YOU CAN'T SMELL LIKE YOUR FAVORITE NBA TEAM. BUT NOW YOUR KIA CAN.
To build awareness of Kia's partnership with the NBA, and drive fans into dealerships, we launched a campaign that unveiled Kia's newest innovation: air fresheners with the "distinct in-game musk" of NBA teams.
We created a 2-minute short for social, which told the backstory and directed people to pick up a free air freshener with a test drive. Simultaneously, we worked with a fragrance manufacturer to develop custom air fresheners with unique scents that represented each of the teams that Kia sponsors, and distributed them to 200 Kia dealerships across America.
The video launched with Creativity naming it an Editor's Pick, and The Drum and Little Black Book also provided great coverage. Finally, NBA star LeBron James gave his unsolicited approval on Twitter to his 35 million followers.
Fans compared the smell of the air freshener to the performance and characteristics of their favorite team, e.g., The Warriors smelled like “bandwagon,” and The Knicks smelled “like unicorn sweat.”
FILM | DIGITAL | SOCIAL
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IBM has been the official technology partner of the US Open since 1990, providing scores, stats and insight to tennis fans across the world.
Combining abstract tennis iconography, artful data visualizations and interactive games, the 2018 IBM Fan Experience showed fans how IBM uses artificial intelligence (Watson) to see, hear and understand emotion – capturing and delivering exciting moments and in-depth match insight, and ultimately improving the game experience.
Fans could test Watson’s abilities through a 3-part interactive challenge, and learn how this same technology is being used to address complex world issues, from identifying problems with cars and trains to diagnosing and treating cancer.
Promotion for VH1's Hip Hop Honors, hosted by Tracy Morgan.
TV | WILD POSTINGS
D'Addario is the leading manufacturer of guitar strings worldwide.
To promote their Nickel Bronze guitar strings, which are meant to bring out the authentic sound of acoustic instruments, we created a multi-platform campaign around the positioning, "Reveal What's Real."
As part of the campaign, we launched a web series titled "Raw Talent" where we give artists made-up song titles, and challenge them to write a song on the spot. Then, we sit back and watch them create magic (/silliness/nonsense) out of thin air.
First stop: The Grey Fox Bluegrass Festival in upstate NY, where we interviewed artists and kicked off the "Raw Talent" series.
SOCIAL | DIGITAL
THE FIRST-EVER LIVE STREAMED SPORTING EVENT AT AN IMAX THEATRE IN NORTH AMERICA.
Golden State Warriors fans, known collectively as Dub Nation, root for arguably the best team in the NBA. But demand to see the team live has made tickets hard to come by. To bring fans closer to their favorite team, American Express emulated the Warriors' in-arena experience at a local IMAX theatre, live-streaming one game just for Card Members.
Promos, print, and digital banners promoting the new season of That Metal Show on VH1 Classic.
The show features heavy metal enthusiasts discussing the genre's most defining moments, albums and songs, along with interviews with iconic metal artists.
TV | PRINT | SOCIAL | DIGITAL
When you drive the hybrid-electric Prius, you're promoting a cleaner environment for the rest of us.
OOH | PRINT | DIRECT MAIL
AIR HAPTICS AND ARTIFICIAL INTELLIGENCE FUEL AMERICAN EXPRESS' US OPEN SPONSORSHIP
At the 2017 US Open, American Express unveiled Air Tennis, a multi-sensory, 4D tennis gaming experience. It helped fans feel the fundamentals of the game in a totally untethered way. Combining the basics of tennis with gaming, fans were able to feel the heightened sensations of tennis, regardless of their skill levels. The game needed no controllers. The goal: keep the ball in play and go for the longest rally.
"AMEX aces the US Open Fan Experience." - The Drum; US Creative Work of the Week
Recognition / Press:
Clio Sports Gold, Event/Exhibit Design
Clio Sports Silver, Product Innovation
Clio Sports Bronze, Virtual/Augmented Reality
Clio Sports Bronze, Events/Experiential
IBM THINK is the brand’s flagship technology conference, launched in 2018.
As part of the 2019 conference, we created a short film in partnership with The Mill, to commemorate the 50th anniversary of the moon landing.
This film was played during Think 2019, educating visitors not just about IBM’s instrumental role in the moon landing via their System/360 mainframe computer, but all of the other “moonshots” that have taken place since – from the development of AI to advanced machine learning to quantum computing.
I've had the privilege to work on the NIKE brand over the years. Here's a few samples of the work I've done for Jordan Footwear.
PRINT | IN-STORE MARKETING
70 YEARS OF TACKLING ANYTHING
To celebrate Land Rover’s 70th anniversary, we created an installation titled “Slices Through Time” which showcased 7 decades of Land Rover innovation.
Visitors could view an amalgamation of 7 Land Rover vehicle outlines across the decades. The vehicles covered the past and present of Land Rover technology and engineering. When viewed collectively at either side of the installation, they formed the shape of what a future vehicle might look like, informed by the brand’s DNA and history.
Visitors could also walk between each slice to discover how each featured model (and its associated innovation part) came into existence via a particular challenge, as well as scan a QR code to explore a digital landing page with a deeper dive into each vehicle’s story.
70 YEARS LANDING PAGE
EXPERIENTIAL | DIGITAL
Seattle Seahawks fans, AKA the "12s," are some of the most passionate fans in the NFL. But with only a small parking lot next to the stadium, they've never had a place to tailgate before. We solved that by taking a 200-ft gravel-hauling barge, docking it on a pier in Seattle's Puget Sound, and transforming it into "American Express Hawks Island." The island had everything the 12s needed to get game-ready: food, live music, games, a mock football field, appearances by Seahawks legends, and of course...booze.
Kicking off during the '15-'16 season, the experience has become a tradition for fans.
Various channel IDs and billboards, used to pay tribute to all the iconic artists who are featured on the network.
TV | OOH
WE DRIVE. YOU CONFESS.
Promotion for the VH1 series, "Walk Of Shame Shuttle."
The show: A sort of HBO "Taxicab Confessions" for the modern era. Drivers pick up passengers who are doing the walk of shame. These passengers share stories of their awkward one-night stands as our drivers attempt to cheer them up, make light of the situation and give "advice."
We created an outdoor campaign that treats the public as if they were the actual walk-of-shamers, in order to create buzz and intrigue around the show launch.
OOH | PRINT | DIGITAL
In 2010, American Express created Small Business Saturday, a program dedicated to driving more customers into small businesses. In 2016, they ramped up their efforts by creating "Shop Small for 2x Rewards," turning the single day initiative in November into an offer that spanned the entire holiday season.
We leveraged our NBA partnership to get the word out, creating a campaign called "Shopping Small with Shaq," which included social content as well as a series of in-arena gifting stunts that put fans on the receiving end of Shaq's holiday gift list.
Jumbotron content featuring Shaq triggered the release of hundreds of parachutes carrying gifts to fans in-arena, culminating in the largest-ever in-arena gifting stunt to date at Chicago's United Center.
JUMBOTRON CONTENT | STUNT
Clio Sports Silver, Integrated Campaign
Ex Awards, Top Prize, Best Cause/Community Program
While working at VH1, I wrote a weekly music article for vh1.com and vh1classic.com. These included concert reviews, album reviews, and lists.
Link to all articles:
Anti-ecstasy PSA for the P.D.F.A.
4A’s O’Toole Award, Public Service/Broadcast
PRINT | OOH | TV
Bam Margera helps explain the odor-fighting power of Right Guard Extreme's patented Powerstripe.
Print | OOH | TV