The Prudential 401k Race For Retirement

I freelanced at Droga5 for 5 months. While there I partnered the Prudential team and helped them bring this campaign to life. The brand behaves like a cause brand. It's rooted in the DNA of the brand and it's a strong platform that Droga5 have defined with them. It's an incredibly smart way to operate as a brand and it's created some incredibly successful work for both parties. 

I was excited to get to work on this brand and add to the incredible portfolio of work they had created together. 

The campaign idea was to get people to take action for their retirement. It was all about doing and not telling. So we set out to see if we could get people to run for their retirements and pledge just 1% more. The 401k Race For Retirement was a fun way to get people to think about retirement and act towards it. The event was held in Washington DC and was attended by over 18 000 people. We created questions along the route for people to answer by running through either a YES or NO gate. We shot content all around the event and used this to create two national films that shared the event and experiment with the rest of the country. People were then directed to an online space where they could take the 1% more pledge and encourage others to do so. We created tools on the site that would help show you the difference just 1% more could make to your retirement. 

State Farm

While at Translation I led creative along with my Writer Partner, Nick Sonderup for the agencies biggest account, State Farm. We were tasked with growing the young adult side of the business. We led the charge on three campaigns while we were there. The brands NBA Sponsorship. The now iconic "Jingle" campaign and a content campaign. 

State Farm's NBA Sponsorship is one of the biggest in the industry. Every year they sponsor the season kicking off the campaign on Christmas Day. We were tasked with taking what was an already successful campaign and extending it. The resulting idea was to take the iconic Cliff Paul twin campaign and evolve it beyond Cliff. So we created a parallel NBA team and brought more "Twins" into the campaign. Teaser and Launch spot below:

We also worked on updating the "Jingle" campaign and flipped the angle of the story to focus on the agents with our "Disappearing Agents" spot below:

And we launched a content platform where we brought famous neighbors back to their neighborhood to give back in way of a free concert for the people who helped get them to where they are. We kicked off the first one with Jennifer Lopez. We brought her back to the Bronx. 25 000 people attended the show. We captured content all around the event and the lead up with Jennifer. We then partnered with TNT as our broadcast partner. The event and content was edited together to form a 45min long show that aired on TNT. The platform is now in it's 4th year and still going strong. Show promo below:

Microsoft Windows 8 - "Less Talking. More Doing"

In 2013 I took up the challenge of joining the Microsoft team at CPB LA. As a lifelong Apple fan this was a huge deal. I knew it would't be easy to change devices and embrace the competition but it was a great challenge so I went for it. One of the first campaigns I worked on was the launch of the new Windows 8 devices. As a team of Apple fans we approached this project differently. We saw both sides and were able to be truly objective. Truth was Microsoft's Windows devices beat Apple's iPad hands down. So we had to show this. 

We recruited Siri to bad mouth Apple in our Microsoft Windows 8 Campaign. The idea played into the iconic white demo Apple world but with a twist. It wasn't a familiar Apple Ad you we were seeing it was a Microsoft spot featuring a side by side with the Apple iPad and a Windows 8 device. In each spot Siri fell short to the Windows 8 device. All her imperfections and short falls were on full display against the Windows 8 devices. The campaign sent all the Apple and Microsoft fans crazy. Sales of the Windows 8 devices went threw the roof. The campaign is the best performing campaign in Microsofts history. Thanks Siri ;) 

Turkish Airlines Global Relaunch

While at CPB LA we pitched on the global business for Turkish Airlines. A global relaunch brief to position TA as the biggest airline in the world. We won the pitch. Widen Your World was the overarching idea to showcase the fleet and scale of the airline and it's destinations. We brought this to life by taking the two biggest sports stars in the world and the pop culture phenomenon of "the selfie" to create an epic selfie battle between them across the world. Two iconic brands in themselves taking selfies around the world. It was them like you'd never seen them before and they were playing right into a pop culture habit. We launched with this global film below. We then also created "selfie" OOH and digital billboards that ran globally. Showing the stars all over there world taking selfies. The spot has over 146 million views on YouTube and was recently voted YouTube's Ad of the Decade. Making it the most viewed commercial online in history.

The film was shot by Joseph Kahn and print and OOH photographed by Michael Muller.

http://www.adweek.com/news-gallery/advertising-branding/youtube-crowns-its-ad-decade-165137