My mission in life is to remind everyone not to take it too seriously.
To create experiences, films, campaigns, sentences, and products that crack smiles, spark curiosity, tap into human truths, and move people. After all, to paraphrase legendary ad dude Howard Gossage, "People look at what interests them; and sometimes it’s an ad".*
It’s what led to Start something new — the first Apple campaign to showcase works of art that were not only shot on iPhone, but also painted on iPad and drawn on Mac; completely transforming the way Apple markets its products.
It’s how I helped Airbnb make their biggest announcement since Airbnb was announced.
How I created work for Apple Services that helped it become one of Apple's top revenue generators.
How I concepted a film campaign for Acura that gave them a whole new brand identity and tone.
How I helped create films, campaigns, and experiences for Cadillac that not only won a few awards, but also gave the automaker its biggest sales boost in over three decades.
And how I lent a few words to Go RVing that helped convince millions of Americans to invest in great indoors for the great outdoors.
It’s also how I'm maybe, possibly, hopefully releasing a completely original board game, and collaborating on a side-project designed to transform American democracy (more to come on these in the future).
View the rest of the work here.
Get a link and password to see my peer-approved (but not client-approved) spec work.
*I believe the original quote was “People look at what interests them, usually it’s cat videos and naked stuff, but sometimes it’s an ad.”
