BIZ HIEGEL
ANDERSON
THINK HARD. SPEAK EASY.
they / he / blade of grass / collection of cells
DDB Chicago
In 2020, the pandemic shut down corporate America. What if cancelled work holiday parties actually means more Miller Time? We celebrated an off-season of work holiday parties by putting a magnifying glass to all the cringey, awkward and funny aspects of them. We worked with Alex Prager to create a full LACMA exhibtion and accompanied the stunt with film.
Results: LACMA’s most attended public exhibition to date and a 5.4% increase in sales.
It’s Nice That / LA Times / Muse / Adweek / AdAge / Little Black Book
Mother
How do you explain a new store stocked with goggles from the future people do not understand? Instead of fighting it, we dialed up the mystique with Possibilities In Store, a brand campaign designed to not reveal too much.
The campaign consists of film, social, OOH, and digital OOH running across Los Angeles, Las Vegas, and New York.
Mother
Food isn’t just fuel. It's a powerful dopamine booster that hijacks your brain. Like drugs. So while the other food delivery services talk about convenience, Postmates knows that what you actually crave is the feeling food gives you.
This campaign is an exhibition of food euphoria that celebrates the visceral feelings Postmates delivers.
It’s Nice That / AdWeek / The Drum / LBB / Marketing Dive
Mother
The U.S. is only one of six countries that doesn’t have paid family leave, causing one in four women to have to go back to work within two weeks of giving birth. Since Americans live in this reality everyday, the goal was to create a big stunt that makes politicians sweat.
Get Your Shit Together Baby, is a series of four children’s books that teaches two week-old babies how to care for themselves.
Results: +200M impressions, +200k engagements.
CNN / Fast Company / Little Black Book / Glamour / Adweek / Muse by Clio / Creative Review / DesignTaxi / The Story Exchange
DDB
Sports fans spend more time trying to stream the game than watching it with friends.
To help illegal streamers get to Miller Time faster, we supplied drinkers with a ‘Cantenna’, a tv antenna made for Sunday night football.
Results: Over 1B impressions, 9.2% sales increase.
Fast Company / Adweek / AdAge / Fox News 🤮️
Mother
What if we could help people listen to their gut on what they want to order from SONIC Drive-in?
The more options we have to choose from, the less we trust our gut to choose. The hundreds of thousands of possible drinks on SONIC’s massive, customizable menu actually makes people more overwhelmed than overjoyed.
Results: 13.4 million views, 80k NEW followers on TikTok.
SnapChat filter had a 34% higher playtime rate compared to the average QSR lens.
Hypebeast
Mother
If anti-abortionist lawmakers are intent on controlling women’s bodies, let them be the very reason no one wants to have sex at all.
Congress Sutra is a 30-page guide to abstinence in collaboration with political cartoonist Jesse Duquette. Released on Halloween, with all profits funding reproductive rights nonprofits.
Creative Boom
2025
How does a beverage company in a league of its own grow by growing its category?
2025
How does a current food icon and past food icon come together to build the future authority on restaurant recommendation? We made sense of the role of Zagat within Infatuation from brand identity to product implementation.
2026
Campaign Strategy
GTM
How does a traditional toy company launch a new product for grown-ups?
2021 - 2024
Campaign Strategy
GTM
How does a brand darling prove its local understanding of food in a category of giants?
2025
Audience Definition
How does a global financial institution win when launching in the US for the first time?
2024
Creative Strategy
GTM
How does a niche fitness brand expand without losing its core spark?
Biz Hiegel Anderson
bizhanderson@gmail.com
Creative problem-solver, inspired to understand people, not analyze them.
I have no attachment to the title, frameworks or processes of being a “strategist”. My only devotion is toward evolution, or simply put, movement in the right direction. Evolution of all kinds (product, brand, comms, internal) requires the heart of hard conversations, the courage of big thinking and the discipline of clarity. Do that, and the frameworks write themselves. Don’t, and the frameworks make for dust-worthy decorations.
Currently working on Apple at MAL.
TBWA/Media Arts Lab
2026 - Present
SIGNIFICANT Los Angeles
2025 - 2026
Mother Los Angeles
2021 - 2025
DDB Chicago
2019 - 2021
Crispin Porter Bogusky Boulder
2018 - 2019
Religious Studies
Naropa University
Boulder, CO
Indulge in my indulgence here: Substack