ORIGINALLY FOUNDED BY WGA-WINNING WRITER JAY CURTIS, THE COMPANY WAS PASSED DOWN TO SON JT CURTIS, OF BROADWAY FAME.
VIDEO EDITING - WRITING - MUSIC PRODUCTION - AND MORE
CLIENTS & PARTNERS
Creative Lifeguard has worked with all four broadcast networks writing, producing and directing marketing campaigns, presentations, television spots and radio spots. Serving as executive producer, Jay Curtis was brand manager for 16 CBS brand campaigns as the network moved from third place to a strong and consistent first place.
Jay worked with the NFL on Super Bowl XLI and Super Bowl XLIV and with the NCAA on the Men’s Basketball Tournament Final Four for over 10 years. Other special projects have included CBS Upfront presentations, on-air holiday packages as well as projects for CBS Sports, News and affiliate stations.
The Creative Lifeguard has also written and produced 10 State of Our Art: Advertising, Promotion and Design presentations for the BPME and later PROMAX conventions.
In addition, son JT Curtis produced music and jingles for many of these projects, including Super Bowl XLIV, NCAA Final Four, and several On-Air Spots.
Special Project Clients:
CBS - NBC - FOX - ABC - NCAA - NFL
The Original Creative Lifeguard
In his many years of television and the arts, Jay Curtis, the WGA winning writer, producer, and brand manager worked with practically every big name house in Los Angeles and New York, directing many A-list celebrities, from Dick Van Dyke to George Clooney, and even produced two books of poetry before his untimely passing to ALS.
Originally from Verona, New Jersey, and later enjoying a cult-following in San Diego as the host of Disasterpiece Theatre, Jay got his feet wet in the branding world with Promax (then BPME). He moved to Los Angeles, CA to become The Creative Lifeguard in 1994, writing and producing promos and presentations for TV stations, networks and program distributors. In 1996 The Creative Lifeguard came to the CBS Television Network and began working as the network’s in-house on-air brand manager. At that time the network was sitting somewhere between #3 and #4. The Creative Lifeguard began developing, shooting and producing CBS IDs, Night Opens and other elements of the network promo architecture. In that time, working with the late great, Ron Scalera, CBS rose to become the #1 network season after season.
In 2004, Jay won a Writer's Guild of America award for outstanding script TV on-air promotion. He also received several PROMAX / BDA North America and World Gold Awards.
Jay retired in 2011 to produce independent projects in New York City. In 2015 he was diagnosed with ALS, commonly known as Lou Gehrig's disease. Jay approached this devastating news with creativity and documented his experiences with the deadly disease through a book of poems (Jay had been a poet all his life). IN AND OUT OF DREAMING was published in 2017, along with FLAWS IN THE ROAD later that same year. Emmy-award winning Director Ava DuVernay said of these books: "Jay Curtis has gifted us with a poetic pursuit of the meaning of life."
IN AND OUT OF DREAMING and FLAWS IN THE ROAD are both available on Amazon: