Self-Destructing Book

Creative / Writer

For the launch of James Patterson’s “Private Vegas” we wanted to demonstrate that, after a 30-year career, he still was the master of thrill.

We created the Self-Destructing Book. A campaign designed to dramatically heighten the thrill of reading a book. We gave people 24 hours to read “Private Vegas” before it self-destructed. We changed the way people read a thriller one-second at a time.

The two versions of the Self-Destructing Book

Experiential

We promoted the outrageous $294,038 self-destructing physical version of the book with an equally outrageous online film.

Website

We released 1,000 free e-books at Selfdestructingbook.com, the hub of the campaign. There, users got codes to unlock the e-book and, to heighten the thrill, they could track other readers’ progress and steal time from their timers. 

iPad experience

The e-book included a 24-hour timer, frightening story related animations and an ominous "page burner" that destroyed every page as the user swiped to the next one.

TV

Finally, after all the digital books were destroyed, we launched a TV spot promoting the still available $294,038 version and the new, non-self-destructing hardcover version of the book.

Get Your Family On

Long time in the making, here's the new campaign for Spotify Family Plan. A big and fun celebration of family connection thanks to the power of music.

Role: Creative Director

This is the most meaningful project I’ve ever worked on.

The Ad Council gave us the opportunity to create a campaign to challenge the misconceptions about mental health young people from BIPOC and LGBTQI+ communities face everyday, encouraging them to reach out to a friend and start a conversation.

#seizetheawkward

Reinvention is about changing something that changes everything.

A film inspired by the mythical story of a tree from the South American rainforest, directed by Sam Brown.

Hello, Again Experience

Creative / Writer

To restore Lincoln’s place in culture, we created “Hello, Again”, a digital platform that challenged people to look at the old and familiar with fresh eyes.

To launch the project, we teamed-up with Beck and Chris Milk to reimagine how people could experience a classic song. Every aspect of the experience was reinvented - from the stage, to the orchestration, to the way the song was recorded.

 

Website Hello, Again 360º

A live event with a rotating stage and 167 musicians was captured to create a unique digital experience. Users visiting the website were immersed in a 360º interactive world that changed the idea of a “live” concert by breaking down the boundaries between online and offline.

Combover

ACD / Writer

The deliciousness of pudding is not only for kids. Dads and moms certainly love it too. But they love it for other reasons. Very adult reasons.

Les Haute Pockets by Stella Artois

Creative Director

Stella Artois wanted to remind people to enjoy the moment without our ever-present technological distraction: Phones. And New York's Fashion Week was the perfect moment to do it.

We created a fashion collection from scratch to convince fashionistas to put their phones away, grab a cold Stella and enjoy feeling haute.

The Film

We launched the collection with the hottest and silliest fashion film in the history of beer advertising.

Animated screens and OOH

During Fashion Week, fashionistas found us everywhere since we created animated screens, painted billboards, posters, and a huge double-decker bus.

Balaclava

We designed a balaclava. The highlight of the collection.

Water Ripples by Stella Artois

Creative Director

On World Water Day, we took over Grand Central and built a kinetic installation called “Water Ripples.” A towering 36-foot reflective space housing 600 individual physical droplets.

The objective was to make tangible the impact one person can have by providing water access to someone in need.

Each Chalice purchase provided 5 years of clean water and invited New Yorkers to set off their own personal ripple.

The Digital Memento

We captured every contribution moment and offered visitors the opportunity to keep and share their personal and unique ripples.

Design System

To create a dynamic and versatile design system, we partnered with an artist who painted dozens of different watercolor droplets. Then, we created beautiful ripple patterns and applied them to a wide range of assets, from animated billboards, posters, tote bags to a double-decker bus.

Jell-O Mood Meter

ACD / Writer

The Pudding Face Mood Meter constantly monitored and visualized how many :) or :( were tweeted on the web at any given moment. Whenever the national average of smiles dipped, we took swift and decisive action by doling out pudding samples on Twitter if users tweeted the all-powerful PUDDING FACE.

Jell-O Mood Meter OOH

As a powerful way to expand the Mood Meter outside the web, we created an interactive billboard that streamed real-time data from our website while a gigantic motorized face represented the score.

Mood Meter Control Room

The Control Room was an extension of the Mood Meter that gave users the opportunity to see the functionality of the experiment and showed them the other side of the Mood Meter, literally. This simple and fun data visualization site revealed all kinds of interesting stats gathered from the tweets feeding the Mood Meter, like where the happiest and frowniest cities are, the frowniest times of the week, and the people online who frowns the most.

Calling Nancy

Director

Lots of different things I'm interested in, like miscommunication, human error, animation, and found sounds and footage, came together in this very fun personal project. 

For some strange reason, an old lady started calling me thinking I was someone named Nancy. And because I never pick up my phone, she left me a bunch of beautiful and random voicemails. After hearing her endearing messages, I decided to bring them to life as an animated series. I started by imagining how this old lady could look based on her voice. Then, I made drawings, storyboards, and developed the music and animation style for the series. A couple of amazing friends helped me out bringing "Calling Nancy" to life. 

Pepto-Bismol

ACD / Writer

Our relationship with food is complicated. Very complicated.

Le Village

Creative Director

As part of the global launch of Stella Artois’ new platform called “Joie de bière”, we created short films that introduce people to “Le Village.” A place where nothing gets in the way of enjoying life with friends and a cold Belgian Lager.

Mom and Dad Bods Anthem

Creative Director

ORGANIZE is a non-profit working to save lives by increasing the number of registered organ donors in the U.S. 95% of Americans support organ donation, but people over the age of 45 don't think their aging bodies can make a difference so they don’t register as donors. We wanted to tell them their bodies are amazing. So, we created a catchy pop serenade performed by a muffin top and man-breast loving guru, made for a younger generation to share with their parents.

The Music Video

The Gifs 

Tanqueray No. Ten

Creative / Writer

Tanqueray No. Ten is the sophisticated cousin of regular Tanqueray. To highlight its premium personality, we created a world where unexpected and surreal things happen when the clock gets to Ten.

Lincoln Motor Company

Unreasonable Love

Creative / Writer

Americans are obsessed with protecting their new cars. But, what if the car is a beautiful, brand-new Lincoln? Well, for Lincoln drivers the smallest threat to their cars seems like a hallucinatory nightmare.

Battle

Creative / Writer

A radio spot?

I know, I know, but give it a listen. It's the most cinematic radio spot for paper towels in the history of advertising.