Jason Liberatore

POP-TARTS | AGENTS OF CRAZY GOOD

Vending Machine :15

Cue Cards :15

Mouth Heaven :15

Adult Swim Fest

Fans at Comic Con met (and ate) the Agents of Crazy Good at a custom pop-up experience.

The Toasting Room

This faux-fancy pants tasting experience invited hungry festivalgoers to sit down and eat Pop-Tarts in an unnecessarily posh dining room.

The Toasting Room was decked out with high-end details. (This painting lives in my den now.)

We even created LTO collectibles of the Agents of Crazy Good because what Comic Fan wouldn’t want action figures, right???

It didn’t take long for them to hit the black market…

POP-TARTS INVADE ROBOT CHICKEN

Post-Comic Con, the Agents of Crazy Good started popping up in popular Adult Swim content, begging to be eaten.

NFL | Por La Cultura

Por La Cultura is an “always on” initiative to engage, inspire, and excite a new generation of football fans through the journeys of the very players that represent their communities.

Por La Cultura - Anthem

CREATIVE DIRECTOR: Jason Liberatore

CREATTIVE DIRECTOR: Mike Cicale

POP-TARTS | DIGITAL

We launched this holiday favorite by building a house of Pop-Tarts. It wasn’t edible, but it was big.

And we won some awards:

🏆 DIGIDAY | Best Use of Native Advertising

🏆 GAIL AWARDS | Innovation In Digital Craft

POP-TARTS GINGERBREAD HOUSE CONTEST | CASE STUDY

Creative Director: Jason Liberatore

Art Director: Elayna Milano

Copywriter: Danny Zillmer

POP-TARTS

Pop-Tarts wanted to start a discussion around the ways people like to eat Pop-Tarts: toasted, frozen, or straight from the foil. But they’d also just settle for people eating more Pop-Tarts.

Pop-Tarts "Not A Commercial For Pop-Tarts"

Director: Mike Bernstein

CD: Jason Liberatore

ACD: Chris Cino

Pop-Tarts "The Only Way To Eat Pop-Tarts"

Because technology doesn’t allow for us to deliver food through the screen, we created a second video, filmed through the eyes of the main character, that recreated the experience of enjoying that sweet frosting and filling bite by bite by bite by bite…

Pop-Tarts Snack Simulator

This long-form POV film lived only on YouTube and was created to help drive discussion around how people liked to eat Pop-Tarts. Onscreen cues asked viewers to use the comment section to sound off on whether they like toasted, frozen or straight-out-of-the-foil Tarts.

Not only did they comment, we could tell by some of their responses that many viewers were watching for over two minutes.

Screen Shot 2020-02-29 at 4.32.20 PM.png

Screen Shot 2020-02-29 at 4.32.49 PM.png

Screen Shot 2020-02-29 at 4.35.52 PM.png

POP-TARTS X YOU | SOCIAL ACTIVATION + EXPERIENTIAL

Pop-Tarts have inspired some of the most passionate fans out there to create their own unique Pop-Tarts designs, paintings, and sculptures. They didn’t do it for the money or the fame. They were just real, everyday fans contributing to the fandom that inspired them.

So we gave them a shot to be true co-collaborators by enlisting them to create custom merch other fans could use to show off their love of Pop-Tarts.

Pop-Tarts-X You Case Study

When we teased their designs in TV, OLV and social, people went nuts asking where they could get their hands on it.

Pop-Tarts Block Party @ Camp Flog Gnaw

Our big official drop was a fully-immersive experience at the Gen Z mecca for music and streetwear: Camp Flog Gnaw Carnival.

FOX Sports | Big Noon Kickoff

Saturday. Noon. No, it ain’t time to weed the garden. Or paint the front steps. Or settle in for a leisurely brunch at that cafe with the French-sounding name and the tables made out of reclaimed driftwood.

You KNOW what time it is. It’s tailgate time. Gameday gumbo time. Half-past Reggie and Leinart, quarter-to Brady, Stoops and Stone.

It’s everything-that-ain’t-football-can-wait time.

And the Big Noon Kickoff show on FOX is here to help fans start Saturday strong.

