christine taffe

etsy x waldo

Everyone wants to feel seen.

Bringing Waldo to life for the first time for a message this dear to my heart was the joy of mine.

ORCHARD CREATIVE
CCO: David Kolbusz
GCD: Heather Larimer
CW/CD: Christine Taffe
Sr. AD: Doh Lee
EP: Jen Ruske
Head of Production: Jenn Pennington
Director: Tom Speers
Editor: Paul Zucker
Composition: John Medeski
Mix: Mikayla Petersen

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ocean spray holiday

Following a product truth to its most absurd and trusting people to get it.

We threw out the CPG playbook and broke all the rules of holiday advertising.

We didn’t make our product look delicious. We didn’t explain how to use it. We didn’t try to make the holidays feel magical or sweet. Instead, we took an iconic product and let it do its thing.

All hail the cranberry jelly.

The campaign brought in over 4.5 billion impressions, and sales of the jelly alone went up 27%.

Campaign fodder
Here’s the full 5 minute track and lyric video.
And here it is on Spotify.

Recognition
- Cannes Lion Silver / Film
- Cannes Lion Shortlist / Cultural Insight
- One Show Gold Pencil / Film & Video
- One Show Merit / Creative Effectiveness
- One Show Merit / Integrated Campaign
- Bronze British Arrow
- Shots Shortlist
- Adage Small Agency Campaign of the Year

Press
Adweek Global Top 30 Ads of 2022
AdAge 30 Best Ads of 2022
Forbes: Favorite Ads of the Year
The Drum: Ad of the Day
AdAge Creativity Top 5
Little Black Book Work of the Week
Muse by Clio
Fast Company
This one

ORCHARD CREATIVE
CCO: David Kolbusz
ECD: Jimm Lasser
CD: Heather Larimer
AD: Doh Lee
Sr. CW: Christine Taffe
Producer: Jenn Pennington
Director: Jeff Low
Editor: Jeff Ferruzzo
Track: Mack Goudy Jr. / Detroit Grand Pubahs

Our cast were a bunch of heroes.

We also made a ten hour long cranberry yule log video that we ran as preroll.
Proper reaction here, or at the bottom of the page.

Write only for the furthest ends of the emotional spectrum!

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“The scales of justice.”

no 👏 middle 👏 ground 👏

It also helped lead the agency to ad agency mountain.

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And below is the kind of reaction I hope for.

the venetian las vegas

Making a resort’s overwhelming offerings feel like a magical playplace for adults.

The first time I went to Vegas was for this project, and I was gobsmacked. It can take a half hour to get to your room within the hotel. You can grab a bath bomb on your way to a Thomas Keller meal. And then there’s the gondolas. Inside.

Our idea needed to somehow encompass this vast amount of offerings. So, we took the idea (and tune) of “wanting the world” from Charlie and the Chocolate Factory and turned it into something that actually can be achieved in a place like the Venetian.

Veruca Salt just wasn’t in the right place.

FALLON
ECD: Nikki Baker, Leslie Shaffer
AD: Kelsey O’Briant
CW: Christine Taffe
Producer: Patrick Gantert
Edit + Track: Jesse Thompson; Human WW
Directors: Kinopravda (Viktor Horvath, Xenia Fekete, Áron Filkey)
Photographer: Nick Walker

Director’s Cut + Vimeo Staff Pick

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really made ‘em think

cranberry: the sequel

The power of the cranberry can compel any party to behave better.

You just have to be enlightened enough to spike the punch with it.

2024 ANDY for Craft
”Secret Sauce”
Adage Top 5 Holiday Ads of 2023
Adage 40 Best Ads of 2023
Adweek 20 Best Ads of 2023

ORCHARD CREATIVE
CCO: David Kolbusz
ECD: Jimm Lasser
CD: Heather Larimer
AD: Doh Lee
Sr. CW: Christine Taffe
EP: Jenn Pennington
Sr. Producer: Julie Jean Baptiste
Director: Jeff Low
Editor: Jeff Ferruzzo
Track: Mack Goudy Jr. / Detroit Grand Pubahs

massage envy skincare

Normalizing routine facials and skincare, one joke at a time.

For many, skincare, and getting facials, is seen as something you might be gifted but never something you’d do for yourself. Definitely not on a regular basis.

We wanted to use humor and some of the most charming comedians (Vanessa Bayer, Arturo Castro), to talk us through the steps of a facial and lower the stakes.

Adweek

FALLON
ECD: Patrick Figueroa
CD: Joe Johnson
AD: Kelsey O’Briant
CW: Christine Taffe
Producer: Patrick Gantert
Director: Dave McCary
Editor: Brian Gannon

what am I, a bagel?

where do dead skin cells go when they die?

artsy dot net

Making a simple message feel like the art it is trying to sell.

The idea of buying art feels stuffy. Little white paddles. Procedure. Propriety. And for all of us non-trust-fund-kids, it feels impossible.

Artsy partners with over four thousand galleries around the world to host over one million pieces of art, making more art available to be bought by more people than any time in history.

