CALVIN KLEIN

CHANNELS: PRINT, OOH, DIGITAL CONTENT, SOCIAL

AGENCY: WEDNESDAY

ROLE: PRESIDENT, WEDNESDAY NY

CAMPAIGNS: JUSTIN BEIBER FOR CALVIN KLEIN JEANS, #MYCALVINS

This campaign received the ultimate accolade in my mind when it was parodied on Saturday Night Live. Photographed by Mert and Marcus, directed by Johan Renck and creative directed by Erik Torstensson the challenge provided to us by CK was to return them to the pinnacle of denim companies globally. A position they had held throughout the 80's and 90's but that had been lost to smaller up and coming brands. Inspired by the Marky Mark campaigns of the 90's, Wednesday turned to Beiber who up until that point was still seen as a performer for the tween market. This campaign not only created incredible press, internet arguments over retouching abs, and boosted sales beyond expectation, but was also the catalyst for Beiber's perceived evolution into an adult artist. 

ESTEE LAUDER

CHANNELS: E-COMMERCE, DIGITAL, EDITORIAL CONTENT

AGENCY: WEDNESDAY

ROLE: PRESIDENT, WEDNESDAY NY

CAMPAIGNS: ESTEELAUDER.COM, ESTEE EDIT

At Wednesday NY we designed the current iteration of Esteelauder.com. An award winning e-commerce site, Wednesday designers Cherlyn Russo and Jorge Balarezo included social / influencer content integration, live customer service, how-to's, and reviews. the site was also fully responsive. 

Part of the creation of esteelauder.com was the Estee Edit, an editorial section dedicated to Estee beauty and the brand pillars. The Edit was so successful that Estee Lauder has since turned it into a product line. 

NIKE

CHANNELS: STRATEGY, DIGITAL CONTENT, INFLUENCER MARKETING, E-COMMERCE

AGENCIES: WEDNESDAY, ALLDAYEVERYDAY, TECHNOLOGY, HUMANS AND TASTE

ROLE: CLIENT LEAD, STRATEGIST, AGENCY LEAD

CAMPAIGNS/WORK: MULTIPLE BRAND STRATEGIES, NIKE WOMEN'S, NIKE PRO BRA, 

I have the great pleasure of working with Nike for over 8 years and with three agencies. As anyone involved in advertising will tell you having a client follow you from agency to agency is a testament to the effort we put in and an honour. 

I have worked with Nike in a number of capacities, as a strategist working on overarching brand strategies, as their client lead and from a new business standpoint. 

While most work is under NDA, the Nike Pro Bra campaign we worked on at Wednesday seen below was hugely successful and was the catalyst for Nike's influencer and membership programs.

DVF

CHANNELS: PRINT, OOH, DIGITAL VIDEO, SOCIAL

AGENCY: ALLDAYEVERYDAY

ROLE: MANAGING DIRECTOR, CLIENT LEAD

CAMPAIGN: SS/16 WITH KARLI KLOSS, SS/16 LOOKBOOK

Working with Diane von Furstenberg was a highlight in my career and a hell of a lot of fun. Photographed by Angelo Pannetta and Creative Directed by Cherlyn Russo, the campaign centered on the insight that today's modern women don't define themselves by one role and see their multifaceted selves equally. This was highlighted by the campaign rallying cry, "You Be You".  

You can read more about the campaign HERE

AIRBNB

CHANNELS: DIGITAL CONTENT, SOCIAL

AGENCY: ALLDAYEVERYDAY

ROLE: MANAGING DIRECTOR, CLIENT LEAD

CAMPAIGNS: GLOBAL EDITORIAL CONTENT AOR, NOT YET TRENDING

Alldayeveryday pitched and won the opportunity to be Airbnb's first content AOR. We used the insight that Airbnb are able to establish a footprint in new and trending travel destinations at least two years before hotel chains could do the same due to the nature of their business. It felt only right that Airbnb be the authority on where to travel for a young millennial customer base who covet experiences and untarnished destinations. 

