JACK
WALLACE
Hello! My name is Jack and I'm a copywriter based out of NYC.
I love my job. It’s let me turn teen anxieties into a twisted anime series, convince the internet Michael Cera founded a skincare empire, launch a new Coca-Cola flavor with a meta social stunt, and create a filter that orders your perfect meal based on your mood, among plenty of other odd, wonderful things. I’ve done it all at top creative agencies and studios, alongside some of the most innovative, hard-working people in the game.
Below is a sample of the stuff that I like to do: sharp-witted work that aims at positioning brands somewhere in the intersection between culture and commerce. If you’d like to know more, feel free to reach out, or visit my LinkedIn.
Milk Can
Client: MilkPEP
Product: Milk
Role: Concept & Scripts
As a writer in the attention economy, the job is usually to hide the brand messaging so the audience is convinced they're definitely, absolutely NOT watching an ad. This time we did the opposite. We led with what milk can do... then hit you with something it 100% cannot.
In collaboration with Nexus Studios, we created seven bite-sized stories for our teen audience.
From ghosting and ego trips to awkward run ins and the terrifying thought that you might not be your dog’s favorite, we went all in on Gen Z and Alpha humor and wrapped it in the anime style they know and love.
The videos ran across TikTok, Instagram, YouTube, and even took over CrunchyRoll for a day.
And my personal favorite, the anime feet demon. 💕
Press: Ad Age, Design Rush, Campaign Live
Michael CeraVe
Client: CeraVe
Product: Moisturizing Cream
Role: Concept / Copywriter
I was part of the core creative team behind one of the year’s most awarded campaigns, asking: What if we convinced the internet that Michael Cera invented CeraVe? Born from social listening and built with an earned-first mindset, we crafted the social component that sparked the frenzy, integrating PR, influence, social, creative, and production from day one. The internet-first rollout caught fire, ultimately culminating in the brand’s first Super Bowl spot.
The guerilla marketing stunt began on social by planting a Reddit rumor.
And spread through a Cera x @haleyybaylee run-in, a conspiracy deep-dive courtesy @hannahkosh, and by touring Michael Cera's "movie" trailer through @calebwsimpson.
We then poured gasoline on the fire through @bobbialthoff's uncomfortably direct line of questioning.
Partnered with popular meme pages.
And gifted absurd kits for unboxing videos to hundreds of micro-influences and, of course, furthered speculation through news-breaking TikTokers.
We orchestrated media to play a central role in unfolding the story every step of the way.
Even before the Super Bowl aired, we had racked up over 6 billon impressions (without a dollar in paid media). The response was overwhelmingly positive from consumers and industry insiders alike.
Following the game, the campaign won the Super Clio award for best Super Bowl ad.
Greatest honor and pleasure to lie to the internet.
Spiced Tease
Client: Coca-Cola
Product: Coca-Cola Spiced
Role: Concept
Before Coke Spiced was announced, we wanted to tease the new flavor across social. We partnered with the incredible team at Protokulture to deliver a tease unfolding in three parts.
Coca-Cola was so obsessed with these videos that they became prominent visuals throughout the campaign and even made the jump to OOH, showing up in Toronto's Yonge Dundas Square and in the Spiced Shop, the experiential activation that took over a building in SoHo.
The First Sippers
Client: Coca-Cola
Product: Coca-Cola Spiced
Role: Concept / Copywriter
Because Gen Alpha, Gen Z, and, to a certain extent, Millennials, have grown up with social media and recognize the texture of advertisement, we are constantly challenged to innovate and shape-shift so as to avoid discovery. A recent example of problem solving in this space is my work for the launch of a new flavor in Coca-Cola's portfolio: Coca-Cola Spiced. We went totally meta with the campaign to deliver work that is social, punchy, and a little bizarre.
Where the commerical went surreal with their Spiced interpretations, we wanted social to stay grounded in reality. A strategic choice that had nothing to do with the fact Social had no VFX budget.
In addition to the content we captured ourselves, we received video and stills from the commercial shoot, which we transcreated into some of the social-first assets below.
What's In The Bag?
Client: Coca-Cola
Product: Coca-Cola Meals
Role: Concept / Copywriter
There are very few moments as profound and soul-stirring as that first glimpse into your takeout bag. We centered this moment of revelation with an opening POV shot.
The simple story afforded us the space to develop rich, textured environments for each vignette. My favorite stories are simple: find an insight grounded in human behavior, dramatize that insight.
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