DO WHAT’S NATURAL
The task was simple. Reinvigorate Merrell on a global scale by breaking down the barriers people face to enjoying the outdoors. I helped creative direct “Do What’s Natural”, a campaign built upon the notion that there is no right or wrong way to do nature. But what was once promising was sentenced to death by 1,000 paper cuts. We managed to make a few bits and bobs before the powers that be ultimately fired the client.
Agency: Sid Lee • Role: ACD •Credits: CD: Colin Kim •CW: Maclean Jackson •AD: Ruben Beddeleem •Dir: Anthony Mathile, M ss ng P eces
AN UNPRECEDENTED JOURNEY 2.3 MILES BELOW THE SEA • April, 15 1912, R.M.S. Titanic collided with an iceberg. Two hours and forty minutes later, she took 1,500 of her 2,224 passengers to a watery grave. On August 18, 2010, coinciding with a real life expedition to the Atlantic seafloor, we virtually raised the Titanic for all to see and experience her grandeur once again.
THE FUTURE OF THE LUXURY SUV
The all-new Volvo XC90 is without a shadow of doubt the most important car in Volvo's history. The future of the company literally hangs in the balance of its success. In preparation for this monumental launch, a global team at DigitasLBi set off to create a robust vehicle showroom experience while we crafted a North American-market story and online banner campaign to support it. The website became the first of its kind where people were able to purchase a brand-new luxury car with a click of the mouse. The campaign was so successful, we sold 1,927 Volvo XC90 First Edition cars exclusively through the website, in a record 47 hours.
Volvo XC90 Showroom • Role: Associate Creative Director • Agency: Grey + DigitasLBi Nordics • Recognition: The FWA, Site of the Day
Add'l Credits: ACD/Art: Brian Hall • Copywriter: Mark Scott • Art Director: Michael Cohen
A simple game for people (and pets) designed to take advantage of the new multitouch functionality on iPhone. Download on iTunes >
SOBE RESKIN YOURSELF
SoBe’s new bottle design needed a big introduction. Launched as a tech demo at SXSW then turned web experience, “Reskin Yourself” encouraged people to take selfies and apply regret-free digital tattoos.
Agency: Firstborn • Role: Copywriter • Credits: CD: Dave Snyder • Jr CW: Anna Edwards • Design: Katie Fahrenthold O'Keefe
Recognition: FWA Site of the Day, HOW Interactive Winner, W3 Silver
STARBURST SPOT THE CONTRADICTIONS
Starburst’s combination of juicy and solid is a perfect contradiction—two traits that, upon consideration, make absolutely no sense together, but when together, create something altogether magical. Our app celebrated these contradictions in the most contradictory way possible: by hiding them.
Agency: Firstborn • Role: Copywriter • Credits: CD: Dave Snyder • Design: Marcus Schaefer & Katie Fahrenthold O'Keefe
5 REACT SENSORY EXPERIENCE
To launch 5 React—a new black gum that provides a unique flavor experience for everyone who chews it—we bridged the real and digital worlds to create an immersive sensory experience like no other.
Agency: Firstborn • Role: Copywriter • Credits: CD: JoonYong Park • Design: Katie Fahrenthold O'Keefe
Recognition: FWA Site of the Day, Webby Nominee, OMMA Excellence, HOW Interactive Winner, HOW Merit, Tomorrow Awards Shortlist
CASA DE ELYX DOT COM
Raw luxe meets HTML5. We introduced the internet to Swedish luxury vodka Absolut Elyx in the most charming, hospitable way we knew how. A responsive parallax site that schools people in integrity, craft, our Water For People partnership, and happened to sell a couple quirky copper pineapple drinking vessels along the way.
Agency: SID LEE • Role: ACD • Credits: Sr AD: André Gidoin • Design: Thorbjorn Gudnason
A WEBSITE INSPIRED BY SWEDEN
Volvo launched an entirely new global website, but each region needed to craft their own to account for localized tonality. My partner and I creative directed a full re-creation of volvocars.us in both art and copy. A massive undertaking turned around in less than one month’s time. Visit the site >
Agency: Grey • Role: ACD • Credits: ACD: Brian Hall • CW: John Colbert • AD: Ian Byers
MYFORD TOUCH EXPERIENCE
Ford wanted people to know how intuitive their new MyFord Touch infotainment system was, so we did what was most intuitive to us and let people experience it firsthand.
Agency: Firstborn • Role: Copywriter • Credits: CD: Arron Pollick • Design: Katie Fahrenthold O'Keefe
Recognition: FWA Site of the Day, Webby Honoree
Created a series of print that ran everywhere from the New York Times and Wall Street Journal to Car & Driver and Vanity Fair.
Agency: Hudson Rouge • Role: Sr. Copywriter • Credits: AD: Christian Chico
BREAK UP WITH CABLE
Verizon FIOS was after a new kind of customer. Having long dealt with dysfunctional cable relationships, apartment dwellers were now, more than ever, ready to end the suffering and find a more attractive (faster) fish in the sea. I came up with a campaign (shortly before leaving R/GA) that let people know how liberating a Break Up With Cable could be, then invited them to hook up with more reliable Verizon FIOS. What began as wild postings in NYC soon became a meme-filled Tumblr and Twitter feed to promote the campaign.
Agency: R/GA • Role: Sr. Copywriter • Credits: CD: Andrew Payton & Doug Dauzier • ACD: Joe Johnson
This work helped wrap up “Luxury Uncovered”, a campaign in which quirky luxury car-buying couples interview the Lincoln MKZ and its competitors—in our case, the Cadillac CTS. We also created a ton of web banners, social posts, and a responsive website wherein the MKZ Hybrid went head-to-head with the Lexus ES Hybrid.
Agency: Hudson Rouge • Role: Sr. Copywriter • Credits: CD: Jason Koxvold • Sr. AD: Brian Hall • Design: Ricardo Landim & Adam Morris • Dir: Saam Farahmand, Corner Shop