Frosted Flakes

Creative Director/Art Director

For me the best part about being creative director on Frosted Flakes was helping shape the brand’s involvement in sports. The message was all about kids and the joy of play. Sponsoring The Little League World Series and the Olympics meant our work could be about the same stuff I talk about with my kids at home; give it your best, be a good teammate and most important, have fun.

All of that came into play with our Don’t Be That Dad initiative. Like so many ideas, this one came from us digging around and finding a fact that people had overlooked and just running with it.

One day my partner and I were swapping stories we’d read about parents behaving badly, stuff like dads getting into fights, yelling at refs throwing tantrums, etc. Feeling the urge to punch one of these guys in the face, I remarked “is that how you

One day my partner and I were swapping stories we’d read about parents behaving badly, stuff like dads getting into fights, yelling at refs throwing tantrums, etc. Feeling the urge to punch one of these guys in the face, I remarked “is that how you wanna be remembered? As the guy who——-?. Don’t be that guy’.

At that we both stopped and Don’t Be That That was staring us in the face.

DBTD Posters-2.jpg
DBTD Posters-1.jpg
Don't be that dad integrated BENCH.jpg
Don't be that dad integrated Bathroom.jpg

"Let Them Play"

For video content we wanted to make this behavior look so ridiculous that even a “bad dad” would get it.