Mars

eBay Sneakers

To launch @ebaysneakers we created a social series that shows eBay doesn’t just have the best kicks in the game, but they understand the mindset of all Sneakerheads, the buyers, the sellers, the shoe-sniffers, and cash flippers.

And they do it “All For The Kicks”.

Webby Award Honoree 2022 placing in the top 20% overall submissions

eBay Sneakers - Sniff

eBay Sneakers - Taste

eBay Sneakers Presents - "Crease"

eBay Sneakers Presents - "New Low High"

eBay Sneakers Presents - "Scuff"

eBay Sneakers Presents - "Grandma"

eBay Sneakers Presents - "Toothbrush"

Agency: The Many

Creative Team: Evan Chiplock (Sr. Writer), Cam Bell (Sr. AD), Kalee Abella (CD), Blake Marquis (ECD) and myself (CD).

Production Company: Tuff Contender

Results: The Instagram account had 12,918 followers. By the end of July following the final episode, the handle jumped to 28k followers, a 119% month-over-month increase. By the end of August, the Instagram channel had 31k followers, a 50% increase from July.

PRESS SELECTION:

https://www.lbbonline.com/news/behind-the-ebay-sneakers-campaign-that-was-all-for-kicks

Postmates

I did not enjoy living in New York. But I did enjoy writing about other people living in New York afterwards.

2X Cannes 2018 Shortlist (Copywriting)

PRESS SELECTION:

Creativity Online - Editors Pick "We 'get' Angelenos, says delivery app Postmates in outdoor push"
Creativity Online - Editors Pick "Postmates gets your cravings, New Yorkers"
Adweek "Postmates Is Trying to Impress Picky New Yorkers With Its Minimalist Out-of-Home Campaign"
The Drum "We get it"
Brand Channel "‘We Get It’: Postmate Delivers Zingers to the Big Apple"
Mobile Marketer "Postmates OOH campaign tells New Yorkers 'We Get It'"
Marketing Daily "Postmates Gets 'It' ... And Its Consumers, Too"
Media Post "Postmates 'Gets' You"

Agency: 180LA

Creative Team: Jason Rappaport, Mike Bokman, Josh Hacohen, Eric Scott, Caleb Coutourie, Shannon Tham, Sarah Romanoff, David Miller & Myself.

Role: Writer

The Final Touch

Sneaker culture has a huge crossover in the collectible space, so we thought why not make a collectible, functional? We partnered with artist, Blue the Great, to create a custom sneaker stand to put your kicks on display.

This project took 13 months but from the minute the concept struck, I gotta “Let’s gooooo” rev inside me, I immediately saw the potential for how big it could be. Actually seeing how big it became, was beautiful. Shout out to a big group that brought the whole thing together.

AICP 2023 Animation Award

BlueXeBay_TheFinal_Touch_CaseStudy_Cannes

To launch “The Final Touch,” we worked with Blue to visualize how his iconic animation style could be turned into a physical sculpture. Making a launch video that allowed us to dive deep into his mind as the creative process was flowing. We teased the video in social, with the full video following on @ebaysneakers the day after airing at his launch party.

eBay_Sneakers_Hero

With all good collab launches, of course we started with a leak video on social.

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Design & Fabrication

This was by far one of the coolest processes to be a part of. The Pro’s over at Atomica Props and Blue The Great went through a few rounds of sketches, stress-testing his vision and what was possible. We landed on something that truly represented Blue’s signature art. The bespoke stand can hold up to a pair of size 16 sneakers. Cast from urethane resin before being individually hand-sanded and painted, clear-coat sealed, and topped with a die cut acrylic paint palette, “The Final Touch” is individually numbered and could only be obtained by following @ebaysneakers.

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And it didn’t stop there…

Although I left the agency at this phase of the project, of course my eBaes at The Many and eBay Clients finished it out strong. They hosted an exclusive launch party, an influencer sweepstakes, and a “Funding the Next Artist” charity. Raising money for the art department at Blue The Greats high school Cedar Hills, giving back where it all started for Blue.

Shout Outs: The entire eBay Team over at The Many, The Many Studios, Atomic Props, OddFellows and our amazing partners at eBay. My contributions: Creative Direction (up until the film creations and through fabrication)

Volvo

Embrace the Future

I got to sit down with an Astronaut and write this speech. It was awesome, and the closest I could get to Mars (for now).

AICP 2018 Shortlist

VOLVO XC60 | “Embrace The Future”

PRESS SELECTION:

Adweek Ad of the Day

Agency: Grey Global, NYC

Creative Team: Matt O'Rourke (CD), Neil Maclean (ACD, AD) and myself.

