Those who are truly ambitious, put in the hours at work, getting in early and staying late.
If you’re ambitious, you should be a Wall Street Journal reader. So in order to reach these potential subscribers, we created a campaign only they would see. That’s because our work ran only between 5:30-8am and 9pm-midnight- hours when less ambitious people are asleep or at home. So if you had never seen the campaign you’re not ambitious enough.
What’s the defining feature that separates Marriott’s 300 truly independent hotels? The details.
It’s these details that create stories and what better way than to count them down to the one thing that matters: the traveler.
Shot across four continents and a dozen hotels, this was a campaign I was involved in from the strategy, pitching, writing, and creating.
TD Bank's sponsorship of NYC's iconic High Line park was something to shout about. The thing is no one knew about this community help. At all.
So how do you change a silent sponsorship into a something everyone in New York starts talking about?
You create a product from it.
We set up beehives (with help of beekeeper Andrew Coté) in on and around rooftops close to the High Line and the honey they made from flowers on the High Line were sold off with the proceeds benefiting the park.
As interest grew, so did TD Bank's profile.
War Child works with former child soldiers and displaced children. The aim of the charity is to give these children the tools to lead a normal life in light of events they’ve been subjected to.
To illustrate this powerful transformation we created an online content campaign, which we called ‘Go Free’.
‘Go Free’ tells a powerful narrative about what it's like to live through displacement camps and be a refugee in an alien country. The thought is to populate this with many stories, all crafted, which illustrate the journey of many different people.
The first in the ‘Go Free’ series is Nyakor, a Sudanese model who was born into a war conflict zone and had been on the move since she was a child.
The "Time Well Spent" campaign used the duration of the media to make a simple point - those who have to make time, use it wisely. Unlike the viewer.
This cheeky, wry campaign let viewers re-evaluate what they were doing with their wasted minutes.
Rather than showing fresh food, the thought was to take a different approach to sell Burger King’s salads range.
Faced with little money and the expectations to surpass the previous year’s Amnesty International National Week fundraising total, the thought was to do something effective and simple to execute.
After reading case studies of political prisoners it came apparent that without Amnesty International these stories simply wouldn’t exist.
The Blackout campaign was created. It powerfully provoked people into thinking by asking the simple question, ‘What would be seen (or not) without Amnesty International?’
Black on black actual prisoner testimonials were only just visible for the print ads. And the TV spot ran a recreated torture scene that wasn’t seen, only heard. Blackout challenged people’s perceptions about Amnesty International’s role and importantly increased donations by 14% on the previous year’s drive.
NB: increase your screen’s brightness in order to read the print ads.
Lewis Leathers - worn by celebrities and bikers alike needed a point of different over the machine made leathers on the market.
The thinking was sometimes you just need to escape. Escape the city, escape the rattle and hum, escape everything and return to handmade.
Shot in Madrid over 3 days with two brave models who didn’t mind driving at 60mph - naked.
It was refreshing to work with Hugo Boss to create brand platforms and conceptualize creative for their Pan-European season launches. These content films were create alongside a social plan including the usual suspects (Snap, IGram, FBook, Twitter)
I'll attach two campaigns here:
The first is from "Summer of Ease" - A global summer campaign shot with Sebastian Stan and Romee Strijd. This was the launch spot (there were 5 films in total that were populated across digital outdoor, Youtube, Facebook, instagram.
The next two spots are from Hugo Boss’s "Own Your Journey" - A campaign that infuses fashion with influencers to document their personal journey. I worked with each them (there were 4 influencers in total) to create copy that was authentic and personal to them and their journey.