Jocelyn McCanles

As for any retailer, the holiday season is the biggest time of year for the Microsoft Store. My team was tasked with coming up with a fun seasonal campaign that could live across in-store merchandising and outbound advertising.

The "Oh What Fun" campaign centers around playful associates getting festive with Microsoft products. It is intentionally a little geeky because that's what the Microsoft Store brand is all about. It's unabashedly smart, the antidote to the self-conscious coolness that defines some, ahem, competitor brands. 

"Oh What Fun" acted as an umbrella for everything the Microsoft Store did during the holiday season, from the launch of Surface 2 and Xbox One, to Black Friday promotions. Much of what you see here is in-store signage, so it is very clean and simple. However, at the bottom is a storyboard for one of our game-based mobile banners.

“We’ve got your ass covered.” I helped create this handy bike seat cover/coupon to promote Timbuk2 waterproof messenger bags, offer a rainy day discount and raise awareness of Timbuk2 as a brand that cares. When it rains, a team of TImbuk2 cyclists disperse the covers all over San Francisco, spreading 20% discounts and love.

When our Delta Dental client started telling us a crazy story about how their customer service reps pulled strings to help customers save money, we were surprised it ended with “Isn’t that great?” and not “…and then we fired him.” We also knew where the brand campaign needed to go. With the tag “Whatever it takes and then some,” I helped create three quirky characters that go above and beyond and wrote copy for print, radio, out-of-home, banners and a microsite.

These posters were part of a Jamba Juice holiday promotional campaign for seasonal, low-calorie smoothies.

While the Brawny Man is a recognizable icon, he doesn’t look like he cleans too many dishes. For the new Brawny brand campaign, we wanted to give him a makeover as a modern dad and introduce Mrs. Brawny as “the brains behind the brawn.” The website is the centerpiece of the campaign, and weaves product information and offers into stories about the Brawnys. 

This unbranded campaign for a new cholesterol medication needed to get people to completely rethink their ideas about cholesterol and its relationship to heart health. To do this, we used the tagline "A Whole New Cholesterol" and provocative headlines to grab people’s attention and get them interested in learning more. The website acts as a user-friendly aggregator of information about good cholesterol, including recipes, health assessment tools, clinical data and a CRM program.

And now for something completely different. Jimmyjane is a design-centric brand that has redefined the sex accessory category with a mix of wit and sophistication. I wrote this ad to convey a key tenet of the Jimmyjane philosophy: If anything should be beautifully designed and made, it’s the products that engage our sexuality.

Copy: Just when you thought it couldn't get any better, two ears take your favorite pastime to a whole new level. Our innovative vibrators have transformed expectations around sex accessories, setting a new standard for quality, durability, and, of course, pleasure. Yes, we're perfectionists when it comes to showing you a good time. If anything should be beautifully designed, it's the products that engage your sexuality. Discover just how good an original can be at JIMMYJANE.COM. Live Sexy.

"You make us want to make bags for you." Timbuk2 wanted to share some holiday cheer with their customers, I wanted to write a love poem, and, lo, this festive holiday card was born. Read the whole card>

When Microsoft launched Windows 8 in store, they wanted to create as seamless an experience as possible for new users. After all, the new UI was a major departure from previous iterations of Windows. I helped craft a collateral piece that highlighted key features of the new operating system in a conversational, easy-to-digest way. This piece was given to any customer who came in for an upgrade or purchased a new product preloaded with Windows 8.

When the YMCA wanted to promote their Y for Youth Luncheon in support of their Youth Leadership programs, my team wanted to make it feel truly local and indigenous to San Francisco. I began to think of what "potential" means to us in the Bay Area. The notion of startups appealed to me, especially when I thought of kids as being their own little startups. All they need is a little push to take off.

The idea of "Fire up the startups" came to life through print, radio and TV -- for which I provided the VO.