The result was #notyettrending, monthly content (written, image and video distributed on digital and social platforms) that brought to life global destinations data indicated were going to be popular soon but that had not yet become saturated within the travel media. 

Behind the scenes we established a unique process which allowed us to be data and insight driven, work directly with the NA, LATAM, EMEA and APAC teams to both tailor content for their audiences and also highlight up and coming photographers and creatives, plus we worked within a small monthly production budget. 

The results were superb and won Airbnb their first awards for content marketing including a Shorty award and a Webby. 

APPLE MUSIC

CHANNEL: STRATEGY

AGENCY: ALLDEVERYDAY

ROLE: MANAGING DIRECTOR, CLIENT LEAD

Apple is watching and if I tell you I'd have to kill you. Needless to say I have undertaken a massive brand strategy project with Apple Music. NDA's and the fact they'll take my firstborn means you just have to trust me it was good!

KRAKEN RUM

CHANNELS: TV, PRINT, DIGITAL CONTENT

AGENCY: TECHNOLOGY, HUMANS AND TASTE

ROLE: CO-FOUNDER, MANAGING PARTNER

CAMPAIGNS: LEAD CREATIVE AGENCY

In 2017 THAT won the pitch to create Kraken Rum’s new global television and print campaign. Utilizing the insight that the Kraken legend is a tale told down through the ages and that we all have “tales to tell” the A TALE WELL TOLD campaign brought the Kraken out of the stuff of legend and into the real world. The campaign went live in September of 2018 across numerous US and global networks.

TACORI

CHANNELS: PRINT, OOH, E-COMMERCE DESIGN, EXPERIENTIAL, DIGITAL CONTENT, SOCIAL, STRATEGY

AGENCY: WEDNESDAY

ROLE: PRESIDENT, CLIENT LEAD

CAMPAIGNS: LEAD AGENCY OF RECORD, HANDCRAFTED IN CALIFORNIA CAMPAIGN

“Originally asked to pitch the redesign for Tacori’s e-commerce platform, Wednesday was invited to pitch for the full AOR account after we impressed Tacori with a solid 360 strategy and a new positioning statement - "Handcrafted in California". Needless to say we won.

The new positioning gave Tacori a whitespace to work within unmuddied by the usual location based campaigns of their competitors (New York - Tiffany, Harry Winston ; Paris - Cartier and Rome - Bulgari).  California not only was a new location for an artisan jewelry company but also provided an immediate feeling of sun, laid back lifestyle and relaxation that many women gravitated to. Tacori have never looked back.      

COLE HAAN

CHANNELS: PRINT, OOH, E-COMMERCE DESIGN, DIGITAL CONTENT, SOCIAL, STRATEGY

AGENCY: WEDNESDAY

ROLE: PRESIDENT, CLIENT LEAD

CAMPAIGNS: LEAD AGENCY OF RECORD, HISTORY BEGINS HERE CAMPAIGN

Wednesday New York was Cole Haan's creative agency of record during my time there. We pitched and won the business with our overarching campaign platform "History Begins Here". This tagline was driven by the insight that Cole Haan wanted to be the go to brand for their target market - young entrepreneurial millennials. 

We completely redesigned Cole Haan's flagship e-commerce platform to include editorial content as well and brought in Glen Lutchford to shoot a new campaign with Dree Hemingway.

Other campaigns included the launch of Cole Haan's Zero Grand shoe and their exclusive relationship with the New York City Ballet. 

AMERICAN EXPRESS

CHANNELS: TV, BRANDING, STRATEGY, DIGITAL CONTENT, SOCIAL, EXPERIENTIAL, DIRECT MARKETING

AGENCY: DIGITAS, ALLDAYEVERYDAY

ROLE: CLIENT LEAD, MANAGING DIRECTOR

CAMPAIGNS: GLOBAL DIGITAL AOR (Digitas) - MEMBERSHIP REWARDS, SOCIAL AOR (Alldayeveryday)

I have known Amex as a client for many years. I worked with them while at Digitas where I helped run Membership Rewards and then again at Alldayeveryday where we were retained by the Amex social team. 

