Since World War II, Ka-bar Knives have been the choice for those who need a knife that they can trust in the most important and most dire of circumstances. Our charge was to remind the rough, rugged and ready that these knives truly are life savers, and our audience is made up of people who can often find their lives on the line.
The grandson of a WWII veteran.
A man treed by a wild boar.
A man and his injured son survive a terrifying storm.
What’s in a vape and what do the vape companies really think of kids? None of it is good.
It’s not just a toll tag, it’s a toll tag that comes with a wonderful, fun, terrific, super-nice, trusting client. Love those guys.
Getting a TxTag and driving thru tolls is easier than, well, a lot of things.
Anybody ever get a Mercedes for Christmas? Anybody? Anybody?
More people die from opioid overdose in NYC than car crashes, murders and suicides combined. Fortunately, there is medical treatment. Users and their loved ones are often skeptical that there is any way to beat opioid addiction. So we created stories of Living Proof to get the word out.
Mayor de Blasio launched the effort citywide using our work as a backdrop.
Most people know talking or texting while driving is dangerous. The insight was, phone use is an addiction--and nobody wants to be the victim of an addiction. I wrote the tagline: Don't Let Your Phone Drive You. The work fell out of that.
For broadcast and web videos, we had some fun by casting a phone as the villain.
Set on vibrate
Google Maps has disavowed any knowledge of a phone behaving this way
Tasty
Anyone remember Farmland?
We got more serious out on the road.
We created a wall of actual stories of people—mostly teens—who had been killed while texting.
We also created press and public events with speeches from politicians, police chiefs and parents and friends of people who died while texting and driving.
The Washington Department of Transportation dug a tunnel under Seattle to replace the old Alaskan Way highway, which had been deemed a future risk during earthquakes. Like everyone, it had become a bit rickety with age.
So the SR99 tunnel bypasses downtown by going under it. It’s billed as “The World’s Safest Tunnel.”
Our job was to launch and awareness campaign, and then let people know at a certain point, the tunnel would become a toll road.
We noticed every time we talked about the tunnel in concepting, our arms made this scooping tunnel motion.
Who knows, maybe that could become a thing.
Broadcast, digital, outdoor, print and everything else under the sun followed.
The 99 tunnel. It’s a thing.
Raising kids can be tough. Parents get stressed. We wanted to remind parents that all kids come with challenges because, ater all, they're kids. And that there's a place a mom or dad can go to help them cope.
Piggly Wiggly is one of southern America’s most enduring and popular brands. It has been since Buzzy Newton created the franchise decades ago. It was the local grocery store. It was where folks knew folks and they could always find the kind of food that stuck to their ribs and warmed their hearts.
But times, they are a-changin’. With the proliferation of big box retailers like Wal-Mart, Publix, Kroger, and the like flooding the marketplace, “The Pig” was at a huge disadvantage. They couldn’t cut prices, they couldn’t offer as great a choice of merchandise and they couldn’t expand as easily as the big boxes.
About that time, Farm To Fork and Local markets came to the forefront of America’s psyche. Local was suddenly in and big boxes were suspect. The “Bigs” all claimed to be local, but how local can you be when you’ve only been in a market for five or six years and “local” is actually a thousand miles away. And therein lay Piggly Wiggly’s opportunity.
I wrote the tagline, Local Since Forever.
Everything was easy after that.
The results were fast and impressive
VOD is a wine-based vodka-inspired cocktail created by NuZest Beverages. We were asked to launch it from test tubes. Seriously, test tubes.
We named the brand, designed the bottles, created the positioning and learned a lot about the legal in’s and out’s of launching an alcohol brand.
Because Vod wasn’t a true vodka—instead technically, a wine. We weren't able to call it a vodka or even “Faux Vodka.” But we needed to make sure customers knew what the drink was all about.
You know, sometimes when you say you’re not something, you are? Yeah, so that led me to this tagline:
You’ll swear it’s vodka. We swear it’s not.
And since a faux vodka needed a faux CEO, we invented Russian billionaire “Svetlana” to carry the message and put a face on the brand.
Our mission: Create a distribution channel in Vod's target markets.
Driven by social, experiential and event marketing, Vod gained its distribution network, and was off to the races.
We wanted Svetlana to host the website in her own style
A mixologist on your phone
We created events for the food and wine critics. Svetlana drove up in a Rolls Royce, addressed the crowd for 15 minutes, then blew out of the party to catch a flight to Monaco. Or Nice. Or London. Or someplace fancier than we were.
Selfies with fans
Introducing bands
Spending a little time behind the bar at a distributor’s meeting
Svetlana with musician Bob Schneider
The CEO vlogs for her fans
Logo designs created by the brilliant Rodney Richardson of Rare Design
Bottles and flavors
Campaign by the Office of the Mayor in New York City to help increase voter turnout. For some reason, this campaign resonated with a lot of people.
United Healthcare wanted to send the message efficiency and a customer-centric culture. The undercurrent of this spot was also that they made doctor's visits more about patients and less about catering to medical practices.
