Paul Schmidt CD/CW

Listening. Learning. Looking. That’s how I lead. That’s how we create beautiful, meaningful, and engaging work together. When we all dive into new ideas fully, love will follow. Through the power of storytelling, we can turn the most difficult problems into solutions with inspiration. When you lead with your heart, it will always lead you to somewhere new. 

Let’s do more than work together. Let’s have a blast.

There had never been a national TV campaign aimed to help those living with bipolar depression that aired in the United States until this. It’s a controversial subject to begin with. But it’s also an important one. Knowing that there are more than 3 million people in the US who are living with the symptoms of the depressive lows of this disease, this campaign respectfully captured and reinforced what we heard from so many people searching for a way to successfully manage their condition. 

Going to Cannes to win an award for an ad is one thing. Going to Cannes to share what we found to be the most inspiring story we could find in the world of wellness is another.

After learning about 2015 Google Science Fair Winner, Olivia Hallisey, who was 16-years-old at the time, we reached out to her. She created a low-cost, rapid test for Ebola, offering results in less than 30 minutes in the most remote parts of West Africa that had no electricity, refrigeration, or light at night (other than flashlights).

During our initial interview, she revealed that the inspiration for her high school science project was hearing about Dr. Kent Brantly, the first American doctor to contract the Ebola virus after treating over 80 patients, and was sent back for treatment at Emory Hospital in Atlanta.

They had never met each other until we brought them together at the Inspiration Stage in Cannes to share their stories with a 400+ global audience.

I have never been so motivated and inspired by two people in my life. This wasn’t about advertising. It was about how The Power to Change Lives Is in All of Us. 

As we went down the elevator in the hotel together before the presentation, I thought to myself, these are two people that not only have changed my life, but potentially, millions of others. 

Kate Farms makes plant-based, nutrional formulas for just about everyone that needs it. From everyday nutrition, medical nutrition, kids nutrition, to specialized nutrition. It’s a small company with a very big heart. Here’s the belief statement we worked on together:

This kind of goodness matters.

We’re making a different kind of difference. In a big way.

We care deeply about improving nutrition for all of us.

The stuff that’s good for us is for all of us.

Everything we do is to help us do more than just grow.

Our health is something that is fluid and always in motion.

We can all make positive, nourishing choices. Your friends. Your family. Paying attention to the people and things that matter to you.

Living our best lives really matters.

It’s about being good, not just big.

Crohn’s disease is living life within a constant circle of unpredictability. You’re always wondering what’s next. Where is the closest bathroom? What will happen if I eat that? When and where will the next flare strike again? This campaign helped those living with CD see that there’s hope to stop revolving in this vicious circle, and to move on to the world outside of your symptoms. 

https://0thers.net
WHERE ARE WE NOW? is a documentary film about four visually impaired athletes who ski and their guides. Although each of our four featured skiers have very different stories and lives, they all have one thing in common. Hint… It’s not about visual impairment. It’s about something that needs to be shared. Something that is worth experiencing, even if you can’t physically see it. It’s about trust.

This featured screen shot is just one of our athletes, Gillian Lindt. She is now 91 years old. The film is still work in progress. It has changed my life and will change many other lives.

Currently, HUMIRA is the #1 selling pharma brand in the world and the #1 prescribed biologic in the US. The reason? It has 10 different indications. So how do you reach out to so many people who are going through so many things? By showing that you’re not just a big pharma company—you’re also human. The concept had to not only work across multiple media channels, but also for consumers, HCPs, and sales reps. It’s a real voice with a down-to-earth personality. And most importantly, an understanding that there’s more to treating your condition than your medication. 

You care a lot about your pet. Whether it’s a dog or a cat, they love you unconditionally, but unfortunately, fleas love them equally, too. FRONTLINE Plus prevents flea and tick infestations with both. Dogs and cats are equally awesome. So you might as well make the best choice for both of them with the Vet’s #1 Choice. 

The charge from our client was “how can we make a testimonial not feel like a testimonial?” The answer was to stop calling them testimonials. Start calling them documentaries. We interviewed over 25 plaque psoriasis patients who were living with moderate to severe chronic plaque psoriasis and shot 13 documentaries in less than 2 years. We started with Anne and the campaign took off from there. 

What started as a pretty simple idea turned into something really big. We captured patients’ stories and their daily lives after achieving the results they were hoping to find with HUMIRA. We not only found the most compelling stories, but also worked with the three best documentary directors we could find. Instead of watching a patient speaking straight to camera, we followed them throughout their worlds that were all individually interesting, inspiring, and motivating. 

Ulcerative colitis symptoms don’t happen as often as Crohn’s disease symptoms. But that doesn’t mean you’re not wondering when and where they’ll show up next. It’s a serious disease that leaves you always wondering what could happen next. We covered a lot of ground in a very short amount of time to convey not only the physical symptoms of the disease, but also the mindset of the anxiety. 

When I got my first JetBlue assignment I couldn’t believe it. They wanted to be more than an airline—they wanted to be a personality. They wanted to “bring back humanity to  the airline industry.” That got through to me fast. Some of the work was branding, some it was destination specific, and some of it just had a sense of humor. The most fun I’ve ever had in advertising.

I’ve never been a very good “wrapper.” In fact, come around the holidays, I’m beyond on humbled. I was lucky enough to have some inspiration from a few people at Papyrus to give me hope. But also believe we should leave this lost craft to the pro’s. 

I admit it, I love beer. Mike’s Hard Lemonade is not beer. And well, that’s okay. The brand and beverage deserved a voice better, or at least, different than beer. Our packaging design had many quotes, but all from a single voice. Did you know a lot more women buy Mike’s than men? But many more men drink Mike’s than women? The quotes spoke to both. 

When is the last time you opened a piece of direct mail and smiled or laughed? Pets are fun and have personalities. So protect them and save while you’re at it with the Vet’s #1 Choice. 

Who knew having psoriasis could actually help your career instead of get in the way of it? Yes, I have it. I have also learned and written more about it than I ever thought I would. This unbranded campaign captures not only real patient stories but also the real emotions that show that psoriasis is more than a skin disease—with a uniquely animated and educational website to help those living with this chronic disease find answers that can make a meaningful difference in their life.