Meet Lee Rudin

Most personal injury lawyers have the personality of a filing cabinet. Same suits, same slogans, same forgettable nonsense.

Lee Rudin? Not so much.

He’s loud, funny, opinionated, and perfectly happy telling injured people to STOP BEING POLITE and GET RUDE. It’s a great brand. It’s memorable. It’s authentically him. And it’s a hell of a lot more interesting than another lawyer promising to “fight for you.”

So when we started working together, I wasn’t looking to change Lee. Quite the opposite. I wanted to lean into everything that made him different.

That kicked off years of creative experiments, nearly 200 videos, and a whole lot of figuring out just how far we could take “Get Rude.”

The Challenge

New Orleans is a knife fight when it comes to personal injury advertising.

Plaintiff-friendly laws, aggressive competition, and deep-pocketed firms spending obscene amounts of money to stay in front of potential clients. Getting noticed isn’t cheap, and staying competitive is even harder.

We weren’t going to outspend everybody. And frankly, I didn’t want to.

The challenge was finding a way to compete with firms that had significantly bigger budgets without needing to match them dollar for dollar.

That meant getting creative. Finding ways to grab attention that money alone couldn’t buy, figuring out what actually motivated local accident victims, and building something that could consistently compete in one of the toughest markets around.

How I Did It

We got to work. And then we kept working.

Nearly 200 videos across paid and organic social. Every concept, script, hook, and format created from scratch. Some funny, some serious, some downright ridiculous. We tried just about everything, kept what worked, and learned from what didn’t.

But behind all that creative chaos was a pretty sophisticated operation.

Campaign architecture, audience strategy, retargeting, tracking, creative testing, and constant optimization. All the nerdy stuff that isn’t nearly as exciting as filming Lee doing something outrageous, but matters just as much.

The trick was making the creative and technical sides work together. Every video had a purpose, every campaign had a plan, and every result gave us something to improve.

The Takeaway

This isn’t an art project. I’m not making videos so everyone can congratulate each other on how good the Instagram feed looks.

There’s a big difference between being entertaining and being effective. And I’ve seen plenty of lawyers spend a fortune on great-looking content without signing a damn thing from it.

Think of a boxer with incredible speed and power. Impressive, sure. But without technique, all that talent only gets you so far.

Marketing works the same way.

Lee brought the personality. I brought the experience, creative direction, and technical expertise to put it to work.

That’s what separates a memorable brand from an actual client acquisition strategy. Not just getting people to pay attention, but knowing exactly what to do once you have it.