PORTFOLIO

Perdue wanted a hack into the big game, on the biggest wing-eating day of the year while avoiding the big broadcast media buys. To reinforce the greatness of their air-fryer wings, we partnered with the master of inprov, Wayne Brady, to literally wing an entire show on social media, based on the real-time happenings of the game, and actual submissions on social.

Perdue’s biggest competitor announced it was going back to feeding its chickens antibiotics, before they’re even sick. This was a bullet in the chamber for differentiation for Perdue, the pioneer in an all-vegetarian, no antibiotics ever diet for their chickens. We needed to wake up America to this fact, so we created Chix Mix along with an integrated campaign of broadcast, social, audio and print to support. It balanced surprising creative approaches with an earnest set of values maintained through generations in the Perdue family.

Need to connect and build trust with busy working moms? Show her that you really get what she’s up against. Parents love their kids but don’t always like ‘em. And at the end of the day, they still care about feeding them clean, quality protein. This campaign got railed in testing, as most provocative ideas do, but brave clients pushed it forward and it is the highest performing to date.

With the “Delicious Chicken they May or May Not Deserve” brand campaign, we created hardworking product ads. While the other brand work featured the Perdue family (Jim, Chris and Ryan), these focused more closely on the taste appeal, recipe and key benefit of each product, while still reflecting the honest parenting pain points around mealtime.

In a world of flavored vodka, ABSOLUT needed to win on transparency. This global campaign literally cracked open ABSOLUT flavors to show what's inside: nothing but the real thing.

The alli brand needed to stand out in a weight loss category filled with cliches and false promises. The answer: be honest. With science on its side, we tasked alli to tell people the truth, the whole truth and nothing but the truth about weight loss...and do it in a playful, artful way. The "How Healthy Works" campaign ran globally and, I'm proud to say, never once showed a measuring tape wrapped around a woman's waist.

Kohl's series of TV spots during the AMA awards set out to be way more than just commercials. The ask: break a mold. The answer: choose-your-own-adventure style commercials that allowed viewers to live-tweet in real time what spots they wanted to see next. This integrated, interactive campaign was made even more buzz-worthy with celebrity talent and humor-spiked scripts that reached beyond product to build brand love.

In the wake of their main competitor announcing that they would go back to feeding their chickens antibiotics, Perdue wanted to remind America just how absurd that practice is. This video reinforced their leadership position in feeding chickens all-vegetarian feed with no antibiotics ever, while also building awareness around the new generation of Perdue family leadership, Chris and Ryan Perdue.

Chocolate that's good for your heart? It almost sells itself. The challenge with Cocoa Via was recognizing that as soon as you talked about health...the chocolate suddenly seemed un-delicious. No scientific explanation of plant sterols and cholesterol. No pictures of beakers or doctors. Priority one is being loved as chocolate. Heart-health is simply the cherry on top.

Turns out people don’t get into chicken over Thanksgiving. But most prefer it to turkey. How could Perdue breakthrough at an unlikely time to get more chicken on more minds during the holiday? Yes, a Chiclucken.

Magical lines and weirdly magical taxi ideas are what Skittles are made for. Here are a couple of my favorites from those magical years.

A pitch that was won, with pitch-work produced! It rarely happens, but this time it did. I led the Vitamix pitch with a brand campaign that hinged on being essential. The trick was making work that felt premium and simple, while still having room for human warmth and story and not falling sterile.

Whether it’s a kid, a dog, new apparel lines for Walmart, protein powder or new customizable sound-damping lighting design systems, I love naming. Here are some of my favorites.

Perdue was launching their brand new Air Fryer Ready Crispy Wings during football season, and was also looking to build awareness of new leadership, brothers Chris and Ryan Perdue. To do both, we leaned into a classic rivalry spirit (and brotherly sparring) with a social campaign fanning the debates around flats v. drumsticks, among other delicious topics like single-dipping v. double-dipping and carrots v. celery.

Target was after an Easter campaign that could highlight both food and merchandise, connect with families, especially within the Hispanic market, and do it all through a remote production with strict COVID protocol. This campaign was born of collaborative creative partnerships, cultural insights, COVID insights as to how families were spending time together and a modern, inspiring vibe that is uniquely Target.

KOHL'S was ready to launch an exclusive NINE WEST apparel collection and needed their social video and broadcast campaign to work hard: it needed to honor the Nine West brand's legacy in superior shoes, while also showcasing the apparel, while also modernizing the notion of 9-5 workwear as something that is stylish, brimming with personality and wearable well outside the office. My answer to this brief was to channel the spirit of the classic TV show Soul Train. With foot-focused dancing we could highlight footwear, but still allow focus on apparel through each woman's incredibly unique dance style.

Launching a new flavor of ABSOLUT required going way beyond a flavor name to mine culture, fashion, vibes and experiences to bring the new flavor to life.

Launching a new flavor of ABSOLUT required going way beyond a flavor name to mine culture, fashion, vibes and experiences to bring the new flavor to life.

In the saturated lotion category, hydration is cost of entry. We gladly carved out more ownable territory for NIVEA with work that celebrated human connection and touch in a fun, fresh and playful way that most importantly could execute on a global level.