With the first campaign from Google Chrome in eight years, we launched Don’t Be a Browser. A giant call to action for the web to stop scrolling, watching and mindlessly browsing — and instead to harness the power of Chrome and start doing something.
Park MGM asked us to launch their new hotel. They wanted to stand for a different kind of Las Vegas, free from the debauchery, and nightclubs and instead focus on fate, destiny and even romance. Our answer was If It’s Meant To Be, a campaign around missed connections and chance encounters.
To extend the If It’s Meant To Be campaign we tested love at first site ourselves, taking to New York Craigslist Missed Connections in an attempt to help one girl find “The Guy In the Yellow Shoes on the G train.
With our help, soon her Craigslist hail mary was painted on a 20-foot mural in Williamsburg, Brooklyn.
The story was picked up across news outlets nationally including Good Morning America, who even brought Devin on the show.
It all culminated on Valentine's day, where we held a Facebook livestream to see if the guy would show.
For Lululemon’s first global campaign, we took Yoga off the proverbial mat, showing that Yoga is much more than suburban mom’s stretching, but instead a global phenomena of distinct practices.
This Is Yoga was a global campaign that ran through the line from TV to in-store to product packaging.
Lululemon 'This Is Yoga'
NIKE NY vs NY
Every summer Nike brings out the best of the best in New York to compete for their borough. It’s not the bright lights of Madison Square Garden, but those who have built their own legend on the playground, where heroes are made and stars are often born.
This year, for Nike’s Sport Changes Everything campaign, we took to the famous streetball playgrounds across the five boroughs to meet the people you don’t hear about on ESPN, but shape the culture in outsized ways.
Nike | Sport Changes Everything: Dyckman
Nike | Sport Changes Everything: Watson
Nike | Sport Changes Everything: Lincoln Park
Role: Creative Director/Copywriter
Smartly is Target’s new brand of affordably priced home goods. To introduce Smartly we created a world of adverbs. Our makeup wipes remove completely. Our plastic baggies secure tightly. Our hand soaps smell flowerly. And of course, everything is priced affordably.
Target Smartly: Party Spontaneously
Smartly Liquid Dish Soap
Smartly Bath Tissue
Smartly Fresh Scent Laundry Detergent
NEW YORK YANKEES
Role: Creative Director/Copywriter
Commercials for the New York Yankees single game tickets, which aired during games, in taxis and in stadium.
Made By You
Be Here For It
NEW YORK LOTTERY WHEEL OF FORTUNE
TV and out of home campaign for a new scratch off game from the New York Lottery.
New York Lottery Wheel of Fortune Scratch-Off
Tequila Cazadores is a 100% agave tequila created in the highlands of Jalisco, Mexico with a long history of quality and authenticity. With tequila on the rise nationally, Cazadores sought to re-establish the brand on both on both sides of the border.
Our answer was Born in Los Altos de Jalisco, an entire campaign platform centered on the tiny town of Arandas, Jalisco where Tequila Cazadores is made. The campaign centers on the real people of Arandas who told the stories of Mexico, the mythology, and of course, Tequila. This included everyone from Pelayo, who runs the best taco stand in Arandas, to Pancho, who owns and operates a museum native artifacts out near the edge of town.
Along with over 40 video assets, we also worked with the godfather of Mexican street photography, Mark Alor Powell for out of home photos capturing the essence of Arandas.
How To Make a Pajarete
How To Cheers Tequila
A Day In The Life Of A Jimador
Introducing Mexican Chardonnay
A Day In The Life Of Pelayo
NEW YORK LOTTERY GOLDEN TICKET
TV and print campaign for a new scratch off game from the New York Lottery.
New York Lottery 7MM Golden Ticket
OLD BLUE LAST
Some beer is for looking cool. Some beer is for the beach. Some beer is for the England. Some America Some beer stands for a mountain range. Others for music, bros, the sports or social justice.
Old Blue Last is Beer For Drinking.
To make this stupidly simple point, we created setups that prompted participants to use an object that's as straight forward and to the point as drinking our beer.