For three years I oversaw all digital copy for Verizon FiOS. Much of that time was spent managing a team of writers and shepherding a high-volume, fast-timeline workflow. But occasionally I’d get to do something cool like writing scripts for Craig Robinson, who was incredible to work with. First we shot a bunch of preroll/rich media spots for Quantum TV, then we cut a fake infomercial, which was named Adweek's Ad of the Day.
Steph IQ was one of the most ambitious and rewarding projects I’ve ever worked on. We somehow convinced Under Armour to let us make an HQ-inspired live trivia game that launched every time Steph Curry hit a 3 in the playoffs. The game was a huge success, the host (Bdot) was incredible to work with, and I actually used the Pythagorean theorem to calculate the diagonal length of a basketball court (we got a little desperate for trivia questions by the end).
Press:
As the father of a devout LEGO girl, working on this project was a labor of love. We were tasked with raising awareness around the need for young girls to develop grit and perseverance, and showing how LEGO can help encourage discovery and creativity. Our TV spot drove to a Pinterest page with informative content targeted toward millennial moms.
To celebrate the launch of OVERKILL’s The Walking Dead game, we took over Twitch with an epic, four-hour live variety show with celebrity guests, giveaways, gameplay and stunts. We even built a post-apocalyptic bunker to stage all the madness. STREAMING DEAD LIVE outperformed every other concurrent stream, received 1.73 million unique views and our audience consumed a total of 124,336 hours of our content.
I worked with Feelmore Labs, a biotech startup, to launch their first product: Cove, a stress-canceling wearable device. Throughout the engagement I oversaw all aspects of copy, which included establishing tone and voice, developing content strategy, scripting video content, and writing all site/social/marketing/app copy. I had to learn a lot about science and the brain, then translate all that complex, technical information into consumer-friendly language that distinguished the device from other wearables. Cove is now receiving rave reviews from the press, and I have officially atoned for being a mediocre high school science student.
This was a fun spot we made to promote Nickelodeon’s line of new Teenage Mutant Ninja Turtles toys in tandem with the launch of the revamped show. I worked closely with Shadow Machine, a great stop-motion production company, to create the video. It was a welcome challenge, writing and bringing to life a script without dialogue (or real people). and creating a compelling narrative that was true to the characters.
Under Armour tasked us with creating a mobile game to support their Cam Newton campaign. We created an addictive, endless experience, where users dodged obstacles and felt the power of Cam's footwork. The game was the second ever on Snapchat, received some great press and generated impressive metrics.
To promote the second season of AMC’s (awesome) Better Call Saul, we built a mobile game centered around Slippin’ Jimmy, Saul’s con artist alter-ego. As a fan of the show, it was a lot of fun to write in his colorful voice. The goal of the game was to get hit by cars and collect fraud money – basically anti-Frogger. Check it out.
I’ve always felt that eBay could do more to distinguish themselves from Amazon and other online marketplaces, and that the transcendence of auction- winning moments would make for compelling advertising. So I wrote, directed and produced this spot, which was featured in AgencySpy.
This campaign was inspired by classic NFL films footage, with over-the-top VO, a cinematic score and dramatic slow motion sequences. We portrayed passionate football fans as they see themselves on game day, positioning Verizon FiOS as essential to that experience. The spots, which I wrote and creative directed, ran on NFL.com throughout the countdown to Superbowl XLIX.
How do you tell a story in six seconds? This was the challenge we faced when Michelob ULTRA asked us to create 13 videos to run as mid-roll content for Twitter’s PGA initiative. We leveraged a lot of match cuts, quick transitions and effects, while still presenting narratives that read easily.
Here's a spec spot I wrote/co-directed/produced for Choice Hotels. I called in a million favors form some very talented people to pull this off (helps when your sister is a successful stand up comedian/actress).
To help promote Julia Fierro’s Cutting Teeth (a novel about the pitfalls of contemporary parenthood) for St. Martin’s Press, I devised a parenting confessional Tumblr blog, through which moms and dads could anonymously share their secrets and sins. The site quickly went viral, gaining over 20k followers, garnering write-ups in media outlets around the world and driving a ton of Amazon sales, while operating with a limited budget.
