https://michelrothschild.com michel.rothschild Tue, 30 Jul 2024 19:51:27 +0000 https://michelrothschild.com en https://michelrothschild.com/Homepage Wed, 26 Aug 2020 23:58:13 +0000 michel.rothschild https://michelrothschild.com/Homepage https://michelrothschild.com/LA-BRU Tue, 30 Jul 2024 19:51:27 +0000 michel.rothschild https://michelrothschild.com/LA-BRU La Bru La BRU is a craft brewery in Morelia, Michoacán, that launched its U.S. expansion in December 2025. Now picture this: LA BRU’s truck, freshly arrived from Morelia, becomes the star of an epic heist on the streets of Los Angeles, inspired by the iconic car chases that define pop culture in the city. Taking a page from H.G. Wells’s&nbsp;War of the Worlds broadcast (the one that made people think aliens had landed), we crafted a media phenomenon using influencers, faux news posts, and the magic of artificial intelligence. The result? A high-energy, adrenaline-fueled campaign that brought The Magic of LA BRU to Los Angeles with Hollywood-style flair and just the right touch of chaos. Oh, by the way, we think it’s the world’s first AI-driven UGC campaign. Phase 1.The focus here was to introduce the brand, its core values, our unique beers, and, of course, our main character: the beer truck. We crafted content that doubled as a video journal, documenting the "virtual" journey of our truck as it traveled from Morelia, Michoacán, to Los Angeles, California. For the first piece of music, we used AI-powered SUNO to compose a track. By providing prompts about our journey’s story and directing it to incorporate Mexican Regional music as the style, we created an authentic and inspired soundtrack for the campaign. The focus here was to introduce the brand, its core values, our unique beers, and, of course, our main character: the beer truck. We crafted content that doubled as a video journal, documenting the "virtual" journey of our truck as it traveled from Morelia, Michoacán, to Los Angeles, California. For the first piece of music, we used AI-powered SUNO to compose a track. By providing prompts about our journey’s story and directing it to incorporate Mexican Regional music as the style, we created an authentic and inspired soundtrack for the campaign. Phase 2. This phase was the ultimate test, acting as the "unofficial launch" of the campaign. After announcing that the truck had crossed the border and was on its final stretch to LA, we dropped the bombshell: the truck had been stolen. Drawing inspiration from Orson Welles’ War of the Worlds broadcast, we created a series of videos designed to mimic NEWS footage and posts. Security and RING camera-style clips captured the moment of the heist, while follow-up videos featured UGC-style content from supposed witnesses at the gas station where the robbery took place; all created in A.I. To amplify the story, we partnered with about 20 micro-influencers who shared the content as if they personally knew the witnesses, lived nearby, or were in the area during the incident. This layered approach gave the campaign a gripping, real-time feel, making it impossible to ignore. <img width="1350" height="1250" width_o="1350" height_o="1250" data-src="https://freight.cargo.site/t/original/i/5b5b6f6887f35e1157db3987486f963d06443011c770ec87ed406f86b3a10f6f/Post-19b-La_Bru_Nos_robaron_rev_english.jpeg" data-mid="236509675" border="0" src="https://freight.cargo.site/w/1000/i/5b5b6f6887f35e1157db3987486f963d06443011c770ec87ed406f86b3a10f6f/Post-19b-La_Bru_Nos_robaron_rev_english.jpeg" /> <img width="1350" height="1250" width_o="1350" height_o="1250" data-src="https://freight.cargo.site/t/original/i/7ee85650c1ec52c97ebdbf7fa5aada0afd985461ad284de55350d4016f4d13b2/Post-19a-La_Bru_Nos_robaron_rev_spanish.jpeg" data-mid="236509676" border="0" src="https://freight.cargo.site/w/1000/i/7ee85650c1ec52c97ebdbf7fa5aada0afd985461ad284de55350d4016f4d13b2/Post-19a-La_Bru_Nos_robaron_rev_spanish.jpeg" /> Phase 3. To amplify the buzz, we collaborated with geographically targeted high-profile influencers to expand the reach of the UGC-style content created with AI. This effort was further bolstered by micro-influencers, adding layers of authenticity and grassroots energy to the campaign. Every piece of content, every post, and every amplification was meticulously timed to build momentum, all leading up to the grand finale: the reveal and the launch party. Phase 4. The grand finale of our campaign was the release of the short film, "THE HEIST," capturing the epic adventure of our journey through the streets, freeways, and iconic landmarks of LA. Along the way, we paid homage to some of the city’s most legendary car chases—both on-screen and in real life—culminating at our final destination: Northgate Market Gonzales in Costa Mesa, CA. This piece featured a custom, anthemic soundtrack created using SUNO, crafted to reflect our story and brand attributes. With its