THE FLYER’S COLLECTION
Nobody likes flying during the holidays – especially when you're not with jetBlue. So during the Christmas season, we launched The Flyer's Collection, a high-end line of real (but fake) products to make flying with other airlines more jetBlue-ish. We launched the campaign on FB, distributed catalogs in town cars headed to airports, and opened a pop-up store in the Meatpacking District.
A SAMPLING OF OUR PRODUCTS
MORE IDEAS WE RAN OUT OF TIME TO PRODUCE
THIS ENDED UP IN THE MOMA
This is my favorite thing I’ve done because it turned out exactly how it was in my head. After the shoot, we turned it out in two days, working with Dave Meyers and literally camping out at Charlex (sleeping bags and everything).
A TOUR OF SUMMER
FROM FOOD LION & WALGREENS
As kids, we owned the summer. We cruised from house-to-house on bikes, snarfing down delicious things at every pitstop. Here’s to those times when we never felt full, but were always satisfied. Those days when we were all honorary member of The Goonies.
EKOCYCLE + COKE
Ekocycle takes waste, like plastic bottles, and transforms it into fashionable stuff from cool brands. Don’t sell a bottle short – there’s so much more inside.
WHAT DID PEOPLE THINK OF POPEYES NEW %@$# SAUCE?
HINT: WE HAD TO BUY A SOUNDPROOF BOOTH
A HUNGER STUNT
42 MILLION AMERICANS FACE HUNGER. THAT’S CRAZY.
Most people don't realize that our country has a massive hunger problem. Over 42 million Americans don't know where their next meal is coming from on a regular basis. To show how food is "out of reach," we constructed a food truck whose shelves literally moved away from shoppers. The reactions captured below show real people realizing a real problem.
CELEBRITY FASHION INTERVENTIONS
DIRECTED BY PAUL FEIG
Macy's wanted to feature their star designers performing crazy-big-time makeovers. So we shot Martha Stewart turning a frat house into a frat home, Tommy Hilfiger tackling a tacky family reunion, and Donald Trump – sorry, it was awhile ago – transforming a shy boy into a bake sale mogul.
MACY’S Black Friday
– DOORS OPEN AT 4AM –
CHEW FREAKIN BACCA
RINGTONES FOR AT&T FROM THE WOOKIE
I REALLY REALLY ENJOYED MEETING THESE GUYS.
NIGHTLIFE EXCHANGE PROJECT
The Nightlife Exchange Project was an unbelievable experience that happened in 14 countries and 6 continents – all on the same night. We asked people in each country to submit the best of their local nightlife, which we literally packed into shipping crates and exchanged in an epic global celebration. We worked alongside MTV to create a weekly episodic series.
WE ALSO CO-CREATED AN MTV SERIES
WE WON AGENCY OF THE YEAR
AND CREATED THIS HOTLINE TO SAY THANKS
M&M’s Global Brand Guides
I WROTE ALL OF THEM
There were 5 books: Style Guide, Brand Manual, Emerging Markets, Packaging and Seasonal. Also included were 5 videos that I wrote and produced: The Process (animation), The Retrospective, The Brand Video, The Character Reel and The Toolkit. The books were presented at an international conference in Russia, where the Worldwide CMO called them "truly best in class."
BRING ON THE
We created this New Year’s campaign because – let’s face it – real people totally suck at keeping resolutions. It’s just too dang hard to reinvent yourself. Instead, we encouraged people to take small, healthy-ish baby steps.
“LUXURY, HIGHLY RECOMMENDED”
MY REEL OF M&M’S WORK
NEARLY A DECADE OF ANTHROPOMORPHIZING CHOCOLATE
100 WAYS TO MAKE MAGIC
HANDBOOK GIVEN TO 160,000 MACY’S WORKERS
To inject a little magic into Macy's employees, we created this big book. The guide provides inspiration and tips to help keep Macy's feeling sorta magical. Here are some of my favorite pages.
TESTED TO WITHSTAND THE UNEXPECTED
ARMSTRONG HARDWOOD FLOORS
i CO-wrOte A MARVEL COMIC
WHICH ALSO BECAME AN ANIMATED CYBERCOMIC
WE CREATED 21 ALL-NEW M&M’S CHARACTERS
I HIRED MYSELF TO DO THE SOUNDTRACK & HERE ARE SOME SNIPPETS
THE JOHNSONVILLE BRATCAST
To celebrate the fictitious holiday of Bratsgiving, we created a social series about cooking brats. (You'll notice the format is Facebook vertical for mobile.) With a dinky budget, we took the production into our own hands, literally holding sausages and accordions and shooting in the agency's backyard.