We got bookstores all across America to turn their windows into store-sized billboards. Big thanks to the DCX team for the chance to work on something for people who don’t suck.
Press: NY Times / Daily News / Time Out
This work for AGT/Seven, a high-quality print production company in NYC, may be a little “inside baseball” for some.
CMYK stands for cyan, magenta, yellow, and black. In print production, these four inks are combined in precise ratios to create nearly every color seen on press. Each color has a unique CMYK formula, serving as a blueprint for perfect replication.
These direct-mail postcards received special recognition from Communication Arts.
A collection of headlines I write for Cleo, the AI financial assistant that roasts you into making smarter money decisions. Some appeared on Cleo’s website, while others helped establish the brand’s voice across channels.
Each line lived alongside visuals and product context, but the headline's job was always to stop the scroll and set the tone before anything else could.
Show integration with Jimmy Kimmel Live!
After a long year of COVID separating us from loved ones, we were able to gather again. As Guillermo (from Jimmy Kimmel Live!) shows, there’s no better way to do that than in a house from VRBO.
Claude, the ethically focused AI assistant from Anthropic, ensures secure and trustworthy interactions. I crafted headlines spotlighting their commitment to safety, privacy, and confidentiality.
A little something I worked on for Liquid Death (a water brand that reduces plastic waste with its aluminum cans) while I was a “Comedian in Residence” at Humanaut. Don’t blink or you’ll miss my cameo.
While a “Comedian in Residence” at Humanaut, I co-created “Humanaut Brand Roasts,” where comedians revealed insights through insults. We’ve already launched Roasts for three brave clients, and more are on the way!
Visit Humanaut’s Brand Roast Page
Press: Adweek
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.
Body copy:
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.
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.
Art direction by Doug Loffredo.
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.
Braintree develops code for easy mobile payments. When PayPal acquired them, they co-launched PayPal Touch, a system allowing you to make mobile payments with a single touch.
The blue background type is programming 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.
Print ads
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.
He’d live here if he could. Actually, he might anyway.
Done in collaboration with the good folks at Fortnight Collective
What can one do when forced to showcase all their flavors in one small space ad?
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.
Press: Daily Mail / ET Online / Someecards / EliteDaily
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%.
At Facebook’s Menlo Park headquarters, I focused heavily on helping launch Timeline, Facebook’s replacement for Profile.
I also developed ways for Facebook’s own platform to promote the brand. Foreseeing the danger of political information bubbles, I led the prototyping of an “Opposite Button” that would fill your Feed with stories and opinions from friends you had the least in common with politically. I also shepherded a feature that would have let people mark themselves as designated drivers when invited to events.
It was a refreshing challenge to find ways for the product to be its own ad. Later, after moving to the Creative Strategy team, I guided agencies and brands on how to create more impactful work on the Facebook platform.
Billboards
Working directly with Localize.city, a service which lets home buyers and renters learn every single thing about any address, Andrew Tider and I developed this strategy and concept for social, but it ultimately ran as a citywide out-of-home campaign in NYC created by agency “Interesting Development.”
Commercials for College Game Day Basketball
As a contributing writer, I developed scripts as well as location-based scenarios from which the “Sisters” could improvise.
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.
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.
