On paper, I'm a copywriter. In reality, I'm a creative strategist. In my head, I'm a bestselling mystery author who finds themselves solving crimes as a quippy amateur detective. You can hire me for any one of those things.
chrispvail@gmail.com
Put oracle in the fast laNE
Oracle
In 2022, Oracle became the title partner of Red Bull Racing. So we introduced the partnership to the world by showing what happens when the fastest team in F1 runs on the fastest cloud. This was more than a sponsorship. Oracle's real-time data insights gave Red Bull the edge to keep winning. Our solution? Iconic racing visuals. Clever copy. All driven by data.
Made people cheer for Alexa
Amazon
During the 2017 Super Bowl, Amazon needed Alexa to feel less like a device and more like part of the game. So we created a series of spots where Alexa made real football moments better. Comedic, touching, and relatable. The kind of ads people quote on Monday morning. The campaign won a 2018 American Advertising Federation Award.
Gave the world’s builders a rallying cry
AWS
AWS had the best cloud. Decision makers just didn't know. So instead of talking tech, we spoke their language, celebrating the dreamers, the never-been-doners, and the scrappy start-ups with a rallying cry to Build On. The campaign dominated airports, train stations, and city streets across eight major markets, drove 35% more traffic to AWS, and gave builders a brand that finally felt like theirs.
Brought the average salad to life
Litehouse
If your salad could talk, it would ask for Litehouse dressing. Litehouse is fresher than your average room temp dressing, and we wanted people to know it. So we let the salad speak for itself. Quick, witty, shareable stop motion videos that made the case for freshness without sounding like an ad. We knew people would agree: their salads deserved better.
Secured Oracle's place in the nation's defense
Oracle
The DoD was awarding the biggest cloud contract in the country and every major provider was competing. So we took Oracle's message directly to the people making the call, with a full takeover of the metro station closest to the Pentagon. Military imagery completing the Oracle logo. A visual language built for missions that can't fail. 90% of federal workers reached. 50 million impressions.
Helped Doritos own the feed
Doritos
How does the world's favorite snack stay relevant in a world that never stops scrolling? By turning every product launch, rebrand, and cultural moment into content worth stopping for. For nearly a decade, I made that content for Doritos. From Instagram to TikTok, from memes to major launches, always fresh, always on trend, and always unmistakably Doritos.
Turned a month of movies into a moving experience
Seattle International Film Festival
A month of sitting through films is hard on the body. So we created CineFit, a workout designed to help festival goers stay fit while they sit. A retro infomercial introduced the moves. A chatbot let anyone message in, answer a few questions, and get a custom exercise with a GIF showing how to do it.
proved that normal can change everything
Childhaven
For kids who've experienced trauma, a little normal can change everything. Childhaven exists to provide that. We created a fundraising film for their annual auction that brought the mission to life through illustration, showing donors exactly what their support makes possible, and won a 2018 Communication Arts award for Illustration