Advil was looking for work that would build on their position as a global leader and leverage their place as the world’s number one pain reliever. What we created was an anthemic message that showcased real people from a variety of social media and found footage pieces. Our “What Pain?” work was not only a creative and unexpected approach for the brand; it was also the highest tested campaign for Advil in the history
of Pfizer. Premiering on the Super Bowl 2016, our launch spot was called out in multiple articles as the second most effective spot to run during the game.
The campaign also recently won the prestigious David Ogilvy award for reinventing traditional media.
We started our TV effort with a big presence launching nationally on the
2016 Super Bowl with our anthem spot.
Then rolling out two additional spots with different conditions and products.
A social content/usergen effort where pain sufferers were invited to send in their unique efforts of how they triumphed over pain with movement, exercise...and Advil's help. Selected content was subsequently used in social and above the line communications.
Our print campaign tied perfectly to our TV and social efforts, by utilizing found and user generated content.
Grey was challenged to reinvent the brand campaign for T.J. Maxx. Our team evolved the brand from a fashion-focused effort to a consumer brand that supports and understands real women.
Maxx Life is a fully integrated effort that has brought great success, and helped T.J.Maxx become one of the fastest-growing retail brands on the planet -- outdoing Macys, Kohl’s and JCPenney’s combined.
Our first Maxx Life spot paved the way for a fully integrated campaign.
We continued to highlight individuals.
We evolved our broadcast by truly highlighting real individual
women and their stories.
Who knows moms better then their children. In this video we asked real kids to show us just how well they know their moms.
For Mother's Day, we asked moms to show us her strength.
She sent images of herself and her family in a strong, powerful pose. For each image she sent, $1.00 was given to Save the Children.
We also showcased our real women cast in featured videos. Which were a huge success, this video went viral with over 6 million views and thousands of shares.
For JCPenney we created a large range of work that lived across all channels, social, broadcast, print and digital. Our affordability insight was so successful for the brand, that they have recently returned to an effort that mirrors our original insight. Solid affirmation that our initial intent was the right direction and path for the brand’s success.
My first spot for JCPenney reinvigorated the work, by showing how no look is complete without the finishing touches.
This spot launched a new campaign theme and tagline, which we integrated into both social and print.
Here we give our consumer tips and advice via a fashion stylist blogger.
Print integrates the campaign theme in both magazine, outdoor and in-store.
This spot captures the attitude and style of teens as they head back to school.
Here we showcased the thrill of holiday giving and receiving. Giving it a bold energetic look to impact the competitive holiday season and connect the overall effort.
During the 5 years I worked on Kohl's at McCann Erickson, I created some of the most wonderful work of my career. Ranging from conceptual imagery to humor-based content, I worked with the industry's top directors in locations around the globe. Our “All In This Together” work received top honors at the RACIE Retail Marketing Awards, winning gold for the best campaign of the year.
Our campaigns also catapulted the brand into the public consciousness as one of the top retailers of its time.
One of my most favorite spots that I have ever created. Showing the infectious nature of the ease of life that could be achieved via Kohl’s.
Continuing with the campaign theme, this spot won the Grand Prize at the prestigious RACIE awards, honored by the best minds in retail.
These spots launched The More You Know the More You Kohl’s intergraded platform with a comedic twist.
BTS launch of Abbey Dawn, Avril Levine’s line at Kohl’s.
Throughout my career, I have always felt rewarded when I have been part of work that could save lives or bring hope to someone in need.
The organ donor work we created for The University of Pittsburgh Medical Center generated an unprecedented amount of sign-ups. Through a fully integrated effort, which included a large sign up activation event in the city of Pittsburgh, as well as digital, social broadcast, collateral and outdoor, all to promote the initiative.
This spot was a literal interpretation of the stress of waiting.
This pre-roll was created to demonstrate the frustrations of waiting.
This Activation held up traffic and pedestrians around the city of Pittsburgh, bringing to life the feelings and tension of being delayed.
These spots represent a regional campaign in Pittsburgh and surrounding areas for University of Pittsburgh medical center.
Billabong was a truly exciting independent effort. Working directly with our client, we were challenged to create an integrated social platform and develop attention-getting work on a tight budget. We created was the Billabong World of Adventure, which included a made-for-digital content piece, and still imagery for both traditional and social channels.
Here, we brought the Billabong "World of Adventure" to life -- with a small budget and a huge attitude. Fast, fun, and very efficient. This content was used across every channel for maximum impact. We helped the brand bring life at the beach to a whole new level.
This is also reflected in an integrated print shoot, which was packaged with video to leverage our budget and brand identity.
Using the content we produced, we created a beautiful
digital catalog that perfectly complimented our above-the-line effort. The 32-page catalog immersed the viewer in our "World of Adventure" online.
Ethan Allen is a timeless classic and some of my favorite work. It was also successful creatively and from a business perspective, won awards and increasesed sales and awareness for the brand. It was also one of my first experiences creating integrated content - and I developed cohesive materials that were seen in multiple channels across their marketing.
A timeless classic shot by Lance Accord.
This is one of several visually arresting new product launch spots I created for Ethan Allen.
This spot explores the range of Ethan Allen offerings.
My experience on L’Oreal involved tireless work and problem solving. In addition to new work, I used existing assets to re-invent creative with a different message and purpose.
After that I worked directly with the L'Oreal client on
a variety of projects, serving as art director, writer and creative director for multiple brands, including
La Roche Posay and Vichy.
Creative remake of an existing L’Oreal favorite.
Re-edit product launch.
Utilizing existing assets to create a beautiful brand film which encapsulates the essence
of the sensitive but effective La Roche-Posay brand.
In-store posters launching La Roche Posay at Target stores.
While at Grey, we pitched and won the Kmart account. The work we created reinvigorated the brand and gave them a broader and more modern appeal. Our campaign elevated their iconic brand and helped them stand out in the market. The work we developed was represented across broadcast, print, in-store collateral and ecommerce.
Back to school integrated effort.
Print and outdoor featured in Fashion Pubs, as well as Time Square and Penn Station dominations.
