New York, NY
FORD COBBS
Creative Producer / Brand Strategist
Lead Campaign — Full Process
Sleepy Jones — Partners & Spade
CONCEPT — CREATIVE DIRECTION — PRODUCTION — COPY — SCRIPT
THE NAPKIN
While at a diner on Broadway I watched a couple have an argument that turned into tears that turned into silence that turned into laughter that turned into a hug that turned back into love.
Four minutes. Start to finish.
I turned the napkin over and started drawing.
02
THE PROBLEM
Roses. Candles. Same flowers. Same reservation.
Same version of love that arrives on schedule and leaves with the receipt.
We sent a guy in pajamas through Manhattan with a bow and arrow instead.
03
THE INSIGHT
Real love feels like pajamas.
Send Cupid through Manhattan in Sleepy Jones. Not the anxious roses-or-else version.
The comfortable kind. Sleepy Jones already knew what that felt like.
04
THE IDEA
Three films. One idea. Three different rooms. Same pajamas.
No script. No actors. Just a guy in wings who meant it.
Bookstore. Same guy. An apple. A book about sleep. He stayed in. That was the point.
WHAT I MADE
Built from scratch. Every decision made on location. I ran out of flowers twice.
The third film came together differently — quieter, more collaborative. Same idea from the diner window.
Ad 1
Cupid in NYC – bookstore
Same Cupid. Different Tuesday.
Sleepy Jones pajamas. A bookstore. An apple. A book about sleep. The holiday was happening outside. He didn't go.
Nobody bothered him. He seemed fine.
Chris Isaak — Wicked game
Still. Quiet. A song everyone already knew the words to.
Performed in pajamas. Posted to the singer's own people. No press release. No announcement.
The brand just showed up wearing something comfortable and let the song do the rest.
THE RESULTS
Three films. One idea. No budget. A quarter million people.
Nobody was told how to feel. They just recognized something.
OTHER WORK
Creative Direction · Production · Copy
Nobody had ever asked men how they actually felt about their face.
So we asked. Built the shoot. Asked women the same questions separately.
The contrast was the campaign. No product shots. No performance.
"It was never really about shaving."
#SpeakYourVote — DNC
Production · Strategy · Copy
An election year. Everyone had an opinion.
Nobody was having an honest conversation. So we went and started one. Traveled the country with a camera. Asked people what they actually thought.
The most subversive thing you can do in politics. Listen.
FREELANCE & INDEPENDENT WORK
Film. Music. Brand.
Produced music videos, photoshoots, and short-form content for independent artists and labels — concept through delivery. Stop motion. Live action. On location.
Developed pitch decks, treatments, and shot lists across brand, film, and music projects.
Coordinated between artists, managers, creative directors, and clients at the industry level.
Some of it is here. Most of it isn't.
Film. Music. Brand.
Produced music videos, photoshoots, and short-form content for independent artists and labels — concept through delivery. Stop motion. Live action. On location.
Developed pitch decks, treatments, and shot lists across brand, film, and music projects.
Coordinated between artists, managers, creative directors, and clients at the industry level.
Some of it is here. Most of it isn't.