When the Mommy Wars were at their worst for millennial parents, Similac wanted to send a message reminding parents of what actually is important with parenting. Roger Norris and I created the Mother 'Hood video to promote an end to the mommy (and daddy) wars, done with both humor and heart.
The video was an immediate viral hit with parents, gaining over 8 million views and countless mentions on parenting blogs, news sites and Twitter feeds, not to mention Adweek, AdAge, Forbes, USAToday, Time, etc. It won a 2016 Gold Effie, was 2015 PR Week Campaign of the Year, 2015 Clio Finalist, 2015 Clio Healthcare Silver.
Cadillac wanted to modernize an iconic American brand that was more associated with the past. We came up with a campaign designed to appeal to younger consumers with an entrepreneurial edge. Dare Greatly won the account for Publicis and the campaign was teased before the Oscars in 2015, then launched on that night, supported by print, outdoor, social. The work repositioned Cadillac for a whole new audience.
Citi has done some amazing work in partnership with their clients. Citi Enterprise created the Progress Maker campaign to tell these stories through TVCs and print. The stories are global, ranging from work with Malala Fund to the first off-shore wind farm in the U.S. to helping small-scale farmers in Sub-Saharan Africa. We expanded the media into new forms of storytelling, including OLV, digital and social.
I worked with Steve Dunn and The Assembly Network in the UK to create a new global positioning and campaign for the consultancy, EY. Joaquin Baca-Asay shot the film that launched the idea and was followed by print, digital, social, all challenging people to think about their legacy and what they are doing to build a better working world.
Toddlers are notoriously difficult and changeable. And often parents struggle to make sure toddlers get proper nutrition. Go & Grow by Similac understands the issue and contains the nutrients needed for toddlers no matter who shows up in the high chair: a toddler or tyrant or diva. We created OLV, digital and social to support the campaign.
At Publicis, Roger Norris and I pitched the Hilton account with a new brand positioning, “Our stage. Your story”. The campaign won the business and introduced a new, warmer, more family-oriented image for Hilton. Throughout its history, Hilton has provided the setting for memorable events, both collective and in individual lives. The campaign was launched with an anthem video that Hilton also featured at their properties. The meaning of “Our stage. Your story” was developed through print, digital, iTunes radio, social media and events.
At Wieden + Kennedy in Portland, I created a print campaign for Nike Women, which featured the personal side of athletes and celebrities. I also wrote a campaign for Nike Tennis and was the copywriter for the launch of Nike’s Air Max, as well as the reboot for Air Max2.
James Rothwell and I came up with a simple visual illustration of how Crest White Strips solves the problem of food stains. With White Strips, it’s almost like the stain is taken out of the food itself. This campaign was featured in Archive and CA.
AXA Insurance is a well established brand in Europe but not in the US. As a challenger, AXA wanted to inspire people already working with a financial advisor to take another look at their financial planning and see how AXA could benefit them. To bring this idea to life, we created a live stunt in a natural science museum. Working with renowned body-paint artist, Johannes Stoetter, we featured a special “exhibit” and filmed what happened when people were surprised into taking another look.
Reebok wanted to celebrate the grit and dedication of the woman who was then the top female runner in the world. Imagine how an athlete like Marie-Jo Perec trains, putting everything she has into every step. Training for her sport is not casual for a world champion. It’s all or nothing.
What does regular dishwasher detergent leave behind? Often its bits of leftovers that you don’t even notice. Cascade is thorough, meaning you’re never eating tonight’s dinner on the remnants of last night’s meal. The campaign was short-listed for Cannes.
Berlin, Cameron and Partners was an upstart new agency that succeeded in winning Coke. In an era of big Pepsi productions, BCP went in the opposite direction: showing how Coke fits in with people’s real—and still aspirational—lives. Susan Griak and I created the launch spot for BCP’s "Real" campaign, showing Coke in featuring Penelope Cruz. Who knew a burp could be so appealing? (And Penelope drank the whole Coke in one go).
What if your skin had a voice? What would it tell you? What would it ask for? While at BBH, I worked on Vaseline, helping to develop the skinvoice campaign with print, outdoor wild postings and an anthem TVC.
Silk wanted to encourage more people to use soy milk for breakfast. Susan Griak and I came up with “Rise and Shine” a positioning for Silk as the start for a better day, where anything is possible.
Before Zyrtec went OTC, I helped win the business at Berlin Cameron and was CD on the account for two years. We wanted to make the brand feel human and relatable and also communicate the strategy that Zyrtec covers a wide range of allergies and allergy symptoms. Zyrtec continually increased market share against competitors until it became non-prescription.
With The Assembly Agency in the UK, I wrote a political advertisement for the Liberal Democrat candidate, Nick Clegg. Steve Dunn and I came up with the idea of broken promises left by the rhetoric of other politicians. The positioning worked to boost the profile of an underdog candidate. While Mr. Clegg lost to David Cameron, we managed to close the gap and give Mr. Cameron a run for his money. And some of the phrases I wrote for the ad were adopted as official campaign rhetoric used in Mr. Clegg's speeches.
When I’m not doing advertising, I’m usually at Woodstock Farm Sanctuary in High Falls N.Y. I’ve been cleaning barns and hanging with animal friends for about 10 years now, discovering moments of bliss, bovine and otherwise. These two steer are Elvis (with horns) and Dylan the one-eyed cow. They’ve been friends for over 15 years, standing in the snow together, going out to the woods under a summer moon, grazing in pastures. They’re as much like siblings as any two beings can be.
Also, Dylan will soon be featured in a fashion spread in Vogue, spring 2019. Apparently barn is the new black.