Concepts & Creative

A spec commercial for Dutchman's Lawn & Garden — an authorized Husqvarna retailer — built on a simple, uncomfortable truth: cutting the grass with a Husqvarna mower is so satisfying, you'll need an alibi.

While the voiceover extols the virtues of the modern man — dutiful, present, responsible — the visuals tell a different story. Overflowing trash. A wife picking up dirty clothes. A kid with a baseball glove and nobody to throw with. And at the center of it all, a man obsessively measuring his grass, waiting for it to grow long enough to cut again.

The closing shot: his son sobbing in the foreground, baseball glove in hand — while dad rides off into the background, elated, on his Husqvarna.

Tagline: "Husqvarna: Make 'em think you're working."

My Role: Concept development, scriptwriting, storyboard creation, and voiceover narration. Production, direction, and post-production by Craftshow Digital.

Case managers are the connective tissue of patient care — and almost no one tells them that. This piece did.

Written, performed, and produced for Case Manager Week, the song was designed to do what most internal appreciation campaigns don't: actually feel like it meant something. The result strengthened relationships with the care management community and gave the hospital a piece of content worth sharing.

My Role

• Concept development
• Lyrics and songwriting
• Guitar and vocal performance
• Audio recording and production