Director: Dan DiFelice

DP: Jeff Cronenweth

Editor: Micah Scarpelli, Alvaro Del Val & Danielle Sclafani at Uppercut

Old School Meets New School

Watches transcend genders, generations, styles, and cultures. Old School Meets New School, is an episodic campaign we created for @ebaywatches. The series brings together two vastly different icons—one old school, one new school—to dish over their shared, yet different, love for watches.

In the first episode, 100-year-old fashion icon Iris Apfel, and Grammy-nominated, rapper Lil Yachty, come together to highlight how we can connect over things we love no matter how different we may be.

Shorty Awards Finalist x2 categories

Webby Awards Finalist

Old School Meets New School: Episode 1

In Episode 2, “It’s About Time”, the conversation revolves around watches as an accessories category where traditional rules and expectations have been rewritten to break gender label norms. Watches have long fallen into traditional men’s-women’s binary definitions, but a new generation is intent on destroying preconceived gender distinctions.

Legendary fashion stylist Law Roach and renowned singer and songwriter Teyana Taylor discuss the future of fashion as it relates to gender fluidity and boundless design.

Old School Meets New School: Episode 2 Featuring Teyana Taylor & Law Roach

Following the launch, we partnered with GLAAD to create an eBay charity auction where our talent Law Roach auctioned off his Hublot to show we stand with the LGBTQA+ community.

PRESS SELECTIONS:

https://www.rollingstone.com/product-recommendations/lifestyle/lil-yachty-ebay-style-1216575/

https://musebycl.io/advertising/lil-yachty-and-iris-apfel-bond-over-luxe-watches-ebay-campaign

https://adage.com/creativity/work/ebay-talks-gender-norms-law-roach-and-teyana-taylor/2386361

https://www.campaignlive.com/article/ad-week-ebays-old-school-meets-new-school/1726262

https://www.dailyadvent.com/news/f6e9f9cae4f8e6c4da12a4af74f98bea-eBay--Ad-of-the-week-eBays-Old-School-Meets-New-School

https://www.campaignlive.co.uk/article/ebay-mixes-old-new-school-style-iris-apfel-lil-yachty/1726050

Agency: The Many

Creative Team: Pam Fujimoto (GCD), Rizzo Digilio (CD/AD), Aimee Brodbeck (ACD/AD), ACD Nate Totten (ACD/CW), Conner Needham (AD), Marcus Blackwell (AD) and myself (CD/Writer)

Director: Christelle De Castro | DP: Johnny Komar

The eBay Sneaker Hunt x Mike Perry

We hijacked our own instagram channel, @ebaysneakers and gamified it with a digital sneaker hunt.

Why? Because Sneakerheads love hunting for the most epics grails.

We partnered with emmy-award winning illustrator Mike Perry to design our sweepstakes hunt. Mike built a vibrant stylized “hype house” inspired by sneaker culture with 27 grails hidden throughout the art work.

Beyond the hunt, we hosted a charity auction for “the last hidden sneaker”. Launching it on Earth Day with all proceeds going to Soles4Souls.

One Show Shortlist

Shorty Awards Winner X2 Categories

Gold Distinction: Graphic Art, Design

Silver Distinction: in Contest & Promotions

eBay x Mike Perry Case

BTS Creation Film

Results:

Engagement: 1.4 Million

35k Link Clicks

Over 1,000 Players

63% Follower Growth

12 Pt Life in Awareness

Raised over $1,000 for Soles4Souls

Agency: The Many

Creative Team: Blake Marquis (ECD), Kalee Abella (CD) Miles Evans (Sr. Writer), and myself (CD)

Unicef World Cup

Unicef wanted to combat Xenophobia... a pretty big ask. We needed a global stage to make a stance, a la, the Fifa World Cup. Concepting around the human truth that sports brings people together, we launched “What Excites Us, Unites Us”.

With a zero marketing budget (and a lot of favors), we created a documentary film and a social media challenge that asked football fans to use their voice not just to cheer on their favorite team, but to stand with children everywhere. Around the globe fans submitted to the #longestgoal challenge and took a stance to fight xenophobia.

Webby Nominee - Public Service

Shorty Awards Finalist

A short film tells the story of Santi, an 8-year-old who migrated from Bolivia to Spain. Feat. surprise appearance by Spanish Football Captain Sergio Ramos.

Global football fans joined refugee and migrant children to celebrate their love of football by taking the #LongestGoal challenge. With a zero dollar investment, our social campaign reached over 24 million people.

UNICEF: #LongestGoal Snap Lens

RESULTS

The $0 budget campaign went viral, reaching as many as 3.1 billion people. The campaign received a total of 282 mentions in media outlets and 51,599 mentions on social media. Sergio Ramos even dedicated one of the Spanish team's World Cup wins to the cause, tweeting: "This win is dedicated to migrant and refugee children, especially on #WorldRefugeeDay. Wanna join me? Take the #LongestGoal challenge. The best clips will be featured on billboards around the world!"

