RICK ABBOTT

I LIKE MAKING COOL STUFF

SCROLL DOWN TO SEE SOME

 
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THE FLYER’S COLLECTION

Nobody likes flying during the holidays – especially when you're not with jetBlue. So during the holiday season, we launched The Flyer's Collection, a high-end line of real (fake) products that make flying the other airlines a bit 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

 
 

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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).

 
 

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A TOUR OF SUMMER

COZY NOSTALGIA 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 never felt full, but always felt satisfied. Those times when we all felt like part of The Goonies.

 
 

 

EKOCYCLE + COKE

Ekocycle takes waste, like plastic bottles, and turns it into fashionable stuff from cool brands. Because there’s so much more inside a bottle.

 
 

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A HUNGER STUNT

DID YOU KNOW 42 MILLION AMERICANS FACE HUNGER?

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 daily 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 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 boy into a bake sale mogul.

 
 

 

MACY’S Black Friday

– DOORS OPEN AT 4AM

 
 

 

CHEW FREAKIN BACCA

RINGTONES FOR AT&T? THE WOOKIE CAN DO IT ALL.

I “SORT OF” ENJOYED MEETING THESE CHARACTERS.

 

 
 

NIGHTLIFE EXCHANGE PROJECT

The Nightlife Exchange Project was a once-in-a-lifetime* experience on the same night in 14 countries and 6 continents. We asked people in each country to submit the best of their local nightlife, which we packed into shipping crates (literally and figuratively) and exchanged in one epic global celebration on November 27. We worked alongside MTV to create weekly episodes.

WE ALSO CO-CREATED AN MTV SERIES

 

 

WE WON AGENCY OF THE YEAR

AND CREATED THIS HOTLINE TO SAY THANKS

 
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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."

 

 

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FOOD LION HELPS FEED THE

NEW-ISH YOU

We created a New Years campaign called "Bring on the New-ish You," because Food Lion knows that in real life people totally suck at keeping New Years resolutions. In the Southeast, Food Lion is just down the street to provide fresh, affordable food that'll help you take those baby steps.

 

 
 

ACURA

“LUXURY, HIGHLY RECOMMENDED”

 

 
 

MY REEL OF M&M’S WORK

NEARLY A DECADE OF ANTHROPOMORPHIZING CHOCOLATE

 

 
 
 

100 WAYS TO MAKE MAGIC

A 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. 

 

 
 

WHAT DID PEOPLE THINK OF POPEYES NEW %@$# SAUCE?

HINT: WE HAD TO BUY A SOUNDPROOF BOOTH

 
 

 

TESTED TO WITHSTAND THE UNEXPECTED

ARMSTRONG HARDWOOD FLOORS

 

 
 

i CO-wrOte AND DEVELOPED THE STORY FOR A MARVEL COMIC

WE CREATED 21 ALL-NEW M&M’S CHARACTERS

I HIRED MYSELF TO DO THE SOUNDTRACK

 

 

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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.