Cannes - Shortlist
Communication Arts - Public Service Winner
PR Week Purpose Award - Winner
Campaign US - Best Idea for A purpose winner
American Advertising Awards - Allyship to advocacy
The Drum Award - Most Effective Integrated Marketing Campaign winner

——————

Background:

Right now, in 29 of 50 U.S. states, you can be denied housing, service at a business and even medical care because you are LGBTQ+.

The Equality Act would change that. But without broad awareness of LGBTQ+ missing freedoms, The Act had trouble gaining traction. So, The Human Rights Campaign, the largest LGBTQ+ Advocacy organization in the U.S., needed our help to spread awareness of missing LGBTQ+ freedoms in an effort to pass The Equality Act.

Execution

We transformed the ultimate symbol of freedom, The American Flag, into “The Reality Flag” by removing 29 of 50 stars to represent the 29 states that can still deny LGBTQ+ Americans their basic freedoms.

Then, we launched a national 360 campaign. Every piece of communication drove to RealityFlag.com; a site providing education and an easy path to contact government officials.

Results as of Summer 2022

- 480 MM earned media impressions including The Washington Post, Fast Company, USA Today, Elle, and The AdAge Top 5

- 1,300% increase in web traffic to the HRC site

- 12.7MM unique accounts reached on social

- 96% of Senators reached through realityflag.com

——————

Role: Creative

Go anywhere imaginable since 1917

Cannes - 3 Bronze and 5 Shortlists
Radio Mercury - Best of Show
One Show - 3 Merits
London International Award - Bronze (1)

———————

Role: Creative

Client Need:

Develop an April Fool’s Day brand act that breaks through the clutter, drives brand love and provides a cheesy moment of delight.

Solution:

We introduced “V By Velveeta” - the newest revolution in skincare. A high-end line of indulgent beauty products with two things in common, the main ingredient is Velveeta … and they are all completely fake.

In the lead up to April Fool’s Day, we created real packaging and an authentic website then drove to it via Twitter, Reddit and TikTok skincare influencers. From there, consumers could sign up for our V By Velveeta “waitlist” by entering an email. Then on April Fool’s Day, we revealed our joke, delivering those who signed up a cheesy message and a coupon for Velveeta (that we asked them not to smear on their faces.)

Results:

- Consistently mentioned as one of the best April Fool’s Day pranks of 2021 by outlets like AdAge, UsWeekly, The Drum, Adweek, USA Today and The Today Show

- 320 MM earned media impressions

- (Almost) created the world’s first edible moisturizer

Role: GCD

We needed a way to get people excited about an artist they’d never heard of, so we took them back to 1979—the year that changed everything for Howardena Pindell.

———————

Role: Creative

One Show - Shortlist (2)
ADC shortlist (2)
Communication Arts winner
Adweek Experiential Award
New York Festivals - Bronze

——————

Background:
We saw Nike was re-releasing the Air Max Bacons for the first time in 17 years. Naturally, as the King of Bacon, we had to get something sizzlin’.

Idea:
Oscar Mayer is the original bacon hype beast, so to celebrate this special occasion, we created the world's first bacon scented shoelaces that were literally cold-smoked with actual Oscar Mayer bacon, giving them an authentic fresh from the skillet smell. For the chance to cop a pair, consumers simply had to tweet with the hashtag #OscarCookMyKicks.

Results:

- 643MM Impressions off of one tweet

- 416 earned media placements including Hypebeast, Thrillist, Adweek, Delish, Mens Health and Trend Hunter.

- 63k laces requests
————

Role: Creative

Because people have misconceptions about whjy these pets ended up in the shelter. It must be the pets’ fault. But truth is, that’s not always the case.

I concepted and animated these babies years ago (yes, that’s why they are 4:3)

Elevate how you hydrate. A simple platform that encompasses everything smartwater alkaline has to offer.

We created a look and feel that separated us from smartwater blue. We worked with influencers and *pete* because they resonate with our core consumer.

