Brands are spending millions on Snapchat filters. Vita Coco didn't have millions to launch their coconut oil brand. My creative consultancy, SideProject, spent $6.39 and got them over 15 million views in one day.
Arturo Aranda and I led AT&T's "digital team" at BBDO NY. We focused our energies on moving AT&T (and BBDO) away from relying on display banner ads when appearing in the digital space, and toward insight-based creative.
To deliver on this shift, we rebuilt the team with hires like Chris Baker, Danny Adrain, Pete Marquis, and Jesse Snyder. Together, we were one of the first groups to remove the agency's distinction between "digital creatives" and "TV creatives." Here's some of our work.
As BuzzFeed's first chief creative officer, my aim was to develop more impactful ways for advertisers to publish on BuzzFeed beyond the list posts (or "listicles") the online giant was most well known for. I also curated and expanded BF's creative team to include a broader range of talent, including the hiring of Chris Baker and Michael Lacher. Together, the three of us formed the core of BuzzFeed Labs.
BuzzFeed Labs developed ideas we felt had high viral potential. While these were often commissioned by brands, many times we produced content and products free from any brief and then offered them to advertisers. If no brand sponsor could be found, we would launch them as BuzzFeed brand initiatives.
As a communications designer at Facebook's Menlo Park headquarters, I focused heavily on helping to launch "Timeline," Facebook's replacement to "Profile." I also developed ways for Facebook's own platform to promote the brand. For instance, foreseeing information "bubbles" and their dangers, I led the prototyping of an "Opposite Button" which would fill your Feed with stories and opinions of friends you have the least in common with.
Another feature I tried to develop would allow people to mark themselves as designated drivers when invited to events.
Neither of these "shipped," but it was a refreshing challenge to find ways for the product to be its own ad. After moving to the "creative strategist" team, I guided ad agencies and brands on how to best use the platform.
In early 2017, Andrew Tider and I were asked to develop ideas to bolster Virgin Atlantic's presence in the United States. While not produced, I feel this approach to a project is worth sharing.
Braintree develops code for easy mobile payments. When they were acquired by PayPal, they co-launched PayPal Touch, a system allowing you to make mobile payments with a single touch.
The blue background type is programing code for moving money between accounts. While the layperson may not get that, the developer community we were targeting did. Judging by the tweets, they appreciated the reference.
Being trade ads, these direct-mail postcards may be too “inside” for some. CMYK stands for cyan, magenta, yellow, and black. In print production, the combination of these four colors creates a precise color out of the millions which exist. The CMYK code is the blueprint for an exact color.
Don't stress because you waited until the last minute to fill out your NCAA Bracket. Try the Capital One Minute Bracket. Swipe left or right (like Tinder) to choose the winners of each of the 64 games in under a minute. It’s the dating app for the big dance.
This pitch-winning concept helped TribalDDB land Capital One's digital advertising business.
Driving while holding a cellphone was becoming illegal in California. This video generated buzz about the new law, and for Parrot’s devices that let you take calls through your car stereo. It’s received over six million views. When it launched, Parrot’s site traffic increased by 25% and sales went up 4%.
Specially trained in the destruction of lease surprises. Let’s just say those mischievous little caveats never even touched your equipment lease. Extreme measures, maybe, but they make for a refreshing show of clarity. We give you the terms up front and keep the process transparent, so you always know the deal you’re getting. To simplify things even further, we can syndicate your deal to create one big lease instead of several smaller ones. No wonder some of the largest, smartest companies prefer to work with us. Call us at 888.760.8900. No surprises.
Commercials for College Game Day Basketball
What can one do when forced to showcase all their flavors in one small space ad?
Fluid NY edits and score commercials, making sure they turn out as originally imagined. We figured what Fluid is really doing is protecting ideas. To spread the word, we enlisted St. Bernadine of Siena, Patron Saint of Advertising. He’s legit. Feel free to check him out.
Wrote and led the independent production of these spots: securing locations, assembling cast, and calling in favors – all on an almost nonexistent budget.
Business etiquette experts in major cities evaluate handshakes based on firmness (or lack thereof), number of pumps, if eye contact was made, etc. If necessary, improvement tips are offered. Shakers receive evaluation forms directing them to Monster.com for more interview leads and advice.
Vodka had replaced gin as the go-to mixer. We used this to our advantage by positioning Tanqueray Gin as an Interesting Choice rather than the everyday default.
Tower Records would distribute lighters collected at these airport installations to concert-goers at performance venues (This was back when people held up lighters to salute their favorite songs, now they hold up illuminated cell phone screens.) This “lighter exchange program” made relinquishing one a little less painful.