Creative Director.
Art-based, NY-based, Oz-biased.

Hotel tour videos serve a purpose, sure. That's why there are scores of them. But all too often, nobody expects more than a grunt of acknowledgement from viewers.

When asked to shoot one, we thought it would be better for all involved if we asked everyone to dance.

Krumping, Pop and Lock, Swing, Modern Classical, Tap and even Parkour make an appearance as our guest glides through the hotel, all brought together with the help of Emmy-winning choreographer, Bonnie Story, not to mention a large number of dancers from High School Musical.

In the holiday season of 2012 we launched V.me by Visa, a new online payment service and a major initiative by the global leader in payment.

For decades Visa has made it easy to pay for the things we love, but when it came to paying online, the simple swipe of a credit card was replaced with the tedious task of filling out online checkout forms. With V.me by Visa we can now do away with CVVs, expiration dates, shipping addresses and the rest. And have some fun doing so.

Residence Inn recently enjoyed much success and social banter around a series of TV spots, featuring real animals as hotel guests.

When approached to ideate an ongoing series of Instagram videos, we liked the idea of illustrated portraits, making the already quirky animal guests, more so. 

Our gorilla espouses the delights of a banana buffet breakfast, a rabbit harks the call of popping wine bottle corks, and so on.

Enlisting the talents of illustrator, Ryan Berkley, we gave the Internet more animal videos to love.

In 2015, Verizon launched sugarstring.com; the telco's experimental foray into tech-journalism.

There was a great opportunity for the news site to stand apart from the parent brand with its own editorial art direction. It was also time to move away from the the all-too-common lifestyle+tech photography.

The illustrations shown here, as part of the sugarstring.com responsive site I oversaw, were produced in under an hour, at a rate of around 15 articles a week.

Hard-core gamers are a breed apart. Gaming is a centerpiece of their lives, giving them a way to flex their intellectual and creative muscles. Thriving on developing gamer know-how and mastery, they're on a never-ending quest to improve, build or buy the latest gaming machine.

With this target in mind, this campaign showcases Intel's game-changing top-end hardware and employs nuanced gamer language to affiliate Intel with unrivaled performance and an unequaled gaming advantage.

Rolled out globally, the campaign comprised of various in-store print, online banners, and exhibition digital-display.

Adopting the language and idioms of your target audience is standard stuff, sure. When your target audience however is the business traveler, and their language is god-awful, things can get interesting.

Campaign overview
This campaign for Hilton Garden Inn looks to show a real understanding of the world our business traveler lives in (and has to sit through, mostly) with a satirical take on business jargon. Inspired by one of my favorite books, Weasel Words by Don Watson, our campaign takes on something of a PowerPoint persona and connects with HGI's core guest in a way that no other hotel brand had.

I contributed the campaign idea, as well as the buzzword bingo app concept. Big props to the Organic Detroit team for selling this idea in and running with it—all the way to Jimmy Kimmel, no less.

Bizwords app
The app allows our business traveler to buzz back on the overuse of business jargon as they hear it; by tracking, creating and mapping the various crutch-phrases across the country. Those who buzz best, get promoted.

Light bladder leakage is experienced by one in every three women. Kimberly-Clark launched a new line of discrete, super absorbent, odorless pads to help women better manage, but with nobody talking openly about it, women continued to opt for ill-suited period pads or downright uncomfortable makeshift options.

We enlisted Whoopi Goldberg to revisit a range of historical women (and one fairytale character who was too good to pass up) to help break the ice, break a few stigmas, and kickstart a much needed public conversation.

Whoopie's characters were showcased across an integrated campaign including print, an Oscars telecast TV spot, a Youtube channel, and the 1 in 3 community website, built in the middle of an active women's social network, Yahoo's Shine.

The campaign generated a massive amount of buzz and in under two weeks, Saturday Night Live had weighed in with their own version, and Perez Hilton was blogging about the campaign. We also picked up an Effie for our efforts.

To connect with tech-savvy gaming enthusiasts, an untapped audience for Intel, this cross-channel campaign demonstrates how Intel's performance, power and precision enable gamers to annihilate enemies and always advance.

Since helping to create the herbal health industry in the 1960s, Nature’s Way enjoyed both a long-term loyal customer base, as well as a fast-growing younger market. As such, the product catalog had expanded over the years to just under a thousand SKUs, providing all number of choices and variations (mens, womens, kids, 50+... available in pill vs gummy vs capsule vs liquid... vegan vs organic vs gluten-free vs sugar-free vs kosher… the list goes on). These choices were becoming increasingly overwhelming.

