PORTFOLIO


SCROLL DOWN

WEBSITES & APPS


WEBSITES & APPS


WEBSITES & APPS

brand: Justin Wine
product: e-commerce Website
agency: FSA
role: Creative Director
url: justinwine.com

For Justin Vineyards, we wanted to take an iconic California wine and introduce it to a global audience. Launched after a new identity system and bottle architecture, we wanted a product-forward tablet experiene that puts the wine directly into consumer's hands. This direction was called "sexy as f*ck" – I'm glad the client chose it. To experience our innovative wine tasting interface, click here.

brand: DKNY
agency: Translation
project: Interactive Story
role: Information Architect / Copywriter

In order to introduce their new fragrance, DKNY wanted to create a site experience that would capture the imagination of their target consumers. We created a multi-threaded interactive story, where fans could choose their own adventure as they uncovered the city and discovered the night. Click through the images above to get a taste for the story.

brand: Wonderful Pistachios
agency: FSA
project: Hunt for the Golden Pistachios
role: Creative Director / Copywriter
developer: Red Interactive

Rovio, the makers of Angry Birds, joined forces with our client Wonderful Pistachios in order to answer the age-old question: "How does an Angry Bird open a pistachio?" As part of the deal, we sprinted to create the first branded Angry Birds world where consumers could win instant cash prizes. In order to get more cracks at the nut (so to speak), consumers had to purchase special bags of Wonderful Pistachios in order to get the special crackin' code. Read the case study here.

brand: FIJI Water
agency: FSA
project: Fiji Water Website - Water Story
role: Creative Director / Copywriter
url: fijiwater.com

In order to better demonstrate its unique qualities that makes it Earth's Finest Water, we wanted to create a sensory experience where fans can take the thousand mile journey of FIJI water for themselves. Created by matte artists, sound designers, and composers, the experience has won countless awards and accolades. More importantly, it not only convinces potential customers that "yes, it really is from Fiji" -- but more importantly, why they should care. And to compliment the Water Story - and create a reason for new fans to experience the Water Story for themselves - we launched a digital magazine called EARTH'S FINEST - a curated guide to the most interesting cities across the globe. Read the case study here.

brand: Pom Wonderful
agency: FSA
project: Brand website
role: ACD / Copywriter
url: pomwonderful.com

Founded just ten years ago, POM Wonderful introduced the very idea of pomegranates to most consumers. Therefore the digital communication has to be very broad. Not only hard working product pages and e-commerce section, but also setting up the rich 8,000 year history of the pomegrante, the story of our orchards and our unique and gentle juicing process, the compelling science behind the antioxidant fighting power of the pomegranate, and sumptuous pictures of refined recipes and intoxicating cocktails. After a visit to the site, every customer will understand that Wonderful is not just a varietal of pomegranate, but a company-wide mission as well.

brand: Halos Mandarins
agency: Fire Station Agency
project: Halos brand website
role: Creative Director / Copywriter
url: halosfun.com

Halos Mandarins was founded just a year ago, and is already the leader in the one billion dollar US Mandarin category. More amazing, we went from a blank page (without even a name) to a fully realized brand in the marketplace in five months time - including this beautifully responsive website, game app (see below), social media channels, TV spots and online content. See the full case study here.

brand: Halos Mandarins
agency: Fire Station Agency
project: Halos Fun Game App
role: Creative Director / Copywriter
developer: PikPok
url: halosfun.com/free-halos-game

In order to reach our target customer of parents with young kids, we developed iPhone and Andriod based game called (what else) Halos Fun. With four worlds, over two hundred levels, and special powers that are unlocked by stickers on the Halos fruit themselves, the game has generated hours of kid-friendly engagment, five star ratings in the app store, and a super-hard level 37 that takes a Jedimaster level of concetration to master (or the concentration of a super-dedicated six year old on a long, boring road trip). See the full case study here.

brand: Roll Global
product: Corporate Website
agency: FSA
role: ACD / Copywriter
url: roll.com

