At 2e, one of my favorite stages in any branding campaign is developing the brand narrative. I love to machete my way through the proverbial thicket of product details to find the soul of a brand. Even if those brand narratives never face the end consumer, it’s so important to say to our client, “this is your universal truth. This is what makes you special.”

Made of More

I like to think that every young creative has their holy-crap-that’s-amazing-and-I-want-to-make-that-one-day campaign. For me, it’s Guinness’ “Made of More.” The first time I saw it, sitting in a crowded, fluorescent-lit lecture hall, the entire class was brought to tears.


I’m not crying. You’re crying.

Storytelling Animals

We all share a love of storytelling. Whether we’re writers or readers, the common thread of narrative joins us all together. Our lives are ripe with plot twists, denouements, and foreshadowing, and storytelling is how we make sense of this shared scary, confused experience of being a person.

Look, there’s no formula for bringing a room to tears or getting an entire Super Bowl party cheering for a puppy and a horse to find each other again. But if I were to take a stab at why ads like this are so memorable, I’d say telling an effective story is the first step. Tack on trying to do so in thirty seconds or 160 characters, and you can see how daunting this task can be. But, if you make your story authentic, if you try to make something that doesn’t make the world seem so big and scary, you’re definitely on the right track.

Don’t try too hard to be clever or revolutionary. Focus, instead, on those little moments and small experiences we all have in common. It doesn’t have to be profound. It just has to be human.