Instead of getting people who love Mayo, to try the new plant-based NotMayo, we used people who despised it. All to tell you how much you'll love it. That is some backward logic. But for some reason it made sense.
Role: Executive Creative Director
We found that New Yorkers were being unnecessarily taxed for bagels and cream cheese, so we had to do something about it…
Role: Executive Creative Director
“Those who do not remember the past are condemned to repeat it.”
A book so thick, it has done what history has been unable to do. Stop a bullet.
Role: Concept, Copywriter, Creative Director
When Popeyes launched the Sandwich, they started the chicken wars. Two years later, to launch our new nuggets we said: “We Come In Piece. 8 piece.”
Role: Creative Director
People love showing off their perfect holidays on Facebook. We realized that if more people share their Cape Town holidays on Facebook, we could convince more of their friends and followers to visit too. So we hacked the platform and sent thousands of Facebook profiles to virtually visit Cape Town.
Role: Concept, Copywriter
Can AI help save an endangered species? With the help of world-acclaimed Peruvian chef Diego Oka and NotCo's AI Giuseppe, we set out to prove this.
Role: Executive Creative Director
The Torture Tests platform is an ongoing campaign that pushes Glad’s benefits to the limits in interesting and unexpected ways.
We launched with the Toughest Bag, using our trash bag as checked luggage at America’s worst airports, and followed it up with testing our odor-blocking bag against trained sniffer dogs, and our leak-proof bag against a Hollywood Stunt.
Role: Creative Director
On World Water Day, we transformed Getty Images’ iconic asset, the watermark, and used it to tackle the water crisis. What started as a day is now Getty Images’ ongoing commitment to the water crisis.
Role: Concept, Copywriter, Creative Director
Every day people test drive pick-ups. But most of the time, these test drives take place in the city. We tapped into Volkswagen’s dealer network to give potential buyers a test drive that matters.
Role: Concept, Copywriter
In 2015, 36 252 people were killed by guns in the USA. 0 were killed by Teddy Bears. Yet there are more regulations for manufacturing Teddy Bears than guns. So we created the Teddy Gun, and used it as a way to ignite a groundswell of outrage and political pressure for common-sense gun laws.
Role: Concept, Copywriter, Creative Director
In the not-so-far future, robots will rule the world. But will they be able to experience enjoyment and drink a beer with some friends? Probably not. So there’s that.
Role: Concept, Copywriter, Creative Director
The previous holiday season, there was a national Philadelphia Cream Cheese shortage, which meant no cheesecake. So for this holiday, we’re tapping into the viral #CakeNotCake trend to turn cheesecake into literally EVERYTHING.
Role: Executive Creative Director
When Redditors who call money “Tendies” decided to stick it to Wallstreet bankers by buying stocks they bet against, and then Robinhood, a supposed stock app for the people, decided to ban those stock in their app, we knew Popeyes had to do something to get Redditors their Tendies.
Role: Creative Director
The word “technically” is often used to describe when there’s a grey area or doubt around something, like when you put non-genuine parts in your Volkswagen.
Role: Concept, Copywriter
In 2021, gender pronouns were finally mainstream. However, only 2% of riders and drivers had added their pronouns in the Lyft app.
So to get more people to add their pronouns in the app, we turned the way people identify rides into a symbol of gender identity. This is Pronoun Plates. We worked with LGBTQIA+ artists, who each designed a unique plate for their personal pronouns, inspired by their own journeys with gender identity.
Role: Creative Director
Liquid-Plumr doesn’t just destroy the toughest clogs, it makes destroying them easy. So easy, that anyone can do it. Anyone can be a plumber. All you need is a butt crack and a bottle of Liquid Plumr.
Role: Creative Director
For the first time in over 10 years, Philidelphia Cream Cheese asked us to launch a new platform. After hundreds of conversations with real Philly lovers, we realized it's so much more than the taste, it's how you feel while eating it. Huge appreciation must go to the client for letting us cover an entire room in carpet.
This is our surreal and sensorial platform: “You don’t just taste it. You feel it”.
Role: Creative Director
Moral of the story: Don’t mispell your URLS or the word chicken.
Role: Creative Director
We partnered with Wired Magazine and turned a trash bag launch into an 8-minute keynote presentation. Featuring a celeb keynote speaker, some product demos, a panel of experts, as well as a weird musical guest.
We then used this keynote to create assets for a full 360 campaign.
Role: Creative Director
There are countless stories of haunted roads across South Africa. We used some of these stories to create radio ads, and then bought targeted media in the areas referred to in each ad. So while people were driving on these roads, they could understand the benefit of fitting Volkswagen Genuine Parts.
Role: Concept, Copywriter
Imagine three smart devices walked into a bar. Well, they cant walk but “image three devices in a bar” doesn’t have quite the same ring to it.
Role: Concept, Creative Director
Liquid-Plumr doesn’t just destroy the toughest clogs, it makes destroying them easy. So easy, that anyone can do it. Anyone can be a plumber. All you need is a butt crack and a bottle of Liquid Plumr.
Role: Creative Director
