Disconnect to reconnect. Dixie wants to help champion quality family time around the dinner table. But we are all guilty of being on our phones during meals. So we built pop-up diners in places with no cell signal: dead zones. And we had Carla Hall create a special menu.
The campaign received over 23 million online views, which is a bit ironic.
No matter the space, IKEA has a solution. As urbanization increases, living spaces are only getting smaller and smaller. To show that IKEA has solutions for any space, no matter how small, we custom built miniature apartments and installed them in tiny places on the streets of New York City. Each one featured a different living situation, complete with smells and sounds.
Why do we get dressed? For their first-ever global ad campaign, we harnessed UNIQLO's curiosity to explore the meaning of clothing by digging deep into the mindset of people when they get dressed and what factors determine their choices.
The first two device Instagram story. The 2016 all-new smart fortwo recently launched in the United States. A car built perfectly for two people to enjoy.
In the spirit of the car, we invited Instagram users to team up and follow along on a story for two – to enjoy it together. Two separate Instagram accounts each told only half the story. However, when two phones were placed side-by-side, the story came together.
A completely new way of storytelling made entirely out of existing assets.
What would you do with 11 extra minutes? A study found that every cigarette you smoke takes 11 minutes off your life. Based on that study, we created a campaign for Aetna that aimed to change the way people think and talk about quitting smoking by focusing on all the great things you could do in life with 11 minutes. We started by building a machine that gave you a memorable 11-minute experience for the price of just one cigarette.
The campaign received over 7 million online views and made it onto national television.
Roles: Concept Creative Direction Writing Machine Design
Machine 11 NYC
Machine 11 Jimmy Kimmel Live
Machine Design Mood Board
Let someone speak through you. Censorship continues to violate our human right to free speech. We partnered with Amnesty International and launched Freedom Voices, a new way to spread the words of those who have been censored. The idea enables Dubsmash users to lip-sync messages from people like members of Pussy Riot, Edward Snowden, and Malala Yousafzai — people who have suffered firsthand from the stifling effects of censorship.
Selected Press: Campaign, Adweek, euronews, Adforum, Campaign US
Roles: Creative Direction
Yeah, that kind of rich. When New York Lottery's Powerball doubled its starting jackpots from $20 million to $40 million, winners would be the kind of rich where money was no object. To let everyone know about the increased riches we created a typeface out of stacks of real $100 bills.
Part 1 Grand Success: You were served up one of many custom success stories.
A few of the possible inventions that could of made you successful.
Part 2 True Love: Featured a custom love song with the names of you and your lover. We had thousands of names sung in two exhausting recording sessions.
Part 3 Presidential Run: Changed based on your political allegiance.
Part 4 Legendary Status: Your birthday was turned into a national holiday.
Part 5 Hometown Purchase: Real-time Bing technology showed how you purchased your hometown and moved it to the Caribbean.
Alfonso's Friendship: At the end, you could become real Facebook friends with your narrator, Alfonso Ribeiro from the future.
And by real, I mean me who was posting on his behalf.
Ovechkin faces off against people on the street NHL GameCenter allows you to watch hockey from anywhere. So we partnered with the Washington Capitals' in-house production team and created an impromptu game of street hockey in downtown D.C.