Due to the increased crime rate in Chicago, basketball participation among teenagers has dropped significantly. Nike looked to restore belief in Chicago basketball to help kids stay in school, off the street, and on the court.

We did just that with The Just Do It HQ at The Church, a basketball hub with faith at its core. It won Cannes Grand Prix and a Bronze Lion.

We gutted an old, condemned church and transformed it into a training facility for at-risk youths. It offered the high-end amenities of a proper basketball facility, including a full-length court, lockers, weight & trainers’ room, and free Nike gear.

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CANNES LIONS: 01 Grand Prix + 01 Bronze + 02 Shortlists

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Role: CD
Partner: Marcelo Ramirez
CD: Amir Farhang
ACD Copy: Greg Weber
ACD Art: Mike Costa

CCO: Omid Farhang

NBA fans love to wear the jerseys of their favorite players. And at $200 each, they aren’t cheap. No wonder fans are distraught when their favorite player changes teams - in the NBA, 70% of players changed teams in 2018, alone. 

Partnering with the NBA and Fanatics, we created a way to turn sports disloyalty into brand loyalty – “American Express Jersey Assurance” is the first-ever protection plan for basketball jerseys.

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CANNES LIONS: 02 Bronze + 06 Shortlists | D&AD: 02 Wood | ANDY Awards: 01 Gold | ONE SHOW: 01 Bronze + 03 Merit | CLIO Awards: 01 Gold + 01 Bronze | NEW YORK FESTIVALS: 02 Second Prize + 02 Third Prize + 01 Finalist | EPICA Awards: 01 Silver | EVENT MARKETER: 01 Gold

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Role: CD
Partner: Marcelo Ramirez

CCO: Omid Farhang
ECD: James Robinson

NEWYORK-PRESBYTERIAN x DOMINIQUE ANSEL

NYC is in the middle of a blood shortage crisis and NewYork-Presbyterian wanted to create a blood drive unlike any other that would drive real donations and real interest to do so (repeatedly). Because when someone donates blood, they have the power to save up to 3 lives.

Whenever blood is donated, the donor needs to recalibrate their blood sugar immediately to not get dizzy or faint. And what are they given? Usually, a basic, ordinary cookie.

So we partnered with world-renowned chef (and inventor of the Cronut), Dominique Ansel, to create a limited-time only, extraordinary treat--the 3 Lives Bar--that could only be enjoyed by blood donors. The 360º campaign led to an increase in donations, ultimately saved lives, and rewarded these donors with an exclusive treat.

Since winning the account at the end of ’21, we’ve led the reframing and building of NewYork-Presbyterian as a true consumer brand. Stay Amazing, the new creative platform, tells raw, unfiltered stories of patients from New York and how next-level care lives closer to home throughout the greater New York area.

In the past year, we’ve done a lot (see below), and what you see is but a smattering of that work.

9 TV Spots
17 Radio Spots
97 OOH
29 Print Ads
69 Digital Banners
109 Social Assets…and much, much more.

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ONE SHOW: 01 Merit | AICP POST: 01 Shortlist Docu-Style + 01 Shortlist Regional | LONDON INTERNATIONAL Awards: 01 Gold | NEW YORK EMMY Awards: 03 Nominations

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Role: ECD
Partner: Marcelo Ramirez
CDs: Brian Pluta (CW) & Jon Cochran (AD)
ACD: Alejandra Guerrero (CW)
Art Director: Emily Haugbro

More than 50 million people around the world suffer from Parkinson’s disease and other neuromuscular conditions, which share a common symptom: debilitating tremors. Those who suffer from tremors have to contend with the seemingly simple, even using a smart device, becoming almost impossible. In partnership with Havas Germany, we created Staybl, an anti-tremor browser, available for free. It compensates for tremor movement in real-time, so even if your device shakes, your browser window stays stable.

