We already knew Hot Wheels resonated with boys. To unlock growth in the brand, we had to reach moms and show them the benefits of playing with Hot Wheels. To do that, we put mom in the driver’s seat, quite literally, to show her that she has more in common with Hot Wheels than she thinks. We created a global, integrated campaign around the platform “Challenge Accepted.” We aimed to show moms, as well as kids, that once you learn to take on challenges, you can take on anything.
GoodnessKnows is a snack bar that’s a healthy alternative to a candy bar. In other words, it’s a small step to eating better. We built our brand platform off that insight—that plenty of people are trying to better themselves and the road to success is often bumpy. So no matter how small the step toward goodness is, it should be celebrated. Our ultimate goal being we just wanted people to “Try a little goodness.”
Press: AdAge, AdWeek, Fast Company
Pro-bono campaign done with very limited budget. Luckily, Dan Escobar donated his skills and shot the video and print for free. Good people doing good work.
Featured in Communication Arts.
A series of missteps and bad decisions tarnished the venerable Wells Fargo brand. We were tasked with the difficult job of re-building that trust. The fully integrated campaign strived to do that by first acknowledging that the company had lost its way, and then renewing its commitment to customers with structural and systemic changes. The campaign included TV, print, OOH, radio, digital and social.
Moms try their best, but sometimes they fall short. We turned 8th Continent soymilk into the brand that saluted the real moms of the world and rewarded them for their mommy fails. We also completely re-designed their packaging and website to give them a fresh, new look.
PayPal has always been at the forefront of the digital payment revolution, leveraging technology to help make financial services and commerce more convenient, affordable, and secure. Following tremendous company growth and broader cultural change, there was an opportunity to expand and energize the brand, building upon the strength of their iconic assets.
We partnered with Gretel to elevate and unify our global identity spanning visual, verbal, and sonic components. Underpinning the work is a renewed set of principles and a rallying brand purpose to champion possibilities for everybody — representing PayPal’s ongoing mission and vision to unlock opportunity for customers’ everyday lives by making access to money easy, fast, and more enjoyable.
In 2010, the San Francisco Giants won their first World Series in 56 years. The following season was a different story and Comcast SportsNet asked us to find a way to keep the fan energy up. So with a tiny budget, we created one of the most talked about events of the 2011 MLB season.
Gold Effie winner. Cannes Shortlisted. DA&D In Book Award.
Press: AdWeek, Business Insider, ABC News, NBC News, SF Examiner, Uproxx, Huffington Post
One of my favorite print shoots. Eyeball was a working prop built by Stan Winston. Hardest part was carrying the large bottle of Visine around all day.
Collection of spots for Wells Fargo. Meeting Landon Donovan and discovering he's only an inch taller than me was the highlight of my career.
Comcast SportsNet wanted to rally Giants fans on social. We came up with an idea that invited fans to Tweet their theories on how they helped the Giants win the World Series. Theories ranged from dumb to NSFW.
Regional Emmy Winner.
Millions in Cash was just one of the scratcher games we promoted for the California Lottery. Some people got rich instantly; I got a free trip to LA with an inadequate per diem.
This was another fun photo shoot. Up until we caused a toddler to cry after our hiker model shaved all his facial hair and she didn't recognize her dad anymore.
OBIE Award winner.
Graphis Advertising Annual.
Nutro has been the leader of natural pet foods for decades, and once in a while we got them to act that way. First with a national print campaign, then a TV spot and print ad.
We might be at the top of the food chain, but there's still a lot to learn from our friends at the zoo. Fun pro bono campaign we did for the San Francisco Zoo.
Who knew boxed wine was still a thing? We did and had to share the news with the world.
In case you're wondering, yes, Feherty is just as funny and gassy in person as he is on TV.
For Bank of America, we found passionate marathon runners to leave their mark on the Chicago Marathon.
Got the pleasure of working on one of the most iconic car brands, Land Rover, early in my advertising career.
Many people buy cars without knowing what they're fully capable of. Here, we took Mitsubishi Eclipse owners and showed them exactly what their car could do.
Launch campaign to unveil Sutter Health's new tagline, "We plus you."
Created an iconic world for Uncle Ben's to live in. And yes, it involved a lot of orange.
Bank of America never dealt in subprime loans, but they did inherit the poster child of the mortgage meltdown, Countrywide. Our job was to relaunch the company as Bank of America Home Loans and restore some faith in lending. No easy task, so we enlisted Jack Bauer to help with the VO.
Print may be dead, but I still love it dearly.
