Hoda Kotb called me “honey” and that’s all you really need to know.

OK for a little more context, we created a new campaign for NBC’s TODAY show that explores what “every day needs” as we start our mornings.

In our case, every day needs 5AM call times at Rockefeller Plaza, 7th cups of coffee, and fist bumps from Al Roker.

Client: NBC
Art Director: Erica Canup
Director: Michael Marantz
Agency: Arts & Letters Creative Co

Because you can never have just one, we made another version led by Savannah Guthrie’s morning musings.

This is one of my favorite projects we’ve ever shot. A huge shoutout to our amazing director, Michael.