Hi, I’m Jeff.
I’m a writer, creative director, and comedian who’s appeared on Netflix, written for filmmaker Michael Moore, and created art and activism projects that have captured headlines and charmed the internet. Previously, I was BuzzFeed’s first Chief Creative Officer and shaped creative strategy for the launch of Timeline at Facebook. These days, I’m focusing on being happy rather than being right. It’s making me miserable.
13 SELECTED PROJECTS
The North Face
Headlines for the Vectiv trail running shoe launch, each built around a different reason to hit the trail: mental clarity, the pull of nature, and the comfort of the shoe itself. Out-of-home, social, and print carried the lines across all three themes.
BOSTON BUS STOP
Claude (ethical AI from Anthropic)
Wrote headlines for Claude, Anthropic's AI assistant, emphasizing its focus on privacy, safety, and responsible AI. The work included this out-of-home execution in the Boston area.
The Travel Agency (a cannabis store)
I named New York’s largest cannabis retailer and developed its brand voice and identity. “The Travel Agency” specializes in excursions of the mind and spirit. From interiors inspired by Saarinen's TWA Flight Center to celebrity guest “travel agents,” the theme extends to every touchpoint.
Cleo (The World’s First AI Financial Assistant)
These website and social media headlines helped define the voice of Cleo, the AI financial assistant that roasts you into making smarter money decisions. While each line lived alongside supporting copy, visuals, or product context, their job was simple: stop the scroll and set the tone immediately.
VRBO / Jimmy Kimmel Live! Integration
Guillermo (from Jimmy Kimmel Live!) proves there’s no better way to gather again after lockdown than in a house from VRBO. Jimmy’s team sent us a note saying this was the first time they ever moved forward with an idea from outside their writers’ room.
The World’s Most Exclusive Website
Made it into NY Magazine’s Approval Matrix and drove over 95,000 visitors to The Olive Garden’s website in one week. It’s been suggested this massive troll of online fame was indeed created on behalf of the “When You’re Here, You’re Family” folks. Hmmm 🤔
The Captured Project
I asked people in prison to paint or draw people I felt should be in prison: the CEOs of companies destroying our environment, economy, and society. The project was featured on NBC and exhibited at the renowned Petzel Gallery. All 1,000 copies of the book sold out in a week, with its $13,000 in profits donated to Bernie Sanders' presidential run.
Tourist Lanes
After dividing NYC sidewalks into lanes for tourists and New Yorkers, the project received worldwide press and praise from Mayor Bloomberg. I later revealed my identity through a collaboration with Improv Everywhere, where we "enforced" the lanes.
Liquid Death
A little something I worked on for Liquid Death. Don’t blink or you’ll miss my cameo.
Hatch Tuck-Ins (Naming & Launch)
Hatch is a leader in sleep wellness. I named Tuck-Ins, a feature that lets millions of Hatch users record personal goodnight messages for their little ones. I developed the strategy and creative for the rollout, including the “Bring your village to bedtime” tagline and launch video, all within an absurdly tight timeline.
The Snowden Statue
Fused a bust of NSA whistleblower Edward Snowden atop a Revolutionary War memorial in NYC. Though confiscated by police, it sparked international press coverage and debate over whether Snowden's actions were heroic, eventually finding a home in the prestigious Brooklyn Museum.
Hipster Traps
Laid traps around NYC to protect local neighborhoods from an infestation of the highly invasive subculture of hipsters. Racked up a million views in a single day.
TEDx Talk
Shared stories from my adventures in making attention-grabbing art projects across New York City, along with a simple philosophy: if you wait until everything's figured out, you'll likely never make anything. Happy to hear it’s inspired others to get their own ideas out into the world.
“We can break the cycle of blandness. We can jam up the assembly line that spits out one dull, lookalike piece of crap after another. We can say, ‘Why not do something with artistic integrity and ideological courage?’”
Pssst. There’s more to check out in these sections:
BRAND WORK • HIJINX • COMEDY • SOLO SHOW • ABOUT