Colby Spear
...is an advertising creative and copywriter. Originally from the boutique-sized state of Rhode Island, he’s now based in New York City. He’s a graduate of Miami Ad School in Hamburg, Germany.
EXPERIENCE:
2021 → present - Freelance
(72 & Sunny, Mekanism, FIG, Translation, Mojo Supermarket, Peloton, Coinbase, Nike, and more)
2019 → 2021 - McCann, New York
2017 → 2019 - Anomaly, New York
2015 → 2017 - Ogilvy, New York
2015 - Sid Lee, Montreal
CLIENTS:
Meta x Ray-Ban, Nike, Coinbase, Peloton, Activision Blizzard, Bleacher Report, Google, WhatsApp, Smirnoff, Verizon, New York Lottery, eBay Sneakers, Panera Bread, Hershey’s, Lenovo, Motorola, UPS, American Express, Coca-Cola
CONTACT:
Client: Panera
Project: Mac and Cheese
Agency: Anomaly, New York
How do you relaunch one of the most beloved Panera menu items of all time? We started with a commercial that introduced Panera’s new line of topped mac and cheese.
Director: The Chartrands, Little Minx
Then we created a bespoke utensil specifically for eating mac and cheese that’s been covered in toppings... and asked Panera mac fans to come up with a name for it. We got some funny submissons (and some hate), but “Bowl Dozer” was the clear winner.
We even made a hotline that fans could call to hear the sound of one of the new toppings: bacon.
Snapchat filters that rained the new mac and cheese toppings every time you opened your mouth.
And a giant mural for the campaign in Boston, painted by Colossal Media.
Creative Director: Matt Herr
Creative Director: Justin Bilicki
Art Director: Lainey Stewart
Copywriter: Colby Spear