We wanted our very simple message feel like part of the art, from pop-art influenced type and colorways to the entire rhythm of the piece.

LIGHTNING ORCHARD
CCO: Jeff Kling
Sr. AD: Rachel Herzig
Sr. CW: Christine Taffe
Producer: Jenn Pennington
Editor / Animator / Brilliance:
WORK-ORDER

le film, made with 50+ works from galleries and artists on Artsy

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ocean spray cranberries

Creating a charming character out of a misunderstood fruit.

Despite being very little, the cranberry is very powerful.

The cranberry grows where nothing else can grow, it tastes like a punch in the face and it's been used medicinally for centuries.

What else don’t we know about this little guy!

We wanted to make a character out of the cranberry. Fill it with lore and possibility. And to do it in the style of 2D, paper-cut illustrated stories from the 1960s but feel timeless.

LIGHTNING ORCHARD
CCO: Jeff Kling
ECD: Jimm Lasser
Sr. AD: Rachel Herzig
Sr. CW: Christine Taffe
Producer: Alexandra Henry
Director / Animation: DRESSCODE, Vincenzo Lodigiani
Composer: John Also Bennett

The story of the cranberry’s power.

Where the cranberry gets its power.

MORE CRANBERRY LORE

The cranberry likes to hang out with its cranberry pals and sing old cranberry songs.

When a bunch of cranberry pals get together it’s called a Bog. They call themselves the Bog Squad.

They celebrate Bogtoberfest every fall. The main event is bobbing. Not for anything. Just bobbing.
How long can you bob. This can go on for weeks.

Every year The Boggles play on the main stage and cover their hit single, “Let it Bog.”

If you asked the cranberry how it feels, it would probably say spectacular.

“Let’s go get that job.”

It only takes twenty cranberries to make a ladder. And roughly forty to build a bridge.

The cranberry has big plans to travel to space because it loves to float and that's a lot of what space travel is.

“I’m just a little guy.”

:)

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international delight

Bringing the overwhelming love of a product to life.

For people who love flavored coffee creamer, there really isn’t much “middle-of-the-road” behavior. If you like it, you love it and you want to tell the world about it. See: Retta.

So for each spot, the brief was simple: We love people who love creamer almost as much as they love creamer.

The casting process with our director Marty was special; we kept each script’s casting direction attitudinal so that any body, age or gender had a shot at it. That got us to the best performances, to the point where even the gaffers were stifling their laughter on set.

FALLON
CCO: Jeff Kling
CD: Patrick Figueroa
AD: Kelsey O'Briant
CW: Christine Taffe
Producer: Erin Kirby
Director: Martin Granger
Editor: Kyle Brown

what’s so great about you? what are you into?

the doorbells to the best time of the year!

it’s a treat :)

mmm. caraymel machimatoto.

hot bean water? one star.

who’s crazy now, chip?

this whole script was based off the fact that they were getting angry feedback about how hard people had to press the dingle dangler to get the latte foam out. just another problem solved by advertising professionals!

every normal family’s normal seasonal chant to welcome the return of pumpkin pie spice creamer.

we always asked these wonderful actors improv beyond the script and sometimes it tickled us so much we had to make an extra spot with the trimmings.

lime-a-rita

Making the product’s essence the brand’s entire essence.

There’s a level of DGAF-ness that comes with drinking any flavor of Lime-a-Rita. To us and to the Ritas of the world, that’s as good reason as any to celebrate.

Three Ritas. Three days of shooting. 365 days worth of TV and digital content.

FALLON
CCO: Jeff Kling
CD: Jason Bottenus
Creatives: Kelsey O'Briant, Michael Rosenthal, Christine Taffe, Emmie Strommen
Producer: Jimmy Wade
Director: David Shafei
Photographer: Emily Shur

meet the ritas

great joke

rules to live by

fruit salad

—

we also made a literal year’s worth of social content

“you like me! you really, really like me!”

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open your coffee to flavor

Turning serious research into an unserious self-help show.

We were briefed with a problem: when people find their favorite flavor of coffee creamer (most likely French Vanilla), they’re done exploring.

So, let’s unpack that.

With a daytime television show, led by a caring, charismatic host (the incredible Gillian Vigman) who gently coaxes people to discover their flavor holdups and gain the confidence they need to explore beyond the safety of French Vanilla.

As you do.

FALLON
ECD: Patrick Figueroa
CD: Joe Johnson
AD: Kelsey O'Briant
CW: Christine Taffe
Producer: Erin Kirby
Director: Martin Granger
Editor: Kyle Brown

start your creamer engine, flavor fans.

it’s time to spin the flavor wheel!

let’s speak your truth together.

Open Your Coffee to Flavor: where watching what you eat meets I can’t believe what I just watched.

her whole life makes sense now.

when it’s not pumpkin season, his life? meaningless.

cheerios: more babies please

Turning a cultural truth into a bombastic, breakthrough message.