Creating the digital front door for a growing company of highly successful products is an excercise in balance and unity. While the individual products are household names, the corporate entity Roll Global was virtually anonymous. We developed a mission statement with key stakeholders, and then deployed a product forward site that dramatically illustrates the point that with Roll Global the whole is truly larger than the parts.

brand: Pom Wonderful
agency: FSA
project: Tumblr Content Site
role: Creative Director
url: yumbunch.com

When Pom Wonderful introduced a new line of tropical juice blends, we thought how else to bring these fun-loving flavors to life than to have them star in their own stop-motion animation sitcom. The site we developed showcases our newfound stars in videos, animated gifs, and behind the scenes footage. Built on a tumblr platform to allow for easy sharing of content, the site is just like the juices themselves: fun, bold, and suprisingly tasty.

brand: Landmark Vineyards
agency: FSA
project: e-commerce site
role: Creative Director
url: landmarkwine.com

Since adopting the mantle of “California Chardonnay’s Négociant”, Landmark Winery has developed strong relationships with artisan vineyards from the Santa Maria Valley to the Sonoma Coast. Basically, that means they buy from multiple vineyards rather than cultivating their own grapes. Therefore we wanted to highlight the wine-making philosophy and process as well as feature the different vineyards across teh state of California that we procure grapes from. For the consumer, this means a clean, simple, elegant experience that allows for quick shopping with an option for a romantic tour of California's most majestic wine-growing regions.

brand: Wonderful Pistachios
agency: FSA
project: Engagement Site
role: Creative Director
url: getcrackin.com

By focusing on the funny, the Get Crackin' website allows fans to instantly engage with their favorite personalities, ads, and bonus content from the award-winning campaign. Designed with a bold-branded look and carefully detailed UI, the site is able to gracefully adapt to new campaigns and content over time.

 
brand: Cadillac
agency: Poppe-Tyson
project: Cadillac website
role: Copywriter / HTML programmer

Just for fun, here's the first Cadillac website ever made. The big advancement is that you could see your car in all six color ways! Yes, we made it way back in 1996 (yes, I've been doing this for a while).

 

TV COMMERCIALS


TV COMMERCIALS


TV COMMERCIALS

 

Terry Tate, Office Linebacker
Super Bowl 0:60

Exploding on the national scene at the Super Bowl, Terry Tate Office Linebacker has been awarded as one of the best Super Bowl commercials of all time. See the case study above.

brand: Reebok
agency: Arnell Group
role: creative director / producer

Terry Tate, Office Linebacker
Streaker 0:30

A week after Terry's Super Bowl debut, we wrote, shot, and edited this sequel which premiered on American Idol a day later. And I got to fly up my brother-in-law from Tennessee for the starring role, thus allowing him to live out his fantasy of being tackled while naked.

brand: Reebok
agency: Arnell Group
role: creative director / producer

"Hometown" 0:60 w/ Harry Connick Jr.

In 2007 as ACD/Senior Copywriter for Lincoln, I proposed that we help rebuild a faded American car brand by lending our support to rebuild another struggling American icon - the city of New Orleans, still recovering from Hurricane Katrina a year and a half earlier. The spot also inspired Ford to undertake a sustained effort to help revitalize New Orleans, raising almost $10mm in support and donations. Not bad for a 60 second spot.

brand: Lincoln Motor Cars
artist: Harry Connick Jr.
agency: Young & Rubicam / Team Detroit
role: ACD / Copywriter

"Runner" 0:60

The second spot in the series of the Lincoln DREAMS campaign, we chose to feature distance runner Sarah Reinertsen, who doesn't let anything hold her back.

brand: Lincoln Motor Cars
artist: Sarah Reinertsen
agency: Young & Rubicam / Team Detroit
role: ACD / Copywriter

NBA Industries starring Fred Willard – 0:30 Spots and Online content

When Reebok wanted a campaign to promote an exclusive appararel partnership with the NBA, we pitched the idea of a factory tour of a fictionalized NBA Industries. Populated by recent NBA veterans and hall-of-famers, the NBA Industries factory tour is a light-hearted self-parody. And who better to play the good-hearted but blustery CEO? My childhood comedy idol Fred Willard (I watched a lot of NBC's surreal "Real People" back in the day).

