To connect with a younger generation of sports fans, JBL partnered with NBA superstar Giannis “The Greek Freak” Antetokounmpo.
We introduced the Greek Freak’s first ever signature headphones - designed to celebrate Giannis’ Greek culture. The Greek influenced design was featured prominently on billboards in Time Square and across the country where all of the messaging was in Greek, as well as a TV campaign, a TikTok dance challenge, and even a life size traveling marble statue with an AR experience.
The TikTok dance challenge with Giannis appeared on NBA broadcasts, with content shared by Shaq, LeBron, and Charles Barkley.
THE RESULTS:
8 billion views on TikTok
+40% traffic on JBL.com
+10% brand awareness
+14% brand consideration
Inspired by Giannis’ Greek culture and language
Giannis kicked off a TikTok dance challenge with a Greek inspired music track and dance for fans to duet with for a chance to win his signature headphones.
We relaunched the Busch brand with a campaign centered around the iconic can crack sound and introduced our new spokesperson, Busch Guy (yes, that's his official title). Aiming to attract a younger audience, I worked to modernize the brand while staying true to it’s heritage, shifting its image from just another beer company to more of a lifestyle brand with a strong focus on product styling.
We developed a 360-degree campaign that included TV and video, along with enough gifs, videos, and stills to fuel over a year’s worth of social content. The shoot was carefully planned around key holidays and cultural moments—big and small—to keep the brand relevant year-round.
While at Deutsch, I helped launch 3 different campaigns for the brand.
THE RESULTS:
BRONZE LION in film for “News” :15
Increased engagement on social
First brand growth since 2009
8% sales volume increase
9% increase market penetration
I helped pitch and win the business for Shock Top, Anheuser-Busch’s leading craft beer. From packaging design to video content and full social takeovers, we repositioned the brand—shifting away from frat-style humor toward a campaign that resonated with millennials, with a more inclusive and female-friendly tone.
Much like the work I did for Busch, I also helped elevate Shock Top’s visual identity and product styling—positioning it more as a lifestyle brand than just another beer on the shelf.
1 IN 8 WOMEN WILL GET BREAST CANCER.
So this October Hungry Howie’s removed one slice from their pizzas (which have 8 slices) to represent the 1 in 8 women we could lose if we don’t make progress. To make that number a smaller piece of the pie, they made a donation for every pizza sold in October.
OOH, social, a digital menu takeover where a single sliced was removed from every pizza, and a video helped Howie’s reach their goal of raising $5 million.
7M Organic views
450k+ Interactions
#1 Post in brand history
$5M Raised for breast cancer
Jiffy Lube asked us to come up with a new tagline and campaign to work from TV down to in-store signage. Thus was born, Car More.
We car about cars. We car about people. And we car about changing your oil, because we car more.
For the first time in 50 years, we updated Tylenol’s tagline, visual identity, and launched a new campaign, Care Without Limits, humanizing the brand and its mission.
THE RESULTS:
+21% engagement on organic social
2X effectiveness of previous campaigns
18% lift in brand affinity
In order to demonstrate the power of the new Siemens IOT developer platform, we built MindSphere.io - a live web experience that let app builders interact with live industrial code in real time.
The website features a miniature world that’s hooked up to industrial sensors that replicate the real industrial world. Five live-streaming cameras and a host of sensors attached to real machines capture real ever-changing industrial data just like real-world machines do.
If Animals Could Talk began as a Tumblr blog featuring original drawings of different animals and quotes of what they might say if they could talk with my co-creator, Josh Cassidy. After gaining over 40,000 followers, we released our first book with Sterling Publishing.
A few years ago it went viral and was featured on BuzzFeed, The Huffington Post, People, Refinery 29, Mashable, among other publications, earning millions of impressions. It also became an Amazon Best Seller, selling over 30,000 copies.
Since then we’ve also published a series of calendars and planners available for purchase at Target, Walmart and Amazon, as well as an adult coloring book coming spring 2023.
To help scale the Bloomberg brand, we elevated it from a news platform and source of information to an invaluable tool. Through a multi-channel, highly targeted campaign, we dramatized complex subjects like global warming and dark matter, positioning these world-changing issues as challenges our target would one day solve.
I worked on the pitch to win this business, presented the creative that the clients ultimately chose and went on to produce the campaign, including video, social and digital.
THE RESULTS:
2 billion impressions
317% increase in subscription volume
69% decrease in cost per acquisition
Working with WATERisLIFE, we created a first-of-its-kind educational VR game that bridges the gap between virtual and real solutions to save lives. It traveled to schools in rural Thailand to teach the next generation how to prevent disease by making the invisible dangers in their river water visible, and was backed by an integrated campaign including a launch film, a 360º video, posters and an educational website.
Head & Shoulders needed a new and impactful brand campaign different from their previous work. So we came up with the "Shoulders of Greatness" campaign, featuring Odell Beckham Jr., showing that shoulders can carry a lot of things: a teams ambition, a city's pride, dreams, and passions. One thing you should never carry on your shoulders is dandruff. Because shoulders were made for greatness, not dandruff.
Press: Ad Age, ESPN, New York Post, Rolling Stone, E!Online, People, Fox Sports, Yahoo
Body hair is hot. Like temperature hot.
Fortunately, Hanes X-Temp is a line of sweat-wicking T-shirts, underwear, and socks that can help even the hairiest guy stay cool. And if it can help them, it can help anyone.
To kick off the campaign we made a Hot N' Hairy emergency hotline for any man who was feeling overheated. When a person called the hotline they'd hear a pre-recored phone tree that estimated how hot and/or hairy they were.
While working closely with our strategy team, we helped launch Nabisco’s new cracker Good Thins.
Positioning the cracker as your new go-to snack, we used other go-to’s in life to help drive our point home.
Most importantly, while on set Dr. Ruth gave me some advice, and it wasn’t about crackers.