I have worked on many many parts of the Amex business and we have created fantastic work including a six week photo library shoot for Membership Rewards that made it into Lurzer's Archive, working with up and coming artists reinterpreting the classic cards  through to creating animated visuals to bring interviews with celebrities to life. That is just a small taste but there is so much more and I'd prefer to just tell you (sooo much copy otherwise). 

The work over the years has won numerous awards which I'm naturally very proud of but it's the fact that I can call my old Amex clients as friends to this day that I am most proud of. 

LG

CHANNELS: DIGITAL, SOCIAL, CONTENT, EXPERIENTIAL

AGENCY: PUBLICIS

ROLE: VP ASSOCIATE DIRECTOR

CAMPAIGNS: GLOBAL AOR, LG ELECTRONICS, LG HOME - ULTIMATE JELLYBEAN COUNT

LG was my primary client at Publicis. We were LG's global AOR and we managed all aspects of their business including TV, Digital and Media. I worked across the board on the account but my two proudest moments was creating the very first LG Facebook page and their first piece of social content through our campaign The LG Ultimate Jellybean count. A socially led competition to see how many jellybeans fit into a LG four-door refrigerator.

The LG team led the way when it came to social at Publicis. I was the first person to hire a community manager / social strategist and we were the first team to execute a purely social campaign within the agency. 

On top of the above we also redesigned the website a number of times and managed third party relationships, like NCAA or the Tribeca Film Festival. 

PERNOD RICARD

CHANNELS: SOCIAL CONTENT, COMMUNITY MANAGEMENT, EDITORIAL CONTENT, EXPERIENTIAL, DIGITAL CAMPAIGNS

AGENCY: DEEP FOCUS

ROLE: GROUP BUSINESS DIRECTOR, STRATEGIST

CAMPAIGNS: SOCIAL AOR

Deep Focus pitched and won the social agency of record account for Pernod Ricard during my time there. Pernod Ricard was one of the three key pilot accounts for the Moment Studio (along with Purina and Pepsi) that would go on to be it's own separate agency under the Engine umbrella one day. 

I was the client lead on the account underwhich was a team that managed all social for Absolut, Malibu, Jamesons, The Glenlivet, Kahlua and Chivas Regal. And yes I know my DISCUS very well.

NESTLE PURINA

CHANNELS: SOCIAL CONTENT, STRATEGY, COMMUNITY MANAGEMENT, EDITORIAL CONTENT

AGENCY: DEEP FOCUS

ROLE: GROUP BUSINESS DIRECTOR, STRATEGIST

CAMPAIGNS: LEAD SOCIAL AGENCY

When you're working with puppies and kittens on the internet it's hard not to have fun.

I worked across a number of Nestle Purina brands during my time with Deep Focus including pitching and winning the Purina brand itself. Our largest project was the creation of Petcentric, a large scale editorial destination for pet lovers and pet content (video and editorial copy). We built the website, as well as managed a large scale social content strategy. Purina was one of the pilot brands for The Moment Studio (along with Pernod Ricard and Pepsi). 

SAMSUNG

CHANNELS: SOCIAL CONTENT, STRATEGY, COMMUNITY MANAGEMENT, EDITORIAL CONTENT, INFLUENCER MARKETING

AGENCY: DEEP FOCUS

ROLE: GROUP BUSINESS DIRECTOR, STRATEGIST

CAMPAIGNS: LEAD SOCIAL AGENCY

Deep Focus were already Samsung's social AOR when I joined them. We partnered with 72 & Sunny, Digitas and Level as part of the brand's key agencies, working on the launches of the Samsung Galaxy phones and the new at the time Galaxy Note. I distinctly remember sitting in a meeting where we coined the term "Phablet".