The new naturesway.com incorporated a wide range of filters for better discovering, comparing and refining products. And a visual shorthand and icon library was devised to convey at-a-glance information about form factors and dietary compliance for each product, at the shelf level.

Less than a year after the iPad was released, I lead the design of the iPad shopping app for Walmart - a first for the world's largest retailer.

After a series of focus groups we learned most competitor apps fell short in finding and filtering results down to something manageable. The key challenge was to design a shopper experience that demonstrated key traits of the Walmart brand — straightforward, friendly — while wrangling with Walmart's vast inventory.

This app helps bring Walmart into contention with online giant Amazon, while retaining the advantage of local store presence; allowing shoppers to browse vast inventory, while taking advantage of local store availability, local delivery, and in-store pick-up.

One of many global campaigns created for Intel Shopper Marketing, this one in 2010 was instrumental in extending and adapting the then-new Intel die'namic ribbon from a flat pattern into an expressive surge that conveys Intel's platform "Visibly smart." The ad is cut into two halves by the PC. Behind it is the smart engineering in action, transforming through the PC into visually stunning graphics.

The campaign appeared in stores worldwide and included large-format displays, interactive projections, screen savers and other POS materials.

After absorbing Countrywide during the global financial crisis, Bank of America became the nation's largest home loan provider as well as the nation's largest target.

A new website and ambitious interactive guide was created to demonstrate the bank's commitment to an unprecedented level of clarity and transparency around buying a home, and served as the cornerstone of the Bank of America Home Loans launch in 2009.

The Home Loan Guide, a Communication Arts Finalist, leads the industry in helping clarify, simplify and personalize the complex home loan process for home buyers.

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​Why would women go through the embarrassment of purchasing Poise pads for light bladder leakage when they could use period pads?

Where Whoopi does a great job assuring women that light bladder leakage (LBL) is common, the Poise.com site redesign goes into detail to reassure women that with Poise, LBL is also easily controllable. ​We filmed a number of real women recounting their LBL stories, and put the pads to absorbancy tests against period pads and some sadly all-too-common makeshift solutions like wads of toilet paper, multi-layered or towel-lined underwear. 

We came so close to selling in an odor test with a dead-canary as gauge, but the euphemistic wilting flowers would have to suffice.

"Menopause really isn't that bad."
—No Woman Ever.

Remifemin, a natural supplement for menopause, wanted to encourage honest discussion about the menopause experience by growing their fledgling Facebook community. It was small for a reason however. The title of a New York Times menopause article says it best; “As a Conversation Stopper, It Has Few Equals.”

With this challenge in mind, the Facebook redesign and ongoing content calendar aims to place a megaphone in front of those women who are willing to speak up, and amplify (yes, I said it) what they share; opinions, tips for alleviating symptoms, cutting humor, and forever-swinging moods.

​Mood Swing Monday posts
Every second Monday we ask our community how they're feeling. Responses throughout the week are weighed up. We call it, create it and post it back. A mood-ring of sorts for the community.

Mixing it up
The content calendar ensures the right cadence of posts, and a variety of content; some from Remifemin, others from the community. This includes tips, funny stuff, quotes from the community, product info, doctor Q&A, and community poll results. The mix will continue to be tweaked based on women's responses month-to-month.

A brand for the community
Every post, poll result, mood-swing or chuckle shares a common look and feel and culminates into a bold, fresh, united voice for the Remifemin community.

Pass The Bottle is a Facebook experience where, instead of paring wine with food, you can pair wine with friends.

By compiling frequent words and phrases from every one of your friend's timeline comments, Pass The Bottle pairs your friend's character with one of ten wines based on its taste characteristics.

It was incredibly accurate, and an instant hit with our Millennial target, who ‘passed the bottle’ more than 500,000 times.

Intel Inside badge stickers have long been emblazoned across PCs, reminding users what's behind their PC performance. Intel InTouch is the evolution of this, going beyond badge bombardment and into personal metrics that actually matter to PC users.

Intel InTouch compiles and provides data around how each person uses their PC. as well as inspiring people to get the most out of it, exploring new creator experiences and digital content, and redeeming rewards based on their PC usage.

When it’s time to upgrade, utilizing all it has learned, Intel InTouch takes the guesswork out of finding the latest, most suitable PC, just for them.