In the week leading up to Halloween, Sour Patch Kids released a catalog of really, really small costumes for real Sour Patch Kids on their Facebook page. For the first time, fans were able to cut, glue and swear together costumes for their favorite candy. In total, four collections were released, Terrible Handouts, Eye Candy, Struggling Professionals and Last Minute.
The campaign received thousands of likes, shares and comments. It helped push Sour Patch Kids over 4 million Facebook fans and wasted countless hours of their valuable time.
The number of shows and movies at your fingertips can feel overwhelming, and so can the number of people telling you what you “have to” watch. Based on one very human insight, we worked with Amazon ad Wayne McClammy to bring a few fun spots to life, introducing the next generation of Fire Tv Stick with Alexa. Because at the end of the day, it’s not what they say, it’s what you say.
JJ Watt was the Defensive player of the year in 2013, making him an ideal fantasy football pick in 2014. But it turns out he's as competitive off the field as he is on it.
I spent a short time working on FedEx at BBDO NY and had the pleasure of pitching some scripts focused on small and home businesses. This is the concept that made it through the goal posts.
To promote safe firearm storage and help prevent suicides, we worked with the Ad Council and nonprofit Brady: United Against Gun Violence to devise a campaign that cast light on a difficult and rarely discussed subject: the issue of gun suicide in America.
According to the U.S. Centers for Disease Control and Prevention, 61 percent of all gun deaths in America are suicides. That's more than homicides and unintentional shootings combined. Last year, more than 23,000 Americans died by firearms suicide (about 60 every day).
PRESS:
AdAge (Editor’s Pick)
People of chaste demeanor may think it unlawful to wrap a pizza in bacon. So we had to go and find someone to ensure it was entirely legal.
Really proud to have worked on one of the brands that I grew up admiring with people I grew to admire.
Learned a lot of lessons on how to make something stupid and smart at the same time with these :15s
When Mother new York was located on the West side of Manhattan, employees and clients alike would have to navigate the Port Authority, exiting by John’s Barber shop by the 44th st. and 8th Avenue exit to visit the agency.
Given the prime real estate and the aging pictures, Strategist Chris Roan and I were determined to give John’s a facelift, showcasing new do’s modeled by Mother employees. John agreed and to this day, visitors to a particular ACE train corridor can still bask in the glow of Mother’s Hells Kitchen abode.
When one of America’s favorite pizzas comes back onto the menu, you have to ask some questions.
Questions like, "Who the hell took it away in the first place?"
It was Chet Wallaby, little Caesars Corporate Scapegoat.
We gave America someone to blame and hundreds of thousands of tweets and a handful of parody accounts later, the campaign sold a whole bunch of pizza.
Little Caesars sells pizza that costs less than almost any other chain. So you might think they cut corners on the quality of their ingredients. In fact, it's everywhere else they cut corners, like dining areas and delivery drivers. They've actually been using the industry's best ingredients since 1959.
When you're hanging out watching your favorite videotapes and your best friend pages you to grab some pizza. Make it Little Caesars. We've used the same great ingredients since 1959, like dough made fresh by hand every day.
I had the opportunity to work with some tremendously talented designers to help flesh out the brand identity for One Hotels.
"Every 1 is different.” All inspired by the nature of their location (indigenous and cultural), we created a flexible identity, visual world and tone of voice inspired by each hotel's unique location along with comprehensive guidelines, a brand book and collateral (marketing, internal, etc). We also partnered with digital agency Possible for art direction of the brand’s website as well as the creation and curation of online content.
Mother New York was looking for some interns for the summer of 2014. We figured the best way to find people with ideas that scare us is with an idea that might scare them.
In the end, the LinkedIn profiles of thousands of potential candidates were stalked in the effort to attract the best and bravest interns in America.
We had a goal of establishing a new, more polished visual direction and tone of voice, we employed it across all elements of communication for Roman. This became the look and feel of a newly re-launched website, print, and the basis of all live action television we created.
This page contains some of my favorite work, either from a conceptual or art direction POV that never got produced. Hope you like it as much as I, do. Er did.
First, a brand film for Virgin Mobile, whose business we retained at Mother New York before it was turned into a pegboard brand.
Next, a few print executions as a branding exercise for the Little League World Series.
Finally, an attempt at a re-brand for Milk-Bone. Simply reminding dog owners what they love about their doggos: they’re as imperfect as we are.
I recently started thinking about the memories we build regarding the places to which we travel and how they work on us in specific ways. We both experience them personally, but also often through the lens of those who have visited before us.
Because of that, I started making collections of objects as opposed to photographs of places I visit. Each color palette is intended to be another personal memory.
No one needs another picture of anything from the same angle.
“The only way of knowing a person is to love them without hope. It is only for the sake of those without hope that hope is given to us.”
–Walter Benjamin
I was impacted by that insight decades ago when I read The Work of Art in the Age of Mechanical Reproduction. It rings true for me to this day.
I started compiling a short zine showcasing some of my writing, photography and type design during the pandemic from the root of this idea. It is still a work in progress, but also a work of love. Here are a few of the first layouts, photographed as the physical objects they are meant to be.
