EmblemHealth is a New York insurance company that I've helped position as the brand that brings genuine, often personal care to its members. The latest TV campaign showcases a handful of Emblem employees and their stories of how they care for New York and New Yorkers.
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, and won numerous awards, including an Andy and a One Show gold.
Every Special Olympics World Games is a celebration of inclusion. But for the 2015 Games in LA, we helped Bank of America and ESPN put the idea into action by bringing former Special Olympic athlete Dustin Plunkett on board as an analyst for coverage of the Games. Dustin worked on-field during the opening and closing ceremonies, as a nightly in-studio analyst, and taped segments with athletes and families. We drove awareness by creating a campaign that spanned display, social and search, including ESPN's and MLB's channels. The campaign was shortlisted for a London International Award.
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.
Kaplan University 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. The TV work was featured on Adweek and was an Editor's Pick on Creativity Online.
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.
Bank of America has been a major supporter of Ken Burns' work for years, and I had the chance to work on the marketing of his film The Roosevelts: An Intimate History. We created numerous collateral pieces, including this promotional video.
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.
KEEN Footwear wanted to go from mom-and-pop start-up to serious player in the outdoor shoe market, but they had all product, no brand. I helped give them one by writing their brand book, which was initially intended as a handout for their small sales force, but became the core of their philosophy.
People sure don't know much about handling their money. This initiative from Bank of America aims to change that, and I helped create an educational site with free guidance for all.
EY is perpetually battling the other three of the Big Four accounting firms for the top recruits from the world's top schools. With an online recruiting presence that was disparate at best, they asked us to create a consolidated hub for students and experienced hires. The result was ExceptionalEY.com, featuring a parallax homepage that's like nothing else in the category.
A sampling of direct mail for the upstart cellular company, including a mailing full of holes that illustrates the lack of holes in their service, a tiny letter to illustrate the importance of right-sizing your plan, and letter pack with a keepsake air freshener.
TrueBlue, the JetBlue rewards program, wanted to promote their partnership with Avis and Budget with a striking direct mail piece that captured the brand and the offer quickly and memorably. Our concepts included a die-cut bi-fold that turned a car wheel into a plane wheel, and a peel-away idea that revealed the offer.
This small sports apparel company from Vermont had always relied on product and predictable tech-centric positioning to succeed. I helped them express themselves, and create a brand that would help them stand out.
A handful of other work I couldn't find a place for, but love too much to ignore.