In hopes of proving that the résumé works, I submitted two different applications for ten different job openings — one using my regular résumé and one using my relevant résumé.
Featured on The Today Show
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.
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 Capsule Design
Machine 11 NYC
Machine 11 Jimmy Kimmel Live
Making of Machine 11
Machine Design Mood Board
Magic Extended Content
Improv Extended Content
Rapping Extended Content
a journey fortwo
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.
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.
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
The good part of mornings Commuting to work is horrible. So we took to six different cities to let people know that Tropicana can brighten their morning.
Philadelphia 30th Street and Suburban Station Takeovers
Atlanta Five Points Takeover
Boston North and South Station Takeovers
Chicago Clark & Lake El Train and Union Station Takeovers
Washington D.C Union Station, Gallery Place, and Farragut North Takeovers
the first-ever tinder hack The ASH organization was faced with the recent increase of 20-something smokers. It’s a group that doesn’t believe smoking will kill them. When asked, almost all of them will tell you that they plan on quitting in the future. So death threats do not work. A different approach needed to be taken to hit home and make quitting relevant to their current lives. So we conducted a social experiment on the dating app Tinder that proves smoking is found unattractive in the dating world.
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.
5 Days of Equality
All love should be celebrated. December 7th, 2013 was the first day in history that same-sex couples could marry in Australia. But only 5 days later, their government overturned the ruling, and 31 marriages were made invalid.
One year later, we partnered with GLAAD to launch 5 Days of Equality, a global social initiative to show these 31 couples that the world validates their marriages. The world responded with thousands of anniversary wishes. Each message was handwritten into custom, letterpress-printed cards and brought to a surprise event for the couples.
The project generated thousands of anniversary wishes from over 50 different countries and worldwide press resulting in over 35 million impressions — with no paid support whatsoever. The cards are now a permanent collection with a portion of proceeds going to marriage equality efforts.
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.
To dispel the myth that IndyCar drivers aren't real athletes, we partnered with ESPN and created two Sports Science segments that focus on reaction times.
Sports Science Will Power
Sports Science Pit Crew
Team Performance Index
Build a better bracket using logistics. Millions of brackets are filled out for March Madness. To show all these tournament goers how UPS uses analytics to be more efficient, we partnered with STATS and created the Team Performance Index; a one-of-kind tool that uses a unique algorithm to better rate teams based on teamwork and efficiency.
People were able to earn their Doctorate in Bracketology by using the TPI to compare matchups and fill out a winning bracket.
Selected Press: CBS Sports, Sports Illustrated, ESPN, Fox Sports, Sporting News, Bleacher Report, NBC Sports, Washington Post, NCAA