Random Entry. CP+B Crash Course Journal.

I wrote this before I came out here. It’s time where I take this to my journal. 


I have been summoned to this foreign land to find myself through what I’ve learned in the past. There is this energy in me, which I need to obtain control of, and the mountains will provide me strength, and the valleys will show me balance. I need to go at my own pace, take what I have learned, and not to hurry. Speak at a soft tone, but command a significant presence. Provide camaraderie and inspire well being. This is my mark to make in a foreign land outside of my comfort zone. I have been living outside of my comfort zone my whole life, but now is the opportunity that can provide me comfort and balance. I am the master of my own fate, and it is up to me to provide optimistic energy to thrive with the strength that this new place is giving to me.  Then I ask for synchronicity and synergy in this to benefit all of the beings. I am grateful to realize and to receive the six-week vision quest that will provide and catapult me to my path towards being a man who calibrates towards the mission in finding phi, the beauty of life’s symmetry.



“The Zos Knows”

-David Zosel 

If you want to support my writing and for me to be able to create more content, you can make a donation to either of these links:


Venmo or Patreon

Day 4 at CP+B Crash Course Journal.

It’s 11 pm on a Thursday as I’m writing this, meaning in an hour it will be Friday. Holy cow. My first week has flown by. Honestly, I don’t want it to be the weekend because I’m having too much fun working with everyone. Another part of this is that I don’t know what to do in Boulder. Having a car would help my sense of adventure, but I do need to make an effort to enjoy the mountains in the summer.

Today was good. Initially, I was a little nervous about our meeting with the CD and ECD, but I got over it pretty quickly after I presented my first idea. I learned a lot from both of them and how my team was piggybacking off of each other’s ideas.

The overall arching theme of today’s session with the ECD and CD was that we need to find the big idea for the campaign. But, to solve that, we need to solve the tension and the question that is in the client brief. Easier said than done, especially with this client due to the lack of knowledge that is available on the brand. Hell, I haven’t even tried the product because it isn’t available.

But, here is the thing. The ECD said that sometimes you can’t drive the car before you make the campaign. Little did he know that I went and test drove a Mini Cooper before making my Mini Cooper campaign for my portfolio.

Anyway, the solution to the brand is rooted in the brief, and this is how you can get to the big idea.

Another takeaway was to intersect the insights that we all gathered with the brief to figure out how to convince people to love the product.

Advertising is 1+1= -15. That is why I love it.

So, with all that has been learned, my team needs to work fast to bucket all of the insights, create themes, and intersect them with the brief.

This is not an internship at all. This is Crash Course, a program designed to throw people in a room for six weeks to miraculously concoct a winning campaign that will make a brand famous. This is like a social experiment. I do not think that people who work here who used to be interns understand the difference between an internship and Crash Course.

Therefore, I am talking to writers and art directors. I’m asking to help on whatever campaigns they’d like help on. Slowly, I am creating a rapport, and hopefully, soon I will have more work on my desk to be able to stay late at the office to prove my worth as a creative at CP + B.

This experience is what I am making of it, and I can’t wait to do more and to learn even more.

Take notes. Lots of them. Everywhere I go, I carry a notebook. I never know when I’m going to learn something.

Soak it all in, David.

Time for me to sign off, and go to bed.

Sweet dreams, Boulder.

Don’t let the bed bugs bite, Minneapolis.

Hug the fur babies for me, Kaley pie.



“The Zos Knows”

-David Zosel 

If you want to support my writing and for me to be able to create more content, you can make a donation to either of these links:


Venmo or Patreon

Day 3 at CP+B Crash Course Journal.

There are reasons why a specific mold of people want to pursue a career in advertising, but to start it in a place as magical as Disneyland is kind of surreal.

Alright, time to wake up and smell the peanut butter.

Synergy. Synergy. Synergy.

