They say write about what you know. So for the 2018 Porsche spring sports-car campaign, I thought about the first time I drove my 911, and that became the basis of this campaign. Instagram stories drove to this site, which housed videos from first-time owners like the Red Hot Chili Peppers’ guitarist Dave Navarro, as well as info about the 911 and 718.
When you're trying to convince Wall Street you're not the small-town, small-time firm they think you are, you better walk the walk and talk the talk. So you build a kickass content-rich site, hire world-class portrait photographer Mark Seliger, and make your employees look like stone-cold capitalist killers. Done, done and done.
It was a simple but audacious idea: you can drive a Porsche to the grocery store every day. You can drive a Porsche to pick up your kids from school every day. Built around a zillion-pieces-of-content site that nearly wrecked my marriage, this idea was recognized by CA Interactive, the Webbys, One Show Interactive and the FWA.
Alzheimer’s is a seemingly hopeless disease. So when its largest charity told us their goal was to make it treatable in 10 years, and curable in our lifetime, we took note. And made it the basis of this idea.
In my seven years on Porsche, this is probably my favorite work. I wrote these ads toward the idea of giving 911 owners a script for why they bought the car. The client has framed copies hanging on the wall in their headquarters in Atlanta. I guess that means they don’t totally suck.
It's always cool to have a spot in the Super Bowl. But it's even cooler to have one of the best tweets of the Super Bowl according to Buzzfeed. And top share of voice among all food brands on Twitter. And a ton of social buzz.
And fart jokes. It's always good to have a fart joke.
It's not a sexy product. It's not a sexy business model. But we've built a share of voice equal to the Fidelitys and Schwabs of the world by finding drama in the truth of Edward Jones.
A Porsche sedan? Heresy. So for its launch, my partner Matt Spett and I came up with an idea that the Panamera was just another branch on the family tree. A true Porsche. It spun off into an original Independent Film Channel documentary, making-of content we put up on YouTube that was like crack for loyalists, a UGC-driven site that's sadly no longer live, content partnerships, even a coffee table book. It was the most successful Porsche launch ever. You might say it was a big idea.
Sometimes, even millennials fall into a rut – in condiments and life. They need a little kick. So to do that, we turned to a spokes-ass named Lil' Kicker. We filmed him, gave him his own Tumblr blog, and partnered with Buzzfeed for even more sharable content. And the real kick? Over 2 million video views, and 500,000 Buzzfeed listicle shares.
Convincing parents why their kids should enlist in the Army, in the midst of two wars. For some assignments, "marketing challenge" is a bit of an understatement.
A guided tour of your subconscious. Part of a One-Show-winning global campaign for Morgan Stanley.
Kellogg's has always been an extremely tough account to do good work on. But for the three years I ran it, we did good work. These are a few of my favorite things.