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Evan Hall

Portfolio
About
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Window Nation

TV+CTV

THE STRATEGY

To break through a crowded category, we focused on dramatizing the everyday pain points homeowners face with aging or inefficient windows. Each issue was brought to life through unexpected, visually playful metaphors — creating standout moments that clearly communicated the benefits of upgrading. To deepen relevance and engagement, we developed a cast of diverse, relatable personas that reflect Window Nation’s broad customer base.

Invisible Glass

TV + SOCIAL + DIGITAL

THE STRATEGY

Facing a dominant category leader, we knew Invisible Glass needed a bold, unconventional approach to stand out. Our research — including deep dives into Reddit and online forums — revealed a surprising insight: people go to absurd lengths trying to make traditional glass cleaners work better. We turned this into a farcical, UGC-style campaign that humorously spotlights these extreme methods, ultimately positioning Invisible Glass as the simple, effective solution. No gimmicks. Just clarity.

U.S. Waterproofing

SOCIAL + PROGRAMMATIC + OOH + DIGITAL + TV

THE STRATEGY

Our strategic challenge was balancing attention-grabbing content for social with the need to inspire trust in a serious service category. As part of a larger rebrand of three U.S. Waterproofing subsidiaries, we resolved this by embracing contrast: using a simple, punchy opening scene to highlight the absurd consequences of not using a U.S. Waterproofing brand for structural repairs, then cleanly transitioning to the professional quality and reliability the brand represents. The result: a memorable message anchored by the line, “Repairs done right the first time.”

Penn Foster X Snapchat

SNAPCHAT

THE STRATEGY

For Penn Foster, we launched a Snapchat-exclusive campaign aimed at reaching both young students and their parents on a platform unexpectedly used by both groups. The strategy centered on delivering a high volume of diverse, snackable creative—tailored to different interests and life stages—to maximize relevance and breakthrough. By meeting audiences where they already were, we positioned Penn Foster as an accessible, modern path to education.

Don Francisco's Coffee

PRINT + CTV + SOCIAL + DiGITAL + OOH

THE STRATEGY

With decades of heritage behind it, Don Francisco’s needed to connect with a new generation without losing its roots. We began by distilling the essence of the brand’s founder — his passions, quirks, and values — into a set of timeless traits. Then, we reimagined those traits through bold, modern personas that feel unmistakably fresh. The result: a campaign that pairs clever, character-driven storytelling with a nod to legacy

Dexcom

SOCIAL + DIGITAL DISPLAY + PRINT

THE STRATEGY

We created a series of social-first videos to position Dexcom as a key tool in a healthy lifestyle shift. The content highlighted how real-time glucose insights help users understand what and when to eat, while also offering valuable feedback for those on GLP-1 medications. By integrating Dexcom into everyday routines, we showcased it as a smart, empowering companion for better health decisions.

Groundworks

TV + PRINT + OOH

THE STRATEGY

We developed a commercial series for Groundworks built around the strategic flow: Empathize, Educate, Engage. Each spot first acknowledged the stress and disruption caused by water damage, then clearly explained how Groundworks solves these issues, and finally rallied viewers with a bold, empowering statement —"Put Water Back in Its Place." This anthem-style message positioned Groundworks as the tough, no-nonsense solution homeowners can trust.

Bluepeak

SOCIAL + PROGRAMMATIC

THE STRATEGY

For Bluepeak, an emerging internet provider, our strategy focused on building name recognition through a memorable, energy-driven brand platform. We introduced the line "Never Stop Peaking"—a playful, motivational rallying cry. Each spot featured people achieving over-the-top successes (like winning a state fair with a giant sheep), then reminded viewers that no matter how high you climb, Bluepeak’s blazing internet can take you even further.