Keurig
Blurb
Americans were tired of overpaying “Big Beaneries” for specialty milks, and Keurig had the fix with the new K-Café brewer. So we brought in James Corden to spill the tea while serving coffeehouse vibes with an extra shot of funny.
Headlines
Headline:
Wake Up to a New Coffeehouse Experience.
Subhead:
With a brand voice as bold as its brew.
Headline Alt:
Wake Up to Keurig and Stay Up With Corden.
Subhead Alt:Now Serving Coffeehouse Vibes.
So What’s next?
From lattes with late-night hosts to AI stealing the spotlight—and even conspiracy theories worth believing—I turn the blandest briefs into cultural moments.
(Alt)
Need another shot of creativity? See how I put soul into IBM at the GRAMMYs—or gave Fruit of the Loom the ’90s makeover montage it always deserved.
S = Situation
Keurig had already revolutionized how Americans brewed coffee at home. But with the launch of the K-Café, a brewer system that could produce lattes, cappuccinos, and specialty drinks, the brand needed to show the world they could make more than a decent cup of coffee.
P = Problem
Despite our success converting drip coffee drinkers to single-serve brewing, the Keurig brand was still a lil’ bland. So to win over the hearts of cafe coffee consumers, we had to prove we could deliver delicious specialty drinks and grab their attention by serving up a memorable coffeehouse experience
I = Idea
We were going to serve up a coffeehouse experience to give people something fresh to wake up to. So in an ironic twist to get the word out to the world we recruited the most popular tea sipping personality from across the pond –James Corden.
N = Next Steps
With Corden’s everyman humor, Keurig could make itself over from a cold appliance into a warm and lovable brand that delivered café vibes.
IBM
Blurb
The GRAMMYs had the stars, the fashion, the sound. IBM had… data annotation. So we made noise with GRAMMYConnect, an AI-powered second-screen experience that brought fans closer to their favorite artists in real time.
Headlines
Headline:
I’d Like to Thank the Academy… and the Algorithm.
Subhead:
Making AI the Star of Music’s Biggest Night.
Headline Alt:
The GRAMMYs’ Breakout Performance Belonged to AI.
Subhead Alt:An AI-powered experience that brought fans closer to their favorite musical artists.
So What’s next?
If IBM can crash the GRAMMYs with a little soul, see how Fruit of the Loom hijacked travelwear—or how Keurig found its funny bone with a late-night twist.
(Alt)
If you liked IBM crashing the GRAMMYs, see how Fruit of the Loom hijacked summer travel—or how Keurig found its funny bone from the least likely late-night host.
S = Situation
The GRAMMYs is a star-studded event filled with music, fashion, and unforgettable performances, broadcast to millions worldwide. IBM, better known for research and data annotation than red carpets, wanted to use the show to spotlight its newest AI, Watson.
P = Problem
IBM wasn’t the kind of brand audiences tuned in to see on music’s biggest night. To stand out, Watson had to connect emotionally with fans who cared far more about celebrities, spectacle, and sound than about artificial intelligence.
I = Idea
Transform a sponsorship into something immersive and music-inspired. We launched GRAMMYConnect, a second-screen web experience powered by Watson and driven by fan curiosity. Viewers could explore millions of AI-generated artist connections in real time—turning trivia into discovery.
N = Next Steps
We built GRAMMYConnect as a sleek second-screen platform powered by IBM Watson, promoted it on-air during the GRAMMYs, and drove engagement through social media and GRAMMY artist partnerships before, during, and after the show.
Nissan
Blurb
Nissan’s newest campaign had charm, but it was still missing character. So we flipped the script with multicultural work for Black and Hispanic audiences—moving the needle forward and making the Town of Basic a little more diverse.
Headlines
Headline:
Making the Town of Basic a Little Less… Basic
Subead:
With new a multicultural campaign bringing diversity to Nissan
Headline Alt:
Bringing a Lil’ Color to the Town of Basic
Subhead Alt:With representation from every burb, block and barrio.