PRESS SELECTION

Adweek "Soccer Helps a 6-Year Old Migrant Make New Friends in UNICEF’s Heartwarming PSA"
USAToday "Spanish captain Sergio Ramos sends powerful message of support for refugee, migrant children"
MSN "Sergio Ramos surprises two of his youngest fans"
SportsBusinessDaily "UNICEF Launches Campaign To Support Refugee Children"
GoodNewsShared "Football helped me make friends"
Reliefweb "Around 30 million children displaced by conflict need protection now and sustainable solutions over the long term"
Radiopico "Unicef lancia la “longest goal challange” in supporto ai bambini rifugiati"
News.UN "Unicef diz que 30 milhões de crianças deslocadas por conflitos precisam de proteção
Aktuell "30 Millionen Kinder auf der Flucht vor Konflikten"
News18 "'Goaaaaaaaal'! Rohingya Refugee Kids Have Discovered Their Own World Cup"
ClubeDecriacao "What Unites Us Excites Us: Jogador espanhol Sergio Ramos em campanha da Unicef"
OnFleek "The love of football goes beyond borders."
BoxScoreNews "UNICEF Launches Initiative with Sergio Ramos that Harnesses the Power of Football"

"Top Global Tweets" - June, 2018

Creative Team: Brian Farkas (CD), Tylynne McCauley (CD), Sarah Romanoff (Art Director), Yugendu Vyas (Jr. Art Director), Caleb Couturie (Jr. Copywriter) and myself (Concept & Writer).

eBay Watches "A Timeless Love Affair"

Luxury watches entered the mainstream when film noir was at its height. For Valentines Day we used film noir to show how luxury watches stand the test of time, just like true love. 

Film noir has always been a medium I wanted to explore, this brief was the perfect opportunity to give it a go. Shot in the heart of Mexico City and in record time, from ideation to launch in 3 weeks.

eBay Film Noir

Agency: The Many

Creative Team: Blake Marquis (ECD), Kalee Abella (CD), erika Gonzalez (Sr AD), Miles Evans (Sr. Writer) and myself (CD)

Production Partner: PanaAmericana

Virgin America "Seat View"

My mama always told me to tell the truth, and with the help of Google Street View, we were able to skip the telling and went straight to showing.

We created “Virgin America’s Seat View”, the first immersive airline experience. From interactive bus shelters to placements within Google Maps to immersive digital banners that let you explore the experience and let to our microsite, people could test-drive their seat before they booked.

Creativity-online Pick of the Day

Shorty Awards 2015

Gained over 10 million global earned media impressions.

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PRESS SELECTIONS:

ADWEEK: Virgin America’s Bus-Shelter Ads Use Google Street View to Take You Inside Its Planes

MARKETING LAND: Virgin America Lets Prospects “Test Drive” Their Airplane Seat Via Google Street View And Campaign

FAST COMPANY: Virgin America Takes Google Street View Flying With “Seat View”

AD AGE: NOW YOU CAN CHECK OUT YOUR VIRGIN AMERICA AIRLINE SEAT WITH GOOGLE STREETVIEW

TRAVELING FOR MILES: Explore Virgin America’s Aircraft Via Google Street View

PR NEWSWIRE: Virgin America Launches First-Of-Its-Kind Brand Campaign Featuring Google Street View

CAMPAIGN LIVE: Virgin America campaign uses Google Street View to give 360-degree cabin tours

AIRLINE TRENDS: Virgin America lets people waiting at bus-stops explore its mood-lit cabin via Google Streetview

MEDIA POST: Google It: New Virgin America Pre-Booking Tactic Lets Flyers See Inside Their Plane

Agency: Eleven Inc.

Creative Team: Ricard Valero (CD), Flavia Gonzalez (AD) and myself (Writer).

Z by HP

We launched Z by HPS first global brand campaign that shows creativity isn’t just output it’s process. It’s pixels, details and all the twists along the way. We created two films, a BTS series, (a shit ton of lower funnel assets) and an original podcast series “Rightbrainers”

Leap into 3D | Power Your Breakthrough | Z by HP

Dive into AI | Power Your Breakthrough | Z by HP

During Covid a lot of us are tuning into podcasts and looking for ways to get inspired from home. Rightbrainers hopes to do exactly that by sharing real stories of creative breakthroughs. This season Tito Hamze sits down with five different creative leaders who are trailblazing their industry’s. From Designer and Director GMUNK to Multidimensional Director Kiira Benzing and so many more insanely talented humans.