high-energy, driving beat, the music propelled viewers through the adventure, creating an unforgettable cinematic experience. The Party Launch was a resounding success, drawing over 175 confirmed attendees and an additional 75+ walk-ins from the store who got to experience everything LA BRU has to offer. Guests enjoyed Instagrammable sets, a live band, exciting prizes, and cool branded giveaways like T-shirts, hats, bandanas, and more. A true testament to the event's impact? The entire beer allocation for the launch party ran out, prompting us to borrow more from the store itself to keep the excitement (and pours) flowing. For detailed metrics and a deeper dive into the campaign, check out the slide carousel below coming soon. https://michelrothschild.com/INDEED Wed, 12 Jul 2023 22:35:08 +0000 michel.rothschild https://michelrothschild.com/INDEED Indeed I was part of the team at 72andSunny that created Indeed’s new global effort: “The World Can Work Better”. This new campaign makes Indeed the hero and champion for both job seekers and employers alike. Five spots will air in the US (including one created specifically for the US Hispanic market which was my responsibility) on TV, digital platforms, and social videos, plus special 30-second ads in the 2023 NBA finals for the launch. The U.S. Hispanic market spots will run in Spanish and Spanglish versions. There are also country-specific spots that will run in the UK, France, Spain, and the Netherlands first and then across Europe, the Middle East, and Africa. The commercials tell simple everyday stories that touch on what “better work” is for job seekers and employers, hitting on sensitive subjects like “salary transparency” to close the gender pay gap, measuring workplace well-being, or seeking and finding good flexible options for work. Spanglish 30 sec. Spanish 30 sec. Spanglish 15 sec. Mobile&nbsp; https://michelrothschild.com/LAYS Fri, 24 Feb 2023 22:43:10 +0000 michel.rothschild https://michelrothschild.com/LAYS Lays FIFA World Cup&nbsp; I was lucky enough to be part of this amazing opportunity of working on a World Cup Campaign as LAYS unveiled its new partnership with FIFA as the official sponsor of the World Cup. The film pairs football’s Peyton Manning against fútbol’s David Beckham in the age-old debate:Is it called Soccer or&nbsp;Football? Directed by Michael Bay and star appearances by Mia Hamm, Brandi Chastain, Timothy Howard, and Javier ‘Chicharito’ Hernández. The commercial will air in a long-form cut as well as in 60-, 30-, 15- and 6-second versions tailored for digital and mobile. The campaign also "includes a 'snack card’ game” in which fans could earn free Lays for every yellow card and free Doritos bags for each red card a referee pulled. Fans “had to follow Lay’s and Doritos on Instagram and seek links via the brands’ stories that unlock a chance to win. The World Cup push also included the “Pass the Ball Challenge”. This allowed fans who bought any Frito-Lay product marked with World Cup packaging could scan a QR code to be invited to upload a photo of their face to a digital soccer ball. The first 350,000 people to register received an NFT (nonfungible token) with an image of themselves on it. Simultaneously, three limited-edition products were launched for the World Cup: Lay’s Bacon Wrapped Jalapeño, Lay’s Adobadas, and Lay’s Wavy Carnitas Street Tacos. Film: Long Format. Mobile. https://michelrothschild.com/LAYS-KETTLE-COOKED Fri, 19 Mar 2021 17:22:16 +0000 michel.rothschild https://michelrothschild.com/LAYS-KETTLE-COOKED LAYS Kettle Cooked What happens when one of the NFL’s most famous and charismatic players gets lost in the crunch of his favorite snack while talking to his agent?&nbsp; This campaign for Lays Kettle Cooked included TV, Digital, and Social media, including some fun posts, and worked with the one and only Marshawn Lynch. Social Media. And then there is Marshaw’s take on what went on...&nbsp; <img width="600" height="891" width_o="600" height_o="891" data-src="https://freight.cargo.site/t/original/i/d447fdf3d8c4cc8a018d9ff4e935c7056d6c873e1cbb7cd5c163322984f5942d/Marshawn-comment-1.gif" data-mid="169908130" border="0" src="https://freight.cargo.site/w/600/i/d447fdf3d8c4cc8a018d9ff4e935c7056d6c873e1cbb7cd5c163322984f5942d/Marshawn-comment-1.gif" /> <img width="600" height="600" width_o="600" height_o="600" data-src="https://freight.cargo.site/t/original/i/4f44b9a96ce0f687093a68a431edf5695d911a9ec0f42a45edc87c430a2f8d77/Marchawn_tweet2.gif" data-mid="169908216" border="0" src="https://freight.cargo.site/w/600/i/4f44b9a96ce0f687093a68a431edf5695d911a9ec0f42a45edc87c430a2f8d77/Marchawn_tweet2.gif" /><img width="1024" height="678" width_o="1024" height_o="678" data-src="https://freight.cargo.site/t/original/i/9c6d2e764532941759c11c0cd9abcdcd5e18b10c495ce8e8cd62ab43a43fd303/Marshawn-Static-Post.png" data-mid="169908336" border="0" src="https://freight.cargo.site/w/1000/i/9c6d2e764532941759c11c0cd9abcdcd5e18b10c495ce8e8cd62ab43a43fd303/Marshawn-Static-Post.png" /> https://michelrothschild.com/AT-T