Created an original voice and wrote all copy for Canvas designed by Citi website and beta-testing app, where the next generation of financial products is imagined, designed and tested by real people.
Click the image or link to visit the Canvas site.
Project:
Symbi Safari Force Awakens Trailer
Role:
Writer, Art Director, Lead Concept
"The adventure of a life time isn't as far, far away as you think."
Going on safari used to be the go-to vacation for globe trotters and adventure seekers. But as the safari-going generation continues to age and retire their binoculars, the industry has begun to lose its luster amongst vacationers.
To make Symbi Safari a success, we had to energize an entirely new generation of safari goers and ignite their imagination.
So we wrote and produced a 30-second spot that spoke directly to young-at-heart thrill seekers: Star Wars fans!
The theater spot was projected in major NYC movie theaters on the opening day of Star Wars: The Force Awakens.
We released a series of social posts to promote the trailer.
The work inspired a wave of new safari bookings and a healthy up-tick in site visits.
Project:
USPS Batman Stamps
Role:
ACD, Lead Concept
For decades, stamp sales have been steadily crashing, and enthusiastic stamp collection has become the past time of little old ladies and serial killers.
With the launched of USPS's Limited Edition Batman Stamp Collection, we planned to change that.
So we commissioned the prop sculptor who built the Iron Throne from HBO's Game of Thrones to build "The Batbox," and showcