While Freelancing at 72andSunny, I had the opportunity to be one of the creatives helping lead the effort to bring the Summer Olympic Games to Los Angeles in 2024. To kick off the campaign, we created films that bring to life the spirit of optimism, reinvention, and progress that has come to define the city and the region.
There is a huge gap in how music lovers feel about music and how they listen to music. This campaign is meant to open their eyes to their listening absurdities.
Thousands of Pro and College athletes protect their bodies with Unequal. Battlefield body armor, made thin, lightweight and flexible for sport. We created films that help remind you that in sport their is always somebody coming for you. So when they do, you better be ready.
When you see the damage and disease you realize bugs aren't just pests, they're monsters. And that's how we reframed the story. People don’t think about pest control until they have a problem. So with Terminix our job was to provoke homeowners into action. We did just that with a fully integrated campaign that warned homeowners that termites and pests bring destruction and disease into homes.
Recently Starbucks revamped their Rewards program. While freelancing at 72andSunny, I was part of the team that created these digital films. The films help bring to life some of the key benefits of the new program.
I was fortunate enough to have been one of the lead creatives on this iconic brand for several years. PowerBar invented the energy bar. It has huge brand recognition and a loyal following among competitive athletes. To maintain their leadership position we spoke to their core target by leveraging their relationship with the greatest athletes in the world.
When you get the chance to work on BMW the job is simple – prove BMW really is the Ultimate Driving Machine.
Everyone knows breakfast is the most important meal of the day. With so many QSR's jumping on the breakfast train, we thought we would remind people that there is only one place to get a real breakfast. New York Magazine's approval matrix agreed with us.
With enthusiast brands like PowerBar, the key is to speak to the passionate core in the way the masses find aspirational. The "Be Great" campaign allowed us to do just that.
Denny's :: Late Night
How did we turn Grandpa's restaurant into a late night destination for 20-year-olds? We had an idea with a simple insight that also became the campaign theme. Nothing good happens after midnight, except Denny’s. We then created wonderfully stupid films and digital that reversed a 15-year sales decline.
Sixth Floor Museum
The JFK Sixth Floor Museum wanted to run an ad for their new exhibit featuring the Pulitzer Prize winning images of photographer Bob Jackson, the photographer assigned to President John F. Kennedy the day he was assassinated in Dallas. Conspiracy theories aside, we determined that there was only one shooter, the photographer Bob Jackson. And that became the idea for the ad.
PowerBar Energy Bites
PowerBar is for serious athletes and the tone of the advertising usually reflects that. But the Energy Bites launch was different. It was a quirky new product and Lamar Odom was on board for the commercial. They wanted to have a little fun with it, so we did.
Football is the most popular sport in America. Men’s football, that is. The Dallas Diamonds women’s professional football team came to us because they were having trouble filling the stands. Most people didn’t even know women’s football existed, and those that knew about it didn’t think it was worth watching. These women take the game seriously and they’re good. We needed to build awareness and prove that women’s football isn’t just a novelty. The solution was a series of ads that combined traditional football imagery with distinctly feminine cues.
PowerBar started as a grass roots brand and sometimes their budgets reflected that. With a skeleton crew and a brave triathlete we shot for hours in freezing, shark infested waters. But hey, he got free PowerBars out of the deal.
Great Grains Beer
Three college buddies were tired of the swill they were drinking at frat parties so they decided to make their own beer. Upon graduation they started Great Grains, a brewery dedicated to making quality beer with flavor characteristics not found in today’s mass-produced brands.
Today you can find them filling shelf space in Whole Foods.
In 2007, Droga5 partnered with UNICEF to develop the Tap Project. The effort was so well received in New York that the next year they decided to take it national. Droga approached several agencies across the country and we were lucky enough to be asked to work on the campaign.