WAZE WORLD
For a Well-Connected Commute.
A joy ride through Chicago with the ever helpful Waze icons there to guide our drivers.
Director: Dante Ariola
THE BRANDEGA
24 hour Canva Convenience.
What better way to welcome marketing professionals to New York’s Advertising Week than with a fully-functioning designed-themed NYC bodega. Popped up inside the Manhattan Mall, part design demo space & part in-world convenience store.
Novelty products: Kern Pops, Raisin Brand, Visual Suites - Discount off brand products to keep you “on-brand.”
Bottled inspiration: Fresh squeezed “Creative Juices” with custom designed, marketing themed labels, printed right on the spot.
News rack: Canva designed covers providing some much need solutions to the most common design pain points.
Bodega bag totes: A New York staple became the event’s must have tote.
ALMOST LIVE FROM THE METAVERSE
The Met Gala Has Gone Meta.
The Met Gala is one of the most memed cultural events of the year. To build some excitement for the Metaverse, we hosted the first-ever red carpet recap show directly from the Metaverse.
We invited a panel of hilarious (and fashion-forward) creators into Horizon Workrooms, letting them react in real time to inevitable fashion faus pas, spill the tea about fleeting Hollywood flings, and even create memes on the spot - as we captured it all with our VR “camera” crew.
COLDPLAY UNSTAGED
When All the World's a Stage.
We worked directly with the band to pull off a live, fully immersive, music meets art experience, which was broadcast all around the world. By letting fans create their own user-generated graffiti butterflies, inspired by the band’s Album Mylo Xyloto, that were featured in a visually stunning art installation during the UnStaged concert in Madrid as well as a takeover of several HD screens in Times Square.
This global concert event broke the YouTube Live-Stream viewership record at 20 Million and crashed both YouTube and Twitter in the process.
We also created and directed a trailer and additional YouTube content to promote the event with the trailer receiving 1.3 Million views in less than one week.
Event Director: Anton Corbijn
DAWN OF INSPIRATION
A Trip Down a Musical Memory Lane.
With the help of the Lincoln MKZ, we travelled to Dawn Richard’s hometown of New Orleans to reminisce about her early love of music. From singing with her father, to being inspired by the city, to honing her singular performance style, we captured the moments that moved her.
THE ONE NIGHT STAND
A One-Stop-Shop for All Your One Night Stand Needs.
Hey, it’s college, a time to experiment. No judgement here. To promote the premiere of The HBO Max Original, The Sex Lives of College Girls, we took to campuses across the US, popping up a fully stocked stand for all your post hookup essentials.
We partnered with female-owned wellness, fashion & personal-care brands to hand out stylish, sex-positive swag in school backpacks. Students could grab some sexy swap, snap some IG-worthy photo ops, and take an interactive quiz to share their “sexual education” on social.
All while championing underrepresented female archetypes & their freedom to explore their OWN identity and sexuality.
GET HYPED FOR HALFTIME
Halfway to Halftime
How do you get the whole country involved in the Super Bowl? By producing a full-scale Super Bowl Halftime show in the exact halfway point of the country - Milligan, Nebraska. I worked with Motive to create a series of spontaneous Halftime celebrations. First with a series of pop up installations appearing all over the country, where vending Pepsi machines opened up to reveal cheerleaders, dancing refs, full size mascots, and even a 50 piece marching band. Custom made cans invited the town to attend a surprise Halftime show with country music legend Lee Bryce in Milligan. A few lucky Pepsi drinkers won tickets to attend the big game and catch the real half time show.
CARBON NEGATIVE MURALS
When Austin Freezes Over.
To promote the premiere of Snowpiercer on TNT, we partnered with artists Peter Strain & Nathan Brown to create a series of dystopian murals at SXSW. All art was made using Graviky lab’s AIR-INK, an amazingly carbon negative technology that turns air pollution into ink.
TARGET ❤️ CANADA
It’s a Beautiful Day In The Neighborhood.
To help announce the first Target built in Canada - our friendly neighbors to the north - we took some inspiration from Mr. Rogers. We asked Canadians “Won't you be my neighbor?," with an inspired musical remake by Dragonette as we took our favorite mascot for a tour of Canadian's most familiar landscapes.
