- Used “radical honesty” to get skeptical customers to believe in Domino’s again.
-Led to the largest single quarter gain in fast-food history
- Still being written about nearly 10 years later (Bloomberg Businessweek Cover Story)
- Led to Domino’s being named Stephen Colbert’s “Alpha Dog of the Week,” getting a 4 1/2 minute segment on The Colbert Report at zero cost.
2016 N.A. Effies Silver - Sustained Success
2011 D&AD Yellow Pencil - Earned Media
2011 Art Directors Club Silver - Integrated
2011 New York Festivals Bronze - Integrated
2011 ARF Grand Ogilvy Award
2011 One Show Finalist - Integrated
2010 Cannes Shortlist - Titanium/Integrated
2010 LIAA Silver - The “NEW” Category
2010 Creativity “Campaigns Creativity Loved”
2010 Contagious – Featured case study
- Resurrected legendary Cubs annoucer Harry Caray to call the final out of the Cubs’ World Series Win.
-The only content piece to ever be simultaneously #1 on YouTube, Facebook and Twitter.
-Brought tears to the eyes of Cubs fans worldwide.
2017 Cannes Shortlist - Cyber/Real Time Response
2017 Clios Shortlist - Social Video
2017 YouTube Ads of the Year - Winner
2017 Shortys Gold Distinction - Live Event Coverage
2017 Shortys Finalist - Facebook Video
2017 Shortys Finalist - Video Content
2017 Facebook Awards
2017 PR Week/Campaign Film Festival - Selection
2017 Global Trend Video Awards - Quest Winner
2017 Brand Film Festival New York - Sports
-Social experiment where a DJ posed as a financial planner to see if people would trust him with their retirement savings. They did.
-Required our star, Azymyth, to cut off 14 years worth of dredlocks.
-Filmed over two days with eight hidden cameras.
-Proved beyond any doubt that “If they’re not a CFP Pro, you just don’t know.”
-Highly effective, leading to a very happy client and an Effie Finalist Certificate.
2015 North American Effies Finalist - Finance
-Over 50 unique chants led to users spending an average of over 3 1/2 minutes with the site.
-Helped put Old Fourth Distillery on the map, cementing their reputation as a truly authentic local Atlanta business, supporting authentic Atlanta fans.
-I brought this project and account into the agency by simply walking into the business and talking to the owner.
2019 N.Y. Festivals Shortlist – Digital/Mobile
2019 Shorty’s Winner – Social Media Tool
2019 Shorty’s Audience Honor – Social Media Tool
2019 Shorty’s Finalist – Creative Use of Technology
2019 Radio Mercury Finalist – Creative Use of Audio
-Sex trafficking is extremely difficult to combat, with even successful efforts requiring massive amounts of hours.
-Gracie was designed to do that work in an automated fashion, to accomplish hundreds of hours of work in seconds, stopping online sex predators before they act.
-She’s already had over 5,000 successful interactions in 13 states, and is spreading around the country.
2019 One Show Bronze – Use of Technology
2019 One Show Bronze – Creative Effectiveness
2019 N.Y Festivals 2nd Prize – Social Good
2019 Atlanta Addy’s – Best in Show
2019 N.Y Festivals Finalist – Digital/Mobile:Innovation
-With banruptcy looming, Toys’R’Us needed a big Holiday Season.
-We saturated the airwaves with eight different :15 spots, directed by Nannette Burstein.
-The vignettes of kids naughty ways of staying off the naughty list led to lots of social media buzz around #naughtyisnotanoption
-Despite the $6 billion in debt that led to their bankruptcy, Toys’R’Us did have a surprisingly successful holiday season in the wake of this campaign.
2018 N.Y. Festivals Finalist - Film/Cinema/Online/TV
- Utilizing previous tagline (Don't rely on luck. Use totaljobs.com), we personified “Luck” as a dodgy and unreliable cab driver, with hilarious results.
-Previous editions of Windows had a well-deserved reputation for being frustrating and difficult at best
-But the new Windows 7 was built to be streamlined and simpler, with customer complaints and input influencing every aspect of it’s design.
-The "My Idea" campaign set out to position the new Windows 7 as a whole new ballgame, where customers who felt powerless against the megalith of Microsoft suddenly had a major role in designing their signature product.
-I ran the McDonald’s account at Arnold for about two years. Which was difficult, but rewarding and a great learning experience.
-Here’s a sampling of my favorites from the spots we made during that time.
-Sex trafficking occurs in some surprising places, often in nice neighborhoods, right under our noses, and often going unnoticed. Anti-sex-trafficking organization Street Grace wanted to change all that.
-So to raise awareness, we created Suburban Horror Story: turning an ordinary suburban home into a live, in-the-flesh recreation of a real sex trafficking operation.
-We consulted with real sex trafficking survivors, who vouched for the authenticity of the experience.
-Capitalizing on the popularity of Haunted House tours during Halloween, we led policiticans and local leaders on tours of this all-too-real house of horrors.
-In less than 24 hours we reached over 45,000 Georgians, leading to a 52% increase in donations.
