Working with Craig Robinson was a blast – the hardest part was not cracking up during his takes or blushing when he laughed at my lines. Craig’s singsongy, mock-serious tone served as the perfect vehicle to showcase Verizon Quantum TV’s somewhat excessive features. First we shot a bunch of preroll/rich media spots, then we cut a fake infomercial, which was named Adweek's Ad of the Day.
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 capture the fragmented attention of new moms? Acknowledge (and embrace) the rollercoaster ride that is their reality. That’s exactly what we did for tommee tippee – the internationally renowned baby products manufacturer.
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 papers around the world and driving a ton of Amazon sales, while operating with a limited budget.
Fightland, a joint venture between VICE and The UFC, reached out to me to help give their site some momentum. I was intrigued by their refined and nuanced documentation of a sport that is often represented via harsh imagery and sophomoric commentary. Over the course of six months I wrote articles, conducted interviews and provided content strategy.
People often tell me I look like J.J. Abrams – a “fun fact” I included in my Twitter bio. But since J.J. doesn’t have a Twitter account, people often Tweet at me, thinking I’m him. So I started responding and eventually created a tumblr blog to document all the fun.
To promote an Advertising Week panel on privacy, we paraded overexposed, creatively-tattooed models around the city, capturing reactions and interviews along the way. We ran a Twitter-based campaign in tandem, soliciting stories of oversharing online. This campaign was my first (but hopefully not last) foray into temporary tattoo copywriting.