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 for the desire of ultimate craftsmanship.
My role on this work: Concepts for TV and all copywriting.
The Summer of Love carnival spot was shot by Guillermo del Toro, Academy Award-winning director.
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. MSNBC earned two Promax nominations and took home a Silver award for some of this work.
My role: Executive Creative Director for all of this work. I was copywriter and producer for “Roads” and “Elusive.” I wrote all the print work displayed.
International Women’s Day
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.
My role: Conceived idea, copywriter, co-director
I served as Group Creative Director on this $250M financial account, helped rebrand the institution with a new campaign and tagline, “Bank of Opportunity.” The OOH was an interactive billboard outside of Fenway Park. The board was an exact replica of the Green Monster and message changed manually and weekly to reflect the Red Sox throughout the season.
My role on this work: copywriter and creative director on all
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.
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.
My role: Creative Director and copywriter on Kevlar campaign. Creative director on Mini-documentaries. Copywriter on augmented reality, OOH and all print.
Dare Bigger was a major rebranding of DuPont’s Kevlar protective fiber technology (well known to law enforcement for bulletproof vests and fire fighters). The campaign idea and tag line brought this technology to a new and younger audience. Web content and a partnership with ESPN XGAMES drove Kevlar revenue to $1B in annual sales and a 90% brand recognition.
Award-winning mini documentaries shot around the world in support of a groundbreaking content partnership with the BBC. The documentaries highlighted DuPont science developed to save lives, nourish our growing population, and supply energy to a planet demanding alternative sources.
————————————————————————-
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.
————————————————————————-
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.
————————————————————————-
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.
-----------------------------------------------------------------------------
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.
---------------------------------------------------------------------------
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 London, 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.
My role on this work: Global Creative Director, copywriter on all assets, voice-over on brand film.
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.
--------------------------------------------------------------------------------------
:90 video and B2B print to launch the investment firm’s new brand positioning. This work was done by me as a consultant for New York Life.
My role in the work: Strategist, copywriter, and co-executive producer all the film. Copywriter on all print.
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.
My role: Conceived the campaign and served as creative director and copywriter for the spots.
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.
You know what they say, you’re only as good as your latest $35M multi-platform campaign. “Invested In,” is a national campaign for the Minneapolis-based Fortune 100 company. Yes, Fortune 100, and yet you’ve never heard of it. This campaign aims to change that with a distinct point of difference that stands out in the crowded investment space: “Money isn’t the goal, it’s a tool to get you to the goal.” With that insight and client buy-in, the campaign took flight across broadcast, print, social, digital and even experiential. This campaign was awarded two Gold American Marketing Awards and named “Campaign of the Year” in two separate categories, Financial and Insurance.
——————————
The Minneapolis Star Tribune featured Thrivent and its bold new campaign this year. Here is the link:
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.
You know those Top Tens that networks do every end of December? Hosted by Kevin Nealon, this spot for Accu-Serve Copy Repair Company was named “America’s Funniest Commercial.” Thank you, Academy, thank you.
My role: copywriter, producer, co-director.
I love boxing, martinis, and Hemingway. I also love to write. So when an opportunity presents to combine my loves, I don’t let it pass.
