ASSOCIATE CREATIVE DIRECTOR
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Angel Soft | Using Social for Good

Happy Father’s Day, Mr. Rayos

// AGENCY: DEUTSCH CLIENT: Angel soft CODENAME: Tagalog // 

For Father's Day in 2016, we gave one amazing dad the only thing he really wanted:
a chance to see his family again. 

In case you don’t want to cry, here’s the gist. Melquiades Rayos lives with his daughter and her husband in Oakland while working 3 jobs to raise money and try to get Visas for his other 8 children in the Phillippines. He’s a hell of a guy with a hell of a story. Bonus factoid: There are exactly 2 professional Tagalog translators in Los Angeles.

Press: 
HUFFINGTON POST: Heartwarming Commercial Is A Token Of Appreciation For Hardworking Dads
Shoot Online: Deutsch Extends Happy Father’s Day Wishes From Angel Soft
The Drum: Angel Soft Unveils Emotional Film Featuring Hardworking Immigrant Dad Ahead of Father’s Day
Campaign: Angel Soft applauds immigrant dad in daring Father's Day Video
Adweek/AS: Deutsch Launches Father’s Day Effort for Angel Soft
Campaign U.S.: See the 8 most heartwarming Father’s Day ads of 2016
Campaigns of the World: 12 Best Father’s Day Ad Campaigns of 2016
On the Avenue Marketing: 2016 Heartwarming Father’s Day Ads
 


Happy Other’s Day

// AGENCY: DEUTSCH CLIENT: Angel soft CODENAME: CARDS FOR HUMANITY // 

For Mother’s Day, we created cards any mother would love.
Even when “Mom” isn't technically your mother.

A year after men's rights activists were up in arms about our Father's Day video celebrating single moms, we wanted to make sure nobody was left out. We worked with local artists to create cards for single dads, aunts, grandmothers, adoptive parents, awesome siblings and anyone else who didn’t get a day of their own. We even reached out to Hallmark and American Greetings to put these cards on the shelves. Turns out we were a little late, but we printed small runs of the cards anyway.


Single Parent’s Day

// AGENCY: DEUTSCH CLIENT: Angel soft CODENAME: KOCH BRO CASHGRAB // 

We had a budget of $120,000 to create a video honoring Single Parents on the oft-forgotten Single Parent’s Day. Your basic social fluff piece. But after interviewing single parents from all over the country, we found a better way to spend our budget:

We scrapped our plans, recorded our video over Skype for a fraction of the original cost and used the extra $100k to give parents life-changing gifts.