COMPRESSION IS BEAUTIFUL
Compress Your Mess
How do you make cleaning up a massive mess look beautiful? You team up with two of the most talented artistic visionaries to show a vacuum like its never been seen before.
Director: Mark Romanek
Photographer: Andrew Zuckerman
ELF YOURSELF
Let the Elf-Morphosis Begin.
How do you get people to think about buying holiday gifts from an office supply store? By create 20 viral holiday websites to bring some much needed holiday cheer to bored office workers all over the world. The result: Over 40 million visits, a half a billion hits, and 642 years of total time spent engaging on all 20 sites....all in less than 5 weeks.
Almost 20 years later our elves are still a holiday favorite, with millions of elves made every year, getting it’s very own iPhone app, becoming a staple of the Macy’s Day parade, and even inspiring a never ending stream of fan art, there’s no end in sight…
THE FLIGHT BEFORE XMAS
Take a VR trip to the North Pole.
To drive traffic to JCPenney stores during the holiday season, we created a VR installation that transported Mall-goers to the North Pole (virtually, of course.) There, people got to explore the winter wonderland, meet Santa and his gang of jolly friends, and receive an actual present, redeemable just steps away at JCPenney.
DEFY DIMENSIONS
From 2D Inspiration to 3D Innovation.
Our job was to defy the perception that Shutterstock was merely a Stock Photo House. So we took over The Cannes Lions Festival ‘22, inviting attendees to step inside Shutterstock’s largest marketplace of 3D Images to Inspire them to see their world - and their work - a little differently. A massive LED entrance portal welcomed guests in (and became the talk of the town) to a living demonstration of SS’s 3D capabilities: Discussions with industry leaders on the future of 3D, NFTs & Web3, mobile AR experiences, interactive creative trends report, even some complimentary branded cotton candy.
#IMAPROTECTER
Help Make Knowledge Go Viral!
In the despair of quarantine, we launched an IG-led, social media movement, in partnership with the University of Michigan to help spread COVID-19 preventative education.
Avoiding traditional fear-based messaging, we instead championed local protectors, those who simply, yet selflessly, followed the CDC guidelines to protect those most at risk.
We turned their stories into trading cards & comic books, working with Giphy to create a toolbox of COVID-health related gifs that made it easy for everyone to join the fight with the hashtag: #IMAPROTECTOR.
400 HP vs HYBRID
Choose Your Exhilaration.
How do you show off one model of car with two equally exciting options? Create a "Choose your own Adventure" campaign, dramatizing the agonizing decision between the 400 HP and Hybrid, prompting people to choose which full-length feature to watch next.
Co-ACD: Stephen Wright. CW: Aaron Marten.
IMMERSIVE INSTALLATION
Get Closer to the Content You Love.
We took over the Dolby Soho Experience to create a series of immersive rooms, inviting guests to get closer to all their favorite shows by experiencing the unmatched depth and breadth of content available on Amazon Fire TV.
Rooms included: 360 Tunnel of Thumbnails, DJ Soundtrack Spinning, The FireTV Forrest, FTV Cubed, the Surround Screen Experience, and the fan favorite PopBot, that served custom flavored popcorn based on viewer’s taste in content.
ART & COPY
When 1 + 1 = 3
I still find print the quickest way to see if someone truly gets what we do. Using just static words and images to tell a brand’s story in a way that makes your brain smile.
MENTOR & EDUCATOR
Let’s Make It Together.
Had the honor to represent my agency for 4 years running as a mentor and manager with the Verizon adfellows. I develop student curriculum, teach quarterly workshops, coordinate with partner agencies, and guide young creatives through their first on-job experiences.
adfellows partners with 23 top agencies to offer a fully paid, on-the-job, New York based fellowship to creates greater diversity and gender inclusion in advertising & marketing.
THE POWER OF PROSE
Once a Writer, Always a Writer.
Before we were all “Creatives,” “Digital Ninjas,” and “Swiss Army Knives,” we were Copywriters & Art Directors. We were defined by our craft. Despite my ever growing title, I still consider myself a writer and enjoy those times I get to kick off a pitch with a pity Handle & Brand Manifesto.
Or as Billy Shakespeare said it best: words, words, words…
