Film, Print, Outdoor, Collateral

The aging brand wanted to remind people why they were different than all the other car companies. They desperately needed to demonstrate to customers they weren't about sales goals and hitting monthly quotas, but about connecting with people and then connecting those people to a Saturn.

Social, Digital, Film, Print, Case Study

Smirnoff is the world's number one vodka. But in becoming the standard, they lost their creative edge. To breathe some new life into the brand, we asked the world to tell us what represented the best of their local nightlife. In exchange, we promised to let them experience the best nightlife from another part of the globe. 

In addition to the billions of free media impressions, Smirnoff attained millions of new fans, tens of thousands of tweet mentions and, most importantly, sales grew nearly 10% globally since the program's inception.

Film

Every June in San Francisco Apple hosts a conference for the worldwide developers. We tried to honor the developers by choosing their most transformative applications and telling their diverse stories.

While I conceptualized and vetted all the stories, I did not shoot the stories as I was traveling the globe on the iPad Air shoot.

OOH, Experiential

With California Shelter in Place orders newly enforced, we quickly made a pro-bono campaign that reminded people they should be at home- for everyone’s safety. A lot of people donated their time and resources to make this happen.

Film 

T-Mobile created the @Home Hot Spot that allowed you to connect your mobile phone to your home phone and not use any plan minutes against your calls. A perfect excuse, in our minds, to have rambling, inane conversations without any resolution or any concern for time spend on the phone. 

Print 

An outdoor mall stuck between the water's edge and San Francisco's Financial District, the Embarcadero Center had high-end dining, entertainment, shopping and an uninformed customer base. Our approach was simple- we all justify purchases to ourselves and others. Customers just needed to be armed with some alibis.

Film, Print // Part of Integrated Campaign

At the time, Kia was just starting to build stylish, well-made cars while still managing to cost thousands of dollars below the competitive set. And since price was and still is the main driver when everything else is parity, we thought being able to 'afford' to take care of the car was a compelling way to stand out in a sea of sameness.

Film, Digital, Mobile, Social, Experiential

Google.org, Google's charitable arm, had launched a new program called the Google Impact Challenge- a commitment to solving global issues through technology and basic human kindness. Their first initiative was to build awareness and help create universal access for people with disabilities. 

To gain interest and recruit everyone from everyday Googlers to NGO interested in partnering with Google, we created a site, a human interest film and an animated film for Phase I.

Phase II is currently in development.

Launch site  ↗

Digital, Mobile, Social, Design

Michelle Obama asked us to help her with a personal social initiative. We named it, designed the logo and helped to define the program.

Film, Printed Media, Case Study

Simply put, we crashed the party at one of the world's biggest and most-popular night clubs, held a blind taste test, surprised the participants with their overwhelming choice and then made them part of our global ad campaign. All in one night.

Film, Printed Media, Digital

Jeep had just expanded their offerings from three vehicles to seven and needed to remind people of just how much fun it was to drive a Jeep. A few days into the project, my son was playing at the park, in the sand, with his Tonka truck and the idea just sunk in.

This campaign launched our new tagline- Have Fun Out There.

Film, Print, Digital

Adobe Creative Suite 4 touted the ability to streamline the creative process so users could arrive at their form of 'brilliant' sooner. We employed top-flight artists and designers to take a ordinary image, that we chose, and transform it into something extraordinary using only CS4 applications to prove the point. The results were part of a ground-breaking, award-winning collaboration.

Site, Digital, Social, Outdoor, Print

Public Storage had no problem getting people into storage units. Getting them to stay longer than a few months? That was the real challenge.

Motivated by unexpected life events, most customers moved out as soon as they could. So while occupancy was always high, the churn of getting new customers in the door every few months cut into Public Storage’s bottom line.

Using research, we developed a strategy that reframed a soulless, empty space into an emotional extension of their home where they could conveniently leave and retrieve the stuff they were going to want again.

Print

In our minds, launching Haagen Dazs' signature single serve treats called for scale. It's hard to understand their size without context, so we simply replaced the real-world flavor with their snack size container counterpart.  

Film 

 Bacardi Silver wanted to own the night. To do that, we created the Bacardi Silver Manual – a book that would have the answers to any situation you might find yourself in on any given night out.

Case Study

Faced with the deepest recession in 25 years, we quickly realized that no sales pitch could outweigh the grim economic news that crippled the country. What car buyers needed most was confidence. But how could a Korean car company give the American people back their faith in the future? By taking the unprecedented step of shouldering 100% of the financial risk involved in buying a vehicle.

Assurance helped Hyundai increase sales by 14% YOY, making it the only car brand in America growing during the recession. The campaign generated over 350 news stories leading to over 100 million PR impressions. 

Just a few of the luxury travel brands I’ve worked on over the years.

Site, Digital, Print, Case Study

What's the first thing that comes mind when someone mentions Unions? Picket lines chanting angrily? Jimmy Hoffa? Ten road workers watching one guy do all the work?  So, you can see why the AFL-CIO needed a perception makeover. We first set out to find a single commonality that we all share. Work. We then wanted to show how one person's job, no matter where it falls on the socio-economic scale, has an impact far greater than what even they perceived.

Memorial Herrmann, one of the largest not-for-profit healthcare systems, wanted work that could both speak to their unparalleled investment in innovative treatments and technology, as well as their unique approach of treating the individual, not the ailment.

Film 

Since blacking out, being hospitalized or getting into a Tijauna gun fight were ruled out as possible directions, we settled on touting Jose Cuervo tequila as a shot full of unexpected outcomes.  

Traditional, Social, Experiential

When McDonald’s wanted to announce that after 40 years of offering one Big Mac, there would now be three, we found a relatable and powerful solution to tell the story.

It seems as though everyone needs a manifesto for one reason or another. I say this because I’ve written gobs of them over the years. Luckily, I quite enjoy it.

Need it playful? I can do that.

Touchy feely? Sure.

Flowery language? Ok.

Short. Long. Punchy. Or prose. I’m game.

Here are just a couple examples in case you want one, too.

Print, Installation // Part of Wild Posting Campaign

California restaurants must post an A, B, or C Health Grade in their window. These signs were placed on dumpsters to remind locals where some must eat.

Film, Print // Part of Integrated Campaign

Various Film

Deep cuts and one-off spots from earlier in my career.

Beyond the Apple iPad work, I’ve done plenty of big films that were cornerstones for campaign launches. Here are just a few of my favorites.