WRITER AND DIRECTOR OF ADS & BRANDED CONTENT

PEPSI: SUPER BOWL

Joel McHale is buff (and he knows it). He also knows that saying “yes” to a Pepsi is more than ok. This is a high stakes, one-take, socially native piece of ad creative that got served to over 55M people in three days during the Super Bowl. As a Creative Director at ViacomCBS, I pitched, wrote, and creative directed this series — one set of assets starring the aforementioned Joel McHale and the other with comedian Jay Pharoah.

#morethanok

These spots came together in about three weeks, from getting the original brief, to pitching concepts to the Pepsi team, securing talent, solidifying our plan, and locking in scripts, shooting locations, art, etc. We won two Telly Awards for Social Excellence. Have a deadline you need an idea for with little-to-no-time? Let’s chat >

OOFOS: ACTIVE RECOVERY

Highlighting how athletes at the top of their games use OOFOS for Active Recovery, I concepted and directed these spots that aired nationally.

SAINTS QUARTERBACK DEREK CARR

CHAMPION ALYCIA BAUMGARDNER

BRUINS GOALIE JEREMY SWAYMAN

WALMART: SUPERHERO MOM

Walmart saw the value in authentic and surprising storytelling when I pitched the idea that moms are truly superheroes and Walmart’s new Grocery Pickup service was their secret weapon to keep their families moving. These spots ran on social media channels, outperforming their TV creative that featured high value IP. I was the Creative Director and Writer for this project.

SKYY VODKA: BORN IN SAN FRANCISCO

Skyy Vodka wanted to capture the spirit of SF in this influencer campaign, starring the incomparable Titus Burgess. Two distinct, insight-driven concepts came to life over a two-day shoot, building brand love and loyalty in a crowded category. I was the Writer for this project.

Shaq knows a thing or two about stacking paper. EPSON need to rework the intro to their product spots, so I concepted and wrote a new intro, integrating it into existing footage.

EPSON: SHAQ RAPID RECEIPT

MERCARI: YOUR MARKETPLACE

When Mercari needed to update its TV Brand Spot, I took an approach that would expand its audience and help it build trust amongst potential users. I was the Senior Creative and Writer.

iFIT: ON-DEVICE GUIDED TRAINING CONTENT

As Consulting Creative Director for upstart production company Five To Sixty, I brought my industry know-how to the New Business front, landing a longterm partnership with IFit, the content arm for ICON Fitness, makers of NordicTrak and ProForm exercise machines. My role involved pitching new ideas and co-producing on the ground, including live direction on shoot days and even BTS photography. Below are some of the trailers for a few of the episode series we created around the world, including New Orleans, South Africa, Jamaica, NYC, and more.

MOUNTAIN DEW: WARPED TOUR

Mountain Dew wanted to show up at the Warped Tour in an unexpected way, so we told their brand story through art generated by skater’s biometric data as they competed, displaying it on a skate deck wall for all to enjoy in near real-time. I was the Creative Director and Writer on this project.

OOFOS: BOSTON MARATHON OOH TAKEOVER

One of the biggest days of the year for recovery is the Boston Marathon, and OOFOS wanted to show up big during the event, albeit on a limited budget. Working in concert with our media buying team, I developed concepts and messaging for several key placements around Boston, including Fenway Park, the trolly system, the ‘T’ (where I almost got arrested for photographing our work lol), and more, resulting in tons of impressions that drove record sales for the weekend.