There was a point when all the giant airlines started charging for bags. Except one. Southwest Airlines. They refused to charge their customers the additional fees. It wouldn't be right. We took that policy decision, and turned it into a cause. The Bags Fly Free movement began. We got the employees to help. And boy did they. No matter what we threw at them, the Southwest employees rose to every occasion. Especially the baggage handlers. They became the stars of the advertising.

After all was said and done, our campaign garnered Southwest Airlines an uptick in market share of 3%. That translated to increased revenue of $900 million dollars. We were eventually awarded a gold Effie for our efforts. The first one in the history of the brand. It was a great honor.

Co-Creator and Writer : Clay Hudson    Director : The Hoffman Brothers

Southwest Airlines is like one giant sports fan. These two magazine ads ran to celebrate their national sponsorship for the NBA. Awards: Regional Print Annual, Communication Arts Advertising Annual

Photographers : Runway/Dana Neibert. Sky/Vincent Dixon

Denver was jilted by its hometown airline. Scorned by surprise layoffs, and going back on promises of long-term commitment. So, Southwest courageously stepped in. The idea was to sweep Denver off its feet. The "We Love You Denver" campaign was born. The effort was made up of actual employees. Sincere. Funny. Memorable. Denver finally did fall for Southwest Airlines. It's been a great love story ever since.

Co-Creator and Writer : Clay Hudson

Director : Fred Goss

Even though the campus of The University of Texas is in Austin, it's influence is felt worldwide. The advertising for UT has never been like other institutions. This campaign is no exception. We shot at night with projected animation on the hallowed university tower. It was a powerful message done in a powerful way.

Co-Creative Director : Clay Hudson

Creative Team : Michael Page and Judd Oberly

One day a friend mentioned he had a buddy who worked in the marketing department at the New York Post. His buddy would let us do whatever we wanted. As long as we found a way to help him celebrate the anniversary of the paper...on a very limited budget. A few favors later, this series appeared around New York. Wherever they could get away with hanging these posters. A lot of people noticed. Including the One Show. We received Merits for the campaign and a few of the individual posters. We were humbled, honored and psyched all at the same time.

Creative partner & writer : Trent Patterson

Photographer : Doug White

A music management firm based in the Texas Hill Country.

A festival that draws talent, and fans from all over the country.

Sound software that vastly improves stadium sound regardless of where you're seated.

A symbol used in our Bag Cops campaign. Illustrated by Dale Minor.

A mark for PudderArtworks®. This is an online art merchandise shop. society6.com/pudderartworks

Art merchandise design.  society6.com/pudderartworks

A book cover for my great friend's award winning first book. It's a wonderful collection of Lousianna stories.

Yellowpages.com was Google before Google was Google. They were the champions of local search. The local phone book, online. We started working with them early on. We established their brand with the "Need something?" campaign. It hit on that human truth that when you need something, you try to make do. However, ultimately you call an expert. The client was so pleased with the campaign results, they decorated their new building with all the campaign graphics. They let us know the campaign was the reason for their new building. Consumers embraced it too. Some people even posted their own versions of "Need something?" TV spots. Need Something won many awards and went on for several years. All in all, the kind of creative we love doing.

Creative partner & writer : Trent Patterson

If you're the local search expert, then your messages should be where the people are. Our Yellowpages.com campaign used broadcast, as well as online, and outdoor. I didn't want to have all the fun, so I asked a couple of my buddies to pitch in. Here are a few examples I creative directed.

Billboard Art Directors : Matt Barker/Pest Control and Joel Davis/Handyman

Bus shelter Art Director and Writer : Bryan Pudder

When a jewelry retailer needed a big platform to differentiate their brand we hit on something we were convinced was smart and powerful. Luckily, our clients agreed.

And so, “A Diamond Kind of Love” campaign began. We launched a multichannel effort that drove home the spirit and heritage of the 90-year-old brand. All demonstrating to what lengths guys will go when under the influence of love. The client's data showed their holiday sales went up 4% thanks, in large part, to this campaign. 

We also had a launch within a launch. With a new national campaign, came a new love song.

https://www.youtube.com/watch?v=x4urSwkFqTk

Co-Creative Director & Writer : Carlotta Stankiewicz

With screens being such a distraction for today's youth, Texas Parks and Wildlife wanted to do something that helped parents introduce this crazy new thing to kids: nature. These posters hung in businesses and schools around Austin.

Headline : Do whatever it takes to get your kids outside.

Creative partner & CD/CW : Trent Patterson

Creative partner & CD/CW : Trent Patterson

Directors : Brian Aldrich, Rocky Morton and James Levine