Most people have never heard of Nespresso in America despite its popularity abroad, so Nespresso needed a big splashy introduction.
They tapped their long-time brand ambassador, George Clooney to help re-launch the brand into the U.S. market. The campaign was to invite consumers to experience superior coffee. We called the integrated campaign, Experience A Cup Above. In the launch spot, Training Day, Clooney is paired with his buddy, Danny DeVito. To say their chemistry worked would be an understatement.
During its initial launch, the spot garnered over three million hits on YouTube, and it was featured on NBC’s Saturday Night Live.
The entire integrated campaign included broadcast TV, print in major publications, digital banners, web films, social media posts, a PR push on ET and other press. In the end, the campaign increased awareness, consideration, and sales for the brand. It also won the prestigious Silver Award for Best Male Performance at the The Hollywood A-List Awards.
This was one moment in my career that still causes me to pinch myself when I look at the work.
Agencies: McCann, Deep Focus, Weber Shandwick
Directors and Photographers: Grant Heslov, Sam Jones, Rainer Hosch
To maintain leadership in the coffee category, Nespresso had to convince consumers that it remains incomparable in taste. In this spot Rough Night, even Clooney can't resist giving up his Nespresso capsules, not even if it means he has to endure getting roughed up by some nefarious characters. The integrated campaign called, Change Nothing, launched globally in sixty-four countries and it included multiple broadcast TV spots, teasers, print, in-store, OOH, social, digital, and PR. Ian McShane shines in his role as The Boss.
Director and photographers: Grant Heslov, Nigel Parry, and Rainer Hosch
WHAT'S YOUR 20? - American Express was launching its first ever Everyday Card. It was the first time American Express created a card that was less exclusive and more inclusive, offering more rewards and bonuses without an annual fee. The brand was hyper targeting multi-tasking moms who made the same twenty purchases every month. For this campaign, we thought, let's just get our favorite mom to launch it; enter Tina Fey. Tina, being a multi-tasker herself was the perfect fit. We were also, at that time, tired of the way moms were portrayed in the media and wanted to change the game. Moms definitely have a sense of humor and they certainly can be as funny as Tina Fey. The campaign first launched during the Academy Awards in 2014 and it ran for many years.
Director and Photographer: Brian Buckley and Annie Leibovitz
SAY AHHH JOB SWAP - A major excuse Americans have for not going to the doctor to get their annual preventive care checkup is that they're, too busy. But if everyone in the U.S. actually did get an annual checkup, we could save up to 100,000 lives.
Which is why Cigna took up the challenge by going beyond lectures and warnings—we launched Cigna's Say Ahhh Job Swap nationwide. By partnering with television network ABC, Cigna created an entire month of live branded entertainment around one simple theme, no one is too busy to take their annual checkup.
By embedding the message so deeply into popular culture, the results yielded very healthy numbers.
TV personalities from different ABC programs—including Jimmy Kimmel Live, Good Morning America, ESPN Deportes, and local ABC news affiliates—filled in for regular people to make time for a checkup. By integrating these Job Swaps as branded content into unexpected program environments, we connected with and engaged, otherwise hard to capture audiences.
McCann partnered with MRM and OMD to ensure success of the campaign release. The campaign included a full ABC Network Integration with Job Swaps across the U.S., a broadcast TV spot, digital and social activations, a Cigna Coach mobile app, PR, and a Cigna Biometric Van which traveled at major events administering even more checkups.
The campaign was also thankfully recognized and shortlisted at The Cannes International Advertising Awards for Creativity.
COTTON OR NOTHING - Clothing manufacturers were using lower cost fabric alternatives like polyester-cotton blends to make their apparel. Cotton Inc. wanted to convince these manufacturers to go back to using higher-priced quality cotton fabric. We thought one way was to first convince their consumers and educate them on fabric fails—the awful effects of using polyester blends such as pilling and nasty odors after washing.
We decided to stage a stylish mannequin revolt at an area where manufacturers would hear us the most—Fashion Week at the Meatpacking District in New York City. We called the protest, Cotton or Nothing. Mannequins are usually the first to try on these non-cotton fabrics, so what if we gave them a voice. No one, not even inanimate objects, should have to settle for itchy, smelly fabrics.
We needed to create a movement beyond the one-time revolt, so we created a digital and social extension that allowed users to, join the movement, if they couldn't be present during Fashion Week. The site allowed for facial capture and code that placed protest signs into the photo. Your photo could then be shared or added into a long format stop-motion film. We even had a Twitter feed using Mannequin #9. She tweeted pre-launch, launch and post-launch. The campaign gained traction and press attention. Surprisingly and thankfully, no one took their clothes off.
This integrated campaign consisted of an experiential installation stunt, print, digital, social and a time-lapse film.
Production credit: Nexus Interactive Arts Studios
MACY'S MILLION DOLLAR MAKEOVER - We gave makeovers a makeover. When the country needed it the most, Macy's decided it was best to give their consumers more than just an ordinary makeover. This was Macy's Million Dollar Makeover, a competitive reality-TV series that first aired entirely on Facebook. Its success led to the series being picked up for another season by network television. The one-hour show which aired on TLC was hosted by Clinton Kelly and judged by Macy's celebrity designers: Martha Stewart, Tommy Hilfiger and Marcus Samuelsson. The winner of the first show, Amy Ferrell, went on to open a school focusing on the arts. Dylan Gold, the winner of the second season, invested in his furniture business. Taking on this altruistic approach during the economic downfall helped Macy's connect with their consumers in a more relevant way.
The branded entertainment program consisted of over 24 online videos on Facebook and YouTube, a one-hour TV show, print, digital, social, a live event, and PR. The campaign was also shortlisted at The Cannes International Advertising Awards for Creativity.
