In honor of the brand's 100th Birthday we created print ads that took a nostalgic look back. There was so much fanfare around them that the brand team challenged us to take the power of the idea and make it even more social. That's where Daily Twist was born. We committed to pushing out 100 pieces of content in 100 days. We led the team came up with the idea, assembled the newsroom infrastructure with the clients and their legal team and executed an idea every single day. The brand added millions of Facebook fans in the 100 days of this program, not to mention became a bonafide part of pop culture. 

Proud to have been on this very important ALS Association work while at Facebook/IG. Met a real life hero in Pat Quinn.

A very fun and important project., While at Facebook/IG we helped Cronicas da Surdez (Deaf Who Can Hear) launch a prideful sticker / giphy pack for Brazil’s Hearing Awareness Day.

A new brand campaign for zulily I created over 5 months with my friends at Office of Baby. A good time was had by all. 

These are not my words but they sum up the campaign and strategy: “The whole world will be licking my legacy from their sticky fingers.” “Why don’t you try growing more feet for all those shoes?” “This got so dark. Quick, cut to a dog.”

Such lines punctuate Office of Baby’s first campaign for e-commerce platform Zulily, which presents silly situations and crackpot comedy in an effort to show the delight that shoppers experience when discovering deals on the site.

“The same way Zulily surprises their audience with unexpected sales and unique products every day, we wanted to surprise the viewers of these ads by not necessarily adhering to a uniform setup and punch line,” says agency creative chief Paul Caiozzo. “Sometimes the ads are self-referential, sometimes surreal visual jokes, other times goofy physical gags. You’re never quite sure what’s coming next.”

I had the recent pleasure of acting as a solo act— Creative Director, Writer, and Art Director on the 2019 DSW campaign (which I guess makes me a Chimera?).

The world is serious— but shoes are fun! They make you feel good, stand a little taller., prance a little prouder. And who better than the funny, authentic, and unapologetic Mindy Kaling to deliver that lady-to-lady wisdom. Funny guy Neal Brennan directed. Chris Rock came to the pre-pro. It was an entertaining (to say the least).

AWARDS
OREO / CANNES LION / CYBER GRAN PRIX
OREO / CANNES LION GOLD / PR
OREO / CANNES LION SILVER / DIRECT
OREO / CANNES LION SILVER / MEDIA
OREO / CANNES LION BRONZE / PROMO & ACTIVATION
Creativity 50 Most Creative
Fast Company #7 / MOST CREATIVE IN BUSINESS
OREO / GOLD ADC
OREO / CLIO
OREO / GOLD ANDY'S
OREO / GOLD EFFIE'S
LIFESAVERS / CANNES LION
AMERICAN HEART ASSOCIATION / One Show Interactive Pencil
WATERFORD CRYSTAL / One Show Interactive Merit
AMERICAN HEART ASSOCIATION / Webby Honoree

ADD'L PRESS
Steven Colbert / Real Time with Bill Maher / Today Show / Jimmy Kimmel / Reddit Trend / Gawker / Mashable / The Atlantic
Huffington Post / Harvard Biz Review / Talk Soup / Perez Hilton / BuzzFeed / Funny or Die / Time / Forbes / LA TImes / Washington Post / Chicago Sun Times / NY Times / Fast Co Create / Communication Arts / Archive / AdWeek / AdAge / Creativity Online #1 spot x 3 / Creative Week Panel Speaker for Oreo / Speaker at Contagious Fly Garage

I helped my friends at R/GA by running point on for the pre-launch for the all-new Mercedes-Benz A-Class. Bucket List was an IG led contest that asked users to share their Bucket Lists for a chance to cross something off in the new Benz. To promote the contest, we tapped Mercedes-Benz ambassadors like Sloan Stephens (tennis pro), Charli XCX (British pop singer ), and yes, even an internet famous dog— and had them cross something off their own List. Tons of submissions happened— things like goat yoga, sky diving, hot air ballooning, and more, were checked off. It was on the R/GA’s most successful social efforts for Mercedes-Benz to date.

Coming….

I had the pleasure in 2020 of running creative point on a pitch for KY brand. Part of the draw was working on a brand that serves as a passionate & fearless ally to women. The other draw was the opportunity to dance for my favorite former client, Cynthia Chen— who is also a passionate & fearless ally to women.

