I wanted to create a spec campaign that demonstrated my ability to write for major brands during high-stakes cultural moments, and there's no bigger advertising moment than the holiday season.

MY TASK: Create a :60 holiday spot that turns Amazon's "From A to Z" promise into a playful, instantly recognizable story. The concept needed to be family-friendly while spotlighting how parents secretly rely on Amazon for last-minute gifting, lean on cultural icons who own the season, and deliver a twist viewers would want to share.

ACTION: I paired Jack Black, whose comedic timing and everyman energy make him instantly likable, with Mariah Carey, the undisputed queen of Christmas. The insight was simple: the ad keeps Santa's magic alive while playfully revealing he partners with Amazon, sparking kids' curiosity without breaking the myth. For parents, it casts Amazon as a trusted co-conspirator in creating stress-free Christmas magic. My production background shaped every detail. I approached it like a director, not just a writer, building out the world with specific visual details, including a guest appearance from Buddy the Elf that rewards viewers who catch the reference. I knew exactly how each scene would cut, what the pacing needed to be, and how the comedy would land on screen.

RESULT: The spec became a centerpiece of my portfolio at arnoldlawson.com, demonstrating my ability to write for A-list talent, think strategically about cultural moments, and deliver concepts that are production-ready from the first draft.