Work

I’ve had incredible opportunities in my career to partner with big agencies, boutique agencies, digital shops, leading brands, challenger brands, budding brands, well known celebrities, up and coming directors, talented creators, designers, technologists, strategists, writers, entrepreneurs and c-suite leaders. I’ve worked on global initiatives, built new companies, product launches in every geo, new media, traditional tactics, B2C, B2B, you name it. Below you’ll find some examples of projects I loved leading and creating, but there are many others that I’m very proud of and always happy to share.

Project 01

Whipshots x Cardi B

How do you make a market for an entirely new spirits category? That was our challenge for a new vodka-infused whipped cream. There’s no shortage of celebrity-backed gins, vodkas and tequilas, but Cardi wanted to come to the market with something as one-of-a-kind as she is. A plan of attack, a new brand and package design, a video shoot, a product shoot, a website and a honed go-to-market plan… and myself and my team delivered 1.4 billion impressions (with a “b”), sold out the product everyday for the first month and secured distribution in BevMo and GoPuff within weeks. See our work at whipshots.com.

Project 02

Project 03

Indigo Collagen

After helping Ajinomoto significantly grow their mature food brands exponentially over the years, they had a new venture for me and my team - could we build a brand from the ground up based on their wide reaching manufacturing capabilities? With the explosion of wellness, we recommended to focus our pilot incubation program on Marine Collagen. In a few short months, we had generated a new brand, packaging, content, e-commerce website, conversion-driven go-to-market plan and a robust road map for a flavorful portfolio of products. See our work at indigocollagen.com.

Project 04

Verizon

Verizon acquired three of the largest telematics companies to become the largest US-based telematics company. Now came the fun part, how do we unify these companies under one flag? We worked collaboratively with their team to establish a new name (Verizon Connect), a new set of brand values that decorated HQ, a new brand purpose to “Go with Confidence”, a new story on their website and in their sales presentations and a new brand anthem that showed how the power of their technology reaches people in all roads of life. Oh, and yes, that is the supremely confident voice of Justine Bateman.

Project 05

Vizio

To sum up the digital and brand transformation would take more than this tidy little paragraph. It was more of a consultancy relationship where we were imbedded in their teams versus the typical arm’s length relationship of agencies. We started with a singular north star: how do evolve a value-based commodity into a value-add brand that makes beautifully simple products for sensible smart shoppers? We started with rebranding, replatforming and rethinking their UX/UI on Vizio.com then watched their online revenue grow by 7X. We then created their own Smart TV ecosystem called SmartCast that put the brains of the TV into your phone - we developed the brand, the story and the entire mobile product experience. It was a 6-year odyssey that created a foundation that they still build on today.

Project 06

Hyper X

Gaming headsets had a unique opportunity that most gaming brands did not have - they could unify all gamers across console, PC and mobile. We were able to change the conversation from “what makes us different” to “what makes us all the same”. Thus, the launch of the We’re All Gamers campaign platform which showed that it didn’t matter if you were an e-sports gamer, a streamer, an NFL player, an NBA player or an international rockstar… we are all built to devour hours of play. Each story was crafted to the meta details of their gaming personalities, and the vignettes were built to be modular so we could merge 4 stories for a 30 second spot or 2 stories for 15 seconds.

Project 07

Helena

We helped craft the mission: Helena believes the most consequential decisions, threats, and opportunities humanity has ever faced will take place during the next 50 years. Helena’s purpose is to find solutions to these challenges and implement them through projects. We had to create a brand and digital experience that truly felt like a new breed of organization. A destination that could attract incredible talent and dispense world changing thought leadership. Mission achieved. See the work at helena.org.

All works on this site are the property of my clients and are featured here with their express permission.