Michael Kerman

[Wrote while a copywriter/ACD at VIMBY for their Kleenex campaign]

Genuine emotion, honestly expressed -  it's part of the human condition.  When it’s time to feel real emotion, what do you reach for? That’s right, a Kleenex.

The Kleenex Cares campaign is for people who feel, people who are brave enough to express emotion, people who have said "No" to apathy, people who step up and feel it when it matters.

This spot features a very special Father's Day.

[Co-creator and Executive Producer in partnership with DEFY Media and ITV Studios]

In partnership with EA Games and the NFL, I developed, produced, and directed forty eight (48) half-hour episodes for linear distribution over two seasons. I acted as liaison for our two title sponsors: Under Armour (Season 1), and the U.S. Army (Season 2), and created numerous costume segments, graphics packages, and other integrated brand assets. 

I got to work and play with A-list NFL superstars. I traveled with my cast and crew to more than 50 U.S. cities, where I concurrently ran production and post-production, always meeting my weekly deadlines. I am so proud of my great team's work; we had a wild time!

[Wrote, directed. Won 1st Place in UserFarm competition]

Tic Tacs: colorful, fun, delicious!

That’s why the challenge of creating a :15 spot with its own sweet twist was so appealing. I opted to pull viewers away from the normal and give them something fantastic.

I don't want to give the surprise away, but I’ve always had a love for building things, so I enthusiastically took on the task of building the central prop in the video piece by very small, tasty piece.

[Won 1st Prize in Poptent writing and directing competition.]

“American Homemade” is a series of videos produced by McCormick that features real people with cool stories who make the most of McCormick Seasonings.  

For this series I found Niki Tehranchi, who is a triathlon medal winner, an ex-lawyer, and a culinary artiste who owns and operates a cooking school in the heart of Los Angeles.

Telling her story was about more than the delicious food she prepares. It was just as interesting to discover why she makes it and the meanings she finds in it. 

And it tasted pretty darn good too.

[Short-listed at SXSW in a digital short contest in partnership with MoFilm.]

In 2015, Reebok rebranded itself with its BE MORE HUMAN campaign. 

But what does it mean to be "more” human? 

Human beings are remarkable: resilient, intelligent, and stubborn. In this digital short, being more human is an enhanced determination to embrace life's challenges, and the will to push past any boundaries that limit achievement. 

[Conceived and wrote for VIMBY ABC pitch.]

What do you know about where you live?  Most of us stop exploring once we get familiar with what we like.  We cuddle up in our comfortable little bubbles, pull the covers up to our necks and stay there, warm and cozy, as happy as little bunnies.

Well, no more!

These series concepts for ABC are meant to inform and entertain people about their LOCAL stars, the special, even unique, undiscovered attractions of the city in which they live.

Each concept is a city’s showcase of its people, places, its things to see, hear and taste.

So go. Get out of the bubble. You may be surprised when you love what’s out there.

[Portfolio exercise - social media posts]

The intention here is to motivate people to share kindness.

The spec work copy that I wrote was adapted for images created by Chris Church, a very talented art director.