As is typical with most engineering-based companies, Polaris’ comfort “gravitational pull” is to talk about the machines. Features and Benefits—with a heavy emphasis on the Features, and light-to-little on the Benefits. One year, I had some extra time in the edit suite to run down a few spots that got to the heart of what makes this audience tick. Goal being to show my clients what a real connection between brand and consumer looked and sounded like. Baby step by baby step, these spots helped pave the way for better things down the road.

Role: Creative Director/Copywriter