Brand: Grüns
Format: Broadcast TV — 4 spots × 30sec + 15sec cuts
Shoot: March 2–5, 2026 · Bluffdale, Utah
Distribution: Linear TV / Streaming — March Madness inventory
Grüns’ first broadcast TV campaign — a four-spot “Me Time” series produced with an external production company and placed by a linear media partner across March Madness inventory. The campaign extended Grüns from a DTC-native brand into a household context, targeting adults seeking a nutritious, low-friction daily habit.
Spots produced: Airplane (hero spot, 30sec + 15sec), Kitchen, SATP (Straight Across the Plate), Kids Pickup Line.
Deal structure: Structured as a media-funded production — production costs covered within the media buy. When a scope expansion pushed the vendor bid above the committed ceiling, I led the negotiation to protect the deal structure. The fourth spot was reinstated after the CMO negotiated expanded media partner coverage.
My role covered three phases:
Pre-production: Cross-org communication infrastructure, script review timelines, creative notes, budget negotiation.
Production (Utah): On-set client rep across all four shoot days — primary Grüns point of contact on location.
Post-production: Multi-spot revision cycle management, accelerated March Madness delivery sprint for the Airplane spot, stakeholder review coverage, final legal clearance coordination, Neon Pixel approval trigger.
Key creative contributions: Pushed hero spot from TOF awareness to direct response via VO + callout integration; recommended VOX-style kinetic typography for motion graphics.
Outcome: Hero spot approved and placed live for March Madness on schedule — Grüns’ first linear TV placement. Remaining three spots completing delivery on schedule. Campaign produced within the media deal budget.