Thu, 18 Jun 2020 00:38:33 +0000 michel.rothschild https://michelrothschild.com/AT-T AT&amp;T As the lead creative for the multicultural* efforts for AT&amp;T I worked on many full 360 campaigns that included TV, Pre-rolls, online videos, banners, social media, radio, and print. This is just a sample of the work I led and helped create. If you want to see more specific examples please reach out. I also want to mention that there was a big group of very talented people from production, account management, and strategy to clients that were essential for all this work to come to life. And of course, there is a special mention to the fearless, talented, and dedicated creatives I was lucky enough to have led and worked alongside. *(Ambi-cultural consumers &amp; Hispanic Consumers) Bad Bundles. OK is not OK. OK WEDDING:&nbsp;This particular piece was created in 4x15 secs, 2x15 secs and 30 secs versions to run during full commercial segments. More for your thing. Unlimited effect. https://michelrothschild.com/DIRECTV Thu, 18 Jun 2020 00:42:34 +0000 michel.rothschild https://michelrothschild.com/DIRECTV DIRECTV I was part of the team that led the efforts as we helped DTV build the bridges needed to become a top entertainment destination for the multicultural* market. We created full 360 campaigns that included TV, Cinema, Online Videos, Pre-rolls, social media and radio. This is just a sample of the work I led and helped create. If you want to see more specific examples please drop me a line. I also want to mention that there was a big group of very talented people from production, account management, and strategy to clients that were essential for all this work to come to life. Last but not least I have to give credit to the fearless, talented, and dedicated creatives I was lucky enough to have led and worked alongside. *(Ambi-cultural consumers &amp; Hispanic Consumers) Quit Cable. Tele a medias. More for your thing. DIRECTV NOW https://michelrothschild.com/SOCIAL-MEDIA-AT-T-DTV Thu, 06 Aug 2020 00:29:42 +0000 michel.rothschild https://michelrothschild.com/SOCIAL-MEDIA-AT-T-DTV Social Media AT&amp;T / DIRECTV All the major TV campaigns we created for AT&amp;T and DIRECTV had social components as extensions and support. We also created social and digital-only campaigns for different services, product promotions, and seasonal events. I was lucky enough to be leading and working alongside a group of amazingly dedicated, fearless, and talented creatives who made all this work possible. The following is just a sample of the work I helped lead and create if you want to see more please drop me a line. OK is not OK. Part of a bigger TV campaign that included Upper, mid, and lower funnel digital banners. Facebook, Twitter, Instagram, and Snapchat posts and stories.For U.S. Hispanics, food isn’t just food, it’s culture. And when someone makes a “just OK” version of a beloved dish, we notice. That cultural truth inspired our AT&amp;T “JUST OK IS NOT OK” social extension. We tapped into the popularity of Tasty-style cooking content to showcase hilariously “not OK” takes on Hispanic staples, like ceviche made with canned tuna before landing in film with a paella class gone wrong, where a couple realizes Chef Jeff and his rice cooker aren’t exactly what they signed up for. Chef John (TV spot character) Traditional plates. Por culpa del fútbol. (Because of soccer) Digital and Social Only: Upper, mid and lower funnel digital banners. Facebook, Twitter and Instagram stories and posts. Diego Boneta Actor / Influencer Social Videos. Social Posts. Quit cable. Part of a bigger TV campaign that included Upper, mid and lower funnel digital banners. Facebook, Twitter, Instagram and Snapchat posts and stories. https://michelrothschild.com/CHEETOS-MAC-N-CHEESE Tue, 30 Jul 2024 19:50:52 +0000 michel.rothschild https://michelrothschild.com/CHEETOS-MAC-N-CHEESE Cheetos Mac ‘n Cheese Fun campaign I got to work with the talented people at D3 with the the one and only Chester Cheetah and some cool music to go with it. https://michelrothschild.com/DORITOS-DIPS Mon, 30 Jan 2023 19:23:27 +0000 michel.rothschild https://michelrothschild.com/DORITOS-DIPS Doritos dips &amp; DEVO If you grew up in the ’80s, you definitely know who DEVO is and their song hit “Whip it”. Well, what started as a joke, became an idea, grew into a concept, and finally ended in a collaboration with DEVO and Mark Mothersbaugh to launch the new Doritos Dips. Doritos Dips’ mantra is that it helps you take any food to another level; &nbsp;so following that stance, we created a partnership and collaboration with the band to help DEVO themselves reach another level by aiding them to be finally inducted into the Rock ‘n Roll Hall of Fame. TV and Social Media.