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.
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.
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 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 content-rich site that nearly wrecked my marriage, this idea has been recognized by CA Interactive, the Webbys, One Show Interactive and the FWA.
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.
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.
A guided tour of your subconscious. Part of a One-Show-winning global campaign for Morgan Stanley.
Racing is the backbone of Porsche. And there's a small, hard-core tribe who loves it. The rest of the world doesn’t really care. This documentary series sought to fix that by exposing the non-converted to the human side of endurance racing.
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. Then we filmed him, gave him his own Tumblr blog, and partnered with Buzzfeed for even more kicks.
I ran the Kellogg's account for three years. These are a few of my favorite things.
A lot of what we do on Porsche is defeat preconceptions. Because on a brand like Porsche, they tend to be really strong. So for those who thought of the 911 as a take-it-out-on-a-nice-day-only, garage-queen trophy car, we decided to take it off the pedestal.
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.