In celebration of National Margarita Day, Jose Cuervo wanted to remind people that Cuervo was the tequila behind the invention of the Margarita - one of the world’s most popular and beloved drinks. In keeping with its bold, pioneering spirit, we decided to make this known via another Margarita first – creating the first ever Margarita to be launched into and subsequently frozen by the sub-zero temperatures of space and mixed while tumbling back down to earth.
Side note: We drank the space-arita and spent the next week with debilitating paranoia of radiation poisoning. Fun stuff!
I was selected to be part of a pitch team that was tasked to help create a new campaign for Nestle's Nespresso brand. Fast forward many rounds and many months later we won the business and produced Nespresso's first ever stateside brand push, solidifying their partnership with their international spokesperson George Clooney.
New York Lottery - Thoughts
Titled "Thoughts", this New York Lottery brand campaign, which uses the tagline ‘What will you think about when you don’t have to think about money’, is rooted in the insight that money takes up a lot of brain space, and once freed from such burdens, it allows you the opportunity to let your mind wander.
The campaign also encouraged people to share their own thoughts using the hashtag #nylotterythoughts, it caused quite the reaction on Twitter and Instagram. It even got the attention of SNL, The New York Times and Jeopardy.
We've all secretly dreamed of somehow being involved in the medical marijuana industry. I was lucky enough to join the new amsterdam early on in the brand creation process. My goal was to bring a design aesthetic not frequently seen in this space from printed collateral to the interior design. The concept has proven itself successful as the neighborhood and industry are embracing us as a conceptual and premium cannabis lifestyle brand.
91st Call for Entries & 91st ADC Annual
Keep Fighting The Good Fight.
No matter your creative discipline, we all have a common enemy: the process. No one understands this better than the ADC. In an effort to empathize with creatives and rally them to do the best work of their careers, we've developed a campaign that calls out many of these obstacles and absurdities in a satirical fashion.
Yeah, that kind of rich.
With New York Lottery's Powerball jackpots being doubled, the paydays are climbing higher and faster than ever before, creating a new kind of wealth that even the rich would be jealous of.
In this spot by Jim Jenkins, we wanted to stay away from the typical lottery clichés and touch on a deeper insight, that when you have everything there is nothing more to wish for.
Cinco de Mayo is a damn good time. Most of us probably couldn’t tell you why we’re celebrating, but hey, as long as you’re partying with Cuervo, we're cool with it.
Introducing #writeyourcinco, a social campaign led by Luis Guzman inviting fans to make up their own historically inaccurate version of Cinco. The campaign took off, submissions flooded in from all over including Late Night with Seth Meyers. The best of them were read by Luis and painted onto a mural in Downtown LA's art district by the famed Charles Glaubitz. We even gifted the original art work to those who shared their stories. The response was definitely something to celebrate.
The good part of mornings.
Tropicana is all about making mornings better. We were tasked with establishing Tropicana as New York’s orange juice. We wanted to do something that really talked to NY'ers and the mornings they endure on a daily basis.
We used Grand Central and Penn Station takeovers to spread our message.
Tropicana's sales rose 44%. After seeing the work, illustrated by Rami Niemi, and the results, Tropicana asked us to do the same thing for an additional 4 cities.
For year two, we set out to find the consumer that had the ‘Worst Morning Ever’. We asked consumers to share their morning frustrations through Twitter and Facebook. And then turned those frustrations into the actual campaign.
Clorox kills 99,9% of the germs, leaving your house so clean that you could eat off of almost any surface.
It pays to play it safe.
Once you win money for life from the New York Lottery you get paid as long as you live. It's in your best interest to stay safe, just don't be surprised if your loved ones take your safety a bit more seriously. Created with Jon Marshall and directed by the Perlorian Bros.
Guerrilla "Safety Signs", shot by the great Mark Denton.
New York Lottery
To illustrate just how quickly your money can multiply with New York Lottery's Multiplier Instant Game, we depicted a growing piggy bank family created by Yum Yum London.
New York Lottery
We've all had a win that we try to relive whenever we have the chance. In this spot directed by David Shane, we illustrate just how desperate you can get for a listening ear, when you're overdue for a win.
The Adventures of Aron & Carlos
Born from the ironic discovery that we –the team working on the Archive campaign– had never actually been in Archive ourselves, we thought it'd be fun to do a comic-like series about "Aron & Carlos – the team that never gets into Archive." Each execution, illustrated by Ben Wallis & Nick Partyka portrays yet another instance of Aron & Carlos's supreme frustration and despair at not making it in despite their greatest efforts. (Not to mention, that in a magazine full of of ads, we didn't want to just do another ad campaign, but rather wanted to create content that people could seek out with each new magazine.
New York Lottery
It's difficult to explain the feeling of a lottery win, but in this spot by the Perlorian Bros, we show just how great it can be to have that winning feeling.
Tame the beast
Anyone who has any experience with Do-It-Yourself painting projects understands the many roadblocks that present themselves in the process. We took this as an opportunity to personify the beastly nature of painting,with the help of the Mill, we set out to create something unique in the usually bland category.
Tennis makes you...
With the help of Jared Hess, the director of Napoleon Dynamite, this quirky series of shorts was created to reach out to tennis' futures generations about the uncanny benefits of playing.
The Giving Box
Tom's pioneered the One for One model, denoting a pair of shoes for every pair purchased. We wanted to extend the giving ideal a bit further without additional work to Tom's day to day infrastructure. This powerful yet simple idea allows the giving to continue reaffirming what this company truly champions, helping those less fortunate.
The concept was galvanized internally yet never executed due to costs. A year later a small company buy the name of NIKE decided to make it and won various international accolades.
Go out with a bang.
DDB asked my partner Aron Fried and I to come up with a stunt for the Cannes Ad Festival. The stunt (below) was written up extensively, took us to Cannes for 12 whole days and got us into every party in town. Oh and we had unlimited beer. I'd say mission accomplished.
Bucking the ugly trend of hip-hop moguls and celebrity hair stylists starting their own spirits brands, with the help of Mark Denton, we introduced a beer that came from the unlikeliest of people – someone the public could fully get behind.
Introducing Ethel’s Brew.
Ethel Goldschmidt is an 88-year old woman from Brooklyn, New York, whose husband of more than 50 years has just passed away. Now, she’s single and ready to go out with a bang, and her first order of business is launching the beer she and her husband always dreamed of brewing. Well, that, and experiencing other lovers. This faux brand had everyone in Brooklyn at the Cannes festival fooled, rumors of Ethel went viral.
New York Lottery
Winning the King's Ransom Instant Game can lead to your royal entitlement getting a bit out of hand in this spot directed by Eric Wareheim.
A print campaign created with 3D artist Matt Dartford, to express how winning this 5 million lottery game can destroy the limitations that are holding you back.
Hertz - Now Delivers
Don't worry about how we get back.
Hertz decided to offer a delivery service as opposed to the pick-you-up service so many rental companies had already adopted. So to announce this awesome service, we decided to address the question customers were invariably going to be asking themselves (whether consciously or not).
This campaign, shot by Matt Hoyle, showing coddled momma's boys was used to launch the new lottery scratch game made for mothers.