So What’s Next?
If I could add character to Nissan’s Town of Basic see how I put Chevy back in gear in gear or help Dodge’s EVs leave competitors in their rearview.
(Alt)
From making Nissan more inclusive to reinventing American icons like Chevy and Dodge for the electric age, see how I put auto brands back on the fast track.
S = Situation
Nissan’s “Town of Basic” retail campaign created a surreal world where nothing ever happens—until a Nissan rolls through. While it worked for the general market, it lacked the perspectives of Black and Hispanic drivers who represent a huge share of U.S. car buyers.
P = Problem
To resonate authentically, the campaign needed more than subs and dubs. Nissan had to reflect the voices, culture, and perspectives of AA and HM drivers—or risk alienating them in a campaign meant to be universal.
I = Idea
We took the Town of Basic further with a transcreation approach, producing multicultural work that added swagger and real cultural nuance. By pulling from lived experiences and ensuring authenticity in voice and storytelling, we gave the campaign new character without losing its charm.
N = Next (Deliverables)
The work extended across broadcast, digital, and social—creating spots tailored for Black and Hispanic audiences while staying true to the Town of Basic world. By infusing authentic voices and cultural touchpoints, Nissan broadened the campaign’s relevance and made diversity feel essential, not optional.
Chevy
Blurb
Chevy had plenty of creative horsepower, but too much of it was parked in the garage. So my partner and I took the brand for a joyride by bringing new blood, bold ideas, and proactive pitches that helped put the agency back into high gear.
So What’s Next?
No time for pit stops. Next up: see how I gave Dodge’s EV the right of way to flip off convention—or added some much-needed character to Nissan’s Town of Basic.
(alt)
From steering Chevy through a transitional period to helping Dodge redefine EV advertising and contributing to Nissan’s multicultural work—I know my way around an auto brief.
So What’s Next?
No time for pit stops. Next up: see how I gave Dodge’s EV the right of way to flip off convention—or added some much-needed character to Nissan’s Town of Basic.
(alt)
From steering Chevy through a transitional period to helping Dodge redefine EV advertising and contributing to Nissan’s multicultural work—I know my way around an auto brief.
S = Situation
Chevrolet is one of the most iconic brands in the world, but during a transitional period between major campaigns, its creative momentum risked stalling. For a brand of that scale, sitting idle wasn’t an option.
P = Problem
Legacy alone wasn’t driving relevance. Chevy needed bold thinking and cultural storytelling to bridge the gap—and the agency needed “new blood” to help take the agency out of park with inspiring, people first and future-focused work.
I = Idea
That’s when my partner and I came in as new blood. Tasked with keeping the engine running, we turned Chevy into our creative garage—concepting proactive activations, pitching bold new work, and contributing to some of the brand most notable work.
N = Next (Deliverables)
We touched everything. From OOH, live events, digital, and broadcast to redesigning Corvette as a standalone brand for a new generation of supercar enthusiasts—keeping Chevy visible and culturally relevant during the transition.
Fruit x
SWA
Blurb
When designer brands started charging sky-high prices for basic comfort, Fruit of the Loom couldn’t let that fly. So we teamed up with Southwest Airlines on the Getaway Collection, a travelwear collection that put money back into the pockets of travelers… literally
So What’s next?
From hijacking the hottest summer trends with Fruit and Southwest, to stealing the spotlight with IBM, to giving Fruit of the Loom a fit check—see how we earned cultural relevance.
(alt)
If Fruit and Southwest could change the travelwear industry, see how Fruit changed their underwear with this rebrand or how IBM could turn AI into the GRAMMY's breakout performer.
S = Situation
Travelwear had become a cultural trend—designer brands charging first-class prices for basic sweats and calling it luxury. Fruit of the Loom, a brand built on affordability, couldn’t let that fly.
P = Problem
To stay relevant, Fruit needed to reframe what luxury meant and connect with a new generation of travelers. The challenge: prove comfort can be stylish, affordable, and culturally cool—without losing the brand’s cheeky tone.
