Project: Symbi Safari 30-second Trailer Before Star Wars Episode VI
Role: Writer, Conceptual Lead
"The adventure of a life time isn't as far, far away as you might think."
As a major Star Wars fan, creating a 30-second spot for Symbi Safari, to be projected in major NYC movie theaters right before Star Wars: The Force Awakens was quite a dream come true.
The spot inspired giggles. And a slew of new safari bookings and site visits.
USPS Batman Stamps
In the fall of 2014, Batman turned 75.
To help the USPS launch the arrival of its Limited Edition Batman Stamp Collection, I came up with the Batbox.
The piece started off as a simple Direct Marketing postcard, but the agency loved the idea so much that we convinced the client to take it to the next level...
We commissioned a world-famous prop sculptor (The dude who built the Iron Throne from Game of Thrones) to actually build it.
The Batbox was proudly showcased in the lobby of the Jacob Javitz Center for NY Comic-Con 2014, and drew hundreds of thousands of comic book enthusiasts to the USPS booth where fans could purchase the exclusive stamp collection, take a picture with the Batbox, and pick up a free high-quality print of the poster.
The Comic-Con stunt was a huge success—the USPS Batman Stamp Collection completely sold out in just 3 days.
Obnoxious Burger Microsite | NY Lotto
Rich people have a long and embarrassing history of buying exceedingly stupid things.
Like gold-plated toilets.
A dead bat collection.
And a 3.5 million dollar car that doesn't turn into a robot or fly.
But not you. If you won the New York Lotto...You'd Make a Way Better Rich Person.
To help launch the New York Lottery's newest campaign, You'd Make a Way Better Rich Person, we built an interactive microsite and rich media takeover that let you build the world's most obnoxious burger, piling on absurdly expensive ingredients, while tastefully poking fun at the terrible financial decisions of rich people.
Visit Project http://bit.ly/2hgl6dO
USPS Mailbox Reinvention
The USPS blue mailbox. It's short. It's fugly. And it's viewed by most Americans as a fairly useless 200-year-old iron relic.
One of my major tasks while at MRM//McCann was to help lead a creative initiative to reinvent the USPS mailbox and to get people to reconsider its relevance in today's increasingly digital culture.
To pull off that kind of miracle, it was clear that we needed to surprise people. And what better time to deliver a surprise than the holidays?
So we sent out a DM piece to literally every household in America and encouraged the country to scan the eagle logo on the side of any real mailbox using the USPS AR app, and watch it come to life.
We transformed the box into an igloo, a gingerbread house, and a Clark W. Grizwald-worthy house plastered in Christmas lights, to name a few.
We then made it possible for people to get things done for the holidays right from their smartphone — like buying stamps and scheduling a free package pickup at their house.
Over 100k boxes were scanned in a three week time period and tons of positive press circulated.
We received a Webby Honorable Mention for this campaign.
The United States Postal Service has an image problem.
When people think of the 200-year-old organization, a few unpleasant things come to mind: outdated mail trucks, mail carriers with mustaches (not the ironic kind) and Postal Stores crammed with disgruntled workers.
What they don't think about is all the amazing technology or the astonishing daily accomplishments that makes this impressive organization tick, day after day.
That's why we created the Dashboard.
To show people how kickass, dynamic, modern, progressive and stop-at-nothing the Postal Service really is.
We created little animated real-time modules that whizzed and whirled and showcased the USPS's most impressive (and overlooked) accomplishments.
And just for laughs, I came up with including a live Eagle Cam, which connects you to a 24/7 live feed of a Bald Eagle's nest (The Postal Service's mascot). Testing indicated the Eagle Cam was the most popular module. Because Eagles!
On a recent trip to the Serengeti, the owners of Symbi Safari asked themselves: if eyeglasses and sneakers have become a powerful engine for change, couldn't the Tanzanian safari—a century-old beast of an industry—be infused with socially conscious thinking, too?
The answer was a resounding hells yes.
I was proud to serve as the empathetic, inspirational voice for a totally new safari concept— the world's first symbiotic, socially conscious safari. I wrote the Kickstarter video, copy for the website symbisafari.com, and for outdoor posters.
USPS Irresistible Mail
In the winter of 2015, USPS tasked my group with Mission Impossible: make Direct Mail sexy again. And do it in a big way.
At the National Postal Forum—the world's largest gathering of big box advertisers in NYC—it was our challenge to convince the world's leading businesses to include Direct Marketing in their 2015 marketing mix.
I came up with a hook called Irresistible Mail, which consisted of an interactive printed booklet (handed out at the NPF) and a companion website: irresistiblemail.com
Our campaign demonstrated the dramatic transformation that DM has undergone in recent years, from passive "paper in an envelope", to an exciting interactive medium that begs to be experienced.
Verizon Wireless “Office Attack”: 60 sec
Copywriter | Lead Conceptual
This spot for Verizon Wireless and Pirates of the Caribbean was the largest scale production I've ever been involved with. Including over a hundred cast members and twice as many crew, we were given access to the Blockbuster film’s actors, sets, make-up artists, stunt choreographers, and costume designers.
The result was a spot that looked more like a movie, and was played in theaters nationwide. Incredible production learning experience.
