copy / ideation / direction
From ideation to fruition, here are some of my favorite projects.
Heineken
Heineken needed some ideas for their new mini CO2 Technology kegs. I obliged and created their Good-Bye/Hello Heineken campaign for TV and interactive channels.
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Good-By Yesterday. Hello Heineken
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Good-Bye Foam. Hello Heineken
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Good-Bye Cruel World. Hello Heineken
Del Monte
Del Monte was looking to produce a new commercial for their Fruit Chillers. Lucky for them I love dessert. I wrote several TV spots for their 'Mommy Time-Out' campaign, highlighting cure-all remedies for humorous family catastrophes.
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Customer Satisfaction Line
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Game Closet Chiller-gram
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Same Time Tomorrow
Mars Chocolate
Mars Chocolate was looking to reposition their brand. After an intensive search and rescue mission, I positioned their origin story to speak to the universal affinity we have for chocolate. I then leveraged this new positioning to create their ‘For the Love of Chocolate’ campaign. Yum.
Martha Stewart
After writing a print ad and a couple commercials for Martha, I wrote her tagline for her Everyday Paint brand and also named the entire line using the indigenous wildlife and colors around her three homes (country, sea and city) for inspiration.
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You can find them at Sears or K-Mart, but you can take them anywhere.
KIWI
Kiwi needed a re-boot. My new positioning for Kiwi highlighted the shoes from the knees down, of everyone from celebrities to the average Joe, doing the things we do: dancing, working, hanky-panky, etc. My campaign took off like gangbusters and is still going strong.
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Do You Kiwi?
Cadbury Schweppes
Everyone loves these candies in the cool tins, but when it came to La Vie Bonbons and Vichy mints, sales had dropped off a cliff. Turns out consumers weren’t buying because shopkeepers weren’t stocking their shelves. After I redirected their positioning to the shopkeeper, revenues went from bleak to sweet overnight.
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For Tongues in Every Flavor
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Lick a Vichy Today
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Stock Up
The New York Times
Among the many advertising and marketing campaigns I created for the Times (NASCAR, Apple, Saab, LinkedIn, Beijing Olympics), I also wrote some of their taglines on the front page.
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I subscribe to 156 Years of Newsmaking
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I subscribe to A world of ideas
LinkedIn wanted some clout, which came in the form of America's iconic newspaper: The New York Times. And the Times wanted to be ushered into the digital age. It was a match made in cyber heaven.
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Yo, Big Shot
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How to Become a Mover and Shaker in 1 Easy Step
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Being a Know-it-All Has its Advantages
American Movie Classics
AMC needed some fresh ideas, so I created a series of TV spots and slogans they're still using today.
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Have we got a movie for you
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The way movies were meant to be
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Hollywood, like you remember it
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We’ll take you back
Panasonic
Panasonic had a new on-board off-brand screen for in-flight entertainment and needed a new ad campaign to go with it. My @Altitude campaign was splattered across airports coast-to-coast.
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Be Free
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Do you sky-fi?
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Surfing @Altitude
American Express
Amex needed an ad for their new Open charge card. My 'Open For Business' campaign launched across print and interactive channels. Ka-ching.
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Limitless
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The Power of No
Amazon
One of NYC's largest PR firms was having a tough time selling the new media guide for Amazon's consumer electronics online store. They brought me in to position their new program and create a multi-channel campaign (print, interactive, broadcast). The result? My campaign generated Amazon's highest earnings in the category.
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Come in from the confusion
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It's a jungle out there
MasterCard
When a New York design firm couldn’t please their biggest client, they called me in to make heads of tails. I shored up the positioning for MasterCard's new student products, created a DVD and a few brochures, and saved the day.
PG & E
You never saw anyone more grateful than PG&E when I agreed to lend a hand in the midst of their grizzly media slam. They needed some good PR so I wrote a spot for their Solar Schools program promoting renewable energy (CBS). Don’t tell Erin Brockovich.
Vaseline
When a swanky Connecticut agency was losing ground with Vaseline, they called for backup. Seven hours later I pitched my ‘Skin is Amazing’ campaign and went from jump seat to Racer X by milk and cookie time. My campaign went global.
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From Dry to Amazing In Just Five Days
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Arm Your Skin
SeaCare Health
Talk about the elixir of life. This frozen fish-popsicle has super powers, regulating the immune system until the body becomes a disease-fighting machine. I was commissioned to reposition and launch SeaCare into the stratosphere and sales to date have already tripled.
POSITIONING A BRAND REQUIRES INNOVATION, IMAGINATION, AND THE COURAGE TO BREAK ALL
THE
rules.