A Few Wins and an Epic Fail
Diageo Spirits – Helped win the top Diageo spirit brands for Colangelo Marketing (Omnicom), in Darien, CT. When I started, the shop had only Smirnoff as a liquor account. Subsequently, we won Johnnie Walker, Crown Royal, Tanqueray, Captain Morgan, Jose Cuervo, Bushmills, Ketel One, Ciroc, Bulleit Bourbon – every one of their best sellers. And we retained this BTL business for more than 10 years. See portfolio examples.
Top 10 Super Bowl TV – I wrote the first Super Bowl commercial ever done at Grey. It was for the launch of Kforce, an online recruiting firm that wanted to go head-to-head against category leaders Monster and HotJobs. The spot generated 2.5 million hits on game day before the servers crashed. Yahoo and USA Today named it a Top 10 commercial. The client ended up so backlocked with applicants that they cancelled all future advertising. Mark this one as a win and a fail. See commercial.
PepsiCo Sierra Mist launch – I created a step-by-step Activation Guide that turned over 9,000 employees at the PepsiCo bottling plants into one-day experiential street team samplers. This resulted in over five million samples distributed in 135 markets – the largest sampling event in PepsiCo history. I shot and edited footage of the NYC event. See video.
Humira Digital Launch – This was a freelance project from Tribal DDB. The idea was to show the results of this new rheumatoid arthritis treatment from three different points of view: the patient, his wife and his doctor. I conducted the interviews, then wrote the articles. See first website.
Coca-Cola Olympic Torch Relay – I served as the Creative Director for an experiential touring event that literally ran from LA to ATL in 84 days. Wrote and produced a 35 minute show that featured a live emcee and live video coverage. The show was performed twice daily at the cauldron lighting ceremonies (lunch and evening). A traveling Jumboton showed the event to the large, local crowds. I also worked as the live TV Director, providing daily video feeds to local NBC affiliates on the route. Ran the Olympic Torch, too. See video.
20th Century Fox Feature Films – One of a six person pitch team that won the $85 million dollar media account for Young & Rubicam. Conducted audience segmentation research for upcoming releases. Met Studio Head Joe Roth during post-production of "The Adventures of Ford Fairlane." Mark as a fail for the early film career of Andrew 'Dice' Clay.
KFC Colonel's Rotisserie Gold Introduction – New product launch to compete directly against the rapid expansion of Boston Market. Increased sales 17%. TV campaign was extended to three months due to franchisee demand. A win. See commercial.
Shot with Michael Bay – It was during his pre-Transformers period when he worked at Propoganda Films. The spot was for a caramel popcorn and peanut snack called Crunch 'n' Munch. We haven't collaborated since. (Although I'm still open to the idea.) Not really a win. More like bragging rights.
Ray Charles Sang My Lyrics – At the time, KFC was using his song "Hit the Road, Jack" for their campaign. I wrote lyrics for a new chicken sandwich TV commercial. Long story, short, the sandwich never launched, but the song remains. Listen to the lost track.
P&G Olean Introduction – Procter and Gamble sunk 30 years of research and over $500 million into developing Olean (Olestra), a new fat-free cooking oil. After multiple creative shootouts between two agencies, this campaign tested best. Despite intense public scrutiny, the launch generated $400 million in first year sales. Nevertheless, an epic fail. See campaign.
What else have I been up to? Take a look at my resume.