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How in the Hell?

How in the Hell?

By: Brett Essman
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Have you ever wondered how your favorite ad campaigns got made? I talk to some of the best creatives in the business about how they made ideas happen. From brief to execution and everything in between, this is, How in the Hell.

2026 Brett Essman Economics Marketing & Sales
Episodes
  • How in the Hell? Eric Hansen

    How in the Hell? Eric Hansen
    22 Dec 2025

    Join me and Eric Hansen as we discuss the Jackson Hole Tag Responsibly, which he created at while at Colle McVoy. We explore the creation of this groundbreaking concept, delving into the team's challenges, their inventive creative process, and the drive that consistently produces their outstanding work.


    You can find the work we discussed here:


    https://www.contagious.com/en/article/news-and-views/campaign-of-the-week-17-12-18
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    30 min
  • How in the Hell? Myra Nussbaum

    How in the Hell? Myra Nussbaum
    21 Nov 2025

    Join me and Myra Nussbaum as we discuss the renowned Miller Lite Cantroller campaign, which she spearheaded while at DDB. We explore the creation of this groundbreaking concept, delving into the team's challenges, their inventive creative process, and the drive that consistently produces their outstanding work.

    You can find the work we discussed here:

    https://www.oneclub.org/awards/theoneshow/-award/36647/cantroller/
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    32 min
  • How in the Hell? Aisha Hakim

    How in the Hell? Aisha Hakim
    29 Oct 2025

    In this episode, Aisha and I delve into her experience creating her first Super Bowl commercial for Hyundai as a junior creative. We explore the team's challenges, their creative process, the dedication that drives their consistent delivery of outstanding work, and how to master your craft.

    You can find the work we discussed here: https://aishamadeit.com/nice/
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    54 min
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