Credit Karma wanted to reposition themselves from a site that gives you free credit scores to a brand that empowers you to make financial progress. So we helped launch their new platform with this campaign.
University of Phoenix - More Than Brains
Cannes Lion Shortlist One Show Merit Silver Clio Brand Film Festival Winner AMP Awards Best In Show
The University of Phoenix students are more than just students. They're fighters. They're mothers. They're veterans. They're underdogs. And they're being overlooked.
As an ode to our students, Karine and I launched a campaign called “We rise” by writing and and composing a cover of the Wizard of Oz's "If I Only Had a Brain," a song originally written about selling yourself short. Only we turned it around, rewriting it as a call to recognize the weight of our students' determination against all odds. These students are the fighters. The underdogs. Shouldn't you want someone like that working for you?
More Than Brains TV
Here are some billboards I wrote that ran in NYC and LA
University of Phoenix - Future Generations
A degree doesn't just change you. It can impact those around you for generations to come.
To My Great Granddaughter
Bronze Lion - Cannes - 2016 Winner - Shorty Awards - 2016 Winner Best in Show - OMMA Awards - 2016 OMMA Awards - Technology Services Websites - 2016 Gold - Jay Chiat Awards - Connection Strategy - 2016 Silver - IAB MIxx Awards - Digital Integration - 2016 Shortlist - Cannes International Festival of Creativity - UX Design - 2016 Shortlist - Cannes International Festival of Creativity - Microsites - 2016 Shortlist - AICP Awards - Next Website - 2016 Merit - One Show - UX/UI - 2016 Merit - One Show - Interactive - 2016 Finalist - Webbys - Tourism and Leisure - 2016 Finalist - New York Festivals - Travel, Tourism, and Leisure - 2016 Finalist - Think LA - Best Experiential Campaign - 2016
The brief: Design a landing page to promote a co-branded coupon.
The idea: Make more than a landing page to promote a co-branded coupon. Make an idea about people coming together.
Meet Halfway Case Study
University of Phoenix - The World Needs You
The curriculums at University of Phoenix aren't like those of traditional schools. They are molded, updated, revised for an ever-changing world.
In its current state, world needs someone like you to become educated on its issues to make a difference.
Women at Work
University of Phoenix - Fighters
Cannes Lions Shortlist - Film One Show Merit - Film Campaign
After the launch of "More than Brains," we were tasked to prove our message with real student stories. Most For-Profit colleges would create videos with talking head interviews. We did something different.
Still I Rise
Lots of Olympics commercials are about triumph in sports. Gail Marquis' story was about triumph afterwards.
This is the story of a Mexican fruit picker who became an American nursing director.
Liberty Mutual loves its branding. But it’s hard to show all that yellow over the radio. Or is it?
Newspaper Print Ad
This is a tech story about human beings.
The Big Anniversary Rig
How Dan Rigged the House
How Dan Finagled the Finale
How Dan Cooked Dinner
Kanye West or Your CD?
Shorty Award Winner 2014
Webby Award loser to Beyonce’s website 2014
Launched to over 100,000 plays in two days. Doubled in a week.
PRESS: Rolling Stone, Buzzfeed, Complex Magazine, Time Magazine, Business Insider, Digiday, The Egotist, AgencySpy, DesignTaxi, PSFK, The San Francisco Chronicle.
Michelob wanted to move from health and fitness to the general public of 30-something shmos.
These 30-something shmos were still drinking Bud Light, even though their lives had progressed in so many other ways. Our campaign was about getting them to graduate to a more sophisticated beer, by positioning Michelob Ultra as a celebration for their progress as human beings.
Michelob loved it. Then they chose the other guys. But Anheuser Busch liked the work so much, they awarded us with the launch of a new beer in their portfolio. God willing, I will be able to post that work soon.