In a down economy it’s hard to sell a luxury product, let alone a luxury performance car. We did, always striking the classic Mercedes-Benz tone of the desire for craftsmanship.
This was a spot I did “on spec” and somehow the executive producer got it in front of Augie Busch. He saw it, loved it, and replaced Goodby’s spot with it on Survivor.
A small oddities shoppe fronts the future of television. When we shot the vampire spot on set people kept asking what movie we were filming.
“The Story Told Nightly,” was a line I wrote and a campaign I created with Judy Robinson before I left the network. It was a new campaign for Nightly that gave the broadcast an attitude adjustment. It was graphic, unapologetic and bold, and it recently helped reaffirm Nightly News’ #1 rating in America. Before the new campaign, I created “Understanding Matters,” a campaign that helped viewers get to know who Lester Holt really is and what makes him tick as a journalist. The campaign was shot by the acclaimed docu director, Gotham Chopra, and earned a Promax nomination.
MSNBC became the fastest-growing network in all of cable. And what a time it was to have led the creative behind these important and increasingly iconic shows, pundits and journalists. I'm especially proud of this work because of the importance the messaging carried. I'm also proud that MSNBC earned two Promax nominations and took home a Silver award this year.
Meet the Press is the longest running show on television, spanning 71 years and counting. What I found fascinating was the show’s growth within the 18-34 demo. Essentially, we didn’t need to create the next “This isn’t your father’s Oldsmobile” campaign; the Trump administration was giving our audience every reason to tune in Sunday mornings. However, we still had to reward these younger viewers (film festival) while continuing to promote the show to our base audience.
To commemorate the 70th anniversary of the show we created the first-ever Meet the Press Film Festival and held it, where else, in Washington D.C. Hosted by Chuck Todd, “Issues in Focus” featured a night of short films spotlighting some of the political and social issues that plague our nation. We culled the more than 200 entries to 16 — two of which were nominated for Academy Awards — and held Q&As with the directors afterward. Some of these films will run as long-form content on the MSNBC network in 2020.
We had the idea for a full page ad on a Wednesday evening. It ran four days later in the New York Times.
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I was the group creative director on this $250M financial account and helped rebrand the institution with the line “Bank of Opportunity.”
This billboard, located at the exit to Fenway Park on the Mass Pike, was an exact replica of the famed Green Monster. We changed the message every day for a month, hanging individual tiles the way the scoreboard is updated in Fenway, to reflect the previous night's game. This one appeared on Opening Day, of course.
FM Global is the world's largest commercial property insurer, and the idea of “Resilience” was their first global campaign. As the global creative director, I worked with Ogilvy offices in the UK, Paris, and Frankfurt to develop a 360˚ campaign that included a new website, a UX microsite, social that sent daily tweets about topical examples of "resilience," print, and videos which we shot to support the idea. I even VO’d the two-minute brand piece.
Viewers toggle back and forth during a key moment in a sport when resilience will determine the outcome. The full microsite lives here: www.fmglobal.com/resilience.
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:90 video and B2B print to launch the investment firm’s new brand positioning. I worked directly with the client serving as writer, creative director and co-executive producer.
How do you to take a 200 year-old chemical company and transform it into a modern-day science company? That was the challenge. I ran this account globally, overseeing creative work from offices in London, Paris, Frankfurt, Delhi, Sao Paulo and Beijing. The work showcased here is just four of DuPont’s many “sub-brands,” and highlights the ways I tried to make the company relevant to its ever-changing consumer.
Dare Bigger was the campaign idea and tag line we created for Kevlar, the protective fiber everyone knows in bullet-proof vests but very few realize is in their everyday products. Web content and a partnership with ESPN XGAMES put Kevlar (and DuPont) in the conversation with a new generation of consumer.
Award-winning mini documentaries shot around the world in support of a groundbreaking content partnership between the BBC and DuPont. The documentaries highlighted DuPont science developed to save lives, nourish our growing population, and supply energy to a planet demanding alternative sources.
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DuPont’s and Fortune magazine’s first-ever Augmented Reality ad that literally brought the world to life and allowed readers to access DuPont’s mini-doc series highlighting the company’s innovation around the globe.
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This won India’s grand prize in OOH advertising. A simple (analog) billboard that highlighted Mumbai’s problem and solution depending on when a person was standing in front of it.
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Print and collateral work for a complex B2B brand, Nutrition & Health. The idea was a simple one: the secret ingredient to the foods you love is the relationship that food companies have with the brightest minds of DuPont.
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Ti-Pure paint products are remarkable in that one coat of even the lightest and brightest paint will expertly cover the darkest, most resistant paints. Complex ingredient brand told with simple relevance.
We all know nothing sticks to Teflon. Let’s tell the story from the food’s perspective.
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This idea was the winning entry in a global contest for BBDO. The agency paid to produce the winning idea for their long-standing client.
A new brand effort that features the talents of Noma Bar, the award-winning animator/illustrator. To support this video, we turned to local NYU artists and asked them to interpret the word “change.” These art installations will be unveiled soon.
New animated short collaborated with award-winning illustrator Noma Bar.
DTC, DTP, drug trials, I’ve even written complex copy around Small Cell Lung Cancer (SCLC), but I rarely provide that type of writing. I say it only to demonstrate that I have the patience to understand the complexities that HC creative demands.
This work for NYU Langone ranges from ads touting new facilities in safety net areas in urban city to fund-raising videos honoring revolutionary achievements from physicians to a book featuring tomorrow’s doctor’s, the inaugural beneficiaries of NYU’s tuition-free program.
For GE Healthcare I created the campaign, “Take Care, There”, a provocative campaign touting new intuitive technology for hospitals’ command centers to better monitor patients and a produce better outcomes through innovation.
Inqovi is a breakthrough oral Rx used to treat MDS (a type of blood and bone marrow disorder). Typically, patients must undergone hours-long IV treatments. Inqovi is an oral drug taken daily. So, no more attachment to an unpleasant bag.
I also worked with Janssen Pharmaceuticals (who partnered with Apple) to test the efficacy of their new Afib app on the Apple Watch.
Wall Street Journal Ad touting NYU Langone’s overhaul of one of the most underfunded, underachieving hospitals in the country, right here in Brooklyn.
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I was contracted to write a collector’s book that captures the spirit of NYU’s heralded Silverstein Scholarship Award. The book commemorated the first full class of NYU students to go through med school with this distinguished honor. To create the book I conducted interviews with each of the 20 scholarship recipients, and created a “Rolling Stone” magazine-style Q&A format to give them a platform to express their gratitude.
HCP work for Allergan and website copy for a clinical trial
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J&J and Apple combined for a revolutionary new study to detect and treat AFib. I wrote the site and app copy. Click the image above to see how it works.
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They wanted a new tag line and a rally cry that made doctors remember why they went to med school in the first place. They ran the entire manifesto on their landing page.
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You know those Top Tens that networks do every end of December? Hosted by Kevin Nealon, hey it ain’t Kevin Hart, this spot for Accu-Serve Copy Repair Company was named “America’s Funniest Commercial.” Thank you, Academy, thank you.
I love boxing, and when I learned the sport not only had a Hall of Fame but it was in New York, this became a dream project.