And we just keep elevatin’.

———-
Role: Creative

A German artist Niclas Castello put a massive gold cube on display it’s reportedly worth $11.7 million dollars, it’s to promote crypto-currency.

Velveeta’s nickname is Liquid Gold. So we have to prove that liquid gold is better than solid gold.

So, in response, we placed our own 8ft box of liquid gold cube in the iconic park in the exact same spot as the gold cube. And people got talking.

—————

Role: GCD

Adweek Experiential Award - Best Use of OOH Media
One Show - Shortlist (2)
ADC - Shortlist (1)
Clios - Shortlist (1)

———-

Background:

Re-ignite America’s love for the Wienermobile after a year when it was barely in use due to Covid.

Idea:

When it was time to get the country’s favorite wiener-on-wheels back on the road, we knew we had to do it in a big way. So, we decided to deliver an experience Americans young and old have dreamt about for decades: a ride in the iconic Wienermobile.

We partnered with Lyft and completely integrated into their app. Then when riders across the country ordered a Lyft on Labor Day weekend, some were surprised with a 27-foot wiener to take them to their destination.

Results:

- Hundreds of Wienermobile Lyft rides

- 1.16 Billion media impressions including The Tonight Show, The New York Post, MotorTrend, Food & Wine and Adweek

—————

Role: GCD

London International Award - Silver (1), Bronze (1)

———

MCA's new campaign "Made You Look" 

The MCA Chicago was looking for a new campaign—their first in 20 years. We helped pitch, win and run the business with the “Made You Look” platform.

- - - - - - 

The MCA makes us think—not only about art, but about ourselves and the world around us. At its core, a look is both primitive and progressive—and though we do it without thinking, what we see has the power to change our thinking in an instant.

————

Role: Creative

What a better way to launch Fresca Mixed than utilizing the super fan who happens to be Bravo’s Andy Cohen.

We created a narrative that the brand is looking for its #1 fan, which of course, turned out to be Andy. We set up thirst traps around NYC trying to get him to call our hotline so we can make it official.

550mm Earned impressions
100% positive sentiment

757K Social reach
400K social engagement
+200% follower growth

Cats are complicated and confusing. We’ll probably never figure them out, so we tried our best in these social films.

———

Role: Creative

Introducing Jack’s newest recipe in 150 years.

The Trump administration was counting on Chicago to not count in 2020's census, and spread misinformation to ensure a small turnout. So we covered the streets with the truth to ensure Chicago showed up.

How to write a poem

Cannes - Shortlist (1)

————

Role: Art director

The average person goes to the bathroom five times a day and uses 6.7 sheets of toilet paper per visit, but nobody cares which brand they use. To overcome this apathy, we wanted people to think of wiping as an act of conscious self-care—and pivot Cottonelle from a toilet paper brand to a skincare brand.

We concepted and pitched the downtherecare idea. We won, and now we run the business.

——-

Role: Creative Director & Creative

Some of my old favorites.

One Show student brief - to advertise advertising. Still one of my best work to date.

“Advertising is just another word for persuasion”

COPYWRITERS: Mathew, Mark, Luke, John
CLIENT: Christianity
OBJECTIVE: Show why this man should be worshipped

COPYWRITER: Thomas Jefferson
CLIENT: The Thirteen Colonies
OBJECTIVE: Justify the creation of a new country

CREATIVE DIRECTOR/COPYWRITER: Martin Luther King, Jr
CLIENT: The Black Population of America
OBJECTIVE: To be treated as equals

————-

One of my very first spots. Originally it was going to be a dentist, but then dialog would be too hard. So we changed to a barber.

————

At the time of launch, RAZR MAX has the longest lasting battery life. We took over airports, LGA and ORD - 2 of the country’s busiest airports, where people really care about how much charge is left on their phones. A true insight because let’s be real, we all have done this before.

I’m an 8 year old boy at heart.