A New Thanksgiving Tradition
GoFundMe helps millions of people help their friends, family, and total strangers every year. They were hoping to do a holiday campaign, but we had a slightly different angle. After a spectacularly crappy year worldwide, which had so many people feeling cynical and defeated, we wanted to create a film that sparked hope and renewed faith in the innate generosity of human beings. We were inspired by the Thanksgiving tradition of everyone around the table saying what you’re thankful for. So we made a “Huge Thanksgiving” film, in which GoFundMe beneficiaries from across the globe got the chance to thank all of the friends and strangers who helped them through 2017’s dark times. This film will be the beginning of an annual tradition for the company to celebrate the best part of humankind.
Created with Opinionated Group and Art Director Julia Blackburn.
360 Campaign and Branding
XQ The Super School Project
The Super School Project, the brainchild of some of the greatest minds in national educational policy, is a national movement featuring a prototyping competition to totally reconceive American Public High School. I was the creative director and lead writer for all aspects of brand development through launch, including branding, naming, and marketing including TV, print, OOH, digital, social, website, community activation--and even some speech writing. See more about the project at xqsuperschool.org.
360 Campaign, ESPN NASCAR
Nationwide Series Integrated Campaign
The Nationwide Series is the proving ground for NASCAR. Rookies and champions mix it up, and sometimes the underdog prevails. I created the new tagline, IT’S ANYONE’S RACE, to sell Nationwide as a series just as exciting as the more elite Sprint Cup Series. Print is designed to celebrate breakout moments in Nationwide series history. TV conveys the aggression and unpredictability of the competition.
Wieden+Kennedy New York convinced Delta Airlines that the most compelling thing they could do was something airlines have historically avoided: being candid about their challenges. Our work for Delta acknowledges and celebrates the struggle all ambitious people face. To position Delta as the ally of aspiration and hard work, I created Delta’s global brand tagline, KEEP CLIMBING. Now, KEEP CLIMBING appears on nearly all Delta communication, from TV spots to airport terminals to apparel and cocktail napkins.
Apple has some of the most rabid brand loyalists around. For Apple’s 40th birthday, Art Director Matt Even and I created a film that celebrates Apple’s incredible influence on culture. This manic collage encapsulates 40 years of Apple in 40 seconds of evocative neologisms.
Twitter approached West Studios to launch its first-ever advertising. So, how do you talk about a brand that talks about absolutely everything? Our strategy was to highlight the unprecedented access Twitter gives you--with news that’s closer, faster, and more candid. We launched with NASCAR focused TV ads because the platform was gaining remarkable traction in this massive sport.
Created with Todd Waterbury and West Studios.
2013 Integrated Campaign
CLIF wanted to rally their core audience of athletes and remind them that CLIF is fuel for adventure, not just a desk snack. I provided writing and creative direction for print, social, digital, and a totally unique packaging campaign featuring with 20 “Adventure Challenges” to galvanize the athletic/adventure community and drive social interaction.
Created with North and Art Director Forrest Martin.
New York Stores Launch
To launch two new US stores in New York, UNIQLO created a US rebrand. Our work centered on the tagline MADE FOR ALL, and included concepting OOH, print, and experiential. We created a text-based wrapping for two massive construction sites and unique pop up experiences including an outdoor roller rink on the High Line and iconic retail “cubes.”
Created with Todd Waterbury and OPEN.
Spring/Summer 2014 Wedding Campaign
Newly-engaged people buy an astounding number of wedding magazines to get inspired for the big day. So Target asked our 72 and Sunny team to come up with a notable print campaign to drive wedding registry with this audience, who might not have considered Target. Our campaign positions Target as fresh and stylish, and shows that when two unique people join together, their opposing quirks make domestic life more interesting.
Created with 72 and Sunny and Art Director Justin Wright.
Various Films, YouTube/Google
Working with the agency Whirled, I’ve helped create several videos for YouTube, including a trailer for an Obama interview, and a music platform film.
Created with Whirled.
Twitter approached West Studios to help launch its first-ever advertising. One of the brand’s challenges was that people who understood Twitter were already using it, but many other people thought it sounded inane. Our strategy was to highlight the unprecedented access Twitter gives you—news that’s closer, faster, and more candid. We created a primer to explain the basics of Twitter, and made bespoke print work for cultural events including the Coachella Festival to demonstrate how Twitter gives inside access.
A Rock and Roll Band
I have been a musician and songwriter for 15 years. I’ve been creative directing my primary band, Eux Autres since 2002, including album packaging, promotional materials, and merchandise, as well as songwriting, composition, and production. We’ve toured the US and Europe several times, been licensed for many commercials, shows, and movies, and have charted in the CMJ top 40 for two consecutive albums. Visit www.euxautres.com
Digital Campaign and Website
Tanqueray decided it was time to fight vodka head-on. The campaign, Resist Simple, celebrates the wonderful complexity of Tanqueray’s flavor. Art director Mat Zarbatany and I created the new brand website and digital advertising. Creative concepting included brand videos, digital extensions, and TV.
New York Times Full Page Ads / Magazine back covers
ESPN is built on deep and immediate coverage. So the network regularly runs timely, unique print ads in high profile placements. This is a series of custom ESPN ads I created, including my favorite, a memorial for the venerable Jim McKay.
One of my specialties, for better or worse, is long copy. I love a full page ad, a manifesto, a four-minute video. Whatever cramps my hands and blurs my vision. Here are the greatest hits of my irrepressible verbosity.
I have been a writer since 1996, when a strange man in an elevator asked me if I would be interested in contributing album reviews to the Seattle Weekly. Twenty minutes later, I had a stack of CDs and an anxiety attack. Since then, I have created multimedia advertising, brand manifestoes and brand books, short stories, arts/culture features for newspapers and magazines, interviews, songs, blogs, commercial jingles, a monthly style column, and many punctual thank you notes.
My work has been published in books, magazines, literary journals, and anthologies, including Tin House, The Stranger, The Sun, Swink, Jane Magazine, Open City, Seattle Weekly, Portland Monthly, The Portland Tribune, The Organ Review of Arts, and Revel in Portland. I also started Blumesday (a literary holiday celebrating Judy Blume) and the Loggernaut Reading Series; and have performed in Eux Autres, The New Shit Show, the Deb Leopards, the Shee Bee Gees, and other weird diversions.