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 anti-aging skincare campaign that reminds people just how little age matters.
Awards: Webby Winner, 2015
Kiehl's wanted to emphasize the natural ingredients behind their newest, biggest product launch in the company's 165 year history. Rather than producing the run of the mill ingredient story, we used 360º video to transport our audience straight to the source.
In total, we created seven 360º videos that we released one by one over the course of a week-long sampling and wellness program. We also distributed thousands of VR headsets across the globe to increase access to our content.
Role: Creative Director, Copywriter
Spotify had a bit of an identity problem. Most people saw them as a tech company, but they wanted to be known primarily as a music company. This led our team to a rather compelling discovery about Spotify's core DNA: the belief that music has the power to change the world.
To prove the power of music, I helped build "Make Music Change," an evergreen platform that allows Spotify and its community members to create change in various communities around the world, with music at the center of it all.
At launch, we partnered with Starkey Foundation to deliver cochlear implants for the hearing impaired of an underprivileged community in the Philippines. This journey was documented in full and helped us show the latent potential that music has to change our lives.
Role: Creative Strategist/Copywriter
#MakeBurgersGreatAgain is what happens when a single-minded, fourth generation burger company uses emotional advertising to talking about the only issue that's ever truly mattered to them: making burgers the very best they can be.
The result is a rather absurd parody that's earned over 500,000 views with zero media budget.
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 an unconventional digital experience on dogchow.com that introduced consumers to the workers who make the food and the dogs they feed it to.
Role: Copywriter, Creative Director
When men are interested in buying a product, they want to see proof that it works before they invest. We used that insight to communicate the effectiveness of Kiehl's Men's Grooming Solutions in a way that every guy would understand, as a test drive.
Role: Creative Director
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. One day, I'd love to turn it into a coffee table book.
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
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.