Joel Lugar
ACD/Creative WriterAbout
Why the heck did you move to Alabama?
Yeah, that’s a valid question, but the answer is simple. I love my dog.
To fully explain, we need to back up to my first crazy move, from San Francisco to Detroit. I was the only Goodby creative to transfer to the Detroit office. It was a tough decision, but I was losing money every paycheck in SF, so I made it. Beyond the financial flexibility, the move gave me a chance to do something I’d been dreaming of for a long time: to get a dog.
I had big plans for my little, ankle-biting bundle of joy. We’d go to dog parks every other day, she’d be the office sweetheart and a hit at all the house parties…but I soon learned that it wouldn’t work out that way. Sweet little Biscuit is dominant. (People say ‘aggressive’ when they don’t understand dogs.) She can’t go to dog parks, because she insists on being in charge, which will lead to a fight…which she will quickly lose since she’s all bark. Her bark is also why she isn’t cut out for the office either. She was not what I was expecting, but I love her all the same.
A lot of people would have gotten rid of her, but that never crossed my mind. I made a commitment. There was no changing who she was; I was the one who needed to adapt. She needs a lot of exercise, so I’d spend at least an hour outside with her each day, often in the deep Detroit snow. When I moved to Long Beach, we didn’t have a yard, so we’d walk for miles and miles. She was a terror on the leash, so I learned how to control her on our walks. I put in the hours, and now she walks calmly by my side. Walking is fine, but having a yard where she can run is even better. So when I was deciding between job offers, I chose Alabama.
We’ve been here for a bit, now. She has her yard, though we still get multiple walks in each day. She’s 13 now, and even though I keep her in great shape, I know she’ll be gone within the next few years. That will be tough. It will crush me, but I will eventually recover.
Most people fill their About Me sections with their greatest accomplishments. Me too. Getting Biscuit was the best decision I ever made and raising her is the best work I’ve ever done. I learned things about myself that I didn’t realize before—qualities that I thought I lacked.
I have deep reservoirs of love, patience, and loyalty. I have Biscuit to thank for understanding that. She’s a good girl.
Agencies
Goodby, Silverstein & Partners
Commonwealth//McCann
Innocean USA
Intermark Group
Marcus Thomas LLC
OBP Agency
Education
Purdue University
The Creative Circus
Notable Awards
D&AD Baby Pencil
Addy’s Birmingham Best in Show
Addy’s Birmingham Copywriter of the Year
Purdue Comedy Bowl Champion
Clients
Alabama Tourism, Blue Cross + Blue Shield of Alabama, Born Free USA, Bradford Health Services, Cheetos, Chevrolet, Craftsman, DEKALB, Dickies, Finish Line, Gold Star Chili, Hyundai, Keybank, The Ohio Lottery, Rita’s Italian Ice, Sonic, Sprint, Supe Store, Transamerica, and others.
Biscuit
is a good girl.