What started as a thought experiment in my first year at GoDaddy became one of the boldest brand swings of my tenure: reclaiming the cheekiness of past marketing strategies from its yesteryear roots and rebuilding it into something sharper, weirder, and self-aware enough to win over Gen Z. It took nearly two years of slow-burn pitching—hot-topic, buzzworthy concepts that mostly lived and died on the cutting room floor—to get the brand to a place where it was ready to actually own it.

When the opportunity to work with Walton Goggins landed, I wrote the script that became the campaign's anchor: originally conceived as a self-shot guide for Walton, it grew into a full production sprint, landing on TVs near you, and shot in the beautiful Madrid, Spain.

Working closely with production, brand, and internal stakeholders meant balancing the riskier, sharper draft against the version that served all internal goals—a reminder that the best version of bold work is still a collaborative one.

TLDR: Two years of pushing, one effortlessly weird and sexy Walton Goggins, and a campaign that finally let GoDaddy say "Daddy" on its own terms—organically becoming the year's top-performing post, with TV next.