Whatever I can do to provide a powerful symbiosis, I will try my best, too do so. Today, we made great strides as a team, using small bits of advice from all departments to gear us towards what problems we are trying to solve for our client.

I pulled the other writer on the team aside today to touch base on our notes, and to walk around the creative department to meet other writers. She and I picked some of their brains and pulled some insights towards how they do things to find success in their campaigns.

One big takeaway is to attack the client brief from every angle and try to solve different problems with specific insights without being stuck on one thing. This is how they have landed on some of their successful campaigns, which is easier said than done because they put their distinct, stylized stamp on it.

As for me, I am slowly getting into my routine. Having no car is really putting a damper on my freedom here, and is adding to my anxiety because I have to rely on other people to get around.

Working out for the past two days has been centering my mind, and creating a routine for me.

Today was a better day for the team. Things are off to a slow start, but hopefully, it will this is the direction we need to go in.

I am very nervous about our first meeting with our CD tomorrow. It will be my first one of my career, and I feel like I’m not in the right place for it because it has been two days and we haven’t come to an agreement yet on what the problems are. Personally, I think we are overthinking it from a strategic standpoint. Here is the basis for what needs to happen.

  1. In order to solve malnutrition, we need to inform people about it. Because most people know its there, but don’t know how severe it is. Therefore, we need to educate people interestingly and compellingly.
  2. Most people buy PB based on taste. If people can’t taste it, then they won’t buy it. How might we get people to taste the stuff in a cool way?
  3. How can we make people believe that this PB tastes the best?
  4. How can we stop people in the aisle to not buy PB, but to buy it on Amazon?
  5. We aren’t selling PB, we are selling a gateway to ending Severe Acute Malnutrition. PB is just the driving vehicle to solving the problem while filling our stomachs. Feel good, taste good, do good.

I really believe that if we use those guidelines, we can make a great campaign. Then we need to use the insights that we find to further strengthen the campaign and drive results.

But, with those five points, we still need to sell PB at the end of the day.

The next step is to see how other brands succeed, and how we can do something different to create an even stronger emotional content for the masses in order for our brand to change their behavior in our culture.

Man, someone asked me what I was doing this weekend, and I had no idea how to answer that.

This is the only thing that is on my mind right now, and I hope I’ll have time to enjoy this Colorado summer.

Alright. I’m announcing that my honeymoon phase is over after three days. I’m not in Disneyland, I am at the greatest advertising agency in the world and I need to perform.

I have nothing but no greater expectation for myself and my team to come up with the next Subservient Chicken.

Tomorrow is going to be wild. We will see where the CD takes us, and hopefully, it will be a day of ideating, concepting, and creating. Time to hit the hay.

Sweet dreams, Boulder.

Don’t let the bed bugs bite, Minneapolis.

Hug the fur babies for me, Kaley pie.



“The Zos Knows”

-David Zosel 

If you want to support my writing and for me to be able to create more content, you can make a donation to either of these links:


Venmo or Patreon

Day 2 at CP+B Crash Course Journal.

I said all of those things yesterday about who I am because I’ve done them all. Stand up, painted, Youtubed, wrote songs, and ETC.

I’ve done them all, but I haven’t done them all at once. CPB makes me feel like I can do all of those things at once. Because in my mind and in my soul, I can access that level of potential if given the right opportunity.

The second day was weird for everyone. I didn’t mind it. My team was expecting major guidelines and people to hold our hand. But that didn’t happen. In fact, I really liked it. But, everyone on my team wants to know how this agency creates amazing campaigns. This is a very good point. But, I am walking around and I don’t really feel any of that at all. This is a creative agency, known for its creativity. Maybe the formula is to let horses run wild and free. Have them come back to the pen for some oats, and let them run free again. Meaning, check in with the strategy team and CD’s to keep them on track. Asking those people questions may be the key to making campaigns successful here.

Do you think the ECVP, ACD, CD’s, and DVD’s (there are so many labels and titles that letters don’t make sense after a while) have time to hold our hands? No, we just need to be working our asses off and checking in to see if we are on the right track.