brand: NBA / Reebok
artist: Fred Willard, Clyde Drexler, Bill Walton, Dominique Wilkins
agency: Arnell Group
role: ACD / Copywriter

NFL: Welcome to the House - 4 x 0:30

In order to celebrate their ten-year merchandising deal with the NFL, Reebok wanted a fun campaign that showcased their products and NFL athletes in an unexpected way. So we proposed the NFL House - where ten NFL pros move into a suburban home for a season. The idea was such a hit that it's since been copied as the Nissan Heisman House (I guess I should take it as a compliment, Chiat Day?)

brand: NFL / Reebok
starring: Rich Eisen, Donovan McNabb, Chad Pennington, John Lynch, Jevon Kearse
agency: Arnell Group
role: ACD / Copywriter

ZABEEL: "Fortune" 0:60

Created for Zabeel Investments, a Dubai-based financial institution that wanted to introduce its brand to a global audience. We wanted to leverage the heritage of the region while pointing the way toward the spectacular vision that Dubai has for the future. Best of all, when I wrote “falcon” in the scene description, our dedicated prop master showed up with three falcons for me to select from. That’s pretty cool.

brand: Zabeel Bank
spot: "Fortune" (0:60)
agency: In-house
role: Creative Director / Copywriter

Def Jam Rapstar: The World Is Your Stage (For TV)

 

60 second TV spot shot for the Def Jam Rapstar video game, with a bespoke orchestral remix by Kanye West. We ended up casting everyone from Jersey Shore cast members to an excommunicated Jewish Hassid named Luzer. No, I’m not making this up.

brand: Def Jam
artist: Kanye West
agency: P2050
role: Creative Director / Copywriter
 

BRANDED CONTENT


BRANDED CONTENT


BRANDED CONTENT

Teleflora's Duck The Halls case study video

In December 2013, Teleflora worked with the cast of Duck Dynasty to do an integrated digital / social media campaign called "Bouquet Commander," where Willie, Jase, and Jep Robertson competed to make the best Teleflora bouquet. Can't take the suspense? All three brothers lose.

brand: Teleflora
artist: Duck Dynasty
project: Social video campaign
role: Creative Director

POM Yum Bunch: "Pilot"

Triplets separated at birth. Reunited by destiny. Discover the origins of Pom Wonderful's Yum Bunch in this high-octane intro to the show that redefines Yummy. As one of the voice artists, I like to think I demonstrate extreme range and depth of feeling in my portrayal of the character of known as "Mango." See the entire series at www.yumbunch.com.

brand: Pom Wonderful
style: Stop Motion Animation
project: Webisodes and social media campaign
role: Creative Director

Clip 1: "Stephen Colbert's Big Game Prediction"

We created a series of online videos with Stephen Colbert to support our Get Crackin' Super Bowl campaign. When you are lucky enough to get Colbert in the chair, you just keep rolling and get out of the way.

brand: Wonderful Pistachios
artist: Stephen Colbert
project: Super Bowl Digital Campaign
role: Creative Director

Last Week Tonight with John Oliver: Letter of the Week

In response to John Oliver's segment in their premiere on food labeling, we at POM Wonderful sent them a refrigerator full of juice and a thoughtfully worded letter implying what they could do with it.

brand: Pom Wonderful
artist: John Oliver
project: PR letter campaign
role: Response Team

SAMSUNG: "Baby Love" 0:60 commercial

Featuring Nicole Scherzinger of the Pussycat Dolls, this online spot integrates the music video for "Baby Love" into a product-benefit story. It was a win-win partnership: Nicole got a free music video and Samsung got a great piece of content.

brand: Samsung / Interscope
artist: Nicole Scherzinger
project: Online promo
role: Creative Director / Writer

"Office Court" Pilot episode - 02:31

"Office Court" was a branded entertainment series that delivered I.T. Justice in the form of a pop-up court room manned by Little People and a 75 year old Judge. Weird, but true.

brand: Siemens
agency: Arnell Group
project: Original Web Series
role: Writer / Director

CHEVROLET: Malibu "Driving Change"

A six minute short film that explores the needs and choices of today's car consumer, and how car companies can better meet them.

brand: Chevrolet
agency: Translation
project: Vision video
role: Writer / Director

Sony-Ericsson - Where will it take you?

