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Copywriting/Creative direction


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Copywriting/Creative direction


The Work


The Work


 
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ROAM FREE


LAND ROVER

ROAM FREE


LAND ROVER

ROAM FREE

We wanted to celebrate Land Rover's 65th anniversary and capture the essence of Land Rover's go-anywhere-do-anything feeling of freedom and premium all-terrain capability.
So, we used four free-running pros that maintain a rectangular formation, each one representing an articulating wheel of the Land Rover.
The precisely choreographed four-person “dance” through nature is an epic demonstration of the Land Rover tagline, “ABOVE AND BEYOND.”

 
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AXE THE LABEL


AXE

AXE THE LABEL


AXE

AXE THE LABEL

Axe, a brand known for getting guys noticed in the real world, wanted to see if they could help them get noticed in the music world too.  So, we created AXE THE LABEL, a platform that turned SoundCloud’s unique commenting tool into a tool, to help get guys out of the comments section and into the spotlight.

Unknown rappers and producers on SoundCloud were invited to create a fire hook for hip hop idol Lil Yachty’s latest single or co-author an original track with Grammy-winning producer Zaytoven, using beat-kits he dropped online.

Oh, and we may have also replaced the labels of our cans with the names and faces of our unknown artists, topped the Carter V album drop and had the first branded song to ever enter the charts organically.

 
 
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TURN THE BEZEL


SAMSUNG

TURN THE BEZEL


SAMSUNG

TURN THE BEZEL

We were tasked  to create a highly shareable film for Samsung Global that would  demonstrate the circular UX of the new Samsung Gear S2 Smart Watch in a fun and vibrant way.

So, we created a heightened demo that features a diverse cast of over 150 performers that includes musicians, athletes and dancers executing a variety of everyday actions. Choreographed together they form one epic performance all captured in camera.

 

Results:  45.5 Million combined views, AdAges's 3rd most shared video of 2015 and R/GA New York's 2nd most viral video ever.

 
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ALL-AMERICAN FAMILY PORTRAIT


HP

ALL-AMERICAN FAMILY PORTRAIT


HP

HP is deeply invested in diversity. They asked us to create a video to promote that message.
In this video, we explore people's pre-conceived notions of the All-American Family and what it truly means today.


Some uncovered facts from studies about perceptions in the US today:

• 3 in 4 respondents identify an All-American family as white, heterosexual with children, while only 1 in 4 American families match that portrait
• 8 in 10 Americans agree it's difficult to define an All-American family because America is so diverse
• 68% of LGBTQ people consider their families All-American vs. 58% who believe others would describe them in same way
• 1 in 3 Americans say they would be nervous to bring home a significant other of a different race
• 1 in 2 say their family would prefer they date or marry someone of the same race/religion
• Although 95% of those surveyed report being close with their families, 1 in 3 have cut ties with a family member based on perceived intolerant views

 
 
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5X5 FILM PROJECT


LAND ROVER

5X5 FILM PROJECT


LAND ROVER

 

5x5 FILM PROJECT   |   FIVE IN-CAR CAMERAS / FIVE INNOVATIVE DIRECTORS.

A brand that is known for always forging into new territory, can’t promote a new feature just like any other car company.
So we challenged five-up-and coming directors to create their own uncommon adventure story that would debut at the Sundance Film Festival.
There was only one requirement: USE THE CAR AS THE CAMERA. 

Each film was shot using only the five camera surround system, native to the Land Rover.

 

CASE STUDY:

 

THE FILMS:

THE WAVE -  A family is forced to make some bold maneuvers in an attempt to reach safety.

RENDEZVOUS - An abstract journey though space and time.

LITTLE THINGS - A father's quest as he searches for a meaningful item that's been lost.

MONDAY - A chase through a neighborhood that takes some unexpected twists and turns.

ROVER - An astronaut on a reconnaissance mission searching for a lost colleague.


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Reimagine Your Routine


SAMSUNG FAMILY HUB

Reimagine Your Routine


SAMSUNG FAMILY HUB

 

Reimagine Your Routine.


When you’re so used to an old routine, it can take a brief moment to adjust to one, simplified by the Samsung Family Hub.

 This film series is about a family which had inefficient routines that they were accustomed to. In each of the films we see a family member ponder consequences of these routines, illustrated through a series of exaggerated “premonitions” shown in rapid succession.

They are quickly brought back to reality, as soon as they remember that their brand new Samsung Family Hub has already solved that problem for them.

 

Biker Gang (Anthem Spot)

 

Too Much Broccoli 

 

Burnt Cookies

 
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B.A.R.T.


TD BANK

B.A.R.T.


TD BANK

 

B.A.R.T.  THE ROBOT INTERN


In order to bring to life TD Bank's Bank Human philosophy, we created a new multi-channel campaign centered around a fictional robot named B.A.R.T. (Banking Assistance and Registration Technology). He’s a former employee of “Other Bank” (representing all other banks & their “robotic” way of banking.

Despite his background, TD Bank believes that by taking B.A.R.T. on as their new intern, they can help him unlearn his rigid and robotic ways. Through his friendly and helpful new colleagues, he comes to understand TD Bank’s uniquely human approach to banking, bringing him one step closer to being human.

Meet B.A.R.T. (Anthem TVC)

 

Pens  (online)

 

New Customer  (online)

 

Accounts  (online)

 
 
 
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REINVENTION


VALVOLINE

REINVENTION


VALVOLINE


We wanted to showcase Valvoline's brand heritage, while heroing the ingenuity of the Valvoline engineers.
So, we created a film that illustrates the excitement and passion Valvoline engineers put into their work, throughout the ages. 

 

 
 

The Work


The Work