The Brief
Boost Mobile needed a high-impact campaign to promote the launch of the HTC Bolt, emphasizing its speed and high-fidelity sound. The initial project brief was open-ended and loose, requiring a strong creative direction that could effectively communicate a technical product value proposition without falling into standard, dry corporate messaging.
The Results
The campaign successfully cut through the corporate noise, delivering an engaging, highly memorable spot that resonated with the target audience while driving home the HTC Bolt's core product features. It stands as a prime portfolio example of how to take a loose creative brief and execute it with sharp strategic focus and a distinct voice.
The Strategy
Instead of a conventional spec-heavy commercial, the strategy centered on leveraging the legendary hip-hop pioneer Biz Markie. By leaning into his iconic, comedic personality and signature beatboxing style, the campaign transformed technical product features—like network speed and audio power—into an entertaining, culture-first narrative.
The Work
Creative Direction & Strategy: Developed the core concept to merge old-school hip-hop culture with modern mobile technology, ensuring the brand's message felt authentic and disruptive.
Scripting & Lyric Writing: Conceptualized and wrote the original rap lyrics performed by Biz Markie in the spots, carefully balancing the comedic, larger-than-life persona of the artist with targeted product messaging (e.g., "Booming Sound").
Execution: Collaborated closely with the Schiefer Chopshop team to guide the tone, rhythm, and fast-paced energy of the final campaign spots.