One of my favorite things I’ve ever worked on, this project for Squirt Soda was incredibly fun to bring to life. We partnered with genius and madman, Director Julian Petschek, to create a social-centric music video that would appeal to bicultural, hispanic millennials—while reminding them that Squirt is the OG mixer. From writing (and singing) rap lyrics, to character design, we had a blast making this piece—and I think you’ll agree, it shows.
BTS is the biggest K-pop band in the world. Their fanbase (otherwise known as ARMY) stands 150 million strong. Our client Mattel wanted to engage them for the launch of the new BTS dolls—but with millions of fans around the world in different countries, we had to speak their common language: the language of the internet.
So we recreated the fandom’s most popular memes using our own dolls, and seeded them online to coincide with the launch of the dolls.
The fans lost it. 48 hours after launch, the dolls sold out. And we were commanding 3% of the global BTS conversation, earning 170% more engagement than @Mattel’s average post. All, with no paid media.
Easter is the most nonsensical holiday of all: a time to return to innocence and wonder. So on “Easter Fool’s Day,” we invited Target guests to trust their non-sense and throw out common sense. This fun campaign flooded the feeds and the airwaves with sugary content that celebrated weird.
The #MeToo hashtag went viral in 2017 but the movement’s broader mission—especially the needs of survivors—had been misrepresented.
We partnered with Tarana Burke to create this series of animated films, illustrating the path from pain to purpose and helping survivors reclaim their voices.
Based on interviews with survivors, each film opened with a soundwave that represented their voices, and then transformed into narrative elements. But most crucial to these films is their intersectionality. Each person highlighted in the series was chosen to deepen nuance in the discussion of sexual violence.
The films opened at Sundance and have gained a total of 389,220,433 impressions and over $2.9M in earned media.
Gold ANDY Award (2019)
AICP Craft Award (2019)
Bronze OneShow Pencil (2019)
Cannes Lions shortlist (2019)
D&AD Awards shortlist (2019)
Kendrick Lamar was nominated to a record-breaking 11 Grammy Awards and his song Alright had become a de facto anthem for the #BlackLivesMatter movement.
We went back to Compton, where it all began, and put Kendrick's lyrics in the voices of the community that inspired him, casting people Kendrick grew up with and even some locals off the street.
With zero paid media, the film earned 197 million impressions, and even a nod from DeRay McKesson, one of the founders of the #BlackLivesMatter movement.
Director: Matt Baron
Grand Clio 2016
Gold Clio 2016
Bronze Clio 2016
D&AD Yellow Pencil 2016
Cannes Lion Bronze 2016
One Show Merit 2016
Shortlist Cannes 2016 (6 categories)
For the launch of Q60, we wanted to tell the story of a car that is measured in emotion, rather than sheet metal and product features. So we enlisted Young Guru, the most celebrated engineer and producer of our time (Jay-Z, Kanye West), to create a new kind of track. Using Q60’s onboard diagnostics computer, we recorded Guru's driving data as he flogged the car around a racetrack at Willow Springs—and then created a music track based on this information.
The track was available for fans to download and remix, virtually collaborating with the artist.
Director: Jacob Rosenberg
For the launch of Gatorade's first Global Football platform, we concepted this socially-driven campaign featuring all-star teams (and their fuel of choice) and pitched it to US and Latin American clients out of the L.A. office. It was a GOOOOOOOOOL!
We teamed up with Nissan and The Voice to challenge Adam Levine: could he sing his latest single Sugar while being whipped around in a GT-R by professional driver Rich Rutherford?
This piece was Nissan's most successful social video in the history of the brand, with over 12M+ views.
The rest of the season didn't do too badly, either. See The Voice highlight reel below.
This project took an Olympic village to make. A collaboration between TBWA CHIAT LA and NY, the campaign reimagined athletes' weaknesses as their strengths and portrayed their perseverance in short films that would roll out in real time, responding to the athletic highlights of the day.
We teamed up with Canadian spoken-word poet Shane Koyczan to develop these anthemic spots at the speed of athletic achievement. Social videos dove deeper into individual training stories.
Our heroic NY team, led by Serge Flores, further elevated the concept and brought it to fruition.
As part of my work for Gatorade Global, I created the Spanish version of this US spot, for the Latin American market. Messi earnestly urges the viewer: "Don't go down. Life will reward you if you just stay up."
This 360º campaign ushered in Gatorade's global repositioning with G Series. It launched ahead of the Panamerican Games in Mexico, featuring professional athletes of different disciplines.
In the 18 days leading up to the World Cup, adidas wanted to inspire fútbol teams battling for glory. This is the story of the long-suffering Mexican team, told as a corrido, a traditional Mexican narrative ballad, to rally the support of the fans and wish the team luck.
Chivas is the most iconic soccer team in Mexico but they were having a rough year. We were charged with launching a new gala jersey to disgruntled fans. So we decided to "leak" the jersey online, creating the first digital jersey launch ever.
We created 11 teaser videos, one for each championship title, using actual cheers recorded at Chivas Stadium. On launch day, we leaked one video every hour. Soon, sports blogs were reposting them everywhere, building expectation for the big reveal.
The Chivas gala jersey set a new record as the top-selling jersey in adidas stores. The videos received 1.5 million hits in two days.
adidas' boost running technology provides runners with endless energy. Using projection-mapping, these athletes made of light sprinted tirelessly through the streets of Mexico City, 24 hours a day, leading up to the main launch event in stores.
YouTube Creator and influencer TJ Smith takes the Nissan Sentra for a drive, doing what he does best in real life: sharing his favorite music and uplifting the people of L.A. with a highway sing-along.
This TV spot set a new benchmark for the brand's overall positive perception, according to ACE Metrix testing (2014).
Director: Michael Gracey
We did "Carpool Karaoke” way before it was cool! The star of our TV spot, YouTube Creator TJ Smith, posed as a Lyft driver and picked up unsuspecting passengers, who suddenly found themselves in the middle of a highway sing-along. Hilarity ensued.
#REDTHUMB is Nissan's first-ever safety initiative and a simple solution to distracted driving. We asked drivers to make their texting thumbs red, as a reminder to put their phones down while behind the wheel.
Proactively suggested to Nissan as a partnership with founder Steve Babcock, the program launched with a PSA on the finale of The Voice, followed by a website, TV commercial, spots on The Today Show, actions with dealerships, influencers and social media.
The campaign earned 11.1M impressions on social media. The PSA video alone has over 9M views.
* The Today Show's Al Roker interviews Steve Babcock, Nissan partner and founder of #REDTHUMB.
In this partnership between Nissan and Amazon, a familiar locker becomes larger than life—and is now powered by social media. People interacting with it on the ground in San Francisco got the chance to win prizes, including one brand-new Nissan Rogue.
The piece earned local, live and international press coverage in 16 countries, as well as over 2M impressions on social media, becoming the #2 trending topic on Twitter in the US.