GEICO + Montell Jordan
ROLE: CREATIVE DIRECTOR, DIRECTOR
GEICO was looking to tie their "It's What You Do" campaign into VH1's 90s focused Hip Hop Honors so we called on R&B legend Montell Jordan to bring his platinum single and universally loved hit "This is How We Do It" to a new generation. In an over the top homage to late night infomercials we had Montell telling the studio audience and viewers at home "how we do it". In classic infomercial fashion Montell presents the solution to any and every problem, while never really explaining what it actually does.
If you're Montell Jordan you tell people "how we do it" - it's what you do. If you want to save 15% or more on car insurance you switch to GEICO - it's what you do.