It's the most translated film on earth, bringing a universal message of freedom. As Global Head of Creative, Design, and Production for Beats by Dre, I led in the creative, production, and editorial for the global launch of this body of work launching Beats' newest product, Beats X.
We took an iconic children's song and paired it with 30 various global celebrities from sports, film and pop-culture and music who live life without strings. We kicked off the campaign through their social media channels, reaching a massive range of people. And Disney even remastered and re-released the film while the campaign ran.
Our film was viewed over 800 million times, and with targeted media reinforcing our message, 15.2 million site views led to Beats having its best fiscal quarter of all time.
As Global Head of Creative, Design, and Production at Beats By Dre, I led in the creation and production of the pilot for HBO's "The Shop."
On a rainy day in New Orleans, LeBron James, Draymond Green, Two Chains. Charles Oakley, Steve Stout, and Jesse Williams stepped into a barbershop in New Orleans for a haircut...
The result was the pilot for a 30-minute reality show with topics ranging from politics, race, music, business, and even wine.
As Global Head of Creative, Design, and Production for Beats by Dre, I led in the creation of this campaign in collaboration with Balmain.
Working directly with Kylie Jenner and Balmain's Olivier Rousteing, we not only created one of the most unique Beats launches ever, we also supported the launch of Balmain's flagship store in Los Angeles and the launch of Balmain's new line and accessories.
We created custom displays for Harrods, Balmain, and Collette as well as a complete social campaign in collaboration with Balmain and Kyle, with assets unique to each brand and influencer.
We launched at an influencer only event featuring a private fashion show featuring Balmain's new line in association with Beats, and a private concert featuring Migos.
The Balmain Beats sold out within 24 hours both online at retail, making this the most successful collaboration at Beats by Dre ever.
Walter. The first start-up agency for start-ups.
As President and Chief Creative Officer for JWT, I created Walter after discussions with start-ups on their need to market their brands and products.
When Walter launched online, it received over 200 applications from start-up companies within the first 24 hours of going live. And when we went live IRL, Walter existing for only five days at SXSW.
Plotter, the start-up we selected, went on to be named the top app at SXSWi and become the top downloaded app on iTunes.
As Head of Global Creative, Design, Production, I led in the creation of this short film for China.
Chinese New Year is the most massive migration of people on the planet. It's about going home, returning to your roots, and connecting with those you love.
We worked with Leah Dou and shot across China for localized relevance around unwritten taboos, class, and acceptance through the hearts, minds, and music of real people.
We launched the film at the beginning of the New Year celebration on the social media platform, LINE.
This film was the most watch piece of content for Chinese New Year and Beats by Dre in China.
As Head of Global Creative, Design, and Production for Beats by Dre, I led in the creation of this social only concept.
Beats By Dre connected with Lil Yachty to get his idea of a “Dream Prom.” In an exclusive animated video, Lil Yachty breaks down his night, which includes an Instagram model for a date, pizza, a sick sports car, the after party of all after parties with burgers on deck, and banging music from Beats Pill+ Speakers.
This supported Lil Yachty’s album “Teenage Emotions.”
DirecTV gave us a straightforward brief. "Show we are better than cable."
As Digital Executive Creative Director for Grey NYC, I started with a brand reposition and was Copywriter and lead creative for the "Don't Just Watch TV" campaign.
The tagline I penned, "Don't Just Watch TV, DirecTV." was named one of the best of all-time. Additionally, the body of work that followed completely repositioned DirecTV as beyond cable and capable of being a portable, multi-room, and seamless experience of fantastic pictures and sound.
The work was one of the most awarded campaigns in GreyNYC history.
As Chief Digital Officer for Mullen (MullenLowe), I led in the launch of Google's first phone.
From creating its digital storefront to introducing the device and all of its features in content that lived on Google's owned channels, I led a team that took the complex and highly technical to explain and gave it a sense of wonder and everyday ease. We created a body of work that was a fluid expression of everyday life and provided consumers a reason to consider.
As Global Head of Creative, Design, and Production for Beats by Dre, I led in the creation and production of the episodic "Beat X Beat" content series.
For this episode, we went to the Deep South and spoke with Antwan "Big Boi" Patton. And then we went a little deeper, to the place where it all started for one of Hip Hop’s most iconic groups. The Dungeon.
As the Digital Executive Creative Director at Grey NYC, I led in the creation of the "Opulence" campaign as a copywriter.
As Digital ECD, I also led my team in the creation of a breeder site for a fictional animal we knew was going to be featured in the commercial. The website included a "live" camera of the pygmy giraffe playing, sleeping and eating and included a 1800 number for visitors to call to order the extremely rare and limited creature.
At the launch of the spot, we had over 200,000 unique visits to our site via search for "mini giraffes," and with over 1,000 people calling to place an order for one in the first 12 hrs.
