“You are where you eat”
Catch is a trendy new sushi, seafood and steak restaurant concept that has been stealing the scene in LA, NYC, Playa Del Carmen and is now opening a flagship in the Aria hotel in Las Vegas. The typical clientele are the who’s who of fashion, Hollywood and social influencers. We created a colorful campaign to match their vibrant tone, mixing fashion and food for an overall unforgettable visual. The tag line says it all.
As a company that believes in entertainment for all and that also happens to be headquartered in the wedding capital of the world (Las Vegas), MGM Resorts thought it was time for some wedding love songs that included everyone.
So we created an album of classics that spoke to the LGBTQ community, with the help of Bob Dylan, Kesha, St. Vincent and others.
We even had Kesha officiate a same sex wedding for her single and Ben Gibbard do his live on Conan.
Zooey Deschanel’s band She & Him was inspired by the project and decided to release their first single in 5 years in both heterosexual and same sex versions.
All to affirm what most of us know to be true: that all love is equal.
** 4 time “Editors Pick” by Adage
Titled "Thoughts", this New York Lottery brand campaign, which uses the tagline ‘What will you think about when you don’t have to think about money’, is rooted in the insight that money takes up a lot of brain space, and once freed from such burdens, it allows you the opportunity to let your mind wander.
The campaign also encouraged people to share their own thoughts using the hashtag #nylotterythoughts, it caused quite the reaction on Twitter and Instagram. It even got the attention of SNL, The New York Times and Jeopardy.
We had the opportunity to pitch the Nespresso account and produce the brands first ever stateside push, solidifying their partnership with their international spokesperson George Clooney. Since then we’ve had the pleasure of creating their iconic spots.
One of our spots even got its own SNL spoof, not bad for a European brand's first attempt at getting noticed in the US.
No tag line. No logo. Just a great visual solution. So rare these days. Proud of this one.
We were tasked with creating a campaign designed to drive weekday business to MGM National Harbor, the casino and resort in Washington DC. We decided to take a departure from the typical cliche casino creative and inject a bit of needed humor. So we asked a simple question: While Friday night is regarded as a great night to enjoy a casino, what about the other weekdays?
To consider those possibilities on Monday through Thursday, we teamed up with director Jim Jenkins to personify each of those days in different spots. The campaign asserts that "Every Day is Monumental" at MGM National Harbor.
91st Call for Entries & 91st ADC Annual
Keep Fighting The Good Fight.
No matter your creative discipline, we all have a common enemy: the process. No one understands this better than the ADC. In an effort to empathize with creatives and rally them to do the best work of their careers, we've developed a campaign that calls out many of these obstacles and absurdities in a satirical fashion.
Working on the New York Lottery account for over 6 years was insane. I don't think I've ever had more fun at work. It was an incredible experience to work with some of the best creative collaborators in the business like the Perlorian Bros, David Shane, Hank Perlman, and Eric Wareheim.
Here are some of my favorites from those years.
The good part of mornings.
Tropicana is all about making mornings better. We were tasked with establishing Tropicana as New York’s orange juice. We wanted to do something that really talked to NY'ers and the mornings they endure on a daily basis.
We used Grand Central and Penn Station takeovers to spread our message.
Tropicana's sales rose 44%. After seeing the work, illustrated by Rami Niemi, and the results, Tropicana asked us to do the same thing for an additional 4 cities.
For year two, we set out to find the consumer that had the ‘Worst Morning Ever’. We asked consumers to share their morning frustrations through Twitter and Facebook. And then turned those frustrations into the actual campaign.
Running Jose Cuervo's social was an amazing lesson in the changing ways of how we create content. The quick timelines and small budgets made this an extra fun and fulfilling part of my career. Here are a few of the best moments.
Cinco de Mayo is a damn good time. Most of us probably couldn’t tell you why we’re celebrating, but hey, as long as you’re partying with Cuervo, we're cool with it.
Introducing #writeyourcinco, a social campaign led by Luis Guzman inviting fans to make up their own historically inaccurate version of Cinco. The campaign took off, submissions flooded in from all over including Late Night with Seth Meyers. The best of them were painted onto a mural in Downtown LA's by Charles Glaubitz.
In celebration of National Margarita Day, Jose Cuervo wanted to remind people that Cuervo was the tequila behind the invention of the Margarita - one of the world’s most popular and beloved drinks. In keeping with its bold, pioneering spirit, we decided to make this known via another Margarita first – creating the first ever Margarita to be launched into and subsequently frozen by the sub-zero temperatures of space and mixed while tumbling back down to earth.
Side note: We drank the space-arita and spent the next week with debilitating paranoia of radiation poisoning. Fun stuff!
Go out with a bang.
DDB asked my partner Aron Fried and I to come up with a stunt for the Cannes Ad Festival. The stunt (below) was written up extensively, took us to Cannes for 12 whole days and got us into every party in town. Oh and we had unlimited beer. I'd say mission accomplished.
Bucking the ugly trend of hip-hop moguls and celebrity hair stylists starting their own spirits brands, with the help of Mark Denton, we introduced a beer that came from the unlikeliest of people – someone the public could fully get behind.
Introducing Ethel’s Brew.
Ethel Goldschmidt is an 88-year old woman from Brooklyn, New York, whose husband of more than 50 years has just passed away. Now, she’s single and ready to go out with a bang, and her first order of business is launching the beer she and her husband always dreamed of brewing. Well, that, and experiencing other lovers. This faux brand had everyone in Brooklyn at the Cannes festival fooled, rumors of Ethel went viral.
I love me some eye catching visuals. This is an assortment of some of my favorites from my time on NY Lottery.