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.
Running Jose Cuervo's social was an amazing lesson in the changing ways of how we create content. The quick timelines and small budgets made this an extra fun and fulfilling part of my career. Here are a few of the best moments.
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!
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 painted onto a mural in Downtown LA's by Charles Glaubitz.
I had the privilege of working on the New York Lottery for over 6 years. I don't think I've ever had more fun at work. It was an incredible experience to work with some of the best creative collaborators in the business like the Perlorian Bros, David Shane, Hank Perlman, and Eric Wareheim.
Here are some of my favorites from those years.
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.
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.
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.
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.
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.
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.
I love me some eye catching visuals. This is an assortment of some of my favorites from my time on Hertz, NY Lottery, Clorox and more.