Vaseline was the skincare brand of your parents and grandparents, but it had totally missed the beauty boom and had been losing market share for decades.

We wanted to turn the weakness of missing the beauty boom into their strength. Vaseline were a company of scientists who were fascinated by skin. they thought it was amazing. they just wanted to keep it healthy. There’s also a side effect of having healthy skin; it’s beautiful.

Nike was a brand long associated with top athletes. But the public were becoming increasingly disillusioned with athletes, who had been in the news for more for their misbehavior off field than their excellence on it. Nike needed people to love sport even without the athletes. Their brief was “If you have a body, then you’re an athlete”. We realized that the mother of sport was play, and we can all play. The work won 5 Cannes Lions, including the Film Grand Prix.

DeBeers had a well-known and long running print and TV campaign for diamonds. But people were choosing flowers and chocolates instead of diamonds as romantic gifts. We wanted to point out just how temporary those gifts were compared to diamonds while bringing back meaning to their famous tagline “a diamond is forever”.

Though well known in Europe, Hiscox were a new player to the American business insurance market where the competitors outspent them 20 to 1.

Choosing not to follow the category and focus on the negatives of what could go wrong approach to insurance, Hiscox wanted to feature and champion the courage of small businesses. There were so many heroic stories of their clients making the impossible possible every day. We wanted to show them as the heroes they were.

The world’s oldest advertising organization and home of the Andy Awards, the AdClub remained largely unknown.

But there was an even bigger challenge: while advertising had changed, the AdClub seemed to belong to advertising’s madmen era.

We needed to create a brand architecture for the AdClub and all its brands without overpowering its own. And we to reflect today’s new collaborative industry.

After four obstacle laden years President Obama wanted to let America know how much he had done and how much more work was still unfinished. We created a dot to dot image of Barack Obama with 500 dots. Each dot corresponded with one task he had set himself when he started. Some of them he had been completed. and others he was yet to do.

Thereby leaving his image incomplete. The more he accomplished the clearer his image became.

Kids kept stealing their parent’s Oreo Thins. It was time to help parents protect them by disguising the packaging.

Though the “encourage courage” campaign’s upper funnel messaging had resonated with those wanting to start a business, we needed to make inroads into the much harder market of established businesses open to switching insurance providers. This would need far more lower-funnel almost transactional messaging stating that unlike general insurers, Hiscox had been specializing in business for over 100 years, and know no two businesses are alike.

Which is why they customizes each policy to fit each business’s unique needs.

WINE BOTTLE

To celebrate launch of the barcode campaign Hiscox created special barcode wine.

The numbers of the barcode were actually the launch date of the campaign 02-14-2019.

For Corona Light’s first digital campaign, we wanted to make them the most “liked” light beer on Facebook.

People who liked Corona Light on Facebook were invited to upload their photo to a 40-foot tall digital billboard in Times Square. The billboard went live for a month. Images captured from across the square were posted to Facebook so participants can share photographic evidence of themselves in a Corona light ad in Times Square.

How do you help Korea’s biggest pizza chain get noticed outside of Korea? At the briefing they told us that they make pizza the original way. Which got me thinking Korea has a bit of a reputation for claiming things as their own. How could they claim to make pizza the original way, unless… they invented pizza.

“If you have a body, then you’re an athlete” we wanted to illustrate this by showing that top athletes and everyday people are connected by movement. The ad won the Advertising Emmy that year. (There is only one awarded each year for best commercial).

Following up to DeBeers’ Roses installation in time for Christmas, we wanted to bring back one of DeBeers most famous lines “There are two things that last longer than time. Love is one of them.” by creating another unbreakable expression of love; in this case an unbreakable kiss.

Golf print

Nike’s first venture into golf had been very rock and roll and been less than successful. They had underestimated the reverence the game and had judged as not getting the game. we decided to tap into that reverence with an almost spiritual understanding of the game. golfers were tearing out and keeping the ads. Nike got it.

golf TVC

How do you show that golfers are actually athletes too? By displaying the skill, dexterity and sheer athleticism of Tiger Woods juggling a golf ball with his pitching wedge before swatting it like a baseball in mid-air.

Lego Click video

We wanted to re-establish that Lego helps kids become smarter. Then we remembered that like Lego great ideas just click.

The campaign won 4 OneShow pencils and the Lego App became the 4th most downloaded app in the world that year.

Lego brick thief video

our next challenge was to show that you didn’t need thousand piece builds to spark the imagination with Lego. Just a handful can be enough.

Lego click app

As part of the campaign that included videos and a socially fed website, we also created an App. The App simply allowed you to convert your photos into Lego mosaics. Like the scene from Lego Click video where the Professor’s portrait is converted into Lego and added to the hall of fame. Surprisingly the App became the fourth most downloaded in the world that year.

Nintendo were seen as the kiddie’s console in a market where the gamers were now skewing much older. Those gamers had irrationally strong emotional ties to the characters they played.

Nintendo had the most loved characters in gaming to the point where they had to close schools early in japan whenever they launched a new Mario game.

Safe At Home wanted to bring attention to the fact that children who are exposed to domestic abuse are far more likely to grow up to be abusers.

They wanted to create the awareness to help break that cycle.

The first ad in Nike’s training campaign “What are you getting ready for? the idea came from something I used to do training for martial arts as a kid using my feet to do everything to improve my kicking. it ended up being a soccer training spot.

Healthcare had got itself a bad name.

Emblem Health wanted to redefine itself by going back to its DNA and reconnecting to its purpose.

Nike wanted to do a semi rational campaign on the benefits of sport.

We though improved lung capacity could be one. Now how do we show that?