TD: What made this project unique?
TF: The campaign was a huge opportunity for us to spread our wings and work with some amazing people that had coast to coast reach – not just me in Lincoln, Tracy in Columbus and Michael in New York, but also the team behind CAMM out of New York as well, VP of Corporate Social Responsibility Tessie Topol and Director of Strategic Philanthropy Leah Gutstadt. We delivered some of the best creative I’ve ever had a chance to work with, and for a national cause platform, which was a new and exciting challenge for us. To be able to embrace the creative, tell a story, evoke an emotion and generate activity – getting people to visit The Connectory and interact with the campaign content on social – is just gravy.
MM: I really liked the 360 style of working, and I got to use skill sets that I don’t necessarily get to use on a daily basis. Like, I helped develop the PSA concept with my colleague Molly and write the script. Plus, I got to art direct, do graphics and edit. Tracy oversaw the project timeline, budget and campaign social media efforts. Travis was a jack of all trades; he was in charge of location, casting, props and making the experiments, of course. He also stars in two of the spots, Laundry and Electromagnet.
TC: We often joke that there’s not a Kernel spot made in our Nebraska market that Travis is not in. He’s been everything from a King to an elf.
TF: Once we needed a Christmas elf for an ad we were making about a mall. Instead of finding anyone else, and since I had a white beard, I just did it.
TD: Seeing the ads on air and in social media, how do you think the final product came out?
TF: I’ve got a couple of crazies of my own at home – my kids are 6,11 and 14. I wanted to help create a campaign that channels their energy, and I think we did it. Sure, we could have created something stodgy and corporate, but it wouldn’t have generated the same amount of interest. Plus, thanks to a lot of trial, error and glue, I’ve got a homemade lava recipe that would merit the blue ribbon at any reputable science fair.
See how Kernel put its mad scientist spirit to work by watching the new TV spots for The Connectory. Got your own curious kid at home? Visit theconnectory.org to find hands-on STEM learning opportunities in your area that will keep them busy – and your home intact – all Summer long.