State Farm’s Discount Double Check, represents a campaign first developed holistically and then brought to market through the coordination of mass-media, agent participation, content partnerships and social activation. By developing a product from the ground up that was compelling to consumers, grounded in the brand’s voice and built around a compelling creative insight allowed us to create a campaign that transcended the medium to become a pop-culture phenomena.

Featured Recognition:
Adweek Sports Campaign Of The Year
Ad Age Marketer Of The Year

Featured Press:
ESPN, Sports Illustrated, Rolling Stone, Wall Street Journal, New York Times, Adweek, Adage, The Drum, Shots

Collaborated with ESPN, InsideOut Sports, and Horizon Sports Media to create the annual televised Pickleball Slam, broadcast Live on ESPN. In its three years, the top-rated event has brought some of the biggest legends in pro tennis, including Andre Agassi, John McEnroe, Steffi Graf, Andy Roddick, and Maria Sharapova to face off on center court at the Hard Rock Live Arena. Guided all creative and strategy, including launch of the property to campaign development, digital, OOH, broadcast promos to scripting and developing WWE-style rivalry storylines for the celebrity pros, directing long-form films, generating all social content, and executing PR Activations.

Was charged by the USTA to highlight the many health and personal benefits of playing the sport of tennis.

Collaborated with “Napoleon Dynamite” Director, Jared Hess, to launch “Tennis Makes You…”, a campaign tailor-made for the Instagram platform, that highlights the breadth of these benefits in an over-the-top content series.

The videos proved to be so popular that the series was ultimately turned into an experiential app that was showcased at the US Open.

Had the privilege of partnering with Coaching Corps and Under Armour to develop a coach recruitment campaign aimed at inspiring adults in Black and Brown communities to become role models, leveraging their shared experiences to positively influence the next generation.

Working on the Cotton brand has been a labor of love.

In addition to creating the anthemic centerpiece of the Fabric Of My Life campaign for the brand starring Zooey Deschanel, we also developed an integrated digital retail component built off of the clothes and styles from the TV, a live-streamed 24 Hour Fashion Show straight from Miami Beach and a street level experiential protest for Fashion Week in NYC.

Featured Recognition:
E! News, Women’s Wear Daily, People, Billboard Magazine, Village Voice, Buzzfeed, Gothamist, New York Post, AdAge, Adweek Ad Of the Day, Shots, Guinness Book of World Records

Partnered with the Billie Jean King Foundation to create an anthemic spot to commemorate their Demand IX initiative in observance of the 50th anniversary of Title IX. Was supremely fortunate to persuade Rashida Ford, pro-football player, educator and youth leader who kicks complete ass as one of the best human beings I have ever met, to be a part of this.

With waning interest in football among high school aged kids, the National Football League tasked us with recasting the sport in a way that was relevant to Gen Z.

Knowing the role that social currency plays in the life of today’s youth we launched “Surprise Yourself” a first-person film that captures a day in the life of a high school football player and through experiential POV moments presents the social and personal benefits for growth that comes with the sport. We launched this campaign exclusively across social via snackable bites of content with various NFL athletes making cameos, eventually laddering up to the full long form film.

The Outcome:
+1 million new social followers
32 million engagements
A 12 point increase in the desire to play the sport

The NBA brought me in to work on the Christmas Games campaign which three weeks later led to the All Star Week project as the event was coming to NYC. I would go on to build a relationship with the league that has spanned years.

Featured Recognition:
ESPN, TNT, Sports Illustrated, The Village Voice, Bleacher Report, Rolling Stone, New York Times, AdAge, Adweek,

Cracker Barrel teamed up with Dolly Parton to release her brand new album “Pure And Simple”. With a shift toward creating new content instead of just licensing it, the brand wanted to highlight the pure and simple aspect of the album so we partnered the legendary singer with the purest vocalists in music, the award winning acapella group Pentatonix.

The two music greats came together to collaborate on a rendition of Dolly’s celebrated classic “Jolene”. Performing it on Cracker Barrel’s famous front porch, the artists stripped the song down to its simplest form.

Featured Recognition:
Grammy Award
39 million views on YouTube

Paid Media:
$5,000

Over the past 40 years, Ray and Wilma Yoder have traveled the United States with the shared goal of visiting every Cracker Barrel restaurant, eventually reaching 644 of all 645 locations. In August of 2018 the brand helped them complete their journey by visiting restaurant #645 and bringing to life a story that captured the imagination of America.

Featured Press:
Over 80 million impressions and 2,000 featured stories including coverage by The Today Show, Good Morning America, Jimmy Kimmel Live, People, Time, Buzzfed, Mashable, Live With Kelly And Ryan, Cosmopolitan, CNN, Fox News, USA Today, In Touch Magazine and Refinery 29.

