For 50 years, HBO has broken new ground and elevated the landscape of TV in film, documentary, drama, comedy, news, and sports. Through its award-winning storytelling, HBO has introduced the world to characters and storylines that have captured the spirit of popular culture and remain relevant today.
This pitch-winning work launched the “Fifty Years of Firsts'' campaign, which celebrated the first premium network’s culture-defining legacy. A multi-faceted campaign which included a 50th anniversary logo, social videos, content, talent engagement and creators was brought together to highlight the very special, many “firsts” throughout HBO’s history.
This campaign deepened our relationship with MAX, helping them launch their rebrand efforts, as well as becoming agency of record for the African American platform initiative, Scene in Black.
We then took it up a notch and launched an influencer / creator campaign for more organic reach. We collaborated with influential TikTok creators, who all used their unique talents to reimagine their favorite moments from HBO history.
Reenactments, style videos, recipes and more were created to bring more visibility to the unique culture that HBO has created in its 50 years of delighting fans.
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
Agency Something Massive and I came up with this business winning, provocative work for Plum Organics.
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
While leading creative at Quantasy, Honda asked us to reinvent their presence to engage younger consumers, so I pitched a new business winning, first-in-its-category Twitch platform which I dubbed, The Honda “DreamLab”.
Honda partnered with Quantasy to transition its gaming-focused Twitch channel into lifestyle content. As the Twitch platform has grown to massive scale (over 140 million monthly uniques), the audience has expanded beyond its gaming core. Honda wanted to capture more of that wider audience with a goal of identifying and attracting first-time car buyers.
To bring the channel into its new stage, we developed the overarching content strategy, creative theme, design, and a detailed programming plan. From there, the Honda DreamLab came to life. Built on the core principles of creators, community and competition, the DreamLab platform is a “creator studio” that makes Honda the first automaker with a Twitch channel dedicated to lifestyle content. DreamLab features a range of live streaming series and experiential moments led by innovative and creative streamers creating lifestyle content inspired by car culture.
We transformed the iconic Scratchers line into a cultural moment… not just a ticket, but a moment of play! Capitalizing on the famed Pac-Man brand, our campaign reframed instant-win scratch tickets as more than prizes: they became micro-moments of joy, anticipation, and surprise embedded in everyday life. By tapping into playful storytelling and culturally relevant touchpoints, we helped reposition the Scratchers on-the-go experience as something you carry with you — a scratch here, a moment of delight there. We carried this into seasonal moments in social as well.
Target's 100% Black-owned Black History Month collection celebrates Black creators and attracts new customers by highlighting how purchases support Black communities and emerging talent.
This campaign to date is the most successful product launch in this multi-year investment engaging AA communities.
Today's parents are more interested in allowing their kids to be the arbiter of their own style. To date, this work is the single most successful campaign in Carter's 150 year history with a significant increase in brand awareness among Hispanic consumers and significant improvement and a top driver of purchase among African American consumers.
The campaign and activations drove a 7% increase in Hispanic dollar sales and a 14% increase in dollar sales.
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.
Banfield Pet Hospital is the largest general veterinary practice in the U.S. with more than 3,600 veterinarians and more than 1,000 hospitals across the country. With pet adoption on a dramatic rise, Banfield saw the opportunity to help pet owners ensure that they were investing in quality, preventative care for their pet’s unique needs.
We worked closely with the Banfield teams to bring to life a relatable strategy and content execution that elevated the joy of pet parenthood in a fun and informative way with a younger, fresher brand refresh that moved at the speed of social. We created “After Party,” the talk show for pet lovers. Inspired by transforming a Banfield hospital into a late night talk show set, we developed the brand’s first original content series and always on social programming. The effort included brand and consumer strategy, visual identity, content production and social media management.
Wells Fargo's ongoing reputational issues were disproportionately impacting diverse segments and overshadowing the bank's programs and resources for wealth building.
Wells Fargo asked to create a cultural messaging platform that would enable us to reach and engage with diverse segments throughout the year. However, we ultimately determined they needed more than a messaging strategy, they needed an "action" platform.
This multi-year platform was the cornerstone of how Wells Fargo engaged in real dialogue around everything from the murder of George Floyd, #StopAsianHate, to the housing crisis, building relationships with the LGBTQ+, military and people with disabilities.
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.
For over two decades, One4all has been part of life’s biggest and smallest moments, helping people across the UK celebrate birthdays, weddings, thank yous and everything in between.
We did a global rebrand and naming strategy for BlackHawk Network unveiling a bold new look, while holding onto the magic that’s always made One4all the gift of endless possibilities.
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.
This concept came from Chinese cultural roots and the desire to be successful. Like the saying goes, “no pressure, no diamond”, our goal-oriented audience works hard to be seen as a diamond in their community. Throughout the creative, we used a prism effect allowing us to highlight multiple features simultaneously.
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".
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.
For the first time in Mattel history, we evolved their linear marketing approach to speak cohesively to both boys and parents in an integrated campaign that evolves based on their individual behavior.
Results were off the charts: Sales grew by 13% during the campaign period compared to the same time period the previous year, created one of Mattel’s most successful demand generation programs with over 750K new leads, and engagement metrics that far surpassed campaign goals.
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.