The truth? Babies are one of Cheerios’ biggest customers. Look around you and into the strollers passing by: little baggies of Cheerios, everywhere. So naturally, Cheerios would like more babies in the world.

We turned this execution around in less than a month so it could run on the Emmy’s.

Aside from resulting in double digit increase in brand mentions, Cheerios sales went up 7% after the running of this spot.

Creativity

FALLON
CCO: Jeff Kling
CD: Jason Bottenus
AD: Kelsey O'Briant
CW: Christine Taffe
Editor: Steven George
Producer: Erin Kirby
Motion graphics: Imaginary Forces

major lazer, peanut butter baby, what more could a gal want?

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arby's

Giving Arby’s sandwiches an acoustic, summertime lightness.

A great mentor once said, “always put yourself into your work.”

So, we shoehorned some lyrics about Arby’s summer sandwiches into a dorky — but, retrospectively, kind of a banger — song I sang in a high school choir competition.

FALLON
CD: Joanne Torres
AD: Kelsey O'Briant
CW: Christine Taffe

Sandwiches in summer
Sandwiches beneath the sun
Join us for a picnic
In the Arby’s parking lot
Market Fresh…Sandwiches
Market Fresh…Sandwiches

thank you mr jones

it’s picnic season at Arby’s

hand-sliced grapes

making change a tradition

hand salads?
diet gyros?
bummer burritos?
NO

flavorize.me

Turning what you say into how you taste.

We often describe people and what they say like flavors: "she's salty," "that's spicy," "he's sweet." We tested this absolute fact by creating an algorithm to tell you your personality's flavor based on everything you say online.

From over 50 million potential combinations, we made four of the most edible gelato flavors for real and sent them to the winners' doors.

Results exceeded pre-launch expectations across the board. Our planned overall goal of 46,000 flavors was passed within the first day and the campaign ended with nearly 120,000 flavors created. Site visitors spent an average of 2 minutes with the fully branded content, and 30% of site visitors were so entertained that they created multiple flavors.

FWA Mobile Site of the Day / Refinery 29 / Eater / PSFK / Bustle

Photography by 2nd Truth

FALLON
CCO: Jeff Kling
CD: Patrick Figueroa
AD: Jonathan Moehnke
CW: Jake Thompson
CW + Social Strategy: Christine Taffe

some flavors go together, some flavors simply do not.

some relationships taste better together than others.

we created, by ourselves, a database with literally thousands upon thousands of words, and we hand-ranked them in terms of how sweet, spicy, bitter, sour or salty they were.

we then did that same exercise for thousands of different ingredients.

flow chart (above) and some of the posts we created for the campaign (below)

and here’s how people felt about it!

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gelato birth videos

Bringing magic to Talenti’s very real ingredient sourcing stories.

The untold stories of Talenti gelato flavors and their provenance are at last realized in a series of videos for the Internet and cinemas in medium-to-large-sized cities across America.

Animation by Christos & Yannis of NOMINT / Sound design by Sister Boss

FALLON
CCO: Jeff Kling
CD: Patrick Figueroa
AD: Kelsey O'Briant
CW: Christine Taffe

it was very fun to work with christos and yannis to figure out what the worlds of these new flavors would look like.

it was also very fun to hear kelsey record the yeti noise.

it’s sicilian volcanoes that make sicilian pistachios superior to regular pistachios.

there are so many raspberries in each jar of raspberry sorbetto that in the early days they literally broke the sorbetto machine.

the voice of gelato

Creating a voice and visual world for an inanimate dessert.

For a few years I made #content for and was the social voice of Talenti Gelato. Sometimes I would tweet for so long with Talenti fans that I would have look in the mirror and remind myself that I am not a beloved gelato brand, I am a mere mortal, and these are not my friends.

So yes, running a brand's social accounts feels exactly like Natalie Portman in Black Swan.

We even made some playlists to get you into the gelato-eating mood.

Also, I believe everyone in an agency should have to do a tour of duty as a community manager. Could even be just a week, but it’s full-out. I truly believe it’s the service industry of the ad world everyone would be better for it if they knew what it really entailed. Thank you for coming to my Ted Talk.

FALLON
CCO: Jeff Kling
CD: Patrick Figueroa
AD: Steph Hayden, Meredith Oberg
CW + Social Strategy: Christine Taffe
Photography by 2nd Truth and Ken Friberg Photography

ah the good ole days when instagram was just nice little photos

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.

putting the “old world” in “eggnog”

.

would you believe me if I told you steph hayden made this absolutely incredible realistic sail out of book pages?

by herself?

by HAND?

.

just want to note that this was jumping on the adulting bandwagon when it was fresh in 2016, k?

.

making pumpkin dreams come true.

how did this song come out this long ago :(

once again, steph hayden making this whole visual feast by hand

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just your most casual customer service representative

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comm mgmt 101: find old tweets, casually ask for permission, make content, succeed

points of discussion

These are some of my favorite places I’ve been and if we ever run out of things to talk about (unlikely) just blurt out NEW ZEALAND and the conversation will be saved.