Radio is a beast. But with the right script, actors, and engineering, you can sometimes turn that intimidating monster into something that makes you proud. Here are some of my favorite radio advertisements I’ve written over the years.
Most commercial. Some personal. Hopefully all good.
Life Time Fitness: “Anthem”
Life Time Fitness — “I CAN DO IT ALL IN MY LIFETIME” from Adam Reynolds on Vimeo. Creative Direction/Copywriting, Adam Reynolds; ECD, Jason Reynolds; Sr. CD, Mark Chapman; Director, Josh Thacker; Editor, Brian Slater
Life Time Athletic: Diamond Fight Night (full version)
Life Time Athletic: Diamond Fight Night (:30 version)
Life Time Fitness: I CAN DO IT ALL IN MY LIFETIME
Way to Grow: A story of love
Life Time Kids — A Super-Powered Summer
Life Time Kids — Summer Camp from Adam Reynolds on Vimeo. How do you make boring summer more fun for kids? Turn them into superheroes. That’s what Life Time did with their Super-Powered Summer Camp. With no budget and great illustrations, we were able to create a quick :30 spot that ran on the Life Time internal network to promote the Life Time Kids Summer Camp to all Life Time members. Creative Director: Adam Reynolds. Illustration: Christopher Lee. Animation: Afterglow Studios. Copywriters: Adam Reynolds, Gia Bellamy, Molly Miller. Designer: Mike Hagan. Voiceover: D.C. Douglas
Way to Grow: A story of love from Adam Reynolds on Vimeo. Way to Grow is quickly becoming the premier early learning advocate and provider in Minneapolis. This video was created to help tell the story of how it all started in a little yellow house in North Minneapolis. It was concepted and written to have a storybook feel — a device Way to Grow implements to teach families. It also gave me the honor of working with a longtime favorite musician, Chan Poling. Concept: Adam Reynolds, Lindsay Fischer, Jennifer Levreault. Copy: Adam Reynolds. Animation: Make. Music: Chan Poling.
Short Film: L’amie de Zoé
Marshall Field’s: Glamorama featuring Jennifer Lopez
Marshall Field’s: Glamorama featuring Jennifer Lopez from Adam Reynolds on Vimeo. I concepted and wrote this video for Jennifer Lopez as part of the Marshall Field’s Glamorama fashion show. Amazingly, she read every one of my words as scripted. Yes, I’m in touch. Girl power! Director: Rupert Wainwright (Don’t be fooled by Rupert turning this into a perfume ad. It was never an ad, nor did I write it to be. We’ll call it his director’s cut.)
Marshall Field’s: Think Spring
Marshall Field’s: Think Spring from Adam Reynolds on Vimeo. Spring campaign broadcast spot for the late, great Marshall Field’s. Shot next to the Playboy Mansion. I didn’t get invited to a party, nor did I swim in the grotto. Director: Martha Fiennes
Marshall Field’s: Think Glamour
Marshall Field’s — “Think Glamour” from Adam Reynolds on Vimeo. Marshall Field’s Fall trend TV commercial featuring Jerry Hall. Copywriter: Adam Reynolds; Director: Marta Fiennes; Creative Director: Greg Clark, Heather Thornswood; Producer: Lee Nelson, Amy Jo Deguzis; Music: Magnus Fiennes
Marshall Field’s: Holiday (6 spots)
Marshall Field’s: Holiday (six spots) from Adam Reynolds on Vimeo. These six spots were created to run separately, but tell a complete story when held together. All spots were shot and edited in Brussels. I still love how all of these came together. Lots of hard work, but it paid off. Music: Magnus Fiennes
Target GiftCards: Dominos
Target: Club Wedd
Target: Club Wedd from Adam Reynolds on Vimeo. In-store broadcast spot created to support the Club Wedd campaign for Target. Brought illustrator Sujean Rim’s drawings to life through animation. Music: Mark De Gli Antoni, Animation: Make
Marshall Field’s: Glamorama “Glam Rocks”
Marshall Field’s: “Glam Rocks” Glamorama from Adam Reynolds on Vimeo. In-store broadcast spot created for Marshall Field’s Glamorama fashion show. I concepted, wrote and directed the spot. And if you look closely, I even played a mean green screen guitar. You do what you need to when you have no money to make a broadcast spot. VO: Mary Lucia, Animation: Make
Target GiftCards: Magic
Target GiftCards: Magic from Adam Reynolds on Vimeo. In-store boardcast spot created for Target GiftCards. Spot worked as a template for their “Wow” cards. When a new card was featured, we’d tweak the spot to incorporate its wow factor. Music: Mark De Gli Antoni, Animation: Make
Target GiftCards: Hands
Target GiftCards: Hands from Adam Reynolds on Vimeo. In-store broadcast spot created for the Target GiftCard campaign. There’s a card for everyone. And these were shot in the same studio as Back to the Future and Pirates of the Caribbean. I was so close to stealing a barnacle off of the Black Pearl, but karma would catch up. Music: Mark De Gli Antoni, Animation: Radium
Target: New at Target
Target: New At Target from Adam Reynolds on Vimeo. Template spot created for Channel Red at Target. Made so that featured products could easily change in and out. We threw in a few scanner bleeps to grab attention, but kept the music light and fun to not annoy the team members who have to hear this spot 100 times a day. Music: Asche and Spencer
Target: On Sale At Target
Target: On Sale At Target from Adam Reynolds on Vimeo. Template spot created for Target’s weekly deals featured in the Sunday circular. Our concept needed to convey that these sale prices will be gone quickly. Music: Asche and Spencer
Target: Find It At Target.com (3 spots)
Target: Find It At Target.com (3 spots) from Adam Reynolds on Vimeo. Three spots created for Target to promote the benefits and ease of shopping on Target.com. Spots feature common elements found on Target.com. Music: Asche and Spencer
Marshall Field’s: Bridal
Marshall Field’s: Bridal from Adam Reynolds on Vimeo. Broadcast spot created for Marshall Field’s Bridal campaign. The result of what happens when you bring a video crew to a photo shoot. I think it turned out beautiful. VO: John Riedlinger, Editor: Jay Holgate at Fischer Edit
Target: Clone Wars
Target: Clone Wars from Adam Reynolds on Vimeo. In-store broadcast spot created for Target’s launch of their Clone Wars website. The result of working with print assets in video, Lucas Arts and an animation house in Chicago. Didn’t turn out bad, but this is one time where I liked our concept and storyboards better than the execution. Oh well, the Star Wars geeks were happy.
Bowling with Adam and Chad
Bowling with Adam and Chad from Adam Reynolds on Vimeo. Created for a United Way fundraising auction. Winning bid had the amazing opportunity to go Bowling with Adam and Chad. Someone actually paid $750 just to go bowling with us.
Bowling with Adam and Chad II: We’re back and badass.
Bowling with Adam and Chad II from Adam Reynolds on Vimeo. Another opportunity for people to go Bowling with Adam and Chad. This video for a United Way fundraising auction helped raise over $1500. Think about that the next time you spend too much on cheese curds and beer. Oh, and the under-the-leg shot is real, people!
Grain Belt Beer: Thumbs up. Pinkies down.
Grain Belt Beer from Adam Reynolds on Vimeo. What happens when you have a few hours, a case of beer and a few friends with a video camera? Wait, don’t answer that. Luckily we decided to be productive and make a beer commercial for Grain Belt.