Century 21 wanted to be seen as digitally native and socially brilliant—and they were willing to commit as much as $300 to make it happen. No problem.

With the finale of the biggest TV show in a decade approaching, we saw an opportunity to hack the system. For the price of a single professional photograph, we created a Craigslist ad offering up the White home for sale. The listing featured a working phone number and deep-cut references only fans would know, and it was timed to land just as Breaking Bad Fever hit its peak. It was the ultimate Easter egg, and fans—along with media outlets from around the world, including Ad Age, GQ, and Salon—couldn’t get enough, helping it earn 80 million impressions in the first 48 hours.

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

In 2018, CVS (the largest health-focused retailer in the US) made a radical decision: They would stop using retouched imagery in their marketing, and require the same of their partner brands. It was a gamble with billions of dollars of revenue, and a bold declaration of brand purpose.

We created an integrated campaign that included a multi-billboard launch on the towering digital canvases of Times Square, celebrity partnerships, the Beauty Mark visual system for thousands of SKUs, displays, and assets, and a UGC-driven social campaign that garnered a mind-boggling 0% negative sentiment on social—something even cute animal posts can only dream of.

Along the way we earned massive global media coverage on the Today Show, Forbes, Ad Age, Glamour, and many others—and set the stage for the brand's 2023 expansion of the campaign.

Clio Awards Gold
Cannes Lions Shortlist
D&AD Impact Finalist
One Show Merit
Fast Company Top 10 Groundbreaking Beauty Campaigns
Shorty Award multi-category winner

NHL fandom is a world of revered history, very specific culture, and deep fan engagement—and you'd better not enter that world if you can't speak the language.

I lead the creative work, both internally and in partnership with our AORs, for a 360-degree integrated campaign using interdependence as the connective tissue between skating around after a rubber puck, and financial services.

Led by broadcast work that's become deeply embedded in fan imaginations and media coverage, we leverage digital and social platforms, fan engagement campaigns, and in-game media to elevate our core interdependence brand message.  

Becoming the signature partner of the Red Sox was like stepping into a church. We knew we never would or should be the focal point—but that we also wouldn't get what we needed from the relationship by being too quiet.

The answer: We stepped lightly, established our credentials as fans first, and quietly, patiently made ourselves part of the story. Instead of being yet another brand slapping its logo on the Wall, we became just another fan sitting in the next seat.

With broadcast work that's simultaneously in-the-know and accessible, in-game integrations like using our logo as a balls-and-strikes counter (which we allowed fans to discover organically), and a co-branded ecosystem that held it all together, we climbed the steep hill of fan acceptance by always staying true to one simple idea: Red Sox baseball, fuck yeah.

In the world of for-profit education, especially online schools in the pre-Covid era, the message is about the dream of graduation, and not much else. For Kaplan University (now Perdue University Global), we went beyond commencement, showing that when you graduate from Kaplan, you'll be uniquely positioned to excel in even high-pressure work environments.

Under the guise of filming a documentary, we threw recent Kaplan grads into sudden, urgent situations that could only be addressed with the real skills and professional aplomb the school had given them. The campaign successfully differentiated Kaplan as a result-focused brand that allows students to thrive in the real world.

Adweek Featured Ad
Creativity Online Editor’s Pick

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.

The black wealth gap is real, and it's only been exacerbated by everyone's weirdness about having financial conversations—especially within families. To bridge the generational gap and make an uncomfortable conversation seem not only advisable but kind of… cool? We turned to an icon of cool, Billy Dee Williams. The campaign eschewed discussion of products or services and instead zeroed in on giving people the push—maybe even the permission—to break the ice and have important conversations about money.

 OMMA Awards Finalist

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.

Short Awards Gold
FCS Best of Show
Effie Bronze

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.

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