Lauren McCrindle

When U.S. Bank launched the first ever Spanish Voice Assistant in the United States, they also happened to be planning to expand in California (a state with over 10 million Spanish speakers). And were struggling to connect with (and keep) Hispanic customers.

We saw a unique opportunity. And created a twenty-minute documentary exploring the untold story of the over 11 million child translators in America. Kids who are the only English speakers in their households who end up acting as their family’s (and community’s) translators for matters that are often more adult than they are.

The unbranded film caught the attention of mainstream and Hispanic media and got people sharing their own experiences. So far, it’s been part of the official selection at thirteen film festivals. Receiving the top prize at three of them, including best short at the Tribeca X Film Festival.

Watch the full film here: TranslatorsFilm.com

FILM FESTIVALS: Tribeca Film Festival 2023 (NY) - Winner best documentary short Tribeca X, USA Film Festival 2023 (TX) - First Prize non-fiction short, Paris Play Film Festival 2023 (FR) - First Prize Documentary Short, LALIFF 2023 (CA) - Official Selection, French Riviera Film Festival 2023 (FR) - Official Selection, Indy Shorts Film Festival 2023 (IN)- Official Selection, New Orleans Film Festival 2023 (LA) - Official Selection, Tampa Bay Film Festival 2023 (FL)- Official Selection, Georgia Latino Film Festival 2023 (GA) - Official Selection, Rhode Island International Film Festival 2023 (RI) - Official Selection

ADVERTISING FESTIVALS: Cannes Lions - 1 Gold/2 Silver, One Show - 3 Silver/One Bronze/1 Merit, Clios - 1 Silver, LIAA, Shorty’s, AdColor campaign of the year, The Drum Awards grand prix, New York Festivals, D&AD, Effies, El Sol Awards,

How do you convince people who’ve never been to HomeGoods to go to HomeGoods? You tell them to stay home and watch TV. This 6 part web series starring Jillian Bell is set entirely inside the walls of an actual HomeGoods store. Complete with all the lamps, rugs, dog beds and artichoke pesto you could possibly dream of.

We launched it like any other sitcom with an on set interview on Entertainment Tonight and some cleverly placed digital ads, posters, trailers, and teasers. In the end almost 10 million people watched 30 minutes of advertising, cleverly disguised as entertainment.

When tasked with the global relaunch of Lysol, we wanted the infamous 130 year old brand to stand for something bigger than killing germs. So we turned it into a protector. 

“What it takes to project” became the new global tagline. And to launch it, we tapped into the fiercest protectors on the planet: mothers. “Protect Like a Mother” became a film and experiential campaign that resonated around the world. 

Cannes, 2 shortlists • One Show, merit • Clios, shortlist • Epica Awards, silver • Jay Chiat, silver • Global Effies, winner • Hugo Awards, silver •  New York Festivals, 2 finalists

This film was created for Italy’s national organization for people with Down syndrome, CoorDown, in honor of World Down Syndrome Day. The objective was simple: change the way we look at people with Down syndrome. The campaign used the hashtag #HowDoYouSeeMe to help amplify the call to action and start a conversation.

Cannes • Film Bronze 2016 & 2 shortlists
Adcolor • The Ad of the Year Award 2016
Clios • Film Bronze 2016
One Show • 3 merits

In support of the Detroit Lions historic run 2023 to the NFC Championship, we worked with General Motors to do a “small update” to the iconic GM logo. The “Lionized logo” was proudly displayed atop the Ren Cen in downtown Detroit while the Lions won their division and battled it out in the NFC Championship.

What do you get when you mix learning and play? Plearning. But also, you get Osmo!

You don’t go shopping at HomeGoods, you go finding. And the things you’ll find, come a long way to be found by you.

With all the great back-to-school stuff at Walmart kids will actually look forward to the end of summer.

We were asked for a social platform. So, we put a river of mirrors in The Valley of Fire, a wall of frames Austin and recreated the New York City skyline out of lamps in Long Island City.

This campaign came straight out of the product. It's really good. Like really, really good. And that's not an opinion. It's a fact. Because, the chocolately, peanut buttery deliciousness of Reese's Puffs is so mind-blowingly delicious, you either love them or... you're wrong.

While other diaper brands focus on precious little babies, Luvs turns the focus to parents. Real parents. Which naturally leads to poop jokes and awkward conversations about things like: quickies, cracked nipples and hemorrhoids.

LIA • Gold Film Campaign 2015
Clios • Bronze Film Campaign 2015

Nobody has a more eclectic mix of Mother’s Day gifts to suit any kind of Mom than T.J. Maxx, Marshalls and HomeGoods. And who better to tell you what she’s into this year than the moms themselves. In song, And dance. Because, why not?

Dogs and Christmas. What's not to love?

You might have a dirty little habit and not even know it.

Convincing the world’s biggest retailer to make a holiday film about hockey required some slightly unorthodox research. And two overly enthusiastic Canadians.

We worked with T.A.G. and McCann Worldgroup to develop integrated materials for the "Believe" launch campaign.

Cannes Lions • Titanium Integrated Grand Prix 2008
One Show • Integrated Branding Campaign GOLD 2008 & Best Of Show 2008
The Andy Awards • The 2008 Grandy
The Art Director’s Club • Integrated Advertising GOLD 2008
Communication Arts Advertising Annual 2008
Effie Awards • Grand Effie 2009

We could have done another “blue goo” diaper demo. But then we’d have to do a “blue goo” diaper demo. And nobody wanted that.

Effies • 2016 finalist

Comedian Ana Gasteyer was Tweeting about her experiences with Weight Watchers. So we made her a Weight Watchers Ambassador. Then we wrote some songs, put her on TV and got her to sing them. Embracing the funnier, lighter side of weight loss was a big departure for the brand but it paid off immediately. After the campaign launched, we kept the conversation going on Twitter.

The events depicted in this ad are fictional and are in no way autobiographical. At least that’s what we told our client. And pretty much everyone else who asked.

Canada Cannes Contender Reel 2007
Bessies Shortlist 2007
TBS’s “World’s Funniest Office Commercials”
CBS’s “Clash of the Commercials: USA vs. The World”

Coke is so refreshing the people inside the buildings are drinking it. Through straws. Get it? This campaign appeared on buildings across Canada.

Communication Arts Advertising Annual 2009
Art Director's Club of Canada Annual 2009
The Marketing Awards 2009
Graphis Advertising Annual 2009