Meet Ray.
Brightspeed Internet’s Rehabilitated Internet Troll

Last year, I helped the good people at Said Differently launch Brightspeed Internet’s first national campaign.

This is what happens when you combine great creative leadership with a smart client who’s willing to bravely take some swings.

I wrote the campaign tagline Switch to the Bright Side fairly early on. But nothing was sticking as we concepted potential characters, mascots, and other narrative vehicles. We knew one thing for sure. With all the negativity out in the world - it needed to feel optimistic.

Then it dawned on me. WHAT IF Brightspeed Internet was so good it could make even hardened internet trolls feel warm and fuzzy? Thus Brightspeed’s rehabilitated Internet troll was born. He would come be called RAY.

To sell it through. I wrote a V/O driven script and output some character concepts with midjourney and voilà — We had ourselves a campaign.

When you KNOW you have a brief cracked before you even share it feels amazing. But actually selling it through feeling it better.

The resulting integrated campaign is a textbook example of establishing the character in the mass market (tv) and following up with hyper targeted sales communications (email, mail, display)

I did not stick around for production on the film, but am super happy with how he turned out.

Directed by the animation wizards at HiFi in NYC.
www.hifi3d.com