I = Idea
We partnered with Southwest Airlines to hijack the summer travelwear conversation with the Getaway Collection: a limited line of Fruit’s Crafted Comfort sweats, cheekily priced like couture but packed with Southwest® gift cards worth more than the retail tag. The first travelwear collection that literally came with travel.
N = Next (Deliverables)
The campaign launched as a limited drop, supported with digital and social activations during peak travel season. The Getaway Collection sold out in minutes, drove massive earned media impressions, spiked website traffic, and positioned both brands as champions of comfort and value at scale.
Fruit
Blurb
Fruit of the Loom was once a ’90s pop culture icon, but had slipped to the bottom of the bargain bin. So we gave the brand a glow-up by refreshing their identity with irreverent campaigns, social-first stunts, and a sense of humor that made Fruit culturally relevant again.
So What’s next?
Fruit’s rebrand was just the start—see the fruits of labor in a partnership with Southwest Airlines, or how we brewed up something fun for Keurig with James Corden.
(alt)
Fruit changed its look, then took off with Southwest—but if you’re looking for something more grounded, see how we made Keurig coffee the real best thing to wake up to.
S = Situation
In the ’90s, Fruit of the Loom was a pop culture icon largely in part to their irreverent humor and the Fruit Guys. But over time the brand lost relevance and slipped to the bottom of the bargain bin. But now with a new wardrobe featuring innovative products and updated apparel, Fruit was ready for people to see their glow-up.
P = Problem
Fruit needed more than a fresh look; it needed to win over a new generation. The challenge was to reframe the brand as the cheap option that their grandparents own into something cheeky, relevant, and culturally cool again.
I = Idea
We didn’t just update Fruit’s identity, we gave their sense of humor an overhaul. Through bold campaigns, Fruitisms, trend-driven social content, and even a few playful conspiracy theories, we reintroduced Fruit of the Loom with the irreverence that made it iconic in the first place.
N = Next (Deliverables)
The rebrand spanned paid media, broadcast, OLV, TikTok, Snapchat AR, social activations, and hundreds of new brand assets. From campaign work to scrappy socially driven work we rebuilt Fruit’s cultural presence across every channel.
Dodge
Blurb
If Dodge’s first electric vehicle was going to spark new interest, it needed to prove EVs could deliver the high-octane thrills and tongue-in-cheek humor audiences have come to expect.
Headlines
Headline:
Putting the Charger in Dodge’s Charger EV
Subhead:
Proving electric cars can make some noise.
Headline Alt:
The Next Generation of EVs Have Big Dodge Energy
Subhead Alt:And leaving our competition in our emission-free dust.
So what’s next?
From Dodge’s first EV, to reinventing the Corvette for a new generation and putting Nissan’s Town of Basic on the map I’m right at home behind the wheel of an auto brief.
(Alt)
From launching the world’s first electric muscle car to redefining this generation’s next supercar or putting a little town called Basic on the map—I’m comfortable behind the wheel of any auto brief.
S = Situation
By 2035 Dodge planned to go fully electric, and their Brotherhood of Muscle. (their most loyal, gas-guzzling, Hemi-humping fans) weren’t having it. With uncertainty running high and excitement running low, Dodge needed to prove their first EV could live up to the legacy.
P = Problem
In a category full of uninspired EVs and even less inspiring EV ads, Dodge risked alienating its core audience and losing cultural relevance. The world’s first electric muscle car needed to stand apart from the competition and prove that “electric” could still mean powerful and loud.
I = Idea
We turned the launch into a manifesto. By parodying competitors’ predictably boring EV spots, Dodge delivered a loud, unapologetic middle finger to convention—showcasing the Charger Daytona Banshee EV as both a cultural statement and a jaw-dropping display of next-gen performance.
N = Next Steps
To bring the idea to life, we produced a high-octane launch film that doubled as Dodge’s platform for future EV storytelling, with a campaign that extended across OOH, broadcast, online video, and merchandise.