I was one of Lee Garfinkel’s first hires at Lowe, along with 4 group Creative Directors.

My first year at the Agency was incredibly productive. My first shoot was Hanson “King”, which won at Cannes, and at the Museum of Modern Art AICP show for “Production.”

Sprite had been a long-neglected brand for Coca-Cola, and Lowe was considered their second-tier agency, behind global powerhouse McCann Erickson.

Shortly after our arrival at Lowe, the Client asked for a repositioning of Sprite.

I was heavily involved in the development of “Obey Your Thirst”, producing the spec work to launch the campaign, and selecting the original group of directors. “Badge” was nearly a direct derivation from the spec spot.

I was prevented, however, from producing most subsequent commercials due to another offer: the Client’s invitation to pitch Diet Coke. I was to spend much of the next year on Diet Coke, delegating much Sprite production to several talented Producers.

One other note: the Patriots had nothing to do with Sprite. The photo is from a Diet Pepsi shoot. But it’s my website...and I felt like including it.