1 in 8 women will get breast cancer. So this year during Breast Cancer Awareness month, 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 sure that number becomes smaller piece of the pie, they’re making a donation for every pizza purchased in October.
The Missing Slice came to life in OOH, social, a digital menu takeover where a single sliced was removed from every pizza, and a video in which we removed a slice from customers’ pizzas and caught their reactions.
7M ORGANIC VIEWS
450K INTERACTIONS
#1 POST IN BRAND HISTORY
$5 MILLION RAISED FOR BREAST CANCER
Webbys Finalist
One Show Merit
We relaunched the Busch brand with a campaign based around the iconic can crack and our new spokesperson, Busch Guy. Yes that’s his official title.
In addition to TV, we captured enough gifs, videos, and stills for over a years worth of their social content, planning the shoot around every holiday and occasion, big and small.
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
-People bought more beer
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.
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
We pitched and won the task of helping Anheuser-Busch relaunch and rebrand their most popular craft beer, Shock Top.
From packaging and TV, to taking over their social channels, we shifted the brand from frat-style humor to a new campaign centered around millennials with a more female friendly tone.
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.
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.
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.
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.
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
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.
WHEN BUGS AND WEEDS MAKE YOU CRAZY, GET CRAZY BACK.
Amdro launched a new product to kill bugs and weeds, so to demo the product, we created a character named Ramdro, a dad who's obsessed with Rambo and loves home pest control, a little too much.
The character is loosely based on my father, who considers dandelions his greatest arch enemy.
HBO wanted help getting fans in the notoriously fickle horror community excited about Outcast, Cinemax's new flagship show from The Walking Dead creator Robert Kirkman.
So we created a three-part campaign that targeted horror influencers by speaking their language:
First, we partnered with Reddit for an AMA and a contest on horror fiction subreddit, NoSleep.
Then – because horror fans love VHS – we created uniquely terrifying VHS tapes that blurred the line between fiction and reality of the show.
Finally, when users visited the Outcast blog, they'd find that we had possessed their browser history with eerie websites they wouldn't remember visiting.