🏆 SPORTS EMMY | Outstanding Promotional Announcement

Fox Big Noon Kickoff "Big Noon Energy"

Creative Director: Gary Van Dzura

Creative Director: Jason Liberatore

Director: Julian Acosta

Eggo "Back For The Fans That Couldn't L'Eggo"

People had been asking for Eggo to bring back Apple Cinnamon waffles for over 10 years. So when it was time to announce their return, we went through hundreds of tweets and identified the five most passionate fans to drop the news on first. And we didn’t just send them boxes of Apple Cinnamon Eggo. We created some fun surprise gifts that uniquely referenced their tweets.

Apple Cinnamon EGGO "Freezer"

We launched the campaign by responding to our selected fan tweets with a custom video. The fan in this one tweeted that he checks the supermarket freezer for Apple Cinnamon Eggs every time he shops. So we sent him his own custom freezer filled with the Eggos he’s been looking for.

Fans started posting about their surprises pretty much right away.

In total, we made five special edition surprises each inspired by a different fan’s tweet.

One fan asked what the story was behind Apple Cinnamon Eggos’ disappearance. We made them a (somewhat) accurate account.

Check out the whole campaign in a promoted moment on Twitter.

Maaco "Uh-oh"

People have known “Uh-oh, better get Maaco” forever. What they don’t know is how exactly one gets Maaco. Or what happens after you do. They also apparently think they do crappy work (not my words.) So we gave their old campaign a makeover to let everyone know that a.) the process is as easy as “book, quote, fix” and b.) Maaco’s team of auto body experts know car repair inside and out.

Maaco "Greenhorns Lose"

Director: Crobin

CD: Jason Liberatore

AD: Ryan Mitchell

CW: Justin Peele

Maaco "Date Night"

Maaco "Renaissance Fail"

Screen Shot 2020-07-24 at 5.07.49 PM.png

BEYOND RAW | BRAND

Beyond Raw is a GNC-owned supplement brand dedicated to helping committed lifters achieve their biggest goals. Our 360 brand campaign, “Surrender to Nothing” launched with the introduction of Concept X, the most extreme pre-workout ever.

"Prepare" | Concept X | Product Launch Film

CREATIVE DIRECTOR: Jason Liberatore

ASSOCIATE CREATIVE DIRECTOR: Drew Thorla

Froot Loops "Whatever Froots Your Loops"

Our brief from Froot Loops: "Help us acknowledge and resonate with our Millennial audience." Their campaign, Whatever Froots Your Loops, was already in place, but it was kid-focused and no one seemed to know how to adapt the sentiment of doing your thing and being yourself (their words) in a way that wasn’t cheesy and expected (ours.)

We decided the only way to do that was to appeal to their natural instincts to question everything and encourage taking a closer look at the brand they’ve known and loved since childhood.

Froot Loops - TV - "Frooty Musings" :60

Director: Mike Bernstein

Production: Superprime

ACD: Jason Liberatore

ACD: Slate Donaldson

Visual Effects: Aardman-NathanLove

Froot Loops - “Music” :06 Bumper

People looking to hide from the wrath of our messaging on YouTube were greeted with :06 bumpers that played before, during, or after popular music videos, movie and video game trailers, and fashion tutorials.

Froot Loops - “Video Games” :06 Bumper

Froot Loops - “Beauty” :06 Bumper

Froot Loops - “Movie” :06 Bumper

Gillette "Real Recognize Real"

To help prove that cheapo blades can't match Gillette, we put the Fusion Proglide in the hands of real NYC barbers and got their thoughts on shaving, quality, and a whole lot more.

Director: Marcus Clarke

Production: Deacon

ACD: Jason Liberatore

ACD: Slate Donaldson

DELL | DIGITAL + SOCIAL

Dell’s lineup of Alienware computers are more than just your standard PCs and laptops. So we got some famous faces—who themselves are more than just the teams they play for and the characters they portray—to challenge fans, and their expectations, in a Call Of Duty: Warzone multiplayer battle.

