The assignment was simple, completely reinvent Paige to be a highly regarded fashion lifestyle brand with iconic appeal. Researching for months, we delved deep into the core of the business and developed a business strategy, positioning, platform, rebranding and global advertising campaign to gain marketshare in a crowded space.
The internet is full of the extraneous. Our challenge: Enhance the experience for the Ketel One aficionado online and increase consideration of the brand offline. Our pitch winning campaign was to bespoke the internet and create online curation that led to tailored offline experiences only Ketel One could bring you.
Commemorating the last 100 years of Oreo in print, we set about modernizing the brand with a campaign featuring 100 days worth of topical content in the social space.
"Real-time marketing" having never been done before this campaign, Oreo became a fixture in the press, earning praise and mention from outlets like the New York Times, Huffington Post, Mashable, ABC News, CNN and BuzzFeed. These and thousands of other placements produced more than 230 million earned media impressions.
* CANNES LIONS - Grand Prix Cyber / CLIO AWARDS / FACEBOOK STUDIO AWARD / EFFIE AWARDS / WEBBY AWARDS
From co-writing the 2009 Superbowl spot, to spoof videos that fueled the fire, to Facebook Initiatives and countless banners, I was the Digital Creative Director for E*TRADE. Voted "Favorite Campaign" by the Wall Street Journal and NY Times, 24 million YouTube hits in just months, and a lawsuit from Lindsay Lohan, this is a true advertising baby success story.
To further the Opulence integrated campaign, we created a microsite starring the infamous Petite Lap Giraffe featured at the end of the spot. petitelapgiraffe.com had received over 10 million visits from over 156 countries with no $ media dollars in a little over a week.
It was also shortlisted at the 2011 Cannes Lions in the Cyber category.
* CANNES LIONS - Shortlist
What started out as a website refresh for their current brand, Viking River Cruises, evolved into a complete overhaul of their brand communications and product experience. With that came the creation of a new brand for a new product being launched in 2015, that leverages the strong Rivers heritage and differentiates Viking from the sea of sameness in ocean cruising and a global advertising campaign to go with it. The client bought "Journey Within".
To harness the passion of millions of photography enthusiasts, we came up with the idea to hold the first ever user-generated photo contest to inspire a Hollywood short film. With director Ron Howard at the helm, close to 100,000 photographers participated in this 3 week contest and over 3 billion impressions for the entire integrated campaign have been amassed.
Project Imagin8on was the first advertising film in history to ever shortlist at the Academy Awards and was Adcritic's most shared piece of creative for over two months.
* GOLD LION - Media / SILVER LION - Branded Content & Entertainment / BRONZE LION - PR
NPR is adding its voice to emphasize the importance of the truth, and the search for it, in the age of Trump and fake news.
Howard Collinge and I conceived work, pitched and won the NPR client for MAL/For Good, the social impact agency within TBWA late in 2017. Our first assignment was to create ads for Morning Edition, NPR’s nationally broadcast morning show. They include two brand spots, “Wake Up” and “Listen,” narrated by Morning Edition hosts Steve Inskeep, Rachel Martin and David Greene. The campaign also includes out-of-home ads.
The NFL is the only place to get authentic Fantasy football. Our challenge was to increase the NFL Fantasy membership by 350k.
So, we invited all 6 million NFL Facebook fans to the NFL's first Facebook app that allowed you to sign up and manage your NFL Fantasy League on Facebook.
We let you pick your team and then take a team photo with your Fantasy team line-up.
We supplied NFL-only insights directly from the actual players. And Twitter feeds directly from them as well.
We allowed you to see how others in your league were doing.
We gave you the ability to see NFL only content.
We let you talk smack to actual NFL players.
And we gave you a mobile app, so you could take all of it with you.
Because, if you want the NFL. Go to the NFL and if you want Fantasy Football, where else would you play but the NFL?
How do you take a 26 year client relationship to the next level? You create the first ever real-time head to head game on Facebook, simultaneously release it on iPhone, iPad, Android and create a whole new consumer base to interact with HESS. Then you crank it to 11 with the year 2 video game that gets over 20 million plays in its first month alone.
* Listed as one of the 10 Most Downloaded iPhone/iPad games and top 3 in its category via Apple.
"HESSJet" was featured on The FWA as Mobile Of The Day.
How do you reinvigorate the number 1 selling toy in the world? You Make it Epic in every way talking to kids and parents in a whole way.
Spirit Airlines came to us looking to turn the tide with their business and make a splash in pop culture. Here is our pitch winning work.
How do you take the unknown lost king of Tequila and reintroduce him to a new generation of Americans? You create the world's first Youtube generated feature film directed by heavy hitter Robert Rodriguez. The cast, the crew, even the designs to the movie posters will be harvested from the thousands of passionate fans of this world-wide campaign.
1:1 direct marketing evolves into a complete overhaul of the Fleming's brand through solid brand strategy, meticulous art direction and year-round experiences like no other in the fine dining space.
The #1 men's suit company in the nation came to us for an evolution of their core business. Along with this came a business strategy that turned into two new brands to add to their portfolio ala' Gap, Inc. and its family of brands.
The assignment: To grow from a $150M to a $400M by building awareness and expanding our audience from 4% to the potential 46% of the market who are open to the brand. We built an attention driving campaign and evolved the brand for scale.
