It was one thing to launch a new web brand in the year 2000, but it was another thing entirely to launch a brand that would change short term behavior for movie renters and long-term behavior in home entertainment.

To do this, we linked what people loved about movies with the convenience of the new Netflix model, which eliminated all the hassles of movie rental.

This campaign was so successful, that the client had to delay the national roll out by over a year because they would have had too many new subscribers to survive. It's the first and only time in my career the work was "too effective."