Coming Soon!
For the better part of 2024 I led the Hilton account for OmnicomAdvertisingGroup neé TBWAChiatNY.
I love building famous brands especially one as storied as Hilton. Working with a huge team in house and out, we created a new bland platform going live in early 2025. I led design and concept and campaign.
While we wait for the launch, enjoy a fun campaign we made this summer as an extension of the enormously successful It Matters Where You Stay platform
The business is changing rapidly. Some brands are adapting quickly. With optimism and excitement versus fear and intimidation. I prefer the first approach and can’t wait to help steer the business as it grows into something brand new.
As a consultant, it’s been eye opening to peak behind the doors, windows, and google meets of some of the most talented minds of the industry. Every organization has a different process, a unique way of working. To be able to navigate and learn from each and every one one has been pure gold. And produced great work! Here’s a smattering of what’s made it out into the world.
How do you turn a niche, indoor cycling class with a PR problem into an industry-devouring global powerhouse? It took four product launches, innovation in media, communication, and an intercontinental lockdown. But more importantly, it took the ongoing mutual trust and respect between client and agency. My experience with Peloton yielded, above all, ongoing relationships with some of the most brilliant, courageous people in the world. See below for a fraction of the work.
Eos Skin Care launched their little balls of balm ten years ago and with the help of a lot of organic, celebrity endorsement they captured lightning in a bottle. Cut to 2019 and they needed an actual brand story to help relaunch an iconic brand. Introducing MAKE IT AWESOME. A tale of how those little balms came to be and why they help consumers everywhere make everything a little more awesome. We shot it all in Bulgaria and came away with a film, a :30, a zillion :06s and one of the first successful partnerships with a budding platform called TikTok.
In late 2019 Betsy Devos decided to roll back Title IX guidelines that were set up to protect victims of sexual assault on Campus. Thanks Betsy! So we took those guidelines, wrapped them up in fancy wrapping paper, and sent them as a present to influencers at campuses across the country. With a handy way to send that shitty gift back. Then we wrote a story about it and enlisted activist and excellent person Alyssa Milano to read it to us.
The campaign was featured in Cosmo, The Hill, The New Yorker, Forbes and more.
To launch Tommee Tippee, a UK babycare brand relatively unknown in the US, we had to give American moms something they'd never seen (or used) before. Introducing Tommee Tippee Advice Wipes. Made from real overwhelming baby advice.
A 2017 One Show finalist, Webby nominee, D&AD pencil winner, and Cannes Gold, the Advice Wipes were lauded by Creativity and Adweek, and HuffPo, but what we really cared about were the props we got from one scary mommy, a true authority on what parents love.
While trying to crack the next brand campaign for lotto, my partner pointed out that the rich people of New York were botching being rich. In the kind of way you write about. A quick google search revealed David Rockefeller spends millions on dead beetles. Amare Stoudemire bathes in wine. And Jerry Seinfeld spends hundreds of thousands a month on parking. Pretty much any other New Yorker would Make a Way Better Rich Person.
The press and awards shows thought so too. New York Times. Creativity. Adweek Ad of the Day, One Show Finalist, Webby nominee.
The last thing you'd expect from the postal service is the latest holiday gadget. But behind the fancy technology and apple-like design is the brand truth at the core of every piece of communication from usps - our priority is your priority. And your priority, at this time of year, is knowing exactly where your package is.
Featured in refinery29, engadget, and all the sexy pubs. Not to brag. Okay yeah, to brag.
For years Dentyne was the make-out gum. This year they realized everybody wants to enjoy fresh breath. And not just their own. What followed were a series of very short, very weird little films. They were featured as Creativity picks of the day.
No One OutPizzas the Hut. Just ask these weirdos.
In his 2018 annual report, Jeff Bezos said “Given a 10% chance of a 100-times payout, you should take that bet every time. You need to make bold decisions. You won’t always succeed, but you can still learn things to help you achieve that big payout in the future.”
And that’s how we convinced him to give us more money for paid and organic social content than he’d ever given anyone in the history of the company.
And then we made a Variety Show.
I'm obsessed with Rashida Jones.
Written during war time, we needed to assure prospective recruits and parents alike that, under the right circumstances, the Army could change your life. In a very powerful way. We didn't want to ignore the fact that soldiers were losing their lives at an alarming rate. Directed by Douglas Avery and Bennet Miller, the following pieces struck just the chord.
The crowdfunding site Catapult wanted to do something special for International Women's Day and make it more than just the cover story for one day of the year.
