Case study 04 / Pond Lehocky
6 flagship spots, each built for its moment.
01 / The challenge
Many markets, many audiences.
Pond Lehocky had to reach different audiences in Philadelphia, Pittsburgh, the rest of Pennsylvania, and national markets, and each needed a different message.
02 / My role
Creative lead, spot by spot.
I led creative on 6 flagship commercials, alongside the rest of the year's spots, and tracked performance spot by spot so results shaped the next spot.
03 / The approach
A spot for every moment.
I built each spot for a specific audience or moment: Holiday, Brand, Sports Partnership, and others.
04 / The outcome
+50%
Conversion rate, year over year, across tens of millions of impressions.
Top 3
Share of CTV impressions in Philadelphia, and top 5 in every other major PA market.
#1 source
TV became the most-recalled source for every major tagline tested.
05 / Credits
- Creative DirectorJared Schwartz
- DirectorAlex Reinhard
- Director of PhotographyJames Powers
- Executive ProducerMax Morgan (Malix Media)