Deb Hagan

When data shows you that 1 in 11 people struggle with hunger, you know you need to act fast. And that's just what Care.org had in mind. Within thirty days, they needed a television campaign to drive fundraising to help war-torn countries struggling with hunger. We quickly concepted and then used stock assets and AI tools (Midjourney and Adobe Generative AI) and rigorous legal vetting to produce spots that would drive 10x ROAS. As part of our performance monitoring and optimization, we included a QR code to encourage viewers to donate quickly from the comfort of their couch.

After completeing a full repositioning and rebrand for Great Minds, it was time to tell their story. In this on-going series of brand videos, I created a strategic visual language using the newly designed brand mark as a frame for greatness, a window into enlightment. The mark has become a storytelling device designed to create captivating content that turns a K-12 curricula provider into a national brand with a purpose.

As they say, content is king.

Imagine being able to experience any neighborhood, anywhere in America from anywhere in the world. That’s what Homes.com set out to achieve. Traveling over two million miles, with a drone fleet only second to the US military, a team of over a thousand photographers, editors, and writers documented life in twenty-two thousand American neighborhoods. In this staggering journey, they found a few stories of their own.

My brief was to create an eight-part web series telling the photographer's stories in a mere 6 weeks leading up to the Superbowl launch for the brand. As a one-man-band with no budget, no crew, and architectural photographers as DP's, I set out to concept, write and virtually direct eight 3-5 minute films in five days and cut them with in-house content editors. Oh yeah, during the biggest nationwide blizzard of the year! #snow

If self-expression is your thing, and I'm betting it is, then Joybird has something for you. It's baked into their DNA. In this spot, we set out to boldly embrace individuality at home and celebrate that we are all different by design.

Under my leadership as Senior Director of Advertising and Creative at Walmart, this campaign went all the way to bringing home gold and silver at the One Show.

How do you strike the balance of hardworking B2B that delivers immediate results with emotioanlly rich storytelling that builds the brand, too? That was the challenge we faced when the nations largest industrial supply company invited us to develop a national TV campaign with a 70M dollar spend.

We dug deep into the data and insights of the MRO buyers and facilities managers to understand that they are the one to keep things running smoothly. With that intel, we had our campaign.

I'm proud of this guy a lot. Done on the fly with only a dime to spend, and going against the grain of Walmart culture, this cat went viral, and ended up with millions impressions and a ringtone to boot.

The “Expedition Expeditions” campaign for the Virginia Lottery’s Expedition Plus $100K Scratcher bridges the gap between the practical Ford Expedition and the impractical Lottery player with one common thread – the idea that both brands allow their customers to take their adventures further. 

NOTE: No eagles or puppies were harmed in the making of these commercials. We can’t say the same for clowns. 

When the national rolling jackpot, MegaMillions, crept up to a billion dollar prize, we quickly jumped on the opportunity to warn Virginians of their chance to be a Billionaire. Created in just 24 hrs, we executed a digital, social and OOH campaign to warn and prepare for Emergency Billionaire Status.

As we all know, the race for Presidency in 2020 was nothing short of a hot mess. So what’s a charged up group of impact-minded folks to do? That’s right, join the conversation with an Award-Winning guerrilla campaign to Stop the Sh*t Show by encouraging folks to register to vote.

As Chief Creative Officer, I had the rare opportunity to take a diamond in the rough and reinvent, rename and rebrand an agency. That’s a lot of re’s! Meet Yebo. A creative boutique that does everything from design of all kinds to national TV campaigns.

The true sign of a quality grocery store is the meat department. At Walmart, they needed to change consumers perceptions of Walmart steak dramatically. I was tasked with delivering an omnichannel campaign that did just that... by getting the meat in the mouths of customers and letting them talk about it. 

Working with The Martin Agency and Lopez Negrete, we travelled the country and put Walmart's new steak in steak-lovers mouths. Perceptions changed and steak sales increased 25%. Pretty yummy. 

How do you convince hard core gamers that Walmart is the first and only place you need to go for the latest video games when their primary demographic is moms? You sit on a couch, and talk like them.

Not only did this campaign win an Effie (That was last seen in an ice bucket, while celebrating in NYC. Oops.) and a Jay Chiat Award, it brought a whole new demographic to Walmart who discovered there's quite an impressive Electronics section to peruse.

I started this game changing and award-winning app on the client side and finished it on the agency side. The Martin Agency's idea was to do one better than an Ad Match program. What if Walmart could guarantee customers that they're always getting the lowest prices in town? There would be no reason to shop anywhere else.

The Savings Catcher app took years to develop but it was worth the wait for Walmart shoppers.  Today, they can be confident with Walmart's prices.  Here's how it works...

What gets passed along more than a meme? A fruitcake. So when Walmart wanted a sharable meme, Frank the Fruitcake was baked.

What better way to celebrate Walmart's 50th anniversary than with Sam Walton and an employee who had been there since day one?!