Sexual well-being is as vital as emotional, physical, or spiritual well-being— yet has never been viewed with the same degree of openness. Simply put, sex care is self-care— and it’s about time it was fully embraced (sans stigma/hangups/bias) That is how the ‘Good For You’ platform was conceived. An iconic brand like KY (since 1904!!) repositioning itself in the wellness category for 2021 was a natural, societal evolution.

“Choose Pleasure” is part of K-Y’s broader campaign, “Good for You,” which aims to make people feel empowered about sexual wellness. The subject is often clouded by social stigma, lack of education and misconception, said Cynthia Chen, President, North America Health at K-Y’s parent company, RB.

This platform + vision was my love child. Ongoing pitch work is produced by Elephant and was launched on Valentine’s Day.

While big in the UK, small business insurer Hiscox was looking for growth in the US. This is the start of the larger "I'mpossible" platform we created after a successful pitch win for gyro NY.

More about the campaign...

The campaign features real-life Hiscox customers who have embraced the risks of starting a business, overcome the obstacles they have faced, and turned the impossible into I’mpossible to become successful despite their challenges. Whether prison time, being bullied, or a life-altering disease diagnosis, against all odds these exemplary individuals created successful lives- and business lives.

(The red apostrophe being the difference between Impossible > I'mpossible will be a mnemonic hook in all the work ahead.)

The zulily social vids were tasty pieces designed to support sale / product agendas.

Inventing a holiday that is all about YOU.

We helped out R/GA with Verizon's biggest partner promotion.
For the horrific travel day before Thanksgiving, and as a service to it's customers, Verizon gave away tons of free data, movies, music downloads, etc. We created a 'holiday' and coined it 'Thanksgetting'--
a day for you to get free stuff (and keep you from chewing your arm off). 

As a freelance team, we gave birth to + sold the idea / platform of 'Thanksgetting,' and the agency went on to produce it.   

Case study here: https://www.rga.com/work/case-studies/thanksgetting

An integrated campaign for the AHA & AdCouncil teaching people a simplified method of CPR where the mouth is not required. It's called Hands-Only CPR. People can now be empowered to save a life with 2 tools - their hands. The idea centers around the idea: Hands can do Incredible things, but nothing compares to using them to save a life. 

This is a collection of stuff I've conceived via Freelance. In most cases, Freelancers suffer from the love 'em and leave 'em syndrome. Ongoing day rates usually prevent us from staying on to produce the work ourselves (which can be hard for a do'er / maker like myself). But I get to save the day every now and again, and that is nice. 

Samsung believes in defying barriers and going where few dare. As an official sponsor the 2016 Rio Olympics, that shared vision led them to work with athletes who against all odds, had persevered. Whether it was finishing last place in the London marathon, being a gymnast who was told you'd never walk again, or being from warn torn Sudan- these athletes were more than noteworthy, they were heroic in their own right. 

We built a robust responsive campaign that spanned the entirety of the Olympic games. A war room was set up in Rio that functioned like a makeshift news room. We covered the athlete performances (pre-game to post)-- also 'Olympic first's,' team triumphs, injuries, and so on. With the help of the #DoWhatYouCant hashtag, we utilized all social channels, created regional Snap lenses, and had influencers (who had their own stories of adversity) help spread the word. With multiple sponsors shouting at the games, Samsung still managed to get the top spot for social reach. 

Nivea sponsors the Times Square New Years Eve celebration. This year, in support of lip care, we created a surround sound campaign based on the very thing that occurs across the world at midnight- a Kiss- and launched the Nivea Kiss App.

The Nivea Kiss App is a AR / Geo-based App that 'plants' you kiss in a locale. Through the AR you view your digital kiss within the rest of the expanding garden. In the AR view, an image of your kiss, names, time, locale, and a message you create appear for the world to see through the actual App- as well as through Facebook or Twitter.

Digital boards surrounding the celebration aggregated in pics of participants kisses in in real time that were posted through the Mobile App. And PR & celebrity buzz helped promote the App on New Years Eve.

New Yorkers are caged animals. So we gave them a place to go nuts.

The Primal Scream Booth was a social experiment that started at 8:45AM Monday, in brisk February. We didn't know what to expect- but my suspicions were right. 

We designed a coffee table book commemorating Oreo's 100th Birthday. It was a fun piece to create for this iconic brand.

LaSalle Bank was a bank that merged with Bank of America. These are 3 of 16 images from a retail campaign promoting a $50 bonus to open a checking account. 

$50 was a small amount of money, but it was about making it seem bigger for the consumer.
It was the most successful promotion
to date before they merged. 

COMING...