As Digital Executive Creative Director for Grey NYC, I led the creation of this campaign for Banana Boat.
We started with a question. How do to start a conversation about sun protection with people who care more about the brand they put on their feet than on their skin?
We wrote and shot a three-part documentary on the longest day in the summer about an obscure sport, Bike Polo.
We then designed the logo, built the site, and helped support the project by working with Banana Boat to launch the campaign, optimize search and amplify their brand via influencer support across social media.
As the President and Chief Creative Officer for JWT, I am proud to say I not only won this account, I wrote the campaign responsible for the win.
The campaign was called, "For The Love of Cars" and focused on the result of Pennzoil versus product pours and demonstrations of use.
We led with an anthem spot re-defining and re-positioning the brand worked with strategic partners, Dodge, Jeep, and Ferrari to not only use their cars and SUVs, but to launch their special edition and high-performance vehicles.
We called it "Joyride."
As Head of Partnerships for Red Bull and Red Bull Media House North America, I led in the creation of a Red Bull Partnership with Kia to help launch the Kia Forte. The partnership started with building a custom Red Bull Kia from the ground up to showcase Kia's innovation, followed co-branded content that lived on Red Bull's owned channels, and finally, a launch commercial created by Kia featuring the Red Bull brand. The partnership generated over $3.1 million in revenue for Red Bull Media House.
As Head of Global Creative, Design, and Production for Beats by Dre, I led in the creation and production of this global campaign.
Tapping into over 30 global athletes, this campaign received 28 million views during the Super Bowl alone. When launched in China, it received over 23 million views during the NBA Playoffs, making it the most-watched Beats commercial of all time in each region it was localized to air.
While this campaign was in the market, Beats received a 21% lift in site visits, without an ad buy. “Be Heard” garnered over 233 million views globally and over 625 million campaign impressions, all from one song and one universal behavior in sport.
As a creative for Burrell, I was both Art Director and Copywriter for this campaign featuring The Roots, Fatima, Jaguar Wright, Angie Stone, Musiq Soulchild, Amel Larrieux and Donnie.
This campaign introduced Neo-Soul as a genre to the masses.
I called it Nu Classic Soul.
As Global Head of Creative, Design, and Production for Beats by Dre, I led the creation of this campaign for Anthony Joshua.
It was his most significant moment.
So we went back to where it all started, Watford, London.
We went to his first gym, Finchley ABC in Barnet, and his run routes in North London, where he runs every day,
We used Michael Kiwanuka, the artist he listens to while he trains, but also a friend he grew up with. We captured real and authentic AJ as no one else could.
We even set up a call with his idol, Dr. Dre. It became more than just about training. It was motivation.
All of this was pushed out through social via our owned channels as well as through dark post via influencers.
We then took over the stadium via Twitter for a localized social push wherein his hometown was encouraged to tweet support during the fight so Anthony could see the messages streaming in real-time around the stadium.
As Head of Global Creative, Design, and Production, I led in the creative development and production of "Beat X Beat."
Beat X Beat is about the artists using their voice and entering into their world. In return, they let us see into their process, hear about their inspiration, and tell us their story through music. This episode features Noah Cyrus and Labrinth.
As President and Chief Creative Officer for JWT. I created the Semper Fi Bowl as a way to showcase not only the best in high school football but the best in quality citizenship.
Airing on both the NFL network and FOXSport1, the Semper Fi Bowl ran for five consecutive years.
A truly integrated experience, we created the Bowl Game and all assets for it. Helmet and uniform design, posters, passes, on-field materials, and on-air materials. We even created the training camp and selection process. The bowl game
The son of Ray Lewis and Bo Jackson are alumni of the Semper Fidelis Bowl.
As Digital Executive Creative Director for Grey NYC, I led in the creative and created this case study to showcase Don Julio is premium tequila. But everyone under the sun is hopping into this category claiming they are too. So, we took the competition head-on through content, OOH, content takeovers, and packaging. The message? If you desire premium Tequila, Don is to be loved.
As Digital Executive Creative Director for Grey NYC, I created HESS JET. GreyNYC's first mobile game and first execution from its first Digital AOR client. Players raced to collect Hess fuel against the computer or other players. The booster was available to stay one step ahead of the clock and competition. Players could use there iPhone to play head-to-head, use their tablet to play up to 4 people at once, or play mobile versus Facebook - a first of its kind integration for Facebook and iPhone. The app was featured on THE FWA as Mobile Site of the Day.
As Chief Digital Officer for Mullen (MullenLowe) I led in the Kill for a Pencil. It was was an 8-bit HTML 5 game built entirely in-house at Mullen, from concept to code. You’ll play as adman Jon Scraper racing through the streets of Madville on your way to the One Show—but you’re not alone. A lot of famous advertising icons are determined to keep you from making the deadline. And once you’re there, a lot of famous advertising people will be competing for the same prize.
