Matt Callaway Portfolio

Healthcare

Heritage TV 2a

We had lots of inherited criteria when we began this campaign for a Medicare Advantage plan. But it wasn't until we interviewed the sales force that we realized what the audience was really looking for. Response increased by 50%.

Heritage 2008 TV

This card spot was designed for the client to use as backup if their spokesperson became unavailable.

Heritage TV 2b

We had lots of inherited criteria when we began this campaign for a Medicare Advantage plan. But it wasn't until we interviewed the sales force that we realized what the audience was really looking for. Response increased by 50%.

Harvard Pilgrim TV

We had less than a week to whip up this card spot featuring an already successful brochure. Response was great.

Windsor TV

This spot launched a Medicare Advantage plan in a sizeable Southern market. It struck a chord with locals because they recognized their own.

Windsor Part D

When was the last time a client yelled “Hallelujah!” in the middle of one your presentations? It happened while I was pitching this brochure, the cornerstone
of the start-up company’s Medicare Advantage campaign.

Fiserv Health

Interactive CD designed to make consumer-directed healthcare palatable (and even rewarding) to employees.

MJHS Magazine

New York's Metropolitan Jewish Health System wanted to humanize their outstanding staff.

Heritage Physician's Poster

This poster stressed the importance of the Medicare Advantage company's "Real Help" representatives to those visiting participating doctors' offices.

Heritage Direct Mail Package

This client wanted their whole year’s worth of DR done at once. It’s a grueling way to work, but it’s a good way to make sure all the pieces work with each other.

Windsor Direct Mail Package

A Big Cheese at FCB used to tell the creative staff that the letter was the most important part of any direct response campaign. I wasn't convinced until I'd supervised a few hundred of them. Now I'm a believer! But only if they're not an insult to receive.

US Postal Service

Stamper Cards

I became a sort of expert on countless subjects while creating these collector cards for young stamp collectors.

Bugs Bunny Stamper Calendar

The ultimate in interactive. Folds out to
a wall-size calendar. Stamp collectors scratched off stamps as they
were released.

Stamper Book

Magazine/catalog for young stamp collectors. A die cut goes all the way through. Caples Award winner.

Bugs Bunny Ad

Ten-year-old me would have been so proud. This ran on the backs of DC comics.

Philatelic Magazine

I ended up taking on the adult philatelists, too. Not as fun, but fascinating all the same.

International Philatelic

For a while, the U.S. Postal Service even tried selling stamps from other countries.

USPS Stamps

The stamps were self-adhesive, so, to my knowledge, no one has as yet licked
my work.

Telecom

Sprint Direct Mail

Tabloid parodies. They came wrapped
in celo -- like newpapers.

Sprint "Doors" Direct Mail

Sprint Sunday paper ads in 3-D. I love art directors who live to drive production people crazy!

AT&T Single Ad

Back when bundling was something new, these giant murals covered the walls of
San Francisco's BART stations.

AT&T Ad

Back when bundling was something new, these giant murals covered the walls of
San Francisco's BART stations.

Everything Else

Airstream

A flash to illustrate to the venerable Airstream the considerable advantages of targeted DM.

Jamaica Magazine

Spearheaded the campaign urging tourists to bypass all-inclusive resorts in favor of the "real" Jamaica. This piece was also the basis for a TV campaign. P.S. I've never stepped foot.

TV Script

A favorite TV ad that never aired. Nixed by internal politics!

Chase Newsletter

Premium for Chase customers with
hefty accounts.