Nike Basketball was searching for new opportunities for growth and innovation vs. targeting the same consumers.
Attract a new audience with a familiar proposition. Crossover into a brand-new world.
The world of video gaming.
How does Nike make an authentic connection with gamers without gamer street cred?
Let’s recruit gamers. Gamers who just so happen to be NBA superstars. Gamers like Luka Doncic, Ben Simmons, Brittney Griner and DeAaron Fox.
Showcase them playing video games? No. Put them in a video game? Yes.
Pregame video-game trailers. Bring authentic gaming culture to Nike. Not by bolting Nike on to gaming culture.
Team Nike gamer avatars. Not your typical avatars: tornado-breathing, earth-quaking, multiplying, electrifying avatars.
Instagram Views: Over 2 million
Slam channels: Over 200k views
Likes: Too many to count.
Luka’s Air Jordan’s: Gone in 30 min. Air Force One: Sold out. Blazer: Crushed expectations by 93%.
35,000 pairs in one week. ‘Nuf said.
The power of a podcast lies in its ability to immerse listeners, with only a pair of earbuds, in distant places and faraway times.
Apple was months into creating an augmented reality app for the opening and promotion of the Statue of Liberty Museum. They commissioned this podcast to supplement and complement the app and museum experience, while also driving audiences to both.
My goal as writer and executive producer of “Raising the Torch” was to capture the imaginations of current and potential visitors while exposing millions more to the history, power and meaning of the Statue of Liberty, even if they are never able to visit in person.
Journey back in time to learn about the Statue of Liberty's creation and how it symbolism has evolved from a symbol of individual liberty to a modern-day beacon of safe harbor.
Learn about the fascinating fundraising tactics used to construct, transport, and erect the Statue of Liberty.
Understanding the mixed opinions surrounding the Statue of Liberty and how Lady Liberty became a universal reminder of liberty over time.
At Havas Worldwide, I pitched, won and re-branded New York Life. For 32 years, they had been "The Company You Keep", but we turned the world of life insurance advertising on its head. Instead of talking like a protective parent and selling fear, we let the viewers share all of the good things in their life and let them know it was our mission to help them keep those good things going.
Our "Keep Good Going" campaign was held together by what we called Life Lessons - simple truths we all learn and share about how to live a good life. Our online videos and TV featured real people sharing their real stories. The results were heartfelt and humorous by turns and always undeniably genuine.
AT&T was getting killed by Verizon across the board with their wireless services. This campaign launched their LaptopConnect wireless service and helped AT&T claim a much needed victory in this category. And we got awesome Bill Kurtis answering-machine message in the bargain. Win-win.
Every 65 minutes, a combat veteran commits suicide. Every month nearly 1,000 veterans attempt to take their own life. More United States troops have died of suicide than have been killed in Afghanistan since 2001.
As a way to fight his own inner demons, one veteran decided to do something about it. Paul Rieckhoff started Iraq and Afghanistan Veterans of America. The IAVA now boasts more than 200,000 members conducting more than 120 events across the country. They've connect almost one million veterans with services and community support since taking up the fight in 2004.
Writing this PSA was a humbling experience. Doing even this little bit to help was an honor.
I'm proud to say I got to work with some of the most interesting men in advertising working on the Most Interesting Man in the World. When you made that room laugh, you'd done something.
This is a snapshot of Charles Schwab for the four years under my creative direction. We launched campaigns for everything from retail banking to their active trading platform. We concepted and designed their first iPad app to help educate consumers about retirement. We created their first brand campaign for their London branch. We pulled off the first live, online trader support marathon where investors could ask questions and get real-time advice in high-profile media placements across the financial web.
My team took a very complex client and integrated their brand and retail messaging across digital, TV, video, print, OOH, stunts, events and apps. Oh, and we grew the business by more than $6B doing it.
175,000,000 games sold and it all started right here. Launching The Sims and following up with new campaigns for House Party and Hot Date was a complete blast.
And creating an interactive House Party website to compliment TV campaign landed me one of the first One Show pencils for fully integrated campaigns. Serious fun and games.
Thank you, Electronic Arts.
When you see a kid not much younger than yourself get off the streets and into a safe apartment they can all their own, you don't forget it. A little perspective in this business can go a long way.
