WHO THE HELL IS MARK PETERS?

I LOVE DOGS

The year after we made “The Force” (The Darth Vader Kid) for Volkswagen Super Bowl, we knew everyone was gonna want us to make a sequel. I said, “Nope. We’re doing the dog idea.” Probably not the smartest decision, but that’s how much I love dogs.

I LOVE MY MOM AND DAD

I wrote this spot in the voice of my father – who was a minister, to my mother -who fought cancer so bravely. It’s the piece of work that will always hold the most meaning to me.

This had 9 million views in the first 24 hours after we dropped it.

I LOVE CRAFT

In a world moving to slop, craft will become even more important. Make it beautiful.

I worked with the animators of the original “Take On Me” music video for Volkswagen. Our “Heart of a Lio” film telling the story of Messi has been viewed over 100million times globally.

I LOVE UNIVERSAL HUMAN TRUTHS

The trend in our industry is towards micro-targeting. Sometimes it’s the universal truths that do the trick.

I LOVE THE BIG STAGE

World Cups. Super Bowls. Serena William’s retirement at the US Open. Peyton Manning’s retirement at the ESPY’s. I love the pressure of meeting the moment.

I LOVE TRYING MY BEST EVERY TIME

Even the hardest-working briefs have creative opportunities. You won’t know unless you try.

We created an hugely successful Sales Event franchise with the “Its Practically Yours” campaign for VW.

“Make the beer beautiful” was the ask. So we shot it to look like the most beautiful liquid in the world - ocean waves. And we built a wave pool out of beer to do it.

I LOVE MAKING AN OPPORTUNITY HAPPEN

The best work often happens when no one is looking. We saw an opportunity with Caitlin Clark when we were shooting something unrelated and quickly grabbed it. We presented the idea as a surprise to the clients. Ran it during her first WNBA game. It ended up being their most organically viewed piece of creative that year.

I LOVE DOING THINGS “WRONG”

Know all the best practices of social platforms. That way you know how to break them in the best way.

We hacked new functionality w/in Instagram Stories to demo how fast Usain Bolts WR race was.

On a platform designed for 8 second attention spans (SNAPCHAT), we made the first long-form film.

I LOVE SMART PEOPLE

Some people in our audience can read. Treat ‘em like that.