Newsletter
Kevin Zengel
Location • Title
Los Angeles • Associate Creative Director/Copywriter
Portfolio
One-sentence bio
I blend untapped truths with a hearty mix of charm and guts.
Creative philosophy or approach
I screw around with pencils, pens, and keyboards for money. I bring big ideas. And stupid ideas. And fun ideas. Because big/stupid/fun ideas have to be smart. That gets me clients who get it—think Bud Light, Disney, and a billion or so more.
Recent work I’m proud of
IMG Academy | Everyone Starts Somewhere, Champions Start Here https://www.youtube.com/watch?v=q6W8kv0Tg7Y
There are countless top-tier programs grooming the next elite athlete. IMG Academy is one. My team created a run of spots and banner ads demonstrating the unimaginable efforts these kids put in before the league/s. I wrote everything, including the anthem above.
Link to campaign: https://adage.com/creativity/work/img-academy-everyone-starts-somewhere/2166546
Recent work I admired
Weiner’s Circle | We’re Here For You
The ad world’s response to 2020 has been super-duper weak sauce. Empty and unbacked messages about “togetherness” when consumers just want a taste of normal and a touch of truth. Then this spot dropped and I wish I had anything to do with it.