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CANNES LIONS: 01 Gold + 02 Silver + 01 Bronze + 03 Shortlists | NEW YORK FESTIVALS Genius 100: 01 Shortlist | CAMPAIGN The Power of Purpose: 01 Shortlist | CREATIVEPOOL Awards: 01 Silver | FAST COMPANY Innovation By Design Awards: Winner of Best Designed Apps & Games + Honorable Mention for Accessible Design | LONDON INTERNATIONAL Awards: 02 Gold + 04 Silver + 1 Bronze | EPICA Awards: 02 Gold + 01 Silver + 01 Bronze | EUROBEST: 01 Gold + 01 Silver + 01 Bronze + 03 Finalist | WORLD SUMMIT Awards: 01 Winner | CAMPAIGN US Big Awards: 01 Honorable Mention

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Role: ECD
Partner: Marcelo Ramirez
CD: Walter Ziegler
CD: Michael Schoepf
CD: Guido Eichhoff
CX: Kathrin Hoffman
CT: James Huerta
Designer: Janice Chen

CCO: Dan Lucey
CCO: Eric Schoeffler

NYC is struggling with homelessness, especially youth homelessness. Staggeringly, 40% of the homeless youth population identifies as LGBTQ+.

To raise awareness, we partnered the Ali Forney Center (AFC), an organization dedicated to housing homeless LGBTQ+ youth, with New York Magazine, to develop an issue where 40% of the total ad inventory (28 pages) was dedicated to the challenges this group faces.

The Issue Within the Issue included bespoke editorial content that highlighted the plight of homeless LGBTQ+ youths. We enlisted editors, writers, designers, artists, and photojournalists (all of whom were either LGBTQ+ or allies of the community) to write exposés, op-eds, features, poetry, retrospectives, and more.

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TYPE DIRECTORS CLUB: 03 Awards | CLIO Awards: 03 Bronze + 01 Shortlist | D&AD: 01 Shortlist | ONE SHOW: 02 Shortlists | NEW YORK FESTIVALS Genius 100: 01 Shortlist | CAMPAIGN US Big Awards: 01 Finalist | CREATIVEPOOL Awards: 01 Bronze | CAMPAIGN Power of Purpose Awards: 01 Shortlist | DIGIDAY Greater Good Awards: 02 Shortlists | ADAGE Editor’s Pick

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Role: ECD
Partner: Marcelo Ramirez
Design Director: Brian Lai
ACD: Katharine Flynn
Copywriters: Carlos Matias, Nick Malone, JP Winders, Patrick Chase
Art Directors: Camille Walker, Hamza Ali, Rudy Troncone

CCO: Dan Lucey

Chipotle wanted to establish its presence on Snapchat. To do so, we looked to the behavior of TV before DVR, and launched a weekly show.

School of Guac, led by our host--Hallie Peño, was our take on an after-school special meets variety program meets satirical news program. Our audience: HS and college kids craving some mid-afternoon Chipotle. 

The series and each episode (approximately an 1 minute long Story comprised of multiple Snaps) were supported by a promotional campaign that included weekly tune-in messaging. 

Role: CD
Senior Designer: Corey Upton
Copywriter: Monica Sagowitz
Art Director: Helen Torney

To announce its new partnership with fashion designers--Public School, Cadillac tasked us with creating a stunt to tease the upcoming launch of the new XT5 crossover.

We used New York Fashion Week as our backdrop and hosted a one-of-a-kind runway show; one that took place 150 ft. above the Hudson River, and aligned with Cadillac's "Dare Greatly" promise.

We concepted, produced, and filmed a stunt that Bloomberg news called, "The PR Stunt of the Year.”

Role: Copywriter / ACD

Founder & CEO: H. Tony Berger
VP Innovation & Ideation: Ian Cleary

TAKE IT FROM A FISH

Cannes Grand Prix, Silver and Bronze Lion winner, Take It from a Fish is a first-of-its-kind digital and social awareness campaign developed on behalf of AstraZeneca. 

The purpose: to educate at-risk people and their loved ones about very high triglycerides, but in a thought-provoking, entertaining and sharable way. And who knows more about the benefits of fish oil then, well, fish? To bring it to life, we highlight the banter between two Striped Bass—Sal and Marty—who discuss the merits of exercise and a healthier diet, as well as some other rather inane stuff.

