REAL KIDS, RAW TALENT BY HONEY BUNCHES OF OATS
CONCEPTOR, CREATOR & COPYWRITER 
What's Your Greatness? + Raw Authenticity of Story = Engaged & Inspired Audiences

Discover: Honey Bunches of Oats wanted to create content as ambitious and inspiring as their mobile app, which used AR and was synched to cereal boxes across the nation. I was involved in every part of the process from pitch to post production. Honey Bunches of Oats asked us to reach three objectives...
     •  Authentic and positive content
     •  85% completion ratings (percentage of viewers watching the video from beginning to end) 
     •  Make us smile

Define: I wrote and pitched a concept which put kids aspiring to be great center stage. In the creative stage of the differentiating principle, I identified narrative journeys driven by the narrators’ ambition.

Develop: This a truly authentic and motivating narrative of kids writing and making music. In their song "Bully," the kids from Beasts of the Beat faced conflict and found inspiration in school hallways, classrooms, gyms and neighborhood streets in Detroit. So that’s where we shot.

Delivery: "Real Kids, Raw Talent." by Honey Bunches of Oats achieved 90% completion ratings. Not only did this surpass industry standards of 66% completion ratings, our content surpassed all brand expectations.

VIDEO

Nefarious Gallantry & Honey Bunches of Oats, New York
Executive Producer: Peter Derby
Creative Director: Peter Derby
Art Director: William Heins, David Mullett
Copywriter: Peter Derby