Meet Ray.
Brightspeed Internet’s Rehabilitated Internet Troll

Last year, I helped the good people at Said Differently launch Brightspeed Internet’s first national campaign.

This is what happens when you combine great (and patient) creative leadership with a smart client who’s willing to bravely take some swings.

I wrote the campaign tagline Switch to the Bright Side fairly early on. But nothing was sticking as we concepted potential characters, mascots, and other narrative vehicles. We knew one thing for sure. With all the negativity out in the world - it needed to feel optimistic.

Then it dawned on me. WHAT IF Brightspeed Internet was so good it could make even hardened internet trolls feel warm and fuzzy? Thus Brightspeed’s rehabilitated Internet troll was born. He would come be called RAY.

To sell it through. I wrote a V/O driven script and output some character concepts with midjourney and voilà — We had ourselves a campaign.

Creatively it's an amazing feeling to know you have it cracked - Before you even share the work. It's a rare experience, but this was one of them. Selling it through though and sharing with nodding team feels even better.

The resulting integrated campaign is a textbook example of establishing the character in the mass market (tv) and following up with hyper targeted sales communications (email, mail, display)

I didn’t stay on for production. The team needed to tighten up freelance burn so my part wrapped once the creative was sold through. I’m thrilled with where it landed. The spot was brought to life by HiFi3D’s animation wizards Jon & Szymon.

www.hifi3d.com