We posted a TikTok of a guy sleeping in a Casper store. Within a month, sleeping in Casper stores became a job.
2 Cannes Lions Shortlists, 6 One Show shortlists
Role: Associate Creative Director
Creative partner: Evan Elberson
Group Creative Directors: Kat O’Brien and Jackie Blaze
What’s the right way to eat mixed nuts? By the handful or one at a time?
What started as an argument between coworkers became a Super Bowl spot starring two comedians from my favorite TV show, Community. The internet responded exactly how we wanted, with endless ‘ALL!’ or ‘ONE!’ banter, shit-talking, and most importantly, nutty conversation.
Even without the national buy, our spot was rated as one of the best and funniest of the year by NPR, CBS, The Kellogg School, Forbes, and Campaign Wire. We even won Twitter Brand Bowl, thanks to all the debate stoking on game day.
3 One Show shortlists
Role: Associate Creative Director
Creative partner: Evan Elberson
Group Creative Directors: Kat O’Brien and Jackie Blaze
In 2023, we helped Casper with a new brand positioning to help launch their most innovative new mattresses. ‘For The Love of Sleep’ is a both a love letter to sleep and a rallying cry for us all to love sleep as much as Casper does.
Role: Creative Director
Creative partner: Evan Elberson
Group Creative Director: Jackie Blaze
Tiffany asked VICE to highlight their jewelry in an emotional but highly relatable way for a younger, less traditional Tiffany audience. The result was LOVE STORIES, a mini documentary about three couples in Los Angeles at various stages in their committed relationships.
Role: Art direction and design
Creative director: Lily DiCostanzo
Director: Christine Yuan
Photographer: Shane Joshua Smith
Some highlights from my time at Disney+, including a 2021 brand campaign, Halloween campaign and various performance work for title and studio launches.
Role: Creative Director and lead designer
This mini campaign for Midtown Athletic Club speaks to their heritage as the most elite tennis club in the country and their cultural emphasis on social interaction as a fun way to get fit. These OOH ads and TV spots feature the most unlikely partners coming together over a game of tennis.
Role: Art Director
Creative Directors: Arturo Gigante and Debbie Kasher
Footlocker tapped VICE to make a series of social videos and posts for its “Behind the Label” campaign promoting Champion’s 100 Year Anniversary line. The animated photo collage, with stitching effects and layered text pulled from the jock tag, highlights the iconic Champion label itself, while exploring what it means to be a “Champion.”
Role: Art direction and design
Creative Director: Jenny Held
Animation: Gabriel Tick and Assaf Clements
Photographer: Andrew White
VICE produced this exclusive documentary chronicling the North Korea marathon; the country’s only sporting event open to foreigners. Through the eyes of Olympians Aimee Fuller and Mirjam Jaeger, we learn about life in North Korea, and the power of sport to create connection and common language.
I created branding for the documentary; graphics for which appear in the cut itself as well as all supporting marketing and promotional materials. I was inspired by commercial design in North Korea, which has been mandated by the state and devoid of Western influence since the 1950s, and steeped in pride and patriotism.
Role: Art Direction and design
Animation: Stacie Plassche and Assaf Clements
Peet's Coffee was founded in Berkeley, California in 1966 as the first craft coffee company of its caliber. For fifty years, they have been doing things the same way: sourcing the best beans, hand-roasting in small batches and never compromising on freshness. Peet's changed how America looked at coffee, before the birth of Starbucks.
For their 50th anniversary campaign, we told their genuine and interesting story of craftsmanship, passion and commitment, reclaiming their history as The Original Craft Coffee.
On April Fool's Day (their actual birthday) we launched a "No Fooling" social campaign in which no lies were told- only the impressive truths behind Peet's honest business.
Role: Art Director
Creative Director: Chuck McBride
A high school uses specially coded stray pills as an intervention tool for students at risk of opioid addiction.
**Placed top 5 in Grey’s Regional Council (North America).
Concept, art direction, design, and editing for Grey NY, CW: Evan Elberson, Spec Work
New York, the sports capital of the world, has more teams than any other city. With more games, more scores, more players, more scandals, more coaches and more fans, New York really deserves its own nightly news show to cover it all. The "Infotainment" campaign demonstrates the logic of watching SNY's Geico SportsNite over "The World Wide Leader."
Role: Art director
Creative Directors: Arturo Gigante and Debbie Kasher
MDsave, a rapidly growing tech startup, is the world's first healthcare marketplace. By collaborating with hospitals and insurance companies, they have been able to make standard procedures affordable and competitive.
With the upcoming presidential election, our strategy for their launch campaign became a message of empowerment. Don't wait for someone to fix healthcare. Do it yourself.
The launch video appeared on TV and social.
Role: Art Director
Creative Director: Chuck McBrid