I don’t mind being left alone to work on a project with free reign. My preference is to ask questions if I need help. This is something I do a lot of.

Today, I met with two ACD’s and CW. I got to pick their brain on what it takes to make a good campaign, what they consider a good campaign was, how to work with art directors and strategists. I learned a lot about their process, and basically, they all said that they work as a team very well.

So, there you go. My team needs to figure out how to do this fast.

It was all good stuff that they told me.

It was interesting to see how everyone works in my group. I will see how I can figure out how to mesh with everyone slowly. For me, I like to put everything on the wall so I can brew a storm of words, so when I’m ready to concept… I’ll be prepared.

I put up research, philosophy, pictures, quotes, articles, and ETC. Whatever it takes to get things going. I encourage others to participate, as well.

What I need to know is how everyone works, and how to play to their strengths. Right now, we are in a strategic phase where the strategists need to really shine. But, as a creative, I am not going to twiddle my thumbs around and wait for strategy to tell me what to do in this setting because I can’t. There are no designated roles.  Since I’ve had a lot of experience writing briefs and working on strategy at Brainco, I am doing whatever it takes to help the strategy phase be a fruitful basis for the project.

Foreseeing this, I knew I had to come in prepared. In the past three weeks, I compiled about 300 pages of quantitative research, and today, I printed it to sift through the best information. Everything is on the walls, and I wish everyone else would put their stuff up there too.

Maybe, I need to encourage people to do so. I think I should suggest a top-five insights session, where we share what is most fascinating to ideate.

I need to come up with ways to help this team succeed, and it is so hard because I am so far out of my routine and comfort zone at this moment. I need to get used to this one hour time change and mountain climate. Even if it’s one hour, it takes me forever to adjust. I hate it. But, I get to be at CP+B so who cares.

I’ve been drinking tons of water, and working out is painful for my muscles. They like twitch and rip a lot while I’m lifting.

I also have to deal with my mental health, because if I don’t do that, then I won’t be able to give my team the best that I can provide. This is a significant worry for me because, with bipolar disorder, I have never done well living outside of Minnesota. But, this time I am going to kick ass once I get comfortable. Which will be soon. Don’t worry.

This is going to be a great experience because I am going to find my best self here, and that sense of balance will make me a great team player.

Everyone brings something to the table, and I cannot wait to concept. But, we are not even close to that yet.

Strategy, strategy, strategy.

Whatever I need to do to make the team successful.

I can’t just go off and make executions, write headlines, or concept without the strategy behind it. So, I’m doing the right thing by helping the strategy people, which I am happy to do. But, I’m more excited about concepting.

I feel like a  caged tiger, ready to attack once I’m released.

But, that wouldn’t be strategic if I released things too soon.

Right now, I am figuring out how to work well with others to make this campaign amazing. This is the first step.

Take things slowly. It’s a marathon. This is not a three-day project.

I miss my dogs and cat. I miss Vietnamese food. I wish I had a car.

But, this is a kick-ass experience, and I can’t wait to do more.

Well, time for bed.

Sweet dreams, Boulder.

Don’t let the bed bugs bite, Minneapolis.

Hug the fur babies for me, Kaley pie.



“The Zos Knows”

-David Zosel 

If you want to support my writing and for me to be able to create more content, you can make a donation to either of these links:


Venmo or Patreon

Day 1 at CP+B Crash Course Journal.

I want to work in advertising. I want to be the best creative mind to come out of The BrainCo Minneapolis School of Advertising. I struggled for a long time in ad school. I learned more about myself in ad school than just advertising. That is why I believe in myself. I know I can be great at this. I believe I can be great at this. There’s a fire in my stomach, and I am finding out how to control it.

What I realized is that this is the place for me to do it.

Today, I started my career in advertising. A small stepping stone after what seems to be a long journey of a one year sacrifice of BrainCO, I find myself in a foreign land called Boulder.

I’m a Minnesota boy, and this mountain culture isn’t spaghetti and meatballs for me. It’s like Chinese noodles and ketchup. Foreign.

I miss the lakes already. But, the mountains are cool too.

I’ve never done well whenever I’ve moved outside of Minnesota. But, this time it’s different.

This journal isn’t about what happened today, it’s about how I feel at the moment.

Walking into the office today at Crispin Porter + Bogusky, it was like what Steve Zahn said in the movie “That Thing You do!”

How in the hell did we get here?

Watch Tom Hanks’ directorial debut and find out what I’m talking about.

I get to be in this place for six weeks. So, I better soak it all up.

Being foreign to everything, I have nothing holding me back from going one-ten (110%).

The people emphasized putting out content and that is all that I’m about.

They were like … here are all of these toys. Do cool stuff.

Man, I felt like a kid at a playground.

Moreover, I’m a filmmaker, stand up comic, YouTuber, Instagram influencer, songwriter, musician, painter, craftsmen, athlete;

I am a renaissance man.

Finally, I have found a place where I can find the balance to unlock the fire in my belly. I may only have six weeks to do it, and CPB is the place to be.

But, who cares about all of the glitz and glam. I’m here to do good work. I get a chance to work with five other talented people, who they chose for a reason and after eight hours it seems like we could make a great team.

I can go all crazy and try to be the kid on the playground. But, I just want to ace that math test at this point. I want to make a winning campaign, and if I put every ounce of passion into that then the rest will manifest itself.

Movies, engineering, podcasts, Youtube… whatever. I’m here to make a peanut butter brand famous.

What is even cooler is to be working with a team with vast potential, and I need to draw from my past successful experiences to cultivate success.

Well, these are my quick thoughts for the night.

Sweet dreams, Boulder.

Don’t let the bed bugs bite, Minneapolis.

Hug the fur babies for me, Kaley pie.



“The Zos Knows”

-David Zosel 

If you want to support my writing and for me to be able to create more content you can make a donation to either of these links:


Venmo or Patreon


Mini Cooper Campaign.

Upon many projects, I have been working on a campaign for Mini Cooper. In May, I wrote a brief for it. The problem I wanted to solve was for older couples to find a solution to their mid-life crisis. In other words, buying a Mini Cooper is the best thing since sliced bread for the next chapter of your marriage.

This is still in development, but I think its a good start.

Here is the link to my brief for this campaign. 


30 Second Commercial













Magazine Ad



Here are Ethos’

What do you think?


“The Zos Knows”

-David Zosel 

If you want to support my writing and for me to be able to create more content you can make a donation to either of these links:


Venmo or Patreon

Fresh Trends in Advertising and Marketing to Notice: Edition Eight.

Alex Bogusky Calls out Juul.


In his new podcast, “The Woodshed,” Alex Bogusky calls out Juul and its advertising for indirectly targeting teens. As the forefather of digital brand interaction and purpose-driven advertising, Alex Bogusky’s TRUTH campaign became very close in closing the chapter on the old problem with the tobacco epidemic with teenagers in the 2000s. 


Bogusky is using “The Woodshed” as a platform to send a message to other advertising agencies to stop pitching to nicotine clients like Juul. It is immoral to take on such clients, and turning down big industry nicotine vape money can prevent the problem. Instead, if advertising agencies such as his own, Crispin Porter and Bogusky, should create a public discussion to begin the ending of this new problem. 


Now with the rise of Juul, he calls them out by breaking down their ads, explaining the psychology of ad lingo. It is fascinating to see how he goes in depth about how Juul attempts to “normalize” nicotine vaping use for teens. 


Here are messages Juul is giving us and how Bogusky uncovers and translates the truth behind them.


“Not every smoker wants to continue to smoke cigarettes.”


Bogusky: Sounds like people are enjoying it. So, it’s okay to do it. But, there are a few that want to quit. 


“It’s a satisfying alternative to cigarettes.”


Bogusky: Here is how an adult product, not for you, is very satisfying. But, you may want this new alternative because it is not harmful like cigarettes. 


“34 million smoke and this is 1/7 Americans.”


Bogusky: If you’re a teen, a lot of people smoke. So, that is okay. 


The appeal is that teens can’t be doing this, and Juul is using their product as a vice for them to wrestle for control against their parents. Overall, Juul is using the psychological tactic of saying, “Hey, teenagers. Don’t use our product.” Because it is effective, and if you tell them not to do something, then they will do it. 


As a community, we stripped creativity to promote the prevention of tobacco use in teens. But, now the rise of Juul has found a way to tiptoe around it because their product only promotes nicotine use.  


Bogusky is right and is one of the very few people speaking out about this issue. CPB has always been a leader in purpose-driven advertising, who have innovated digital brand interaction and creating a purpose for their clients. We should all look forward to seeing what Alex and CPB have in store for attempting to close this new chapter in teen vaping prevention. 


Nevertheless, PR and Ad agencies need to follow the lead of Alex Bogusky and take on teenagers as a client rather than companies like Juul to prevent the teen vaping epidemic from growing even further. 


Kohler Releases Third Social Impact Report.


The design manufacturing leader in kitchen and bath products, Kohler, has been paving the way on how we track social impact. Since 2015 they have examined their results on three problematic areas: Stewardship, Innovation for good (IFG), and sustainability.


Here are their results in all three of their facets in their third report.


Stewardship – Relief for Volunteers.


Created to support relief volunteers in disaster zones, Kohler has provided nearly 3,000 showers for relief volunteers across the U.S., including those who fought wildfires in California.


Innovating for Change and Good.


As a signature program, this is their initiative in implementing sustainable business solutions for their company. IfG has resulted in receiving a Mahatma Award for Social Good, spotlighting changemakers and committed to solving complex social issues.




This year, they have focused even more heavily on investing in renewable energy. Kohler’s reduction strategy relies on reducing overall energy use in manufacturing facilities. They actively strive to identify ways to implement renewable energy solutions by investing in 12 solar array projects. They have also publicly agreed only to receive 425,000-megawatt hours annually to offset all electric use in North America, reducing carbon footprint globally by 26%.


It is refreshing to see a large company taking a three-dimensional approach to provide, report, and show accountability on social impact because delivering a change in the world is a dynamic initiative. 


Man, Machine, and Data : The New Age Trio for Success in ROI in Ad Tech. 


Without data, the advertising ecosystem wouldn’t exist in the way it does. Marketers are now looking to use the new developments in the tech industry by understanding how Man, Machine, and Data can work together. Here is what we believe is the most effective way to implement it to your company for the best ROI.


Artificial Intelligence further optimizes tedious tasks to save time and money on human resources. With these new developments, humans can focus on more critical roles in maximizing their companies ROI. 


It is up to humans to know what our role is, delegating what fits. We are the ones deciding how to maximize ROI through the use of AI. For this to work, a trusted tech partner is the most strategic way of finding maximization.


But, ad tech still can’t achieve full potential if we do not use our data points. 


Humans need data to shape the advertising ecosystem. Machines do not know how to use the right data to make the correct calculations to find the best results. Humans need to fuel our AI machines in the best way possible with accurate data, creating the perfect formula for harmonious success. 


Simply put, think of a gas station. Humans need to put fuel into their machine. The right fuel (data), needs to go into the car (machine), and the human needs to regulate it to maximize your car’s driving performance (results). 


Use these tips, make sure you’re balancing the ad tech trifecta, and connect the dots to come up with a campaign that works. With that, done effectively, your company can drive great results with your campaigns. 

“The Zos Knows”

-David Zosel 

If you want to support my writing and for me to be able to create more content you can make a donation here: Venmo