You can check out the full series wherever you get your favorites podcasts, on spotify, apple, youtube and hp.com/rightbrainers

GMUNK: Cultivating Creative Energy | Rightbrainers Podcast | Z by HP

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PRESS SELECTION:

https://www.campaignlive.com/article/giant-spoon-targets-fellow-creatives-hp/1690765

https://www.marketingdive.com/news/hp-eyes-wfh-creatives-with-1st-global-campaign-for-z-computers/582165/

https://www.shots.net/news/view/new-global-campaign-for-hp-from-framestore

Creative Team: Bruna Gonzalez (CD), Andrew Mellen (CD), Kalee Abella (Sr. Art Director), Kianna Hendricks (Jr. Copywriter), Funmi Adejobi (Copywriter) and myself (Concept/Writer).

Production Partners: Framestore and Taylor James

Dignity Health

We all heal in different ways. So why not share how we heal with others? We used social media to bring healing traditions, rituals and remedies from around the world closer together.

We spent time with people from 12 different countries and captured the various cultural practices that help heal one physically and emotionally. The World of Healing tour started out on Facebook canvas and then spread across all social channels.

The campaign placed in the top 17% of all entries in the 2017 Webby Award Show. And was recognized as a Webby Honoree in two categories: Social- Health & Fitness and Social- Education & Discovery.

Agency: Eleven Inc.

Creative Team: Cindy Hammel (ACD), Kalee Abella (AD) and myself (Writer).

Aria Las Vegas | Hospitality & Fine Dining

You know you’re experiencing fine dining when your food is dressed fancier than you. Our concept to rebrand Sage was to represent the luxury of their seasonal ingredients in the most indulgent way-so why not literally dress them up?

ARIA_1511H_Sage_60

We made our little egg the flashiest and the classiest thing to see on the strip with our marquee ad.

Creative Team: Sara Worthington (CD), Kalee Abella (Art Director) and myself.

eBay Watches Hype Film

We launched eBay’s first-ever product-focused social handle, @ebaywatches, a dedicated luxury watches Instagram channel.

Announcing the handle with a one-minute hype film — “Watch Me” — that features everyday watch enthusiasts who all share stories behind their most treasured watch pieces.

eBay Watches #WatchMe

Agency: The Many

Creative Team: Blake Marquis (ECD), Kalee Abella (ACD/AD) and myself (ACD/Writer).

Production Company: Stadium

Co-Writer/Director: Sammy Mosher

Lowe's

It’s easy to make a car look cool, it’s really hard to make a home improvement store look cool.

To hit the cool factor, we launched a new brand campaign called “Lowe’s Knows” to show all the things Lowe’s offers… literally. all. the. things. (and in less than :30/:15 seconds)

Lowes Knows_Anthem

DIY_Expertise_15

DIY_15

Pro-Partner_30

Pro-Convenience_30

Volvo

New Year, New Volvo

2016 was kind of a shitty year for everyone. We bid farewell in a way that would remind us all that the New Year is a chance for new beginnings.

Using the Swedish New Year tradition of reading Alfred, Lord Tennyson‘s poem “Ring Out, Wild Bells”, we said goodbye to 2016 and hello to 2017.

We created a long-form immersive 360 film that lived online as well as a :30 TV spot.

Grey New York Rings in a Somber New Year for Volvo

Volvo "New Year" 360 Experience

2017 Volvo XC60 New Year Commercial

Agency: Grey Global, New York

Creative Team: Matt O'Rourke (CD), Neil Maclean (ACD) and myself (Writer).

Production Partner: Uppercut

Cox Homelife Care

As life evolves some things never change, and caring for our parents is one of them. No matter if you’re 5 or 50, we always care for our parents. To launch Cox Homelife Care we leaned into just that.

The ask was for banner ads, but knowing Cox communications has a broadcast connection, we delivered an emotional film as well.

Agency: 180LA

Creative Team: Alex Goulart (ACD), Joao Medios (ACD), Sarah Romanoff (Art Director) and myself (Concept/Writer).

TJX

We cast real families to give a toast to what makes the holiday season so special.

"Toast"

"Snowflakes" Manifesto

:15 Jingle Squeak

:15 Sweater Dance

Social Post

Agency: 180LA

Creative Team: Gavin Milner (GCD), Pierre Jeanneau (CD), Alberto Orte (ACD), Florian Bodet (ACD), Garrett Combes (Art Director), Sarah Romanoff (Art Director), Chase Hilton (Copywriter) and myself (Writer).

Production Partners: Iconoclast, Director: Matthew Frost and Exile

Dignity Health

Call them whatever, love them forever.

For Breast Cancer awareness month we created a light-hearted mammography campaign that would resonate with woman from many walks of life. Breast cancer is already scary, so lets just tell the ladies it’s time to take care of the Ta Ta’s.

Agency: Eleven Inc.

Creative Team: Cindy Hammel (ACD), Kalee Abella (AD) and myself (Concept/Writer).