How do you insert an under-the-radar dog food brand into the cultural conversation? Convince a pop goddess to write a banger about her true besties.
Co-created with Mike Cicale.
How do you attract shoppers in a time of epic inflation? Remind them just how absurdly simple it is to save money at BJ’s.
Co-created with Mike Cicale.
Clio: Silver (Film)
Comm Arts selection
AdAge Editor’s Pick
How do you talk to young men about the need to powder their privates? For starters, be sure to speak their language.
Co-created with Mike Cicale.
AdAge: Editor’s Pick
Clio Health: Bronze
One Show: Shortlist
ADC: Shortlist
Webby: Shortlist
How do you convince dog lovers that Freshpet is a different breed of pet food? Gross out non–dog lovers.
Co-created with Mike Cicale.
How do you get Gen Z to try a Baby-Boomer product? Invent an entirely new use case suited to their (literal) pain point—and then launch with the (literal) queen of high heels, Nicky Doll.
Co-created with Mike Cicale.
2 Webby Awards
6 Shorty Awards
One Show: Shortlist
How do you make the agency holiday card something a little more, well, meaningful? You lead a team to write and illustrate a Christmas tale specifically for a group that’s never had one of their own—with all proceeds going to the Hetrick-Martin Institute.
Co-created with Mike Cicale.
Communication Arts: Shortlist
How do you grab the attention of pain-sufferers in a crowded category? Remind them that the fight against pain is exactly that: a fight.
Co-created with Mike Cicale.
Clio Health: Silver
How do you promote a local doggy daycare in a novel way? First, don’t show any dogs. Second, kill a few people.
Co-created with Mike Cicale.
How do you help Millennial moms see America’s largest baby food brand as a little less factory farm and a little more family farm? Show them that we have babies too.
Co-created with Jillian Watkins.
How do you garner press for being the second most effective independent ad agency? Troll the first.
Co-created with Jillian Watkins.
How do you prove to moms that all those nutritious fruits and veggies will end up in their babies' mouths and not on the floor? Introduce them to Gerber's 2000 taste testers.
Co-created with Meredith Schwinder and Derek Shevel.
How do you show that The Hartford takes small business insurance seriously? Create a character of stature in a category defined by comedy.
Co-created with Jillian Watkins.
How do you educate parents on the importance of learning to chew? Take them to school. (And win a Gold Effie in the process.)
Co-created with Meredith Schwinder.
How do you grab the attention of women eager to have a child? Show them you understand the heartbreak of not having one.
Co-created with Jillian Watkins.
How do you help a niche dating site stand out from the crowd? By doubling-down on what makes it unique and putting the "J" back in JDate. (All anchored by my favorite tagline I've ever written.)
“If non-Jews don’t understand, it is not a shortcoming of the campaign but rather its point.” - The New York Times
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