Justin Kramm: Creative Director/Copywriter

Their habitat is threatened. Their hopes are dwindling. Our hearts are melting.

My role: Creative Director and Copywriter

Cool Effect is an organization that fights climate change by supporting the world's best carbon-reducing projects. For the holiday season, I helped Swirl in San Francisco create a campaign that explored the profound effects of climate change on humans and snowmen alike. 

For this campaign, I wrote the script for the short film "Save Our Snowmen", in addition to creating a full-page ad for the New York Times, video billboards, website copy, protest signs, bus wraps, emails, YouTube trailers, Facebook ads and more. 

Awards

2018 Graphis Advertising Annual: Silver Award

2017 Webby Awards Nomination: Best Writing Film/ Video

Press Coverage

Adweek

D & AD: Campaign of the Week

The Weather Network

Audobon Society

Tree Hugger

Clean Technica

Merca

LA Times

The storage company SanDisk launched a new music format to compete against streaming services. Each album came on a small storage card that also contained a bunch of extras such as videos and digital posters. To introduce this product to the world, I wrote a manifesto that appeared in a special edition of Rolling Stone magazine.  

Cover Page
It’s Jimi Hendrix at Monterey torching his guitar. It’s Seattle grunge, Memphis blues and the British Invasion. It’s a garage band, an MC, a supergroup and a solo act. It’s the Twist, the Worm and the Harlem Shake. It’s a KISS T-shirt, ticket stub, poster and lunch box. It’s the first show, the comeback and the farewell tour. It’s rock, country and pop joining forces to feed the planet. It’s praised for saving lives and blamed for taking them. It’s what kids think will save the world, and their parents say will end it. It’s notes scribbled on a napkin, lyrics spray-painted on a wall and a freedom song hummed in a prison cell.

Back Page
It’s more than a new format. For artists, it’s a new form of expression. For fans, it’s a new experience. It’s front and center and backstage. It’s the story behind the songs. It’s a complete album and extras on a plug-and-play card for your phone, computer or MP3 player.

Discover the new music format.
www.slotmusic.org

How do you open people’s eyes to what ESPN on a True HD phone screen looks like if they’ve never seen one before?
Show them something else they’ve never seen before.

My role: Creative Director and Copywriter

INNOVATIVE THEN. LEGENDARY NOW.
Take a trip through the history of Nike Basketball and meet the sneakerheads, b-ball experts, artists, designers, pro players and streetball legends that created a global culture. New episodes of this documentary series were released every month throughout the year.

My Role: Senior Copywriter

For over 20 years, PayPal has helped businesses grow by making digital commerce simpler and more secure. Their network of more than 432+ million active customers reflects decades of stability and confidence.

This campaign reinforces how PayPal can help businesses stay resilient and emerge from this challenging time stronger than ever.

Steady Wins.

While known mostly for their computer mice, Logitech launched a global music brand in 2012. The category was dominated by companies such as Beats and Skull Candy selling music as a fashion accessory. But music is not a piece of clothing—it's a piece of history that deserves our respect.

My role: Creative Director and Copywriter

"Power to the Music" BRAND MANTRA

Three chords and a dream.
Sometimes that’s all music needs to help us accomplish extraordinary things like stopping wars, saving lives…and making babies.
And it’s been like this since the beginning.
Before we could speak, we could jam.
We made stones into drums, carved bones into flutes, and danced along to the universal language of music.
Today, we need music more than ever.
From lullabies to freedom songs, rap battles to national anthems, music is a powerful, contagious force for good.
That’s why we believe anything worth doing should be done to a beat.
At Logitech UE, everything we do is for people who don’t just love music; they live for it.
And while some have built monuments, museums, and even temples in its name, we believe the best way to properly honor music is to allow it to be heard it all its glory.
Because even in humanity’s darkest hours, when we are most estranged from each other, we can always count on music to unite us.
To heal us.
To deliver us.
If we only take a moment to listen.
Logitech UE
POWER TO THE MUSIC

What if a smile could move a wheelchair?

What if a dinosaur could roar again?

What if a millisecond could save a life?

This is AI powering a new reality on Intel.

My role: Creative Director and Copywriter

Agency: Doremus (San Francisco)

Client: Intel AI

“Our Members are Your Gamers”

Gaming marketers misunderstand the value of LinkedIn as a channel for reaching current and potential customers--they think it’s all business. To combat this, LinkedIn conducted research via Nielsen on the Gaming Audience and proved that 55 million LinkedIn members are gamers.

