This is a selection of some of my Art Direction and Design.
"Advertising is 80% idea and 80% execution." Sir John Hegarty
Who better to demonstrate how great Microsoft's new devices are than Siri?
I worked with the Prudential team at Droga5 for 4 months on this project last year. The campaign included National television, OOH and a Campaign website. A month after launch, Americans have pledged to save what could collectively grow to $1 billion more for their retirement.
Relaunch campaign for the biggest airline in the world using two of the world's biggest sports stars. We used the universally known idea of the "selfie" and created a global "selfie off" between Kobe and Messi to demonstrate how one could "Widen Your World" with Turkish Airlines, which flies to more destinations than any other airline in the world. Shot by Joseph Kahn, the spot has over 140 million views on YouTube to date and was recently voted YouTube's Ad of the Decade. The campaign also included a global print and OOH campaign shot by Michael Muller.
Chupa Chups wanted in on the Valentine's Day market. The only thing is, no one really thinks of gifting lollipops for Valentine's Day. They're just not romantic. So we invented the "Double Chup". A sharable Chupa Chup for two. Goodbye heart-shaped chocolate boxes. Hello romantic lollipop for two x x
After 5 years, the State Farm "Magic Jingle" campaign was due for a refresher. We wanted to take apart the formula that made the spots work (have accident + sing jingle = get agent) and see what happens when we played by a different set of rules. We changed the POV on the Jingle to see just what happens at State Farm every time the Jingle is sung. The spot was directed by Roman Coppola.
To evolve the State Farm "Cliff Paul" campaign, we decided to create the National Bureau of Assists (NBA) - a parallel organization to the National Basketball Association (NBA). We then filled it with other basketball stars that happened to have twins at State Farm. We shot two teasers along with a launch spot that all aired on Christmas Day 2014. This introduced everyone to the National Bureau of Assists and the new State Farm agents that work there. We then did the campaign follow-up with individual agent spots. Mike Maguire directed the spots and the print was shot by Michael Muller.
A social (Lotion) Experiment: To launch Vaseline's new prescription strength moisturizer we put the product to the test by conducting a social experiment in the town of Kodiak, Alaska (with one of the harshest climates in the world). We gave the product to one woman, Petal Ruch, asked her to try it and if she liked it to prescribe it to anyone she felt needed it. And so the spread began. We documented the entire spread over the course of 3 weeks, capturing over 200 hours of footage and over 3000 images of the people of Kodiak. The content was then used to create all campaign assets from TV to digital to print. We worked with indie Director Derek Cianfrance and artistic Photographer Elinor Carucci.
On June 4, 2014 we helped State Farm launch Neighborhood Sessions with the pop icon Jennifer Lopez - a program that brings big artists back to small neighborhoods, for a free concert and TV special event unlike any other. We not only threw a free concert for Bronx neighbors, but also shot and created a 60-minute TV special that debuted on TNT on February, 14, 2015, in partnership with Radical Media and Danny Clinch (photographer/director).
For a brand that strives to behave "like a good neighbor," Neighborhood Sessions was a chance to prove it in a very real way by thanking the good neighbors who helped JLO get to where she is today, and shine a light on other people in the Bronx doing good. State Farm took things a step further and made donations to help local causes, leaving a lasting impact on the neighborhood.
How do you launch the new NBA2K15 game? You give every gamer the opportunity to take down the king - LeBron James. TDTK15.
The Axe Effect now available for Hair. Cue "Hair Action". Could hair sex maybe become a thing? TV directed by Guy Shelmerdine and Photography by Rankin.
Google Avatar - A user generated platform where experiences can be shared and traded all over the world through human avatars. A sightseeing experience in New York City can be traded for a island experience in Thailand or a live concert in Los Angeles for a hiking trip in Alaska. The sharing and experience/knowledge possibilities are endless.
This commercial needed to travel across 10 different markets in Asia. So we kept it simple, fun and visual. Inspired by Picasso. Directed by David Kellogg.
For British Airways and Visit Britain's 2012 tourism campaign we decided to go straight to the people who know the country best - the locals. We cast Brits from all walks of life and created custom invitations from each of them. These personal invites were then used across Asia as print and OOH.
This is a selection of some of my earlier work pre HD.