Kiehl's isn't a traditional beauty brand, so my partner and I created something that isn't a traditional beauty campaign.
'Act Any Age' is an authentic representation of a simple human truth about age and identity. We cast real people and asked them to show us how old they feel through the expression of dance. In the process, we were able to prove something that I think most people have always suspected: age is just a number.
I was incredibly lucky that my first "real job" out of college was to start a beer company in New York City from scratch. The concept was to provide starving artists with an affordable beer that didn't taste like watered-down swill. Each production run would feature the artwork of a new local artist.
As Chief Brand Officer, I learned a lot, drank a lot, and met a lot of really fantastic people.
Emotional advertising has become quite formulaic. First, you need sappy orchestral music. Then, you need “real” people who are definitely not actors. Finally, you carve out the brand’s tenuous role in whatever nebulous societal issue you're trying to expose.
None of this is necessarily a bad thing. In fact, a lot of times the formula ends up working. If you're lucky, it can even make a positive difference. But as someone who's so close to the many tropes of this industry, I was over the moon to be able to poke a little fun at it all. Especially for a company that makes delicious, greasy hamburgers.
My role on Purina Dog Chow is to establish the brand's social media strategy across multiple platforms and help deliver creative work that impacts the bottom line.
Dog Chow has a following of over one million dog lovers across multiple platforms. They were also one of the top ten engaging Nestle brands on Facebook in 2013 and 2014.
Role: Creative Strategist
Food's not food when it's wasted.
Over 1.4 million New Yorkers struggle with hunger every day. @STREETFOOD_ is an Instagram project meant to raise awareness for all the wasted food on our city's streets. It's a light-hearted way to make people realize that New York's hunger problem is right outside our doors.
165 years of pioneering history, all organized neatly.
Visitors to kiehlspioneers.com are invited to browse hundreds of Kiehl’s artifacts and natural ingredients that we collected and photographed on a 200-foot empty pier in Long Beach, CA.
It’s a new, engaging approach to e-commerce that also allowed us to do some storytelling around the brand’s rather impressive past.
Have a look.
Kiehl's has been around since 1851. Our clients wanted to educate consumers about the brand's rich heritage in skincare on social media without breaking the bank.
The challenge? Find an interesting way to communicate almost two centuries worth of anecdotes on a tight budget.
The solution? Think small. Really small.
Today, #InsideKiehls is the top performing post category for the brand's global markets.
Role: Copywriter, Photographer
Virgin Atlantic has swag. From the one-of-a-kind clubhouse experiences to the impeccably stylish in-flight service, it's a company that favors bold design over the status quo.
The campaign we developed for them targeted modern business travelers who shared this "Let it Fly" mindset.
The Boston Marathon bombings sent a shockwave through the international running community, a band of athletes that PowerBar treats more like family than customers.
Stronger Together is a print and digital campaign that celebrated athlete solidarity and awarded a handful of resilient individuals bids to run in the 2014 Boston Marathon.
Endurance athletes are a tight-knit group of people. I created a PowerBar Endurance Athlete Dictionary that defined a bunch of shared experiences for those in-the-know.