We saw an opportunity to connect with one of the biggest gaming companies, Xbox, by having them experience gaming first hand. Thus our “Level Up with LinkedIn” 1:1 ABM campaign was born.

We created a narrative and supporting assets that would be leveraged by LinkedIn Marketing Solutions sellers with customers who sell products in the gaming industry.

Further, we focused on the top gaming marketers at Xbox and Leveled Up their LinkedIn profiles by turning them into gaming characters. With custom pixel illustration artwork,

3D printing and branded packaging, we Leveled Up each of these gaming marketers into their very own gaming character.

CONTENT: ABM – 1:1, Digital, Print, Sales, Activation

Results: LinkedIn gained one of the world’s top gaming companies as a client and increased ad sales revenue.

“Just finished the client call. they loved it! Your team did such an amazing job,we really, really appreciate it.”

— LinkedIn Gaming Lead

My role: Creative Director and Copywriter

Keith and Kurt Closer are brokers and twin brothers. Keith believes in closing more. Kurt believes in closing faster. They’re total opposites. The only thing they agree on is the Community Mortgage from Change Wholesale.

In this campaign, we created two distinct characters and developed a wide range of content including parodies of online classes and instructional workout videos.

Each video featured a range of comical scenarios that showcased the twins’ distinct personalities while showcasing the benefits of the Community Mortgage.

This approach is refreshing for the category and generated positive buzz from mortgage brokers across the United States.

CONTENT: Digital, Social, OOH, Print, 1:1, Sales

Results:
50% increase in brokerage customers in only 5 months

50% increase in website traffic engaged

10M impressions

My role: Creative Director and Copywriter

The Scion FR-S is a sports car designed for Millennials who want a thrilling driving experience at an affordable price. We showed how even a coffee run with friends (or a puddle splash) becomes an over-the-top adventure.

My role: Senior Copywriter

This global campaign for Philips featured all the grooming tips you need for every inch of your body.

My role: Senior Copywriter

Meet “The Cloudy One.” Now that he's free from infrastructure worries, only one thing can break his focus.

My role: Creative Director and Copywriter

Trend Micro was looking for a way to get noticed in the crowded security software market. While the competition played on the fears and anxieties of computer users, we took a different approach. We highlighted the employees at Trend Micro and showed that security is not just a job for them, but a way of life.

My role: Creative Director and Copywriter

The Weather Channel is the most trusted media organization in America and viewers flock to it during critical events such as hurricanes, floods, heatwaves and tornadoes. But climate news affects us 365 days a year. This campaign, which is currently running, helps establish The Weather Channel and its social media accounts as the “go to” source for climate news at every hour of every day.

My role: Creative Director and Copywriter

AI-optimized computer vision is powerful…and with great power comes great responsibility. We brought this idea to life with this campaign launch video that shows many of the incredible ways that vision AI is helping humanity, thanks to the humans with the vision to lead their companies, employees, and communities forward.

This is Vision Done Right.

VIDEO SCRIPT

Cameras are everywhere. They hold the potential to make our lives better. But who will unlock them? And how?

The power of vision AI is being tapped into right now by visionaries who see the possibilities in every challenge. They are unlocking smarter, more safe, and more human experiences.

This is Vision Done Right…

By designing robots that spot defects in less than a second…Helping healthcare professionals detect life-threatening conditions…Creating smart inventory-tracking solutions. Connecting vehicles and sensors to improve road safety…and even launching a satellite with AI on board.

Intel partners are doing all of this and more with technology that’s affordable, accessible, and ready to go.

With open-source software, AI-optimized hardware, and a team of experts who empower you to boldly innovate, Intel Vision is your launchpad for exploring an infinite universe of possibilities.

With great vision comes great responsibility.

Unlock Vision today…with Intel.

My role: Creative Director and Copywriter

With the national rollout of 5G fast approaching, American industries were looking ahead to write the next chapter in our nation’s technological innovation and advancements. From automotive and manufacturing to healthcare, telecom, and education, the next decade will transform everything we know about the way we do business at home and abroad. From Network to Device, Intel will power America’s 5G.

CONTENT: Digital, Social, OOH, Print

Results: Intel became top of mind with key legislators and government influencers

My role: Creative Director and Copywriter

Intel's IoT meets the need for speed when it comes to vision technology at the edge.

My role: Creative Director and Copywriter

Aimed at seasoned Python coders, this campaign for Intel’s Edge AI Certification program invited devs to join the AI revolution and advance their careers through Intel.

Appealing to their mastery of the Python language and appreciation of Internet snark, the humorous use of code as headlines made more than a few of our clients chuckle. #IYKYK

My role: Creative Director and Copywriter