Day 91

Commercial Ad for Exodus 90

In the Exodus 90 project, my role as the producer was pivotal in navigating the complex landscape of managing timelines, budget, locations, actors, and execution to ensure the campaign's success. The challenge presented by Exodus 90 was clear: how do we motivate men to sign up for a demanding program that involves cold showers, abstaining from desserts, and avoiding TV, among other sacrifices? The answer lay in crafting a compelling narrative that highlighted the promise of transformation.

From the outset, we understood that the key to engaging our audience lay in demonstrating the tangible benefits of completing the program. To achieve this, I helped develop of a series of five ads that would profile the lives of three men at different stages in their lives. Each ad was designed to capture the essence of the program's impact, focusing on the transformation that awaited them on Day 91.

I oversaw the entire project lifecycle, from budgeting to scheduling, ensuring that every aspect aligned with our strategic goals. We selected locations that visually complemented the program’s themes, and I worked closely with the director and cinematographer to capture authentic and relatable experiences. The casting process was equally critical; finding actors who could convincingly portray the journey of transformation was essential to the project's success.

The ads launched in December, strategically timed to build momentum leading up to the program's start date. Through careful management and execution, the campaign not only resonated with the audience but also drove impressive results. By focusing on the promise of Day 91 and showcasing real-life transformations, we successfully invited men to embark on this challenging yet rewarding journey. The campaign's impact was significant, with over 60,000 men signing up for Exodus 90 this year, a testament to the effectiveness of our approach and the power of well-executed storytelling.