Budget:
$18,000

Paid Media:
$2,000

For the full fifteen days of the US Open we commissioned artist Josh Cochrane to create a living mural on a 60 foot billboard overlooking New York City’s midtown tunnel.

Each day of the US Open, the famed street artist brought the tournament to life by adding imagery to the mural based on the most talked about topics and social mentions aggregated through the hashtag #StoryOfTheOpen.

Featured Recognition:
New York Times, Fast Company, Buzzfeed, New York Post, New York Daily News, Gothamist, Adweek, Creativity, Campaign US

Media Budget:
$10,000 (The Billboard)

Suicide is the third leading cause among 15-24 year olds. But teen suicide is preventable. That’s because the issues that trigger it take time to manifest.

The ad council tasked us with reaching out to teens before they reached this breaking point and with our ‘We Can Help Us’ campaign and initiative we gave teens a way to hear from peers who have been through the same tough times and triumphed.

While led by an anthemic TV spot, the initiative came to fruition by partnering with ReachOut.com to curate real stories from teens that had struggled with various issues and made it through. We took the top 25 stories, and without changing a single word, paired them with top animators and filmmakers from around the world who brought these essays to life as short films, creating a wealth of content that was not only compelling but also uniquely relevant to teens that were struggling.

Featured Recognition:
One Show, Creativity, Adweek, Shots

This campaign was launched in collaboration with Lee Hirsch and his award winning film “Bully”.

The specific goal of the campaign was to raise awareness among parents that, just because they don’t see bullying every day, their kids do and that it is critical to provide them with the tools to be more than a bystander.

Featured Recognition:
Ellen, Huffington Post, Time, New York Times, NPR, People, Creativity, Adweek, Shots

Leveraging Discount Double Check, State Farm gave users the chance to double the stakes on each Fantasy Football game all season long. By partnering with the Facebook, the brand created a 13 week episodic content series starring Robert Smigel and Super Fans of SNL who delivered a different thematic challenge each week. Fantasy Football participants could double down by challenging the person they were playing that week to a unique dare they’d have to complete on Facebook for all of fandom to see.

Keeping an ear to what was trending and relevant, each film and challenge was edited and published within days of that week’s match-up.

The Outcome:
Average of 37 million views per video
Best performing video campaign (at time of launch) on Facebook

Featured Recognition:
Adweek, AdAge, Buzzfeed, Huffington Post, Bleacher Report, Mashable

Cracker Barrel partnered with CMA Fest to bring to life the Cracker Barrel Country Roads experience, taking over 12 acres of downtown Nashville including the Ascend Amphitheater, two city blocks and the Korean Veterans Memorial Bridge.

CMA Fest attendees were also treated to a little bit of Cracker Barrel’s hospitality and charm in the form of 645 custom rocking chairs (one for each Cracker Barrel in the country) spread across downtown Nashville. Each rocker included messaging that invited attendees to take part in the interactive “Rock-A-Thon” to support the CMA Foundation. Accessing the Rockathan site, enabled users to track their rocks through the gyroscope on their smart phones. The more they rocked the more Cracker Barrel donated to the charitable foundation. 

Each day of the four day festival the brand created experiential activations and stunts that paired unsuspecting festival attendees with the likes of Kelsea Ballerini, Little Big Town, Dan & Shay, Hunter Hayes and Lauren Alaina.

Featured Recognition:
Billboard Magazine, Rolling Stone, E! News, CMT
500 million Impressions (Across Four Days)

Media Budget:
$32,000

The New York Lottery recently re-launched the family of Win for Life scratch-off games with the message that when you win for life, it pays to play it safe. To deliver this message, we undertook a search, which ultimately led us to the person most qualified to look after the well being of all New Yorkers…your Nana.

Not only was Nana interested in the job, she even offered to let all New Yorkers become her Facebook friend, via her own presence on New York Lottery’s Facebook page. By friending their newly protective Nana, she would immediately get to work analyzing their Facebook profile data to see how careful they were really being…and weighing in every day with video messages for seven days with customized to the user’s activity and info.

Featured Recognition:
Win For Life sales increased by 48%.
This campaign always makes this good Italian boy from New York laugh.

The point of differentiation between upstart on demand car service Gett and the industry juggernaut Uber is that Uber has surge pricing. Gett rates, however, never change.

To celebrate this transparency on April Fool’s Day we gave our customers the chance, through the Gett App to get anything their heart desired in a Gett Car….even a tattoo!

Featured Recognition:
Over 3 million media impressions.
Downloads of the app more than tripled.

Featured Press:
Metro New York, NY1, Gothamist, Buzzfeed, Village Voice, NY Post, Business Insider, Adweek AdAge

Production Budget:
$12,000

Media Budget:
$5,000