Production credits: Mark Burnett Productions/Vimby and Michael Davies/Embassy Row
Macy's celebrated the spirit of believing with Yes Virginia, the story of the famous editorial: Yes, Virginia, there is a Santa Claus. Usually it inspired kids to mail letters to Santa in Macy's. But now kids are engaged with technology rather than spirit. So we made Virginia even more magical by introducing Macy's Believe-O-Magic augmented reality app. Families downloaded the app and then visited Macy's to magically bring Virginia and her friends to life in 3D. They took the holiday photos with the characters, created cards and shared them on Facebook, Twitter and email. Ultimately, Santa received nearly two million letters.
PRODUCTION: Metaio, The Ebeling Group
THE BACKSTAGE CAMPAIGN - Macy's wanted to elevate their costumer service game, so we devised a campaign to show consumers that Macy's will go above and beyond in order to help them find their magic. In the spot, Backstage, we unveil what goes on behind the scenes as Macy's Star Designers work their magic. The spot launched Macy's campaign efforts and the Backstage App was the utility that demonstrated their commitment to upping the customer experience.
BACKSTAGE PASS APP - The world of fashion can be hard to navigate, especially if you’re shopping at the world’s largest department store. So Macy’s introduced Backstage Pass, a new mobile platform that lets shoppers unlock exclusive advice from some of the biggest names in style, right as they shop. You can watch a video of the designers in their respective departments – making Martha, Diddy, Micheal Kors and Bobbi Brown your virtual shopping buddies. Macy’s Backstage Pass wasn't just an ad campaign, it’s an entirely new way to experience the store.
This app along with other mobile efforts, like the Believe-O-Magic app, made Macy's the 2011 Mobile Marketer of the Year.
Live at Macy's was a no-brainer idea. Macy's considers themselves an entertainment brand as well as a department store. They provide live events for consumers every season, so why not use this as an opportunity to connect with even more of their consumers. With technology and social media, Macy's can broadcast these events in a big way.
To make working and shopping at Macy's a more magical experience, we created a handbook to be distributed to every one of Macy's 160,000+ employees - nationwide. 100 Ways to Make Magic provides 100 simple tips and pieces of inspiration that aims to transform the department store's culture from the ground up. The 100 Ways are inspired from Macy's rich history, its place in popular American culture and interviews with representatives from all facets of the organization. It is both a source of inspiration and a celebration for everyone that works at America's department store.
HAPPY TOGETHER - Target's Spring Influencer campaign brought two mega-watt social media influencers together for a challenge—to create Spring inspiration and entertainment for consumers. The campaign was called, Happy Together. Influencers were chosen based on their high-followings and high engagement.
Each Target challenge was tailored specifically for the influencer duos:
Zack King and Naomi Davis were tasked to create a more magical Easter for the kids.
Jenn Im and Iris Beilin were challenged to put together an unforgettable Mother's Day for their moms.
Influencers created authentic social media posts, videos and teasers in their own unique style. The videos garnered hundreds and thousands of views on YouTube alone.
Unilever’s Lipton K-Scopes on Facebook introduced the U.S. to Lipton Tea’s first Keurig Cups.
Users went on the Facebook App to generate and "brew" their own Kaleidoscopic music video using their Facebook photos. They had to choose between three different flavor experiences.
The online campaign generated so much traffic that K-cup samples sold out within the first couple of days.
Smirnoff wanted to launch their next installment of the Nightlife Exchange Project, but it had to be bigger than the previous year, so they partnered with Madonna.
The NYC portion of the global campaign was a casting call to everyone who wanted to compete for the coveted role as a dancer in Madonna's dance crew. Thousands turned up. The campaign consisted of a brand spot, several videos including casting and intro films. Behind the scenes and PR also contributed to its success. I was heavily involved in the production aspect, from styling considerations for the dancers and event space, to the the overall narrative and edit. Sleeping wasn't really an option.
Eukanuba, being a challenger brand, conducted a groundbreaking study that proved dogs fed Eukanuba over the course of their lifetime, coupled with proper care, resulted in a longer lifespan. Our task was to convince people of this unbelievable fact. We created a campaign that was called Living Proof of a Longer Life. Can I just say that this was the toughest shoot to pull off, but so rewarding. Trying to get a 100-year old Labrador to look at the camera on cue was almost impossible, but we had a great team and held our head up high.
Director and Photographer: Iain Mackenzie
Iams wanted to further engage with their consumers and create a participatory campaign. We created, Love Changes Everything, as a social and digital push where an adoption event became a casting call for love stories.
Iams sponsored several events in the course of the year, but never took advantage of showing any of their altruistic efforts. In this campaign, we were able to show consumers that Iams is a trusted and caring brand for their pets. Portrait sessions were held at the event where consumers were able to then share their first family photos of their newly adopted pet. We also leveraged the event to find people with potential love stories and made documentary branded content films with them. Shares of these films went to Iams' Bowls of Love Program where every share helped feed pets in need. In the end, 150,000 Bowls of Love were given out.
Directors and Photographers: The Barkers
Iams wanted to optimize their search and give consumers infotainment when they are looking for advice online about how to take care of their pets. So we delivered online video content which were useful facts, but delivered in an entertaining way. We introduced, Professor Iamstein, a quirky and endearing professor who has a cat and dog of his own and is well-versed in giving consumers the valuable petcare advice they need.
ILLUSTRATOR: Juan Leguizamon ANIMATION: Powerhouse Animation
Tide wanted to help hurricane victims of Katrina the way they do best. So they provided a massive truck equipped with washing and drying machines to aid the victims and give them free laundry services.
I came up with the name and overall design.