In this global campaign, we shifted the spotlight from the creator behind the Mac to the captivating stories unfolding on their screens, showing how great work happens on Mac. Every true story was uncovered via hours of research.
The collection of 15s videos was broadcasted on TV, YouTube, Snapchat, Reddit, X, TikTok, Pinterest, LinkedIn and every social channel possible around the world. Each spot immerses viewers in the extraordinary accomplishments happening on Mac—a college student unearthed a new planet outside the solar system by developing a machine-learning model; an innovative e-bike subscription company rethinking transportation; the pop sensation PinkPantheress who uses GarageBand & Logic to craft her latest album; and a beloved TikTok cosmetics company running their brand— all on Mac.
iPhone 14 launch film. Broadcasted at the Apple event 2022 and turned into a 360 global campaign with :30 versions for TV, :15 cuts for pre-roll, stills for OOH, and everything everywhere for social.
Making something is great. Making something and seeing it shared by Alicia Keys, Billie Eilish, H.E.R. The Black Keys, Jonas Brothers, Taylor Swift and 3,000 other artists is, well, it’s a career highlight.
The Recording Academy wanted to shine a light on the people who work behind the scenes in the music industry, so we created a social media activation that literally brought their names from behind the record to the front. The activation went viral and we all watched flabbergasted as some of the biggest names in music shared their credit covers on social. In a matter of hours, this simple idea amassed over 500 million impressions.
One Show | Merit
Here’s the campaign that taught me perhaps the most valuable lesson in advertising: there’s no challenging brief that alliteration can’t solve.
Gatorade wanted to let people know that they have different sports fuel solutions for different kinds of athletes. And that these products are created based on real science that comes from some hardcore sweat studies. AND that the sweat in which the studies are based on are no ordinary sweat, but that of the best athletes in the world. All in a 30-second TV spot.
Press: Fast Company
And hey, it inspired a New York Times article!
The Grammys 2017 campaign was called Believe In Music, so here’s a little Believe In Music story for you.
When we found out that Anderson Paak, a then Best New Artist nominee, had grown up playing drums in church choir, we knew we had the perfect story for the campaign. But with a slim budget, our reality was to do no more than a stunt performance at a Los Angeles church.
Until we reached out to him.
Paak not only loved the idea but helped us make it into a real film. He started by bringing in his family friend, Gospel Musical Director J'rese Mitchell, to arrange the track and make it into a gospel rendition. Then, his sister managed to bring together the original church choir– where she herself was a member– and led them to rehearse the song and perform alongside Paak. If that wasn’t enough, they told us that we actually wouldn’t need actors to fill the pews– the artist’s real childhood community would be coming to the shoot for a surprise private concert. We scouted a chapel near his hometown in Oxnard, CA, and waited for his family and friends to show up in their Sunday best and with their hearts full of love. The result is the infectious energy you see (and feel) in the film. If that’s not a Believe in Music story, I don’t know what is.
Cannes | Music Entertainment | Shortlist
Clio Music | Use of Music in a Short Film | Shortlist
The A-List Awards | Best Use of Music | Bronze
Press: Complex, Rolling Stone, MTV, VIBE, Pitchfork, Hypebeast
Gatorade wanted to make a film honoring Elena Delle Donne’s athlete journey, and no one had more influence on Elena’s story than her sister Lizzie. Their unspoken bond and deep connection was powerful, inspiring and worth sharing.
So much so that 2 years after we made this film, Nike made one strikingly similar. I still don’t know if I’m mad or extremely proud about it.
Clio Sports | Short Film | Gold
Press: Adweek Ad of the Day | Fast Company | ESPN
And a personal favorite, Elena loved the film so much that she featured it during her March 2018 interview on Megyn Kelly Today.
Taylor Swift’s 2016 Record of the Year acceptance speech was a powerful message to young women about owning your success.
So during an especially divisive time following the US elections, we turned it into an anthem. Here, young female musicians recite her words as a mantra, and a pledge, to work hard and not let anything– or anyone– get in their way.
Clio Music | Short Film | Gold
Cannes | Social Film | Shortlist
Press: Adweek Ad of the Day | Billboard | People | Refinery29
G Active is the Gatorade fitness water that hydrates half of the world, including Australia, Mexico, Italy, the Philippines, and Brazil.
For 2 years I worked on their global campaigns. We had a lot of fun learning how to do a perfect kettlebell swing, make a smooth Warrior II transition, and create campaigns that culturally work everywhere.
Grammys 2016 Witness Greatness campaign. 3 promo spots + the film that I’m most proud of being a part, Compton.
The Grammys - Compton (2016)
Clio Music | Use of Music in a Short Film | Grand
Clio Music | Short Film | Bronze
Cannes Lions | Film Craft Use of Music | Bronze
Cannes Lions | Shortlist in 6 categories
D&AD | Branded Content | Yellow Pencil
One Show | Branded Entertainment | Merit
Fact: Girls drop out of sports at 1.5x the rate of boys by age 14. By age 17, more than half of girls will quit playing sports altogether. The Sisters in Sweat campaign celebrates the bonds formed through sports and urges girls to keep playing.
Clio Sports | Social Good | Grand
Clio Sports | Short Film | Silver
One Show | Branded Entertainment | Merit
AICP | Cause | Shortlist
Press: AdWeek | ESPN | Refinery29 | Forbes