Coolest of all, Jerry Bruckheimer himself approved my script for production, and gave us direct access to shoot aboard the Black Pearl in the Bahamas.
I knocked on Kiera Knightly's trailer but she did not answer.
Director: Mike Bigelow
DVF/Amex UNSTAGED x St. Vincent
American Express UNSTAGED Fashion brings together the world's best fashion designers with visionary musicians to create a unique collaboration during NY Fashion Week.
This project brought together fashion icon Diane von Furstenberg with musical visionary Annie Clark of St. Vincent for a live runway show at NYC's Spring Studios, to debut DVF's new Fall/Winter line, with St. Vincent performing live from Diane's runway.
My team produced the 1-hour pre-show that introduced the main event. It was hosted by So You Think You Can Dance's Cat Deeley and runway superstar Coco Rocha.
We created mini films that our hosts introduced, which gave viewers an intimate glimpse into the minds of each artist and an insiders peak into their collaboration process. As the Sr. Writer, I also wrote the entire script for the pre-show, including the structure of the show itself and questions that our hosts asked during live interviews.
Race the Sun Interactive Film
Sr. Copywriter| Lead Conceptual
To introduce the all-new Range Rover Sport we created an interactive film that puts you behind the wheel, transforming iPhones and iPads into fully functional steering wheels.
The film takes you on an epic adventure as you race against the setting sun, navigating the powerful 510-horsepower vehicle through a minefield of grueling obstacles that put the vehicle’s on and off-road capability—and your machismo— to the ultimate test.
From action heroes dangling from cliffs to intense car chases across the desert, Race the Sun brought all the exhilaration of driving a Range Rover right to the user.
Interactive digital production by Stink Digital.
FWA Site of the Day
FWA Mobile of the Day
FWA Adobe Cutting Edge Award
Univision "It's Better in Spanish" Campaign
Sr. Copywriter & Sr. Art Director
Univision's "It's Better in Spanish" campaign aimed to convince media buyers to consider Univision when buying media space for their clients.
As a freelancer, I was called in to tackle a small part of the overall campaign: creating an article on Buzzfeed that celebrated the Latin American culture.
I took the opportunity and ran with it, entitling the article "12 Reasons the World Would be a Sad Place without Latin American Culture," which allowed me to fulfill a handful of dreams simultaneously, including giving Dora the Explorer a Jewish surname and photoshopping Kelly Clarkson in front of a rainbow-colored donkey piñata.
I can now retire.
The Next Generation Range Rover iAd (iPad & iPhone)
Bronze iAB MIXX Award for rich mobile media
Sr. Copywriter | Lead Conceptual
To help launch the highly anticipated next generation Range Rover, we teamed up with Apple to create an immersive iAd experience called “Elements of a Modern Legend”.
The user had a choice of exploring five different “elements”:
AL, (Aluminum) which lets you see into the heart of the new vehicle and examine the new all-aluminum structure using X-Ray vision (look out for the hidden dinosaur bones in the parking lot.)
DN (Design) allow users to configure their own vehicle’s exterior color, wheels and roof style
R (Refinement) shows off the new luxurious interior
CP (Capability) lets you explore the new Terrain Response System
E (Engage) gives the user an opportunity to find out more.
The iAd was very successful, earning us a higher than average click-through rate and won a Bronze iAB MIXX Award for rich mobile media.
Toyota Prius Viral Spec Campaign
Art and Copy | Created original concept
In a sea of virtually identical “green” automobile campaigns, my goal with this spec campaign was simply to do something different for the category.
I teamed up with rockstar photographer and Photoshop Guru, Luke Stettner, to shoot the spec campaign in various locations across NY State. The result was an unexpectedly controversial viral campaign that spread across the internet and overseas within a week.
"Well, at least he drives a Prius" was spotlighted on many advertising and environmental blogs like Adfreak, TreeHugger, AutoblogGreen, and the Huffington Post.
Funny detail: I am the dead body being dragged to the lake.
Art & Copy: David Krulik
Photography: Luke Stettner
Stylist: Hailey Lieberman
Land Rover Pinterest Campaign
Sr. Copywriter | Lead Conceptual
In a effort to inspire the growing Land Rover Pinterest community, my partner and I teamed up with Twig, a Brooklyn-based terrarium maker, and created an epic "Land Rover style terrarium", composed of some of the rarest natural ingredients on earth.
After the terrarium caused a commotion on Pinterest, the client decided to create a magazine print ad.
We worked with award-winning illustrator Lauren Tamaki to create a hand-drawn step-by-step guide for creating your own Land Rover terrarium, which directs Land Rover owners to absurdly difficult locations across the globe to collect rock, soil, hydration and moss samples. In other words, impossible to reach materials that only a Land Rover could get you access to.
Examples include freshly melted arctic iceberg chips and sand from the Gobi Desert.
Spike TV: “BRAIN SCAN”
Sr. Copywriter | Lead Conceptual
Tasked with helping Spike TV announce the arrival of Married With Children to the network, I wrote a spot that gives you a glimpse into the brain of a typical Spike viewer.
Art & Copy: David Krulik
Creative Director: Chris Dealy