PBR: Be Cowboy
CAMPAIGN
Being a cowboy isn’t about putting on a hat or wearing a pair of boots. It’s not about the music you listen to, the way you talk, or the way you look. It’s a way of life, a code of ethics, a commitment to doing things the right way every single time. It’s not something you dress like. It’s something you are.
We created an aspirational campaign dedicated to “Be Cowboy,” which debuted during the Super Bowl pregame show. The campaign brings together a diverse group of everyday people—firefighters, teachers, mixed martial artists— and highlights the universal values that bring them together.
You can read more about it on AdWeek.
DOW: Seek Together
LONGFORM DOCU-STYLE
When two different chemical properties collide, they can create something greater than the sum of their parts. Chemistry is at the heart of Dow, and to lead the biggest re-brand in their history, we decided to tell real stories about IRL chemical reactions and the way they enrich the lives of all of us.
The first batch of short docs tell very different stories that share the same heart. One is about saving what is often wasted. The next is about creating a product as unique as the person who uses it. And the third, my favorite, is about how we see the people we meet and how we see ourselves.
STARBUCKS FOR LIFE
TV
If there's one Christmas present Starbucks lovers want, it's more Starbucks. So for Christmas 2014, we gave them a gift of a lifetime: Starbucks for Life.
To capture the excitement of winning Starbucks for Life, we created this campaign. The nice people at Bustle Magazine said it was the best ad of the Holidays. Slate wasn't so sure. It ran on TV, OOH, print, and evidently a LOT on Hulu (sorry, if you got sick of it).
APPLE:
START SOMETHING NEW
DIGITAL, IN-STORE & EVENT
New Years is obviously a massive sales time for Apple. And in 2016, it was even bigger as they were also rolling out a handful of new products.. We wanted to focus on how these new products could unlock regular people’s creativity. So, naturally, we handed 15 artists from all over the world our new products, and they returned with some truly awesome work.
You may have read about it on Techcrunch, Mashable, CNET, Fast Co., The Independent, Juxtapoz, Business Insider, among many others.
Visit the (ghost of the) site here.
AIR JORDAN: XX8
EVENT
When I interned at AKQA, the first brand I worked on was Air Jordan. For a diehard hoops-head, it was a dream come true. (Next on my bucket-list: And1.)
On December 3, 2012, the new Air Jordan XX8 was unveiled exclusively to media influencers in NYC. We sent out the invitation to these 50 influencers around the world without disclosing the reason for the event. Inside the invitation was a UV flashlight and a poster with the event details printed in UV ink, leaving the bloggers and their followers to guess what Jordan was up to.
We got love from Hypebeast, High Snobiety, Sole Collector, Freshness Mag, Kicks on Fire, and many others.
THE WHITNEY MUSEUM OF ART: UNPACKING
IN THE MEATPACKING & THE FINAL BIENNIAL
OOH
I was part of the small team that won Grey NY the Whitney Museum business.
Here are a couple of my favorite Whitney one-offs.
We were tasked with announcing that the Whitney was moving from its old Upper East Side haunts to the exciting Meatpacking District Downtown. Our solution? The Bubble Wrapped Billboard. It went up by the High Line just prior to the Whitney's grand opening.
We also were assigned to publicize the final Biennial — The Whitney's flagship show — in its original uptown building. Inspired by the neon signs that litter the city, we found some surprising symmetry between the words "Final" and "Biennial". That work can be found at the bottom of the page.
Agency: Grey New York
SoFi: Get That Raise
PRODUCT
Getting a raise is hard. It’s scary, it’s awkward, it’s endlessly frustrating. But, it’s important. So along with SoFi, we built a tool that can help everybody (but mostly millennials) see where they stand, weigh their options, and finally, ask for the raise they (most likely) deserve.
This cool little product has been super widely used and has helped tons of talented people get that little bit more money that can make all the difference. If you’re reading this and you think it might be your time, give it a click and try for yourself.
You might have read about this in Refinery29, CNBC, Swirled, and they talked about it on the President T**mp’s least favorite morning show — MSNBC’s Morning Joe — which is pretty awesome.
2019 Webby Award Winner