Experience

2007 - Present

Merkley & Partners - New York

Creative Director

Clients: Tic Tac, Arby's, Fuse, Mercedes-Benz, New Business

2005 - 2006

DDB - New York

Associate Creative Director

Clients: Subaru, Budweiser

2001 - 2005

Deutsch - Los Angeles

Senior Writer

Clients: Mitsubishi, DirecTV, Coors, Burger King

1997 -2001

Chiat Day - Los Angeles

Writer

Clients: Taco Bell, Energizer, Kinkos, ABC

1996 - 1997

Crispin Porter Bogusky - Miami

Writer

Clients: AvMed, Longhorn Steakhouse

1995 - 1996

Earle Palmer Brown - Richmond

Writer

Clients: Virginia Lottery, Golden Corral, Albemarle

Recognition:

Communication Arts, Belding Awards, The Richmond Show, Creativity, Adweek, Adcritic

Education:

New York University, SVA

Coors Light

You can't mention Coors Light without talking about Bud Light. While Bud Light owned sophomoric guy humor and dominated the Superbowl, Coors struggled to remain relevant to younger drinkers. To better connect with our core audience, we took a slightly elevated approach by honoring those youthful achievements that normally go unpraised.

Fuse

From the 80's and into the 90's, MTV ruled the music television landscape. Until one day they abandoned the videos that made the channel so great. Replacing them instead with cheesy daytime soap operas, boring reality TV and inane game shows. Fuse is where the music went and where its true fans followed it.

Fuse Banner

We created this banner for the Hair Metal espisode of 10 Great Reasons. A weekly show on Fuse that counts down the ten best reasons why people love _____ about music. Roll over expands the ad to reveal an image of an 80's rocker. With every click of the nozzle the hair gets bigger until the entire space is filled with rocker hair.

Tic Tac Classic

There are mints that last longer. There are mints that freshen your breath better. There are mints that look more like mints. But Tic Tacs have an iconic size, sound and shape that make them fun to have around. The Entertain Your Mouth campaign was born out of this truth.

Tic Tac Web

Tictactricks microsite continues the Fresh Entertainment experience by encouraging consumers to post their own Tic Tac tricks online where others can view, vote, praise and trash talk them.

Tic Tac Social Media

With this Tic Tac iphone app you can share a virtual Tic Tac with a friend or stranger just by bumping your iphone to theirs. Bid farewell to the cheesy pick up line.

Tic Tac Chill - Transformation

Chill was Tic Tacs biggest launch in years. In a lot of ways it was a much more "serious" mint for them. While Tic Tac Classic was positioned as fun and playful, Chill's strategy was momentary relaxation. We conveyed that idea by making the spot itself a sanctum of calm amongst all the loud, obnoxious commercials on the air.

Mitsubishi

Mitsubishi Motors was kind of a blank slate. They made decent looking cars that were fairly dependable and cheaper than their competitors. What they lacked was a personality. While everyone else in the marketplace was trying to out rationalize each other – "more fuel efficient", "better horsepower" – we took the emotional route and made the consumer feel something. Check out the Chappelle sketch.

Cold-Eeze

Cold Eeze cuts your cold in half. Such a simple premise deserves equally simple ads. Each single page ad works as both a "before" and "after". The product and copy are displayed upside down. When the ad is turned around the visual changes to reveal the beneficial effects of Cold-Eeze.

Arby's

"Distraction due to crave" was the premise behind this campaign. The idea being that when you're thinking Arby's, you can't think about anything else. A lot of the fun working on it was seeing just how far you could push the stupidity.

Arby's Radio

Fast food and radio go hand-in-hand. These spots work off of the "I'm Thinking Arby's" tagline. I think they do a good job of balancing the on-going battle between offer and entertainment.

Aspen Edge

When guys gain weight, they normally accumulate the extra pounds around their stomach. But there are other less obvious, less talked about areas where men also gain weight. These excess parcels of flesh, although hidden by loose fitting clothing, man-girdles and turtlenecks are the bane of the full-calorie beer drinker's existence. Aspen Edge is the alternative.

DirecTV

The Feel the Joy campaign was created to tap into the passion that DirecTV subscribers have for DirecTV. Each spot from a different campaign is unified by that same, simple core strategy.

DirecTV Radio

This campaign worked in conjunction with the "Installer" TV spots. Modeled after the debriefing room scenes in "Chips" and "Hill Street Blues", the spots take place at DirecTV headquarters where the Installers are briefed on that's day's agenda. Rather than record the actors in a tiny booth, we miked the entire room to give the spots a more realistic tone.

Kettler - More game per square inch

Table tennis has evolved from a mild amusement to a full grown sport. Along the way it has developed a cultish following of table tennis fanatics. These ads are for them.

Cateye

Cateye's Go Nocturnal campaign was created to get more cyclists to start riding at night. Not a bad strategy considering they make bike lights. In this series of informative ads, we introduce cyclists to the strange and exciting world of nocturnal riding. 

Stuff Magazine

Stuff threw a molotov cocktail into the men's magazine arena. They weren't about classic looks or scholarly articles. Instead they held their fingers to the pulse of today's youth. They were stupid and sarcastic but in a very clever, contemporary way. So when they wanted to advertise their back issue availability, we thought it fun to create fake past issues that retained the Stuff persona back through the decades.

Subaru Forester

Many classic brands struggle to have a consistent message throughout the years. Not the case with Subaru. They've pretty much been saying the same thing since their inception. They make cars that can go places others can't. The challenge here was to consistently come up with new, creative ways to say just that. Creative team: Steve Fogel, Yimbo Ma. 

Subaru WRX

The Subaru WRX is a very understated vehicle. Its hood scoop being the only real clue that underneath a plain exterior lies a completely different beast. This car is not about looks. It's about complete driving performance. To highlight the WRX's exceptional ability, we devoted a single ad to each one of its remarkable traits.