2019 North American Effies Winner – Social Good
2018 Clios Bronze – Public Service
2018 Shorty Social Good Awards Winner – Pro Bono
2018 Shorty Social Good Awards Winner – 360 Video
2018 Shorty Social Good Awards Finalist – Live Events
2018 Communication Arts Award - Public Service
2018 One Show Merit - Branded Entertainment
2018 N.Y. Festivals Finalist - Creative Effectiveness
2018 N.Y. Festivals Finalist - PSA Outdoor/Posters
-PUR Water Filters needed a boost in awareness, and to get the word out about their exclusive MAXION technology.
-Trouble is, water filtration technology is boring.
-So we created Arthur Tweedie, Water Critic. A character who lives and dies to make the world aware of PUR’s superior filtration.
-Two days of shooting and loads of character development later, we’d created a wealth of content, nearly enough to give Arthur his own TV show, which he would have undoubtedly loved.
-Arthur’s, ummm, polarizing personality got loads of attention, getting our message out, and sending sales skyrocketing.
With geekdreams.com, we set out to show off the technological prowess and general huggability of our Geek Squad Agents. First, consumers submitted challenges for "geeky" technological projects. Then, Geek Agents submitted proposals for how to complete each challenge. The best ones were funded and filmed as the Geek Agents attempted to bring them to fruition.
-Jammie Dodgers wanted to take their Dodgers Monkeys characters to a new level, and introduce their new flavor, Choccie Dodgers.
-So we staged an epic musical showdown, culminating in a national vote featured on Britain's most popular show, "The X Factor."
-Nearly half a million views and votes later, the original Jammie Dodger Monkey was crowned the victor for his tearjerking power ballad.
-”Today We Play” represented a total rebrand of a company facing a very public bankruptcy.
-Based on the cultural insight that today’s kids get less and less play, leading them to become less well-adjusted adults.
-Set out to make Toys’R’Us the standard bearer for a movement promoting more play for kids everywhere.
-We were off to a great start, with great ad awareness numbers. But this headline…”Days After Filing Chapter 11, Toys’R’Us debuts new campaign” pretty well sums things up.
-Nonetheless, I’m proud of the work, and wanted to show it here.
2018 N.Y. Festivals Finalist - Film/Cinema/Online/TV
-Buying a minivan is generally seen as a sacrifice you make for your children. But with VW’s Routan, maybe it’s that having children is a sacrfice you make to get a minivan.
-So to help out Celebrity Spokesmodel Brooke Shields’ crusade to stop people from having children just to get a Routan, we created the Babymaker3000 app, so people could have babies without actually, you know, having babies.
-We sampled and analyzed hundreds of babies’ faces, to create an interactive online tool that was surprisingly accurate, and a heck of a lot of fun to play with.
2010 North American Effies Silver - Automotive
2009 Cannes Bronze Lion - Cyber
2009 Clios Gold - Integrated
2009 LIAA Bronze - Microsite
2009 One Show Interactive Finalist - Website
2009 One Show Finalist - Integrated
”2009 Clios Shortlist - Interactive
2009 D&AD Wood Pencil - Integrated
2009 Communication Arts - Integrated
“Volkswagen Routan Babymaker3000” - Adweek 10/7/08
“Honey, We Had a Baby! VW Shows Us What Our Offspring Will Look Like with BabyMaker3000” My Modern Met, 1/6/09
-After “Pizza Turnaround”, Domino’s needed to continue leading into ‘radical honesty’ to keep their credibility intact. ”Show Us Your Pizza” sought to tell it like it is about food photography, which is known for showing things as they arent.
-After showing the crazy behind the scenes practices of food shoots, Domino’s backed it up with a “Photo Pledge” to not use deceptive practices in food shoots.
-We also solicited real consumers’ pizza photos, and posted them online.
-One particularly bad one gave us the opportunity for some more ‘radical honesty’ from Domino’s CED Patrick Doyle, who pledged to not stop the improvements with the new recipe, but to keep going.
-Domino's has continued the honest approach to photography, which is still being written about 8 years later…. “Domino’s could win the pizza wars by being grosser than everyone else” Fast Company, 8./28/17
2012 Cannes Shortlist - Creative Effectiveness
2011 Cannes Bronze Lion - Cyber/Integrated
2011 Cannes Shortlist - Titanium/Integrated
2011 MIXX Awards Gold - D.R./Lead Generation
2011 Clios Silver - Content & Contact
2011 Clios Shortlist - Film
2011 LIAA Gold - Integrated Campaign
2011 LIAA Bronze - Digital Coke Zero – Rooftop Racer
-Like most cruise lines’, Carnival set out to “sell the category” with it’s “Land vs. Sea” initiative.
-We sought to contrast the horrors of many land based vacaiton, with the ease and relaxation of a cruise.
-Sadly, a Carnival Cruise Ship was stranded in the Carribbean just before these were going to run, leading the nickname “Poop Cruise”, and leading Carnival to abandon the Land vs. Sea strategy, and shelve these spots.
-But I like them, so here they are. Directed by Harold Einstein.
At CP+B from 2006-2011, I worked on many, many Burger King projects. Here’s a sampling…
If you just can’t get enough…here you go!
Over the last few years, I've had the chance to direct some of my own video content and I quite enjoyed it.. Here's a sampling...