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.
Awards: Webby Winner, 2015
In recent years, a soap company championed true beauty, a breakfast cereal stood up for marital equality, and a maxi pads brand declared war on an entire way of thinking.
All good messages, but where does it end? When does emotional advertising become an unwanted caricature of itself? We wanted to find out.
#MakeBurgersGreatAgain is what happens when a single-minded, fourth generation burger company applies this same tactic of emotional advertising to the only issue that's ever truly mattered to them: making burgers the very best they can be.
Kiehl's partnered with Paramount Pictures for the launch of Zoolander 2 and opened up The Derek Zoolander Center For People Who Don't Age Good on 14th street in downtown Manhattan.
To promote the center, I helped write and edit a series of celebrity testimonials that made their way onto FunnyorDie.com, as well as a bunch of other press outlets.
In total, the campaign as a whole generated over 800 million earned impressions.
Dog Chow is a human brand. It's made by real people with real dogs in real American towns. We built a simple yet memorable experience on dogchow.com that introduced consumers to the workers who make the food and the dogs they feed it to.
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.
Press: NY Daily News
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
Let's give America a vice to be proud of: shameless, sexy, sizzling, burger porn.
YouBurger was a fully-integrated campaign that fed a basic human desire to get lost in good-looking food. 100% SFW, we borrowed cues from the darker corners of the internet and presented our client's burger patties in an irresistible light on You-Burger.com.
Don't get it? Good for you.
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.
Role: Copywriter, Strategy
As a human being, I use lots of words. Sometimes, as a copywriting human being, I create new words. The PowerBar Endurance Athlete Dictionary is an example of both the former and the latter.