Unfortunately, women are 25% less likely to get a raise to their male counterparts. So for April 4th, Equal Pay Day, we launched the Ask For A Raise campaign to help close the wage gap by creating a powerful tool to get women the money they deserve. We created a Facebook Chatbot entirely based on one of the worlds most fierce and badass female industry leaders: Cindy Gallop. The bot pulled in data from financial pay sites API's to arm women with all the information and confidence they needed to ask for a raise, creating a checklist of accomplishments to present to their bosses, as well as set a date they'd want to ask. We saw over 100k users in the first week with zero media spend and 180MM earned media impressions.
ONE SHOW - BEST OF DISCIPLINE (Grand Prix)
ONE SHOW - GOLD - Social Media
CANNES - Bronze - Cyber
CANNES - Shortlist - Media
D&AD Impact - Graphite Pencil - Financial Empowerment
Shorty Awards for Good - Shortlist
The Careculator is an online tool that tells you what to spend on your friends based on how much they care about you on Facebook.
A key peice of Jet.com's Innovating Saving campaign that led to a Media Grand Prix at Cannes.
How? It used advanced “Careculus” to analyze the amount your friends’ like, comment, tag, and share your posts to literally put a price on your friendships. The resulting price can be shared with your friends through social. And of course, it also served up gifts you can get in that price range (for less) on Jet.com.
CANNES - GRAND PRIX - (Integrated Media)
Facebook Awards - Winner
One Show - Merit - Cyber
2x Webbys - Shortlist
2x Shortys - Shortlist
CD's: Chris Joakim, Mike Donaghey
For Google Maps’s first-ever OOH campaign in the US we had to do something bold and attention grabbing, so we decided to do something bold and attention grabbing: tell New Yorkers that they don’t know New York, or anything in it… yet.
With it’s first major update in years, adding an “Explore” feature, we needed re-launch Google Maps as an app that you use for discovery of new places around you, rather than simply directions. We then came upon a simple insight: you don’t ever really know any neighborhood, city, or street, as well as you could. Even better, we made every billboard uniquely linked to a bespoke list within the the Google Maps explore feature, showcasing the places you might not know around the city.
Three days after President Trump was inaugurated, Senior Advisor Kellyanne Conway was quoted in an interview using the term “Alternative Facts” to defend mistruths put foward by the administration.
Ten days after the phrase had been coined, we had written, designed, manufactured and distributed: Alternative Facts the Card Game. We sold out in the first week.
A lot of press caught on. Site Here
ONE SHOW - Bronze Pencil - Promotional Materials
CANNES - Shortlist - Product Design
Designer: Gus Cook
For Jet.com's new brand TVC campaign, we needed to get the word out about the many ways you can actually save on Jet, like combining similar items in your cart, waiving returns, and shipping to an office address. So to do that, we wanted to showcase all the awful, horrible ways people have tried to save in the past, and humbly announce that they no longer have to do these miserable, garbage things, thanks to Jet.com.
The Museum of Banned Objects is an art exhibition with Planned Parenthood, currently on display at the Ace Hotel in New York City.
At a time where reproductive rights and sexual freedoms have been most threatened in recent years, Planned Parenthood wanted to make a statement demonstrating its significance in protecting these rights
The Museum of Banned Objects is a haunting exhibition at the Ace Hotel in conjunction with Planned Parenthood, imagining a faux-future which showcases all currently available forms of contraception and STD medications, as though they had been entirely banned and removed from society. The Museum of Banned Objects highlights the fragile contraceptive and abortion rights in the United States that many women face daily by showing what life would look if we aren’t protective of our own bodies.
Made in Conjunction with artists Matt Starr and Ellie Sachs
Lemonheads candy wanted to make its century-old brand relevant to a new audience, so we took Lemonhead from the box to the real world. We brought him to life on Facebook, Twitter, and LinkedIn as a regular, everyday guy who happened to have a massive lemon for a head. He went on dates, had a dog, and checked out concerts. It was as creepy as it was effective and went viral just 24 hours after launching the campaign. The first night of launch we were covered on Comedy Central and the internet went into a frenzy.
JCPenney approached us about selling Team USA mittens which benefitted the USO, and tying that in with their ambassador, Ted Ligety. We had a think and decided it would be best to cover a 90s classic rap song and hire the actual group to perform it.
To challenge the global perception and put Egypt back on the tourist map, we launched a campaign that challenged Egyptians, not the media, to show us the beauty of their country and show us they did.
We recruited local photographers and artists and gave them a simple task; shift the world's perspective on Egypt. Our campaign tag reached 80,000+ posts in a matter of weeks. We then used content submitted to our campaign tag to be showcased through TV, OOH, and digital; all with zero media spend.
Other things I've made when i'm not making ads.
BetterBios. A digital tinder/bumble bio generator to help you swipe your way to greatness. Users can share any bios directly to social, or copy + paste the unique bio into their own in app.
Kanye west spends a lot of time fighting on the internet, and often that drama results in iconic twitter feuds with huge celebrities like Taylor Swift and Wiz Khalifa. So, I made a site where people could to to check if Kanye is in a twitter fight with people. I then partnered with the CyberSmile anti cyber-bullying foundation, and every time someone shared the site on twitter, we donated $1 to to end cyberbullying, turning the biggest internet bully against internet bullying. Sadly this was removed by copyright lawyers.
In addition to just doing the ad thing, photography is a major passion and continuous side project of mine: I have grown my Instagram account to over 125,000 followers and have gotten to travel all over the world on assignment for major clients like Google, Airbnb, Samsonite, and Squarespace. I am rep'd by Ad Age's Agency A-list social agency Laundry Service for additional influencer / photography work.