I AM @OBJ

I AM @SHECREATURE

I AM @KINGMAC01

I AM @YGTRECE

Visine "For Your Viewing Pleasure"

TV and Web Content

For the past year, Visine's goal was to empower people to keep streaming, gaming, scrolling, pinning, and basically using all manner of screens with reckless abandon. So we created this visual ode to eye candy to remind viewers that Visine can help them give their eyes all they can handle.

Visine "For Your Viewing Pleasure"

Director: Brian Palmer

Production: Surround

ACD: Jason Liberatore

ACD: Slate Donaldson

We even got a real neon sign made for the end frame.

The "For Your Viewing Pleasure" campaign also extended to social, where we tailored our message to premieres of movies and shows like Game of Thrones.

We also tailored messages around Visine usage occasions, like staring at Pinterest all night or playing 19 straight hours of video games.

And finally, we tailored life events around specific SKUs, so we could still show a simple product shot with a targeted message.

Froot Loops "Wild Surprise"

New Wild Berry Froot Loops have a new smell, taste and shape that are actually way different than anything Froot Loops has done before. So they wanted to stir up some new-level excitement. Enter the wild berries.

Froot Loops "Wild Surprise" :15

Director: Crobin

Production: Gravy Films/Story

SFX: Aardman-Nathan Love

ACD: Jason Liberatore

ACD: Slate Donaldson

The Wild Berries

Here’s the original sketch for the wild berries that Slate and I created. Note the lack of any resemblance whatsoever to real fruit. #legal

Final wild berry designs from the pros at Aardman-Nathan Love. Ok, yeah—they’re way better.

Slate and I even did the final berry SFX. Because that’s how we do.

Froot Loops "Wild Berry Escape" - The Game

Kids loved the idea of the wild berries so much they wanted to help Toucan Same catch them. So we created an online game that let them fly around and put the wild berries back in Sam’s red backpack.

Firestone "Tradition Leads The Way"

The Firestone brand has held things like tradition and family in the highest regard for generations. Turns out Michael Waddell, star of Outdoor Channel's "The Bone Collector," values the exact same things.

I went down to rural Booger Bottom, Georgia to direct this short video profile on the Waddell family ranch. We had so much fun telling stories and running around the woods, we wound up turning some of our extra footage into additional videos to share on social.

Director: Jason Liberatore

ACD: Jason Liberatore

ACD: Slate Donaldson

AD: Alex Shelley

CW: Ross Cauvel

Firestone "Extra Miles - The History of Booger Bottom"

Firestone "Extra Miles - The Elusive Rat"

Firestone "Extra Miles - New Tires"

Pop-Tarts "Bites"

TV/Digital

New Pop-Tarts Bites are meant to be enjoyed however you eat regular-sized Pop-Tarts. Just ask these weirdos. I mean fans.

Pop-Tarts "What Happens"

Directors: Sunbeam

Pop-Tarts "Have You Heard?"

Pop-Tarts "Tan & Toasted" :06 Bumper

Pop-Tarts "Ice Dispenser" :06 Bumper

Pop-Tarts "School" :06 Bumper

Aflac "Choose It Or Lose It"

Most people don’t know much about Aflac except that’s it’s “the insurance with the duck.” Aside from that, they have no idea how to get it, what it covers, or if they even need it. So, we created these short web films to help explain the stakes in a way that hits home. And office.

AFLAC - "Choose It or Lose It" Home - :60

Director: Jason Liberatore

Production: Root

ACD: Jason Liberatore

ACD: Slate Donaldson

AD: Ryan Mitchell

CW: Curt Chapkowski

AFLAC - "Choose It or Lose It" Office - :60

My legit director’s slate.

Social Series

To help communicate the lifestyle costs of unexpected injuries, we created real, illustrated casts featuring things people would miss out on if they didn’t have Aflac to cover their bills.

Wendy's "Fishermen"

In a world filled with "Filets O' Fish" and fish "sticks," Wendy's wanted to remind people it's okay to have standards. To wonder about what they were eating and where it came from. And if it ever passed through the hands of some dodgy Eastern European fishmongers with little to no problem keeping ANYTHING they happened to find in their nets.