I contributed to creative strategy and audience work across several He Gets Us initiatives — Super Bowl spots, social storytelling, and engagement work aimed at audiences who are curious about faith but wary of being preached at.
Most of the work came down to a question: how do you speak to someone who's already skeptical of the people doing the speaking? The answer wasn't to argue harder. It was to listen better, say less, and let the work be the thing that earns the conversation.
The challenge
The audience the campaign needed to reach is curious, skeptical, and tired of institutional voices. A message delivered at them was going to bounce off. A conversation worth having had a chance to land.
"Speak to the audience the work was actually built for — not the one that's easier to reach."
The approach
Audience segmentation, cultural insight, and creative briefs built around emotional honesty rather than polish. The frame had to carry across the biggest stages in American media — Super Bowl, primetime, social — without losing the texture that made it feel like a person talking, not a brand.
Outcome
Multiple high-visibility campaigns ran nationally across an integrated media program. The creative direction and messaging frameworks kept showing up in the brand's voice long after the initial cycles ended.