We were tasked with creating a brand identity for eye drops. But we wanted to do something bigger. So we created a video that in a couple minutes, told the story of how important tears are. It was great because we were selling eye drops, but we weren't selling eye drops. We showed the importance of the human condition and how tears play such an amazing part in that. 

This footage is found. We worked with a composer to create the moving track. We worked with an editor who I've worked with many times. Hope you like it.

 At CVS, we believe that healthier isn’t something you get. It’s something that gives. We created this brand video to tell the story of the CVS promise to customers: that healthier isn’t the end. It’s actually the very beginning. And together, we can help you find it.

In the middle of the financial crisis, people were losing their homes left and right. I worked with the Home Ownership Preservation Foundation, a government agency, to let people know that even though it didn't seem like it, there's hope. 

After doing a bunch of research, we found that homeowners were so stuck, that they weren't doing anything to preserve their dreams. They just froze. So we helped them face the truth that if they did nothing, they could lose it all. And it worked. So well, that congressmen quoted the line that I wrote while speaking about legislation to help end the crisis.

We created a few commercials, web presence, radio, print, OOH, collateral and more. Below are three striking stories that we used for the commercials.  

Crayola has a line of products that helped develop a grasp to enable toddlers to make their first mark, an important milestone for both toddlers and their parents to share. While the below piece has all the hallmarks of a traditional commercial (A good one if you ask me!), the production of it wasn't so traditional.

Instead of casting for a bunch of different roles and finding locations that were unfamiliar, we found a mom and her little girl and shot them in their own home. That way, they were both completely comfortable and Sophia, the baby, won the day with her "performance." The music for this piece was even inspired by one of mom's favorite songs.

Most of the stuff on this site has been fully produced. I wanted to give you an idea of how I've begun the process as well. Below is a brand treatment, including a manifesto and a few ad-like objects that we put into situation for a brand of tequila called Peligroso. It kind of speaks for itself.

The below story is decent. But when you take into account all the production hurdles that we took flying leaps over, it's really great and I'm proud to share it with you. 

It was Tuesday. Denny's came into a free media slot and had nothing to run. They needed a finished commercial by the following Monday. So we hit the ground at breakneck speed and produced the story below. We had the freedom to say whatever we wanted. It was the holidays, so I crafted the message about hunger.

Then my partner and I flew down to Spartanburg, SC, called our friend the DP, closed down a Denny's and shot some stuff, borrowed the account director's house and shot some stuff, flew back to NYC, called our editor friend, our color friend and then I voiced it. All of a sudden, BOOM. We had a finished commercial. It shipped just in time to wish the world a happy holidays from Denny's.

I worked with a tiny agency in NYC to relaunch the Isotoner brand. It was the perfect opportunity to dive in and really find a simple human truth about a brand  that everyone knew, but didn't know what to think about. Instead of positioning Isotoner as the brand that makes really great stretchy gloves and cuddly slippers, we unearthed the idea that they're the protectors of hands and feet. Below is a digest of the longer form video we produced.

This is the story of spring. It's the awakening. It's the time to get back outside. To let your toes out to play. But most importantly, it's not winter. When LL.Bean came to us and asked us to create a video for them, we instantly thought that instead of a retail-y message, we should celebrate spring. That celebration is below.