They were a great brand (before being absorbed, by B of A). And they were also great to work with.

This viral video was created for our Crest team when we identified a customer target they'd previously ignored: Men in urban areas. Who were clearly buying teeth whitening products, packaged in pink, in droves. So I wrote this and we released it, unbranded, to gauge interest. Which was enormous! After which that pink packaging? Charcoal gray, all the way.

We had great clients and such a fun team, working on this at Ogilvy. Our challenge? Create a comprehensive, informative B2B campaign and site, served up in a streamlined environment that could reach, and help, companies as small as a Mom & Pop’s, and as large as the Government of Egypt. Leveraging custom solutions for major pain points in business, that tend to present across all industries. Even bigger challenge? Although grounded in thousands of solid IBM case studies, making it a B2B powerhouse, it also needed to be consumer-facing - and compelling. Utilizing videos throughout the site, we brought stats to life via funny, folksy and dramatic stories that included flying cars, a diva fashion designer named Maximo you’ll meet here, a flock of sheep & more. All of it reminding: There’s a lot that’s funny and relatable, in business - no matter what business you’re in.

We worked with a renowned cultural anthropologist from Harvard to identify and redefine "spoilers" in what is now, a new era of content. Netflix led the charge into that era, releasing an entire season of House of Cards in one fell swoop. After which a revolution in content took hold, redefining how the world watches TV. Soon other series followed suit. All of which vastly-expanded the definition of "Spoilers". Which we then wrote this infographic video to define, along with our accompanying web site.

718 million earned media impressions. 2 million social media impressions. When buzz you create elevates a brand, PR opportunities abound. Capturing our concept, approach, vision and reach in a PR case study that’s as musically-delicious as it is visually compelling, shows prospective clients we’ve got serious branding chops. And can create something similar for them, too.

Created for Lilly in conjunction with NASCAR and the American Diabetes Association, our video (and campaign) featured NASCAR driver Ryan Reed. Ryan has type 1 diabetes and wanted to showcase his two teams - and how crucial they are to his success on the track, and in life, with regards to his health. In response we created this video and an accompanying web site, along with health and wellness tools and initiatives, to get the word out.

The BEST time ever to work on Volvo. Also the opportunity that first moved me to NYC, and this creative team: Right as they abandoned what had historically been a two-model scenario. One that, growing up in New England, was also an iconic symbol of my snowy childhood. This was when Volvo 1st shifted from being our parents "safety-first tank", to a beautifully designed car, as pretty as it is safe. New designers created the S60, S80 and soon after, designed the S40. And we did the 1st ever online model launch for an automotive brand, with ReVOLVOlution. With clients who were brave and listened creatively. Doesn't get any better than that. Oh wait: Donald Sutherland! And for S40 VO's? Kiefer! So yeah, it did get even better. It really did.

"Did somebody say... " iconic campaign? Working on McDonald's gave me many cool opportunities to write and produce a ton of radio & TV. Helping hone my broadcast and scriptwriting chops as a young, hungry Copywriter, back in the day.

This B2B case study and product video illustrates the importance of tapping into fresh thinking. Especially when working with classic brands that need to not only leverage a storied history, but remain relevant in the present - and future. Top brands can’t stay on top if they don’t continually innovate to meet the market and competition. Our client knew they needed strategic intel to lead the rebranding of its products, in order to retain their rep as a leader in competitive office solutions. Research provided a unique insight that helped not only modernize their brand, but also ensure they better understood their current customers.