I create fully-integrated communications
for brands, organizations and causes.
Creative Direction: Strategy • Copywriting • Art Direction • Creative Technology
––
I draw no line between strategy, concept and execution, between media or discipline.
With almost 20 years experience, I’ve created fully-integrated advertising and branding campaigns for national and international clients. I've worked across most industry sectors; from startups to non-governmental organizations to Fortune 100 companies.
I believe in the importance of solid strategic insight, creative magic, and the core values of respect and humanity when solving any business problem.
It should be simple.
Respect the audience. Offer something interesting and useful to them. Put it in the right place at the right time. Adjust the work accordingly.
It is simple.
People are much more likely to care about whatever it is we have to offer, if what we offer is true and relevant to them.
How I WORK/ VALUES:
- Open-ended play; experimentation and adaptation within constraints forms the backbone of any creative process.
- I look at challenges and needs holistically, using empathetic design principles. Whenever possible, I look for solutions that are idea-first, only considering media that fits the solution based on compliment and effectiveness.
- While creative strategy and creative execution shouldn’t mirror each other, they are inherently linked. It's ridiculous for them to ever be seen as separate.
- When appropriate, a clear creative voice should inform all touch-points, tangible and intangible – from purpose to product to communications to any personalized experience.
- I craft copy out of one core voice. And working like a designer, I also see copy as an element of the overall communication/ storytelling. All must work together, cohesively.
- We have a responsibility, as communicators, to fulfill our role as best we can to answer the needs of our clients. I also believe we have a responsibility, as human beings, to do this in a way that doesn't unnecessarily intrude or annoy, cause harm or manipulate (beyond basic creative salesmanship). Whenever possible, we should seek to give something back to our audience - education, humor, social shared value, etc - for any intrusion. I consider this an unspoken but important social contract.
- I believe any techniques, trends, beliefs, dogma - including my own - should always be open to challenging and rewriting based on new experience and information.
BRAND EXPERIENCE & CLIENT PROJECTS:
adidas & adidas Originals , Levis, GMAC & Ally Financial, Unilever (Axe, all, Vaseline), Dockers, Microsoft (Windows & Phone), Bacardi, Absolut, Cadbury Schweppes/ Dr Pepper, Kraft, Burger King, Sony, Motorola, Reebok, Dunlop, Apple, Audi, Cadillac, Mercedes, Braun, Samsung, Braintree, Etsy, British Airways, Diageo/ Johnnie Walker, Amstel, Miller, Gillette, Blackberry, Best Buy, Virgin Mobile, The Clios, New York City Tourism, Gekkeikan, Coty, Airborne, Westin, NetJets, TOMs, NYC Clean, 4th Amendment Wear, Conservation International
WORK EXPERIENCE
TM™, Global
2011 - present
• Founder, creative director
Copywriting/ art direction/ strategy
• Creative strategy consultant
/ from blue chips to startups to NGOs
Product development, branding, tech, education, advocacy and sustainability.
CP+B, Boulder
January 2010 - June 2011
• Associate Creative Director / Integrated
Bartle Bogle Hegarty, New York
December 2005 - January 2010
• Creative / Copywriter
BBH ZAG
• Brand & product innovation/ Creative Director
180, Amsterdam
June 2001 - September 2005
• Creative / Copywriter
Freelance, New York
August 1999 - June 2001
• Art Director / Designer
EDUCATION
School of Visual Arts
Advertising
Miami Ad School
Copywriting / Strategic Planning
Fashion Institute of Technology
Graphic & Advertising Design
INDUSTRY INVOLVEMENT
* Professional jury at national and international award shows such as Cannes and Young Guns, the Denver 50. I have been invited to appear in workshops and on professional panels discussing innovation and business creativity around the world.
• Guest of innovation incubators for Mondelez International and Kraft, hosted by Contagious Magazine in Buenos Aires and in San Francisco; Fly Garage.
* Instructor and professional mentor for Miami Ad School and VCU Brandcenter, NYU Itp summer Workshops.
HONORS + AWARDS
Cannes, One Show, D&AD, Clios, Kelly, Webby, ADC Global, Tomorrow Awards, London International Awards, CORE77 Design Awards, The New York Festivals, EAR Radio Awards, Young Guns International, Eurobest, Epica, Creativity Annual, Communications Arts, Creative Review Annual.
2015 // Cannes, Film Craft, Scriptwriting, Gold (x2)
2015 // CLIO, Film, Bronze
2012 // Creativity, Best Work of 2011
2012 // The Gunn Report for Media
2011 // Cannes, Promo & Activation, Corporate Image, Gold
2011 // Cannes, Promo & Activation, Social Media, Gold
2011 // Cannes, Outdoor, Silver
2011 // Cannes, Direct Strategy, Silver
2011 // Cannes, Direct, Bronze
2011 // Cannes, Cyber, Shortlist
2011 // Cannes, Design Shortlist
2011 // Creative Review Annual
2011 // NY Festivals, Silver
2011 // CORE77 Design for Social Impact Award
2011 // LIAA, Shortlist
2011 // Tomorrow Award for Innovation
2011 // One Show, Innovative Media, Gold
2011 // One Show, Silver
2011 // One Show Design, Gold
2011 // One Show Design, Finalist
2011 // One Show Interactive, Merit
2011 // ADC Global, Hybrid Black Cube (Innovation + tech)
2011 // ADC Global, Gold
2011 // ADC Global, Silver
2011 // ADC Global, Merit
2011 // ADC Global, inaugural Designism Cube
2011 // CLIO Direct Gold
2011 // CLIO, Innovative Media, Silver
2011 // CLIO, Design, Silver
2011 // CLIO, Contact + Content, Bronze
2011 // D&AD, Integrated & Earned Media, In-book
2011 // D&AD, Wood Pencil
2010 // Cannes Lions, Bronze
2010 // One Show, Merit
2008 // One Show Entertainment, Merit
2008 // One Show, Television. Finalist
2008 // One Show Interactive, Integrated branding Merit
2008 // Cannes, Integrated Titanium Finalist
2007 // Cannes, Integrated Titanium Finalist
2007 // Cannes, Radio Finalist
2007 // Cannes, Outdoor Finalist
2007 // Communication Arts Annual
2007 // One Show, Merit 2x
2007 // Kelly Awards (in book)
2007 // Playboy’s ‘Sexiest Commercials of All Time’
2007 // Webby Award, Runner-up
2007 // EAR Radio Award 2x
2007 // ‘Top 5 Viral Ads of 2007' by The Financial Times
2006 // One Show, Merit
2006 // FWA, Site of the Day
2005 // D&AD, Wood Pencil
2005 // D&AD, Wood Pencil
2005 // European Epica, Bronze
2005 // Creativity Annual
2005 // Graphis Advertising Annual
2005 // Graphis Poster Annual
2004 // European Epica, 2x Silver
2004 // Eurobest, 2x Finalist
2004 // Cannes Cyberlions, Finalist
2004 // Golden@ - Favorite website of year voted by Dutch school kids.
2004 // ADC Global, Finalist
2004 // ADC Global Young Gun
2004 // Young Guns, Finalist
2004 // Young Guns, Finalist
• TM™ listed as 9th most awarded US agency in Cannes, 2011, for standalone social activism brand, 4th Amendmentwear.
• Recipient of ADC Global's inaugural Designism award, recognizing social activism campaigns.
• 'Tomorrow Award' Grand Prix, honoring new media and technology innovation.
• 5th most awarded campaign in the world, 2011, 9th most awarded copywriter in the world, 2011. Creativity/Adage.