Frozen food gets a bad rap. So we had this idea to help people realize that “frozen” doesn’t have to be a bad word. It won a $60 million pitch, earned passionate support from partner agencies and tested through the roof… before two of the eight companies trying to elevate the category got cold feet and even threatened to pull out of the round table if it went ahead.

But I guess it's comforting to know that my work could be so polarizing. Even if all I got were these silly f@#$!n' voice over test tracks.