Experiential

I love bringing people and brands closer together. Here are some examples from the real world.

Prudential

The 4.01k Race for Retirement

✖ D&AD Impact Award
✖ Effie Award

One in three Americans isn’t saving enough for retirement. To avert a nationwide retirement crisis, my team at Droga set out to convince Americans that retirement is an important cause that needs your attention. And we raised awareness like you might for any cause: With a run.

The 4.01K Race for Retirement brought thousands of people to Washington DC to start treating their retirement like the important cause that it is. The entry fee? A commitment to donate just 1% more of your income to retirement.

Read more about it in AdWeek, Fast Company, and The Drum.

Lincoln

Scent of Sanctuary

✖ PRWeek Shortlist
✖ NY Festivals Bronze

During Art Basel in Miami, my team at Hudson Rouge helped Lincoln pull off its own version of performance art. With a launch spot, an army of influencers, a make-believe pop-up boutique, an event at the SLS hotel, artisan-blown perfume bottles, a charity auction, and more, we convinced the world that Serena Williams’ first post-retirement endeavor was releasing a new scent.

When everyone was paying attention, we revealed the unexpected twist: The new scent isn’t from a cosmetics company, but an automaker.

Case Study

Serena’s Fake Ad

Social Recap

Volvo

Racing the Sun

✖ Cannes Lions Digital Craft Shortlist
✖ Digiday Video Awards
✖ One Show Merit Award
✖ OMMA Awards

In August 2017, when 215 million Americans set aside their differences to watch the first total solar eclipse to cross the US in 100 years, Volvo’s XC60 was at the center of it all. Knowing innovation set the XC60 apart, we partnered with CNN to create a 360º 4K VR experience that transported anyone, anywhere, into the path of totality in an XC60. Adding substance to the celebration, four eclipse experts arrived in the path of totality in an XC60, live, and provided a unique perspective on why an eclipse is not just cool to see, but a vital part of humanity.

Michelob ULTRA

Team ULTRA

As a Creative Lead at AnalogFolk, I helped Michelob ULTRA inspire people to get active by overseeing Team ULTRA: a real-life ‘team’ of athletes and influencers that showed up where joy was needed most, coming to life through social content, in-person events, custom gear, UGC, and more.

Recruitment Film

Cheer Squad

When you’re part of Team ULTRA, you never know what joy will show up next. We just might show up at one of your rec league games with beer, a marching band, and a Cheer Squad, turning it into a big league event.

Run for ULTRA

We invited 100 members of Team ULTRA to run with us at the NY Marathon. But we did more than that. In the months leading up to the race, we trained them. And after the race, we kept our momentum going by turning the finish line into a starting line. Our wrap-up video launched a new generation of runners by inviting anyone who wanted to take up running to join our Team ULTRA training program and be ready for next year’s marathon.

The Play for ULTRA Collection

When everyday athletes helped us spread joy by renaming their rec league team Team ULTRA, we hooked them up with the Play For ULTRA Collection. Like any sensible fashion brand, we launched with a Lookbook featuring our athletes and influencers.

Volvo

The Choice

Volvo believes that to make better cars, they need a better understanding of the people who drive them. To build a relationship with the right kind of people, my team at Grey pitched an unconventional approach. We conducted a social experiment that explored the differences between those who embrace the future and those who fear it.

Smirnoff

Nightlife Exchange

✖ MIXX Awards Finalist
✖ New York Festivals Bronze World Medal
✖ Smirnoff became the #1 spirit in social media

My team at AKQA (overseeing social and digital) partnered with JWT (overseeing traditional media) to help Smirnoff create the world’s largest crowd-sourced party: We set out to collect and curate the best nightlife from 14 cities, then exchange it and throw epic parties, all on the same night. My role was to source the crowd.

Every party that happened in real life started online. In the Idea Exchange, anyone could suggest music, drinks, fashion, and trends that defined their city, then vote for the best ideas. The best culture was packed in crates and shipped to another city, where they were all opened on the same night. Afterwards, anyone could relive the parties online and see the best culture from each city.

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