Young men of color lack the mentorship they need to overcome the profound challenges of growing up in America. To help fill the mentorship gap, we worked with President Obama's MBK Alliance to create The Keepers’ Code, a set of six principles inspired by conversations with young men of color across the country. Through social media and town hall events, we invited young Americans to explore, share and take action in their local communities.

We launched with a story of a young man’s voice rippling out and inspiring everyone, from his peers to President Obama, Steph Curry and Chance the Rapper.

Featured in The Washington Post, USA Today, People, Esquire, and AdWeek.

50,000,000+ impressions across Twitter & Instagram.

My role: Creative Director | Copy
Agency: Matter Unlimited
Directed by Shabazz Larkin

We got Google to tap Dracula to promote Night Sight, Pixel 3's revolutionary low-light photography feature. We ditched the flash, not the moment. Even Queen got on board–because "FLASH AH-AH!"

My role: Creative Director | Copy
Agency: JOAN
Directed by Terri Timely

We started with a simple yet powerful insight: Study is better with play. Then, we did what the competition couldn't–leaned into the one thing they overlooked. The pen. We took global youth culture's obsession with pen spinning and gave it a fresh spin. And, just to drive it home, we set the whole thing to Francci's "Do It Like This."

My role: Creative Director | Copy
Agency: BBH USA
Directed by WE ARE FROM LA

5G was about to change everything. But, our audience insight told us they didn’t think it was worth upgrading. So, our story broke the fourth wall to break things down for a skeptic until she’s convinced: Buying Samsung Galaxy 5G means you’ll be more than ready for the future. You’ll leap ahead of it.

My role: Creative Director | Copy
Agency: Publicis
Directed by Sara Dunlop

If you have a complex message to deliver, keep the concept simple and keep things human.

My role: Creative Director | Copy
Agency: Publicis
Client: Citi

With its Fall/Winter 2019 Collection, Project Rock – the Under Armour spinoff helmed by Dwayne Johnson – was finally dropping something for men, women, boys and girls. It was time to tell everyone the brand about building belief, believes everyone’s got what it takes to fight your way to greatness.

38,252,809 total views on IG (by 11/5/2019)

My role: Creative Director
Agency: Seven Bucks Creative

Bud Light’s Super Bowl 50 bottle celebrated all the years the brand’s been there. For friends. And for football. We brought this to life by time traveling from 1982 to present day, through a TV where we made the greatest SB plays look like one continuous game.

Featured in AdAge.

My role: Creative Director
Agency: VaynerMedia
Directed by Lucy Tcherniak

Eric Kallman of new SF agency Erich & Kallman brought me on to write scripts for a spot re-launching EZTABLE in the growing Asia Pacific market. I wrote the new brand’s manifesto and platform, "Moments, Booked.” The award-winning directing duo Ghost + Cow were behind the lens while Alldayeveryday ran point on production. 

My role: Creative Director | Copy
Agency: Erich & Kallman

 

For nearly 150, New York City's stores have delighted visitors with holiday window art displays. Thanks to Google VR, this magical retail extravaganza was finally available to everyone on the web: here.

FWA and Awwwards Site of the Day; 2017 Webby Awards Honoree
Featured in Adweek, Fast Company and Mashable.

My role: Creative Director | Copy
Agency: GROW in partnership with Google Art, Copy & Code

We took a day known only for binge drinking and turned it into a global stage for up-and-coming and established artists made of more.

As the lead CD teaming up with Momentum Worldwide’s music and entertainment practice, we pitched, won and built Guinness's Global Music Platform. We created the platform in partnership with our brave Diageo client team over two years and across multiple continents. We took a day known for hedonism, and transformed it into a Marshall stack for emerging voices. We scrapped Arthur's Day and introduced the world to Guinness AMPLIFY.

Featured in Irish News, The Guardian, Financial Times and The Observer.

My role: Creative Director
Agency: Momentum Worldwide

The paradox of choice overload is real. This is especially true for those who can afford all the options – the ultra-luxury car buyer. By offering an overwhelming 1.3 billion options, Bentley was only succeeding to overwhelm their customer into choosing the usual triple black package. So, we needed a way to create a bespoke car as easy and fun as commissioning art or buying photography.

Through our partnerships with Red Paper Heart and Your Majesty, we deployed innovative Leap Frog and personalization tech to bring to life The Visionary Experience at Bentley Studio, which became a multi-year, global experiential platform with stops in NYC, London and Shanghai.

Featured in Fast Company, Bizbash, PSFK, NYTimes.

My role: Creative Director
Agency: Momentum Worldwide

The year was 1963. Glenfiddich had just launched Single Malt Scotch in America. And, America really, really liked it. 50 years later whisky drinkers have no shortage of newer, shinier options. So how does Glenfiddich capture the magic of 1963? By creating a physical portal to 1963 in NY and LA.

Featured in NY Times.

My role: Creative Director
Agency: Momentum Worldwide

To rebrand Oxygen as an all-crime, all-the-time network, we created The Pursuit – an interactive social thriller game where you investigate the crime, analyze the evidence, and catch the killer. Live on Facebook.

500k+ tuned in to unravel the mystery on Thursday, August 10, 2017 at 12/11c.
ICYMI, you can put your detective skills to the test here.

