The Journey to the Unwind

Recess had purchased ad space on Amazon Prime Video and needed everything built from scratch - no concept, no creative, no produced spot.

Beau led the Recess team, including a copywriter, creative director, art director, graphic designer, and the CEO and COO, through a scoped creative development process, using a four-quadrant framework that maps a brand's creative territory across two axes: Social↔Personal and Familiar↔Novel. The team landed in the Novel+Personal quadrant - a private, individual experience seen in an unexpected way. The concept: "The Journey to the Unwind," following a woman finishing her workday, closing her laptop, cracking open a Recess, and sinking into the couch. Shot in LA; Beau developed the concept, managed director selection, and cast talent with a choreography background to bring intentional movement to the performance.

The spot ran on Amazon Prime Video for over a year and is currently in its second year of trafficking.