In 2014 Cadillac had great cars, but an image problem and declining sales. We pitched and won the global account by focusing on what the brand and the people who purchased Cadillacs had in common – the restless, fearless drive of the American entrepreneurial spirit.
“Dare Greatly” was teased via social media and outdoor advertising, then launched with an anthem spot at the 2015 Academy Awards. The award winning campaign was supported by print, outdoor, digital, online videos and PR.
Being a new parent can be wonderful, but also stressful. No matter what choices moms make for their babies, they are judged by friends, family and even strangers online. We created this film for Similac to highlight the judgment associated with being a new mom and to remind everyone that when it comes down to it, we all care about the same thing – the well-being of our children.
The film was a social media sensation, garnering over 8 million views on YouTube, 18 million Facebook views and extensive press coverage. It also won numerous awards including PRWeek Campaign of the Year and a gold Effie.
Toddlers can be tyrants. And they don’t always want to eat what you feed them. But no matter who shows up in the high chair, Go & Grow Toddler drinks from Similac make sure they get the nutrition they need.
We created web films and social posts that entertained and engaged parents dealing with their own little tyrants, divas and angels.
The Citi Progress Makers campaign featured stories about work Citi has done with actual clients around the world. We created short films for International Women’s Day, video carousels for news sites, banners, TV spots, print ads and more. In addition to posting these stories via social, digital and traditional media we created a content hub which shows the breadth and vision of Citi’s work.
We created the "Our Stage. Your Story." campaign to highlight Hilton's role as a beacon of hospitality and the setting for some of life's most exciting and memorable moments. The global campaign launched with a short film and was utilized in print, digital, iTunes radio, social media and events.
Buitoni is an Italian food brand with a long heritage but very little profile in North America. We were asked to reposition it as the premium Italian fresh pasta brand.
The Italian Art Of Food campaign celebrated Buitoni meals as if they were appetizing works of art, all served with a side of wit. The campaign was utilized in TV, print, digital, in-store and outdoor. We even converted New York's Union Square Station into a gallery of delicious Buitoni masterpieces, complete with an audio guide and a "making of" video installation.
AXA asked us to create an engaging social video that encouraged viewers to take another look at their finances. With AXA they might uncover possibilities that they didn't previously know were there.
Fructis was launching a new range of Anti-Dandruff shampoos and needed to convince young men to reconsider their current choice of dandruff treatment. We created the "There's A Better Way" campaign which featured guys whose bizarre methods of dealing with dandruff kept getting in the way of their search for love and approval.
These heroes also helped users navigate the Fructis Anti-Dandruff website and choose the shampoo that was right for them.
Fructis was launching a new range of hair styling products for young men. We created a campaign based on the idea of "24 hold for your 24 hour life" that featured the adventures of guys who looked great regardless of whether they were club hopping, crowd surfing or attending lectures the morning after.
The campaign extended into digital and social media. An alarm clock app was developed that aggregated your most important social network updates along with your favorite news and sport from the past 24 hours.
We won the MiraLAX account by creating work that was unlike the typical, negative laxative advertising. The optimistic "Don't Wait To Feel Great" campaign launched with TV, print and a revamp of the miralax.com website.
As a philanthropic extension, MiraLAX partnered with water.org in a digital campaign to help women in developing countries get access to clean drinking water.
Hot Pockets introduced a range of new appetizer size snacks called Snackers. We created a launch campaign that promised restaurant quality flavors without having to deal with the annoying things about eating out—like over-zealous waitresses.
Anyone who catches a bus has experienced the feeling of someone reading over their shoulder. But what if the onlooker is five rows away and wearing glasses? We used this set-up to introduce the new Accufit measurement system from LensCrafters and promise of exceptional vision.
The new refrigerator from Whirlpool featured an In-door Ice Maker which created much more space in the freezer. This TV spot dramatized that extra space and was part of the visually beautiful Whirlpool "Goddess" campaign.
When we pitched Tumi, they were an American luggage maker that wanted to expand globally. We built a lifestyle brand based on the idea that where you are going says a lot about who you are. The "Where Next" campaign was utilized in print, OOH, in-store, catalogs, digital, e-commerce and events. We also developed new branding elements in partnership with Tumi for high-end product lines.
We created a global campaign for Tia Maria that told two stories: the first was a product story – Tia Maria is a blend of vanilla, coffee and Jamaican rum; the second story was about the multi-faceted women who enjoy drinking it.
The campaign visualized the many layers of women as a metaphor for the unexpected layers of taste in Tia Maria, and was utilized in print, outdoor, online and animated for cinema release.
I’ve worked on many pharma, health and wellness brands over my career, from OTC to HCP. Here are a few that made it through.
Film, print and digital for Brilinta – a medicine to prevent blood clots in patients who have suffered a heart attack.
TV for Align, a probiotic.
Unbranded campaign to highlight the symptoms of fibroids.
I’ve always loved the art of creating a simple mnemonic that is a visual distillation of a brand. These are some of the brand identities that I’ve created over the years.