A twelve episode inter-active series of video ads located on various content sites throughout the internet. The story could be joined at any point and users could follow the thread through the entire saga, where the fate of the world (or at least the fate of an evening out) hinged on the ability to contact the next friend in the cycle.

brand: Sony-Ericsson
agency: Organic
project: Web video ring
role: ACD / Copywriter

A10: Africa10 Teaser

The original teaser film created in 2007 to raise funds for the Africa10 documentary film. We ulitmately raised over $5mm and celebrity partners (see next video) based on the power of this short piece.

brand: Africa10
project: Teaser #1
results: Raised $5mm + for film
role: Writer / Director

A10: Project Introduction by will.i.am

In 2009, will.i.am introduces the A10 project, with elements spanning documentary film, online content, music, events, and apparel - recycled from used plastic water bottles.

brand: Africa10
artist: will.i.am
project: Teaser #2
role: Creative Director

Terry Tate, Office Linebacker: Senstivity Training (4:23)

For the second year, I wrote an directed the 5th short in the series as well as the spots. This time Terry meets his match when Felcher & Sons gets some Sensitivity Training. With over one hundred million views online, it is one of the most influential branded entertainment campaigns of all time. Read the Terry Tate case study here.

brand: Reebok
project: Terry Tate, Office Linebacker
agency: Arnell Group
role: Writer / Director

Reebok presents "Whodunit?"

The Above the Rim "Whodunit?" campaign was designed as a tongue-in-cheek riff on TV crime procedural shows (think Law & Order or CSI) that trades on authentic insight into the combative world of street basketball. By taking the crime-solving structure, the two TV spots, the one internet-only spot, and the interactive crime lab helped create "event-viewing" around the TV spots as well as drive traffic to the website where prospective audience members could uncover clues, register to vote, and learn more about the Above the Rim line of footwear and apparel.

brand: Reebok
project: WhoDunit
agency: Arnell Group
role: ACD Copywriter
 

PRINT & OOH


PRINT & OOH


PRINT & OOH

brand: Def Jam Records
product: Def Jam Rap Star
agency: P2050
role: creative Director / Copywriter

brand: Jeep
campaign: Global magazine campaign
agency: BBDO Detroit
role: ACD / Copywriter

client: The Franklin Project
project: Millennial survey infographic
agency: Fire Station Agency
role: Creative Director / Copywriter
client: Roll Giving
project: Annual giving infographic
agency: Fire Station Agency
role: Creative Director / Copywriter

The Franklin Project is an effort to improve citizenship by giving every young person in America the opportunity to do a service year. Presented at the National Service Summit by Chelsea Clinton, this infographic helps illustrate the dreams and concerns of 18 - 28 year olds in America.

Roll Giving is a one-of-a-kind program that donates company money to charities that are close to their employee's heart. The infographic visulizes how much the employees and the owners combine to give to thousands of different charitable organizations around the world.

 
 

SOCIAL MEDIA


SOCIAL MEDIA


SOCIAL & EMAIL

brand: Wonderful Pistachios
agency: Fire Station Agency
project: Psy Gangnam Style Contest
role: Creative Director
brand: Teleflora
agency: Fire Station Agency
project: Jingle Beards Contest with Duck Dynasty
role: Creative Director
 

FILM AND TELEVISION


FILM AND TELEVISION


FILM & TELEVISION

title: Mysteries of Pittsburgh
type: feature film
starring: Nick Nolte
Peter Saarsgard
Sienna Miller
Mena Suvari
awards: Sundance Film Festival Official Selection Dramatic Competition
role: producer
 
title: The Beautiful Game
type: feature documentary
starring: Didier Drogba
Archbishop Desmond Tutu
will.i.am
Michael Essien
Kofi Annan
awards: Smithsonian Institute Official Selection
role: producer
photographer