of this repositioning, they became the Official Lawn Care Partner of the PGA. To bring the new identity to life, Publicis Hawkeye created “The Yardleys,” a broadcast series featuring a family so enamored with their lawn, they chose to live on it.
Our team was tasked with creating a PGA-focused spot for the campaign. The result: “Commentary,” featuring real-life PGA broadcaster Gary McCord as the Yardleys' nosy neighbor. Though off-air, McCord delivers live, golf-style commentary on a playful standoff between Mr. Yardley and the family dog—pun-filled and tongue-in-cheek.
I collaborated closely with a Senior Copywriter and Creative Director to concept, storyboard, and pitch the spot to our Executive Creative Director. My role extended from early ideation through creative development and final presentation.
In addition to the spot, we developed print ads for the PGA Championship program. These celebrated outdoor living with clever wordplay and lush visuals that tied into the campaign's tone and PGA setting.
Key Responsibilities:
Concept Development
Video Storyboarding
Client Presentation
Print Ad Design