Century 21 wanted to step up their social game. I helped boost their buzz with a series of unpredictable moves, including a proposal to help break Washington gridlock, and a fake listing for Breaking Bad character Walter White's house. For about $300, the Breaking Bad stunt was featured in GQ, Salon and elsewhere, generated over 80 million impressions worldwide, was cited by Ad Age, Adweek, One Show and others, and was named Creativity's #7 interactive campaign of the year.
The Greenovate Boston program aims to reduce the city's greenhouse gas emissions, and inspire residents and businesses to be more green. The campaign is a rolling effort comprised of donated media space as it becomes available, so the challenge is to create messaging that feels cohesive and consistent in spaces that aren't.
EmblemHealth is a New York insurance company that I've helped position as the brand that brings genuine, often personal care to its members. The latest TV campaign showcases a handful of Emblem employees and their stories of how they care for New York and New Yorkers.
A sampling of direct mail for the upstart cellular company, including a mailing full of holes that illustrates the lack of holes in their service, a tiny letter to illustrate the importance of right-sizing your plan, and letter pack with a keepsake air freshener.
EY is perpetually battling the other three of the Big Four accounting firms for the top recruits from the world's top schools. With an online recruiting presence that was disparate at best, they asked us to create a consolidated hub for students and experienced hires. The result was ExceptionalEY.com, featuring a parallax homepage that's like nothing else in the category.
TrueBlue, the JetBlue rewards program, wanted to promote their partnership with Avis and Budget with a striking direct mail piece that captured the brand and the offer quickly and memorably. Our concepts included a die-cut bi-fold that turned a car wheel into a plane wheel, and a peel-away idea that revealed the offer.
KEEN Footwear wanted to go from mom-and-pop start-up to serious player in the outdoor shoe market, but they had all product, no brand. I helped give them one by writing their brand book, which was initially intended as a handout for their small sales force, but became the core of their philosophy.
This small sports apparel company from Vermont had always relied on product and predictable tech-centric positioning to succeed. I helped them express themselves, and create a brand that would help them stand out.
A handful of other work I couldn't find a place for, but love too much to ignore.