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Creative Director • Copywriter • Director

Rozerem

Tekada • DTC

Director

Still regarded as one of the top pharma campaigns ever, the initial Rozerem spot "Honest Abe" became an early viral sensation,  Combining 3D, animatronics, subtle performances and my own touches of whimsy such as the diving bell guy making a PB&J in the background, my approach was to play the absurdity straight, making the scene at once totally ridiculous and utterly relatable.  In addition to massive social media interest, the spot was featured in full on The Sopranos (season 6, ep. 19), parodied on The Simpsons and the Tonight Show, and - perhaps the greatest praise possible - referenced in a New Yorker Cartoon.  

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