Cetaphil Women, Baby and Men

The word “own-able” gets thrown around a lot these days but this pitch-winning idea really nails it. From hashtags, to national TV, this concept was big enough to fuel double-digit sales growth, launch the new men’s line and add some much needed emotion to a very dermatological brand.

The world of insurance marketing is nothing if not diverse. One day informing millennials about renters insurance, the next promoting one of the PGA Tour’s premiere events. From telling agents about product innovations to celebrating diversity to boosting distracted driving awareness. Not to mention meeting client needs across a wide variety of industries: from construction and agriculture to trucking and museums. The challenge is real…and rewarding.

Can building products be sexy and smart? These pitch-winning ideas showed female consumers that they could make the exterior of their home stylish and fashionable. While the trade campaign used the brand logo to prove that AZEK was greater than the elements.

The AZEK "Best Dressed" video received over 4M views in 4 months.

The Toy Box Sessions is an integrated, digital pilot program we created to help modernize this classic brand. Each video session features an up-and-coming band using only Fisher-Price toys to recreate one of their songs.

More digital tactics:

– Shoppable YouTube music videos with hot-linked rollovers

– Pinterest page with band news and shopping links to featured toys 

– Behind-the-scenes Instagram feed from the recording studio

The World’s Fastest Nudist was a fictional Web personality created to build buzz around Zappos speedy delivery of clothing. Just when the world (including CNN and the Village Voice) believed he was real, Zappos swooped in and clothed him, ruining his exploits. This somewhat controversial viral campaign was covered by Ad Age, Creativity, The NY Post, Huffington Post and media outlets as far away as Japan.

The “See Something, Say Something” campaign had run its course and NY needed something a little more noticeable, a little more now. This campaign included a Snapchat Lens, so you could add odd eyeballs to your Snaps and remind your friends to look around and keep NY safe.  

This 360º campaign used Sopranos tough guy Michael Imperioli to insult, interrogate and savagely de-position Patron in various ways and mediums. Sales of 1800 Silver increased by 41.6% after this launch and the spots were even spoofed by Funny or Die.

I’ve worked with almost every major company and in categories like diabetes, oncology, vaccinations, arthritis, Crohn’s and colitis, hepatitis C, problem skin and insomnia. Don’t believe that pharma has to be flat or expected, I don’t.

This high-end print, banner and DM campaign highlighted how every detail of Lufthansa First Class has been engineered to keep passengers refreshed, relaxed and focused. In a category where everybody was bragging about over-the-top amenities, this effort showed how a strong consumer-focus could win.

This fully integrated recruitment campaign featured real students and teachers from NYC public schools. It was shot by famed director Joel Schumacher and introduced to the public by Mayor Bloomberg. This effort was highly successful and the DOE’s recruitment numbers went through the roof.

This 360º effort borrowed the “O-Face” from Office Space to show that flavored vodka could be fun and quirky instead of stuffy. With TV, print, digital, events, OOH and contests, soon everyone from Kim Kardashian to Lil’ Kim were showing their love for 3-O. Bottles were flying off the shelves so fast that the manufacturer literally ran out of Bubble product.

Most people who have rosacea don’t know they have it. We launched this breakthrough Rx gel with an unbranded campaign centered around facial redness. Then, with the branded effort, we personified red as an annoying stalker who shows up at the worst times.

Traffic to rediswrong.com jumped by 95% after the spots ran.

The General Cigar portfolio of brands was a big win for Chris and Dave. The Macanudo, Punch, La Gloria Cubana and Partagas brands were all elevated and evolved based on their own unique heritage and personality.

Over the years, I have cultivated a signature style that effortlessly translates to logos, packaging, product design and more.