Bio, fresh off a visual rebrand courtesy of Leroy+Clarkson, came back fat, happy and looking for a network tag. They wanted something that would continue to feed their mission of delivering on their promise of truth being more compelling than fiction. So I created a tag that worked as a statement of truth as well as an emotive outburst; the kind of thing one feels compelled to add after a particularly outrageous anecdote.
The subsequent promo campaign involved connected moments of disconnected stories, being shared by disparate couples around a single intersection in Manhattan. Directed by Daniel Fries at Leroy+Clarkson; written by yours truly.