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CANNES LIONS: 01 Grand Prix + 01 Silver + 01 Bronze + 01 Shortlist | CLIO HEALTH: 01 Silver + 02 Bronze + 01 Shortlist | ADAGE Creativity Pick of the Day

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Role: Copywriter / ACD
CDs: Todd Feitlin & Marcelo Ramirez

ECD: Mark Musto

Super Rally, a first-of-its-kind tennis game, went beyond augmented reality, blurring the lines between the digital and physical worlds. Guided by tennis legend Venus Williams, players returned digital serves at real-world targets. With each hit, physical targets inside our activation space would light up, drawing the interest of spectators into the experience.

The video says it all.

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CLIO SPORTS: 01 Silver + 02 Bronze | Ex Awards: 01 Gold | Event Marketer: 01 Gold

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Role: CD
Partner: Marcelo Ramirez

CCO: Omid Farhang

 

Surge, the popular 90s soft drink, is back exclusively at Burger King. We helped Coca-Cola spread the word of its return by looking to another 90s icon—the pager. The throwback tech does one thing, and one thing only: lets you know when Surge is flowing at a BK near you.  The campaign is comprised of a teaser, a long form piece (similar to a new product reveal), and hidden camera footage of an actual pager kiosk set up right outside of an Apple store. In addition, functioning pagers will be distributed to hardcore Surge fans to help spread the word.

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ADWEEK Editor’s Pick

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Role: CD
Partner: Marcelo Ramirez
ACD Art: Greg Tatum
Senior Copywriter: Bob Tallman

CCO: Omid Farhang

All-Star Weekend is a celebration of more than just basketball. It’s where art, tech, and of course the culture of basketball intersect. So, we deconstructed basketball, so fans could see and feel basketball in a new, yet familiar way – part interactive hoops museum, part Instagram paradise.

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CLIO SPORTS: 01 Silver + 02 Shortlists

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Role: CDPartner: Marcelo Ramirez
ACD Art: Greg Tatum
ACD Art: Mike Costa
ACD Copy: Greg Weber
Senior Copywriter: Bob Tallman
Posters by Davide Barco

Sports apparel brands created the business model that pays elite athletes millions of dollars in exchange for their visual identities, then exploits those identities to profit by the billions. They become commodities—their image, style, and even initials absorbed as part of the great commercial machine. Powerade wants to disrupt the model, by giving all athletes—not just the elite few—the power to know they can own their own identities.

At this year’s McDonald’s All-American Game, we gifted all 48 participants with the power to own their very own, professionally designed brand identity. Most importantly, they received a document, turning over full ownership and the copyright of the design to them, allowing them to use it however they wish, in perpetuity.

Role: CD
Partner: Marcelo Ramirez
ACD Art: Mike Costa
ACD Copy: Greg Weber
Senior Copywriter: Bob Tallman

CCO: Omid Farhang

Clio Sports Gold, Silver and Bronze (2x) winner, Air Tennis is a multi-sensory, 4D tennis gaming experience. 

Unveiled at the 2017 US Open, it helped fans feel the fundamentals of tennis in a totally untethered way. Combining the basics of tennis with gaming, fans were able to feel the heightened sensations of tennis, regardless of their skill levels. The game needed no controllers. The goal: keep the ball in play and go for the longest rally.

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CLIO SPORTS: 01 Gold + 01 Silver + 01 Bronze + 02 Shortlists

"AMEX aces the US Open Fan Experience." -The Drum; US Creative Work of the Week

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Role: CD
Partner: Marcelo Ramirez

CCO: Omid Farhang

 

For the first time in over 30 years, The New York Yankees launched an above-the-line campaign, led by TV. The goal: to attract a new, younger fanbase without alienating the existing one. Since the team's roster was in transition, we couldn't afford to spotlight players and the on-field product. Instead we zeroed in on the fan, in-stand experience. The following spots are thematically different, representing distinct audiences and their time at Yankees Stadium. The people are real, and hopefully so is the FOMO it inspires. 

Role: Copywriter / CD

Partners in Crime:

Copywriter / CD: Tyler Pierce
Art Director / CD: Harun Zankel