Century 21 wanted to step up their social game. I helped boost their buzz with a series of unpredictable moves, including a proposal to help break Washington gridlock, and a fake listing for Breaking Bad character Walter White's house. For the $300 it cost to get a photo of the house, the Breaking Bad stunt was featured in GQ, Salon and elsewhere, generated over 80 million impressions worldwide.

One Show Gold and Silver
Andy Awards Gold
Clio Awards Bronze
LIA Bronze
Cannes Lions Shortlist
MITX Best Use of Social
Creativity Review Ad of the Day
Creativity Online #7 “Best Things of 2013

After committing to ceasing the sale of tobacco products in 2014 (and turning their back on $2B in associated revenue), CVS decided to tackle a more insidious problem: the perpetuation of unrealistic beauty standards. We helped them launch their Beauty Mark campaign, a commitment to using only unretouched photos. The three-day activation included a multi-billboard Times Square launch, a UGC-driven social media blitz, celebrity partnerships, and coverage on the Today Show, and in Ad Age, Glamour, Refinery 29 and elsewhere. The result was over 1 billion total impressions, and a 0% negative sentiment rating on social media.

Clio Awards Gold
Cannes Lions Shortlist

I admit, my child self would be disappointed that instead of playing for the Red Sox, adult me only gets to make advertising for the MassMutual/Sox partnership. But on the other hand, my child self didn’t know what I’d look like in baseball pants. So let’s call it even.

The history of MassMutual and the NHL is pretty much a model for how to do sports partnerships: Find a league where your key target audience is hanging out en masse, make sure the game (not the brand) is the center of attention, and leverage player personalities in the creative.

Oh, and cross your fingers that they can act a little.

Bank of America was launching the P2P capability in their mobile app, and we helped create the kickoff campaign--Friends Again, aimed at people whose friendships had suffered because of unpaid debts. Like our Renaissance Faire guys.

Fun social content on a zero-dollar budget? Yeah, been there. For MassMutual, we worked to get a foothold in TikTok with trend-forward videos that showed how achievable financial health can be. The work helped humanize the brand and position us as approachable experts.

Oh, wealth transfer planning isn’t cool? Tell that to Lando.

Kaplan University (now Purdue University Global) is an on-line educator, so they operate in an industry that's… how can we put this delicately? Loathed. Using a humanizing, empowering look and tone, we created a new brand built around the idea that what you know matters more than where you went to school.

AD: Krissy Andrews

Adweek Featured Ad
Creativity Online Editor’s Pick

CenturyLink's Enterprise business hadn't had a new national campaign in years. We created FX-driven TV and animated OLV that used some of their high-profile clients to celebrate their capabilities.

AD: Gordon Chislett

After several failed attempts, Dunkin' Donuts was determined to make the launch of their new dark roast something special. They wanted a big splash focusing on the idea that it was smooth, never bitter. We had Boyz II Men. We had coffee trying to love you down with the smoothest pick-up lines. We had 1990s-style soul ballads. It was going to be amazing. Until the client didn't buy it.

Am I mad that they made DunKings 10 years later? Hahaha, no, what a crazy question why are you asking me that.

AD: Krissy Andrews
Music: Jingle Punks

The Greenovate Boston program aims to reduce the city's greenhouse gas emissions, and inspire residents and businesses to be more green. The campaign is a rolling effort comprised of donated media space as it becomes available, so the challenge is to create messaging that feels cohesive and consistent in spaces that aren't.

AD: Tom Francesconi