Above & Beyond wanted ICG to create a TV campaign featuring the different services the company offered. Macy Muirhead acted as creative director on this project, and I was art director. Macy came up with the campaign concept: Great Service isn’t Make Believe. The idea was that, these days, it seems like great service is hard to find, almost make-believe . . . but not with Above & Beyond. We built out different 80s & 90s toy-style commercials, where the payoff would jump the audience out of “make believe world,” and introduce the brand and offers.

Macy wrote the script, and I created a gif-style storyboard, created props, and helped direct the shoots.

The campaign included social, outdoor media, and TV spots.