I transformed the Buccaneers from one of the weakest properties in the NFL to a top 10 franchise in several key digital, social and game day categories.

How?

By telling a story that connected with the fans in an authentic way in digital, social and traditional media.

By driving traffic to Buccaneers.com up 45% in one year. A non-playoff year.

By driving the Buccaneers from the bottom of the league to #4 in NFL in video engagement.

By driving the game day experience from bottom two in NFL to top 10 by creating fresh content and new concepts for fan engagement.

By creating viral videos with millions of views, putting our mascot and cheerleaders on the Today Show and receiving widespread international media attention.

By building an internal creative department talented enough to displace an external and expensive agency resource.

By working with the NFL to use analytics as a tool to sharpen content brand wide.

By using social media outlets as listening posts to turn brand weaknesses into growth opportunities.

By helping identify a social media technology partner capable of integrating all fan-generated content into one feed.

By generating mobile app firsts in conjunction with third party vendors.

By instituting an online project management system for the entire organization.

Most of all, by driving change daily, taking risks and always, always, always putting culture first.

We were asked to participate in a branding and strategic exercise for this global brand. We wanted to show what was possible if we created incredibly deeply designed and crafted communications that upon closer inspection revealed a slightly naughty and cheeky world - all in the name of quality of course.

Yep. Smoking is bad for you. So are cheeseburgers.

Partnering with rock star photographer David LaChapelle, I created a campaign that consumers loved so much, they stole posters of it out of stores nationwide.

The results: the campaign returned Camel to pop culture icon status and doubled market share.

In 1987, Absolut made vodka more interesting.

In 1998, Grey Goose made vodka more artisanal.

It was time for a whole, new idea.

So we introduced what was completely missing from the vodka category: Fun.

Three Olives Vodka comes in 16 intensely-sweet flavors like root beer, cherry and grape. Definitely not for the suddenly stuffy Gray Goose crowd.

So we created a new bar call for the brand. Then integrated that message across all media. From high-impact print to branded content online to iPhone apps even viral media.

Fun. We predict it’s going to be big.

In fact, since the campaign broke, Three Olives has emerged as one of the second fastest-growing imported vodka in America.

And the client has given us two more brands, without a pitch, as a result of this work.

In one of the biggest coups in marketing history, I got a chance to create four digital spots for this epic brand. To date, it has received more than 4 million views on YouTube, was featured in ADWEEK and has generated a ton of great press that helped put this little agency on the map.

This campaign was honored with ADWEEK's Ad of The Day nationwide.
 

Microsoft asked me to beta test new Surface tablets. So I gave a bunch to my creatives and we started to play. What we came up ended up at Cannes. It also generated a lot of buzz and some new business from Microsoft.

For Dunhill, a brand with a rich, international heritage but not a lot of local relevance, I created many campaigns. One in particular received among the highest brand relevance and recall scores in the history of that brand.

How an ad campaign made NYC kids smarter

New York had its Finest. The cops.

New York had its Bravest. The firefighters.

There was another class of hero in the city that deserved equal recognition. Equal stature. A group more influential than the usual idols of our children’s lives…like athletes and pop stars.

These were New York’s Public School teachers. Heroes through and through.

So we created a title that would do them proud: New York’s Brightest.

Then I secured Hollywood titan Joel Schumacher to direct 17 spots. For free.

We shot a print/OOH campaign. Free.

Re-designed their website. Free.

Did radio. On the house.

Oh, and got the Ad Council to donate $10 million in free local media. Something that had never happened before.

An amazing story. Especially considering the initial ask from the Dept. of Ed: A six-minute recruitment video.

The results?

Within a few months, the website was flooded with more than 274,000 unique visitors. New York City received 24,215 online applications for 6,500 available positions. And the applications were of the highest quality that New York City had ever seen.

Who doesn’t think IKEA is a shopping experience that’s ripe for sarcastic fodder? Adult males are particularly amused by ironic, smart humor. This direct mail piece showed the kind of domestic bliss possible between man and bird. Cooking. Cleaning. Romping. It was all fair game and the analogy to this ridiculously over the top slice of life gave us the room to play with the brand in new ways. Swedish meatballs with your Camel, anyone?