My role: Creative Director | Concept
Agency: GROW

UNIQLO was rolling out US retail stores with their concept, “from Tokyo to __________.” So, when when they invited us to pitch ideas to launch their flagship store in Philadelphia, we looked for an authentic way to be part of the birthplace of brotherly love with the sickest b-boys and b-girls outside of Brooklyn. We hit up Philly’s one-and-only Questlove and hosted a family-friendly festival at the iconic Smith Memorial Playground, where we mixed elements of Japanese culture with the real Philadelphia vibe.

My role: Creative Director
Agency: Momentum Worldwide

For those who see better at night. Hunt at night. Love the night. We created a campaign that shines brightest when the sun goes down.

Our campaign to launch Stoli Night Edition included glow-in-the-dark everything, from the bottle, POS and print, to OOH and experiential.

My role: Creative Director
Agency: Momentum Worldwide

In this charming piece shot in Dufftown, Scotland, we enjoy a rare chat and tasting with Balvenie Master Distiller David Steward and Sam Simmons, aka Mr. Whisky & Balvenie Brand Ambassador. Stroll through the whisky warehouse and join us as we dip the dog in a 12 year old ex-bourbon barrel with honey vanilla, hints of heather and subtle oak notes, and a 15 year old European oak sherry cask with spice, nice nuttiness and a long sherried finish.

My role: Creative Director
Agency: Momentum Worldwide

To relaunch this 130 year old amaro Italiano stateside, we invited the industry at New Orlean's Tales of The Cocktail to experience its flexibility in a most scintillating way.

Thus read the bill:

TWISTED 'TAILS – FEATS OF CLASSIC COCKTAIL CONTORTIONS

Witness Amaro Montenegro’s incredible versatility in a series of mesmerizing performances. There will be twists of both the human and cocktail variety, showing Montenegro’s ultimate flexibility to those who attend. Space is limited, unlike our flavor, so reserve a spot while you can. This is an experience you’ll have to see, and taste, to believe.

MY ROLE: CREATIVE DIRECTOR
AGENCY: MOMENTUM WORLDWIDE

How do you get a manly whisky out of the basement – where it's ritualistically shared among fathers, uncles, brothers and the occasional Cohiba? By using New York's #1 Latino DJ and radio personality Alex Sensation to create the image of the Nightlife Conquistador across NYC radio, local OOH and targeted digital placements.

We created scenes of Alex's turntable and dance floor conquests, and then brought in renowned nightlife and fashion photographer Jessica Craig-Martin to capture every moment. And we saved Alex's golden voice for the most important message of all, to promote responsible drinking any way you mix it.

My role: Creative Director | Copy
Agency: Grey NY

It’s hard to do good for the planet when your car’s a gas guzzler. So, we positioned Honda Hybrids as the natural way for peeps who give a damn about Mother Nature to get around. Our playfully skeptical campaign including TV, print and retail let everyone know, whether you’re naturally progressive, naturally intelligent or naturally awesome, there’s a Honda Hybrid for you.

My role: Creative Director | Copy
Agency: Dentsu Utama

To launch the new flagship Lumix G mirrorless camera – the GX1 – and position the portfolio for women, we created a campaign celebrating a generation of newly empowered fashion-forward photography lovers. The first part of our campaign enticed the couture crowd with a runway model ready to take her own shots.

My role: Creative Director | Copy
Agency: Dentsu Utama
Directed by Peter Bannan

Our second “For Every Photonista” spot, took audiences on a weekend shopping trip in Tokyo and promoted the more accessible GF5. We gave tons of Lu.V to the Lumix Venus image processor.

My role: Creative Director | Copy
Agency: Dentsu Utama
Directed by Peter Bannan

When you’re creating multiple sub-brands, keeping them connected can be as simple as leaning into your brand’s color. I helped Chase own blue by creating multiple brands within their credit card portfolio, including Sapphire, the world’s first viral credit card.

Featured in AdWeek, NYTimes.

My role: Project Dir. & Rouge Copywriter
Agency: Dentsu McGarryBowen

My role: Creative Director & Copywriter
Agency: Momentum Worldwide

In 2018, I led an independent shop’s response to Audi’s Brand Action RFP. We were a scrappy team with tons of heart. And we were ecstatic when Audi invited us to the second round to present our ideas to the CMO and the marketing team. Here’s our pitch presentation including 5 audacious ideas for Audi based on our proposed platform, Earn Your Progress.

My role: Creative Director & Copywriter
Agency: SOHO Experiential

SKYY Vodka needed all of its communications to evolve.

Their recently-launched West of Expected integrated campaign wasn't producing the desired results.

Not ready to abandon the campaign, which was strategically sound, they tasked us with finding the way forward.

We showed them two paths ahead.

They bought both.

My role: Creative Director
Agency: Momentum Worldwide

Espolón Tequila needed to clarify its purpose online and then follow through with it across all of its digital and social channels.

To do this right we first needed some soul searching. We had to look inside – to rediscover and reconnect with the heart of a brand whose core purpose is to "Stir Things Up."

Ultimately, we pitched a single organizing idea to unify Espolòn's Social & Digital Ecosystem.

And we won.

My role: Creative Director
Agency: Momentum Worldwide

One anthem kicked off three ideas we pitched for Under Armour's CES 2014 launch of their first wearable tech and fitness tracking device, Armour39.

Role: Creative Director, Pitch Winner
Agency: Momentum Worldwide

In 2014 I joined an international team of m-united creatives tapped to develop the Window’s 10 global launch campaign.

I wanted to humanize the brand by telling the stories of real people who become so incredibly productive that they seem super human.

There’s nothing artificial about inspiration. So, instead of launching a new version of software, I proposed we just say “hi” and introduce the world to Humans, Inspired.