Over four years, we created and grew Secret Deodorant's teen anti-bullying program, Mean Stinks. In 2014, we partnered with Google Hangouts to host the largest school assembly ever, in real time. In 2015, we synchronized students to take over SnapChat, Instagram, Facebook and Twitter all at once.
2015 Cannes Festival: 2 Shortlists (Promo & Activation, Branded Content) 2014 Cannes Festival: Cyber – Silver 2013 Cannes Festival: Media/Community - Silver 2013 One Show: 2 Bronze Pencils 2013 D&AD: in book 2013 New York Art Director's Club: Gold Cube 2014 American Advertising Awards (National): Silver 2015 Communication Arts Interactive Annual: Social
Role: Creative Director
Mean Stinks "Biggest Assembly Ever" Case Study
Mean Stinks "Takeover" Case Study
Run of Show: Biggest. Assembly. Ever. 2015
Here is the entire 45-minute live Assembly, complete with pre-recorded videos, real-time social media takeovers, and celebrity interviews.
Mean Stinks "Gang Up for Good" 2013
in 2013, we built up a huge social community and built an aggregator of all the Facebook, Instagram, and Twitter user content.
Wonderful Weather Alerts
In springtime, allergy sufferers hide inside form the beautiful blooming trees and flowers. For Claritin, we created the first ever weather alerts designed to drive people hiding inside to go outside the minute the weather is beautiful. We used dynamic pre-roll with five elements edited in real time: live local weather map from the Accuweather API, live weather graphics, dynamic voice over of the weather, and images of a blooming local park, and media that only was turned on if the current weather was sunny and over 68℉ (20℃). Also, the online video ads targeted only those inside, on desktop.
2019 One Show Merit 2019 New York Festival short list
Role: Creative Director Team: Jonathan Linder, Jeff Cenna, Andrew Ciaccio, Lauren Randall
Kerrygold's target loves to cook, with 76% of women listening to music in the kitchen. So we created the first recipes with a soundtrack – Music Behind the Recipes. We paired curated Spotify playlists with specific Kerrygold recipes, each playlist matching the recipe’s rhythm, mood, culinary steps and theme. For a launch film, we threw our Irish grass-fed cows a cow concert. Influencer recipe videos drove to the accompanying Spotify recipe playlists. The program earned a 29% YOY sales lift.
Role: Creative Director
Team: Jeff Cenna, Cassidy Buzin, Morgan Vines, Michelle Liuzzo
Kerrygold Music Behind Recipes
To make choosing a paint color less intimidating, we created a responsive site that aggregates six color selector tools. The Pinterest Analyzer uses the Pinterest API to read your boards and pins, and interprets images you pinned into Valspar paint swatches you would like.
One Show Merit Mashies Winner – Best Use of Pinterest
Role: ECD Team: Joe Rivera, Anna Bradbury, Nick Howard, Nick Stoner
Boeing Flypaper Case
Since kids admire the virtual world of Google and Facebook, Boeing wanted to appeal to students by playing up the tangibility of aerospace engineering. We told the story of an engineer who designed paper airplanes as a girl. We then created well-crafted paper airplane posters with her guidance, and shared those with school groups.
Cannes Lions Bronze 2016, six shortlists One Show merit D&AD Wood Pencil
Role: ECD Team: Jarred Eberhardt, Gene Varnado, Jeff Hampton, John Bleeden
Boeing Flypaper Case
Campaign designed to encourage hockey fans to watch all season long. Directed by Rocky Morton.
Cannes Lions - Silver 2 One Show Gold Pencils 2 D&AD Pencils
Fox Hockey: Dart
Fox Hockey: Lobster
Fox Hockey: Scooter
First print and TV campaign for Citi credit card plus banking services rewards program. Directed by Jared Hess.
Role: Copywriter, Creative Director
Citi "Swimming Pool"
Citi "Hands Tied"
We created a platform idea for GoLean, Kashi's high-protein performance food that's actually made of food. Our idea, 'The world is my gym,' led the integrated agency team's effort for the year.
Directed by Michel Gondry. Effects by Olivier Gondry.
Levi's: Bag Boy
This campaign of six interconnected :60 TV ads shows the individuality that connects Levi's loyalists. Directed by Tarsem.
Levi's: Test Drive Date
Outdoor series posted along the courses of the top 10 international marathons highlighting the stages a marathon runner goes through.
We re-launched Fan Duel to fantasy sports fans in 2016, trying to build affinity after that the brand's 2015 media blitz of promo codes and grating testimonials. Our message was simple — with our daily fantasy games, you get so many options, NFL fans are now Sports Rich.
Role: ECD Team: Rony Castor, Anthony O'Neil, Todd Durston
Two Man Sled
Allstate Good Life
We created an integrated CRM program as added value to Allstate customers, comprised of a site, social content, curated articles, and a library of 20 original how-to videos. The films featured trusted experts Mike Holmes and Carter Oosterhouse from HGTV, and were published for customers on Allstate.com, as well as Allstate social channels.