When rebranding Scratchers from the nation's second largest lottery, a year-long strategic research phase unearthed a startlingly simple truth: Now more than ever, people are craving more play in their lives. Our campaign, A Little Play Can Make Your Day, positioned Scratchers as small accessible moments of play that can bring moments of levity and suspense - and quite possibly a little cash - to your day.
Bubble Wrap
Paper Balls
Air Band
Playful Ways to Scratch
Social - Vertical
Social - 1x1
Comedy Central's Handy
After the success of his festival darling mocumentary short, Hand Job: Portrait of a Male Hand Model (at bottom), Josh partnered with Comedy Central to write and direct the branded entertainment series, Handy. Each two-and-a-half-minute episode features the hand model, Erik Thomas Layne, applying skills on a commercial shoot for a different brand. Fourteen episodes in, brand partners include: Corona, Pringles, Sabra Hummus, Zales, Kit Kat, Burger King, Paramount, etc.
On-Air Teasers (:30)
Zales Teaser
Sabra Hummus Teaser
Corona Teaser
Kit Kat Teaser
The Episodes (2:30)
Episode 9 - "Three Hands" (Burger King)
Episode 4 - "Lord Of The Ring" (Zales)
Episode 8 - "The Jitters" (Pringles)
Episode 6 - "Blinded By The Lime" (Corona)
Episode 7 - "Kat Burglar" (Kit Kat)
Episode 5 - "Hand of Humanity" (Sabra Hummus)
The short film that inspired Handy, the series:
Providence Saint John's Hospital
Providence Saint John's is recognized as a world class hospital, on the westside of Los Angeles. For their first-ever integrated brand campaign, we wanted to put the care back in healthcare. We took the health care industry head on by pointing out the de-humanizing nature of the category, while spotlighting all the different services area in which Saint John's does… Everything For The Better.
Beds
The Case Study
First Meal
BrainFit Gym
Social - Vertical
Chris P. Poultry, Chicken Sandwich Lawyer.
Everyday, people are emotionally harmed by dry, tasteless chicken sandwiches. Renown chicken sandwich lawyer, Chris P. Poultry, helped people fight for their right to a better chicken sandwich - with a free Jollibee Chicken Sandwich. Their most successful launch to date, our campaign drove trial among a crossover audience, earning unpaid impressions and stealing share from McDonald's, Wendy's and Popeye's.
Contextual Billboards
KATSEYE
To launch Jollibee's Korean BBQ, we connected with one genuine fan: Sophia La Forteza, of KATSEYE - the most influential girl band in the world. When we saw her wearing a Jollibee t-shirt in their Netflix special, it was the catalyst of the most talked-about brand collaboration of the year, the most successful product launch in Jollibee history - and our Clios - winning integrated campaign.
Case Study
Lie Detector Taste Tests
When it came time to conduct taste tests with Jollibee's flagship product, Chickenjoy, we wanted to make sure our food influencers were telling the crispy, juicy truth. So we turned to world-renown Polygraph expert, John Grogan.
Times Square Takeover
Anyone who's smelled Jollibee's Chickenjoy knows, it's nearly impossible to resist. For their Times Square store opening, we used Times Square billboards to prove how tempting it can be.
Parfume
Watch
Beach Spa
Jollibee - Have a Jolly Day
Every time you leave a Jollibee, they say "Have a Jolly Day." And they mean it, genuinely. This campaign began to explore all the ways Jollibee plays a role in making people's days jolly.
Good Neighbor
Memory Lane
We Do
The Smartfood Flavor Genie
Like all popcorn, Smartfood is healthy. But it's also packed with flavor. And who better to talk about flavor than Flavor Flav himself? In this integrated campaign, we introduced Flavor Flav as The Flavor Genie, who magically appears from every opened bag of Smartfood to talk about, Flavor You Can Feel Good About.
Movie Night
Park
Blooper Reel
The Jollibee Undroppaball
Instead of trying to reach everyone with a Super Bowl we could never afford, our digital campaign had a demographic of one: Wilson. We targeted the official supplier of footballs with a solution to Football's biggest problem: Dropped balls.
The Case Study
Sour Patch Kids
Pigeon
Cheerleader
Klondike
Good Listener
Holding Hands
Grill
Music Videos
Nina Persson - Animal Heart
The National - Murder Me Rachel
Travis - 3 Times and You Lose
Fran Healy - Buttercups
Metallica - Enter Sandman
Phil Hummer & the White Falcons
Jollibee - Once You Get It, You'll Get It
Jollibee Social: Super fans creating new fans.
Jollibee, the largest fast-food fried chicken chain in Southeast Asia, is a beloved, multigenerational brand built on joy, family and flavor. Entering North America meant a new challenge: winning over American consumers who'd never heard of it, while honoring the Filipino diaspora who already loved it. With a fraction of the budget of the fast food giants, we amplified the passion of Jollibee's super fans on social, letting their authentic love spark curiosity and introduce the brand to a whole new generation.
A few of the nearly 2,000 cross-platform posts we created, posted and managed since 2019.
Meet Josh
Josh Miller is an award-winning creative leader, team builder and cross-discipline collaborator who brings humanity, humor and culture to storytelling across commercial, digital, social and branded content. Most recently Executive Creative Director at David & Goliath, he helped shape brands including Jollibee, California Lottery, Saint John's Health Center and Frito Lay's Smartfood, and optimize in-house social and digital production pipelines. Drawing on a bi-coastal agency career, and as a director with production companies Little Minx/RSA Films and B-Reel, Josh creates work rooted in concept, craft and emotional truth - from integrated campaigns to branded entertainment, including the 14-episode branded series, Handy, he created for Comedy Central.
David & Goliath, Executive Creative Director & Director (2019 - 2026) RSA Films/Little Minx & B-Reel Films, Director Team One Advertising, Co-Creative Director Cliff Freeman & Partners, VP, Associate Creative Director Kirshenbaum & Bond, Copywriter / Chauffeur
There was a time, long ago, when ads were printed on paper and read by people reading newspapers and magazines.
Duck Head. You Can't Get Them Old Until You Get Them New.
Our campaign for The Hudson River Keeper helped pressure the federal government to allocate $40 million to clean up the Hudson River and New York City's water supply.
We didn't use a photographer to shoot our campaign for Fanta. We travelled the world with a photo booth. Just us and hundreds of kids from over 40 countries showing us their own takes on familiar themes.
An Explosion of Spicy
Jollibee Brand Launch
BMW i3
Mini
Target
Copywriter / Chauffeur
Josh moved to New York City to become a copywriter the day he graduated from the University of Oregon with a Journalism degree.
Without an ad school portfolio, he snuck into the bathrooms of Kirshenbaum Bond to install toilet paper rolls hand stamped with the words: Josh Miller. A copywriter who's willing to start at the bottom.
Richard Kirshenbaum took him literally - and called the same day to offer him his first job in advertising as a Copywriter / Chauffeur.
