The Girl Store is an e-commerce site where you can buy a girl her life back, simply by purchasing the items she needs to get a proper education — the most effective way to break the cycle of sex slavery and under age marriage. Visitors can buy specific items, such as a backpack, workbooks, or school shoes for a girl pictured on the site.
To launch the site, we opened a physical pop up store in New York. Customers were able to physically browse the school supplies they purchased for the girls.
RECOGNITION Cannes Lion FWA Site of the Day OneShow Pencil Stiletto Award Published in Communications Arts
Gerber 3rd foods have little bits of food to help small mouths learn new textures and train their mouths to chew and mash, eventually preparing them for solids.
We created Chew U, a fictional school where babies can master chewing using Gerber Lil’Bits.
RECOGNITION Gold Effie Award
Gerber wants parents to know that it has a strong commitment to high quality food. Their food standards are so high, that they know the exact farm, field and row produce is picked from. We took this fact and created a spot that shows exactly that.
Spotify For Brands
We partnered with Spotify for Brands for summer 2017 to help the business group within Spotify roll out their groundbreaking new study: “Understanding People Through Music."
We turned up the social volume while at their events, sending our team to France to cover their Cannes Lions 2017 activations. We launched Facebook and Instagram presences, to meet their audience in their lifestyle, in the places they play online.
This :30 TV spot is part of a brand campaign leveraging NY Lottery's "Little bit of luck" character. Everyone has experienced moments of luck in their daily lives - getting the last seat on the train or finding a lucky dollar bill on the ground. When those moments happen why not buy a lottery ticket and continue the winning streak?
@Radical.Media Director: Steve Miller Editorial: Cutting Room Editor: Chuck Willis
Zzzquil's strategy is: "When life keeps you up, Zzzquil lets you sleep." There are many reasons you might not be able to sleep, like unexpected text messages from your mom, boss, babysitter or mechanic. We created print ads and social media video executions to grab attention and then, in classic advertising fashion, offer a product solution.
This spot features a compulsive scratcher that finds a good use for her itching habit. A little bit of behind the scenes detail: New York Lottery saw the script, and then gave the ticket the name.
STATION FILMS Director: Harold Einstein Editorial: Cutting Room Editor: Chuck Willis
Pharrell Williams has been tapped to kick off “American Express Unstaged” live-streaming concert series, a partnership with Vevo and YouTube.
To heighten the concert, we introduced elements from Pharrell’s latest album theme “Know Who You Are” in a first-of-its-kind digital engagement that let fans submit photos for a chance to be featured on stage during the live show.
Music fans can access a digital photo signed by the singer in exchange for retweeting a message that AmEx will send out via the microblogging platform. This content can be unlocked and is meant to serve as a digital memento after the concert airs. While the users watch the concert they can switch camera views live in real time.
American Express decided to partner with Maroon 5 and Apple’s iTunes Radio. Together they created a live-stream event that users can access online.
Tuning in allows viewers to:
• Choose their own camera angles • Chat with fans around the world • Unlock a live encore after the concert
We created pre-show and post-show content that allows viewers to watch clips of Maroon 5's favorite moments together.
At DDB NY, as a Cannes Festival PR Stunt we created a fictional beer as well as a fictional character to endorse it. We crafted her brand story, beer bottle design, out of home billboards, a website and social media presences. Below is her story.
We created this work for the organization of reproductive health. New Year’s Eve is the biggest night for birth control failure. Condoms break. Pills can be forgotten. So we created a video to spread the word about over-the-counter emergency contraception.
We created a teaser sales kit for athletic store employees to help launch the New Balance Minimus Shoe.
Employees needed to get excited about Minimus so they could genuinely become brand advocates once the shoe launched. Since the Minimus is a minimal shoe, we created a minimal sales kit. Our brochure doesn't use ink, rather uses die cuts. We created a minimal Minimus language that doesn't use extra letters and we created the world's first minimal sock. All these elements were packed up in an air tight envelope and shipped to sales representative at Footlocker and other athletic stores.
Iams keeps your cats' bodies as strong as their personalities. We created a campaign that highlights the different personalities of cats.
OnePlus Lifestyle shoot
A lifestyle photo shoot for OnePlus phone company.
Together with the team at POSSIBLY NY, I helped re-brand Giant Eagle (a mid-western grocery store chain) and launch their new FuelPerks+ Rewards Program. We revamped Giant Eagle's look and feel to have a cleaner and more modern aesthetic. We also created a suite of animated characters to represent the Giant Eagle and GetGo shopper.
The campaign came to life across all channels: TV, OOH, Radio, In-store, POS, Print & Social.