Uniqlo launched in the US in 2013 and asked Razorfish to build the new US ECOM site. As a Sr. Art Director, I led a team working on all aspects of the new design, strategy, and of course, FUNctionality.

What: UX, UI, Art Direction
Where: Razorfish, NY

As a Sr. Art Director at Razorfish, I helped create this social campaign for the All-New Mercedes CLA. We were a small team that worked on the brief all the way from ideation and into production. ‘Take The Wheel’ was a first-of-its-kind activation on the new hot social media network ‘Instagram’. (Yes, I’m old).

What: Art Direction
Where: Razorfish, NY

“Mouth Breathers”

What do you do when there’s a client presentation in 24 hours and no work to show? Get the account team to pump us full of coffee and ask us nicely to write 26 scripts. Very quickly. That’s what we did for Breathe Right. The result was Bob and Sandi, a couple whose snoring and nighttime congestion is a real nightmare.

This integrated campaign was a funny and wry look at how Breathe Right helped one good-natured bickering and bantering couple breathe better so they could sleep better.

What: Concept, Scripts, Creative Direction, Production
Where: WundermanThompson NY

Today with over 3.4 Billion in assets, 340k users, and a 2.6 Billion market cap, Celsius Network is a FinTech star. But in the summer of 2018, we were 10 people in a dingy office on 26th street, trying to figure out what the hell cryptocurrency was. And figure we did, raising $50M in less than 3 weeks, in the midst of a ban on crypto-related advertising which meant: No ad-words, no social posts, no fancy YouTube mastheads, no nothin’.

We bootstrapped organic animations, HTML5 Banners, and a TVC which never aired, but was instead used on Telegram—Spreading the word through a cast of anthropomorphic characters that took over the internet. Well, at least that’s what we’d like to believe.

What: Creative Direction, Design, Illustration, Production
Where: Celsius Network

“You can quit. We can help.”

Nicorette recently celebrated 20 years of helping people kick the habit. The brand wanted to raise awareness to their anniversary and show the role they played in helping millions quit.

We didn’t want to show 20 years of boring legislation so we created an animated video that travels back through the years and through music and cultural milestones shows how Nicorette helped bring the smoking rate down.

The lighthearted animation helped make a fact heavy story fun to watch and easy to digest, all while using the past to inspire current smokers to quit their nasty habit once and for all. And did I mention it won a Clio? Yay for us.

What: Concept, Script, Design, Creative Direction
Where: Wunderman Thompson, NY

Here’s a palindrome-inspired video for CHEST, the American College of Chest Physicians, a non-profit. We needed to get the attention of doctors, who can sometimes feel powerless when their patients are unmotivated about their COPD treatment.

We teamed up with Polyester, an animation studio out of Toronto, and created a video that not only got doctors to change their outlook but also provided some much-needed hope in the medical community.

What: Concept, Script, Art Direction
Where: Y&R New York

Smokers often feel that branded messages are bogus and therefore, don’t mean much to them. So, Nicorette asked us to build a new kind of support program, one that gets the realities of quitting and understands that just because you slipped up and had a cigarette doesn’t mean you’ve failed.

The result was MyQuit, a behavior modification program that included a customized, daily email program, an app that lets you track cravings in real-time, and inspiring video testimonials from ex-smokers. In the end, the client couldn’t have been happier and the boss was too when we brought an Effie back to the agency.

What: Concept, Script, Creative Direction
Where: Y&R New York

Uniqlo wanted LA locals to shop online while waiting for the Los Angeles stores to open. Since you can identify Angelenos by the slang in their tweets, we scanned for over 1,000 words like "animal style" and "the 405." The more LA language we found, the higher the coupon reward.

What: Art Direction
Where: Razorfish, New York

Landing pages, social, blogs, and digital design for LG.

What: UI, Art Direction
Where: Razorfish, Chicago

tiltshft was a startup that we launched in 2017. It was a community-driven marketplace for buying, selling, and trading photography and film gear. We lost our funding but I’m still proud of some of the branding, UI, and strategy work that went into it.

What: Concept, UX, UI, Product DEV

An experimental rip for a new prosumer camera launch.

What: Video sourcing, Editing, SFX

Here’s a spec case study I created in 24 hours as a test project for a company I was interviewing with. The brief was open, which presented an interesting experiment of playing strategist, project manager, and designer all at the same time.

What: Concept, Strategy, Brief, Copy, Design.

Case Study PDF >

Nicorette asked us to create visually driven videos with no dialogue, that can easily translate into display ads.

We decided that instead of patronizing or lecturing smokers, we would capture true-to-life moments in a light-hearted tone, that would show them that we get what it's like to quit.

What: Concept, Scripts, Creative Direction, Production.
Where: Y&R, New York

TV spots for the Flonase Kids US launch.

What: Art Direction, Production
Where: Y&R, New York

I was looking for a birthday gift for a crypto-obsessed friend but quickly found that ‘Cryptoville’ was rather lacking. I made him a poster and things spiraled from there. Here are some of the pieces I created. Yes you can buy them.

What: Design

Back when it was still cool to show your book on an iPad.