As Executive Creative Director at The True Agency, I was tasked with creating social currency for Nissan.
But how do you launch a social campaign at a time when social networks didn't exist.
We created a 10-city tour and drove awareness with 80 unique and customized radio shows. We tapped the best spoken-word artists in Los Angeles, Bridget Grey, to be our MC, DJ, and host and drove our audience to events you could only find details about via our site.
To drive awareness to the site, we create unique OOH in each market by taking over traditional OOH, we pre-seeded and let graffiti artists take them over with our unique URL.
Our message?
Freedom, access, and respect.
As Digital Executive Creative Director for Grey NYC, I led in the creation of and built the social and digital platform for Canon's Project Imagin8ion, the first photo contest to inspire a Hollywood film.
We invited photographers to shape Ron Howard's next production by interpreting eight core tenets of storytelling using photography.
Nearly 100,000 photos were submitted. The eight winning photos inspired the film "when you find me," directed by Bryce Dallas Howard, which premiered at the Museum of Natural History and shortlisted for Best Live-Action Short at the 2013 Oscars.
As Creative Director at Chiat/Day Los Angeles, I was responsible for Nissan North America.
When we got the assignment to launch the Nissan Cube, there was one major issue; it wasn’t built yet. So, how do you launch a car without the car?
We created a statement that spoke to the design elements of the Cube and dropped it all over the city to create buzz as the cubes where being placed all over the city. We started occupying social networks. Looking at the millennial target, we realized the Cube had a lot in common with what our audience was intimately familiar with. The Cube was a social medium and an accurate representation of a mobile device.
We took over Facebook, Twitter, banners, experiential, print, OOH, events, broadcast, and created original content. Using universal social language, we linked the design and social aspects of the Cube to the interactive lifestyle of the millennial audience.
As Digital Executive Creative Director at Grey NYC, the NFL was one of my clients.
The NFL approached Grey with a challenge. They were second in NFL fantasy. They wanted to compete against Yahoo Fantasy Leagues and increase the NFL Fantasy membership by 350k.
So, we asked the NFL to invite all 6 million NFL Facebook fans to the NFL's first Facebook app.
Users could league up with their friends, chat, and challenge in real-time, get updates from players and even play against their favorite athletes during the season. We created everything Yahoo couldn't and brought you what only the NFL could.
When I was interning at Wieden and Kennedy, the NBA was on strike. I wrote this campaign as a quick, fun way to ask for the strike to be over and show how the NBA's biggest fans were getting their basketball fix in the meantime.
I pitched and won TRUTH in collaboration with Arnold and Crispin, with I was a creative at Burrell.
Shot over 24 hours using real people, we wanted to put a face on the facts Big Tobacco didn't want you to know.
As Executive Creative Director for The True Agency, I led in the creation of this experiential campaign to support the launch of the Nissan Armada.
We dropped these massive installations in 10 cities over the summer, the glass and steel containers had a straightforward message next to a sledgehammer bolted to the side, "Break Glass In Case of Adventure."
As Head of Global Creative and Design, we collaborated with LINE & FRIENDS to launch a special edition Solo3Wireless and introduce Beats Brown, the new lovable icon from LINE FRIENDS.
We launched on our owned channels, Facebook, Instagram, GIPHY, and LINE.
Available only in China and directly through LINE retail locations in Chengdu and HKRI Taikoo Hui in Shanghai, the product sold out within days and helped support Beats’ efforts in the APAC.
As Chief Digital Officer at Mullen, I led the partnership with Google to develop GoMo, an initiative aimed at helping small businesses adapt their websites to mobile devices.
We went to Mobile, Alabama, to work with small businesses to build and optimize their sites for mobile using Google.
As President and Chief Creative Officer for JWT, I led in the creation of this one of a kind experience.
SWSX is the last place you would think a motor oil company would show up. But to introduce the most innovative motor oil ever, SXSW was the first place we thought of. Partnering with Nintendo and their launch of Mario Kart 8, we build a custom track that allowed drivers to learn about our product while playing the game in real-life. The event was the most talked-about event at SXSW that year.
Head of Global Creative, Design, and Production for Beats by Dre I wrote this concept for the introduction of Deshaun Watson into the NFL.
Deshaun Watson is the hope for his family and an inspiration to his hometown. We went to Gainesville, Georgia, and saw how he'd inspired his family and community.
As President and Chief Creative Officer for JWT, I was tasked with re-inventing the agency ahead of its 100 year celebration. I brought in Killamari, the top illustrator at Cartoon Network and worked with him to design visuals representing J. Walter Thompson. The world's oldest advertising agency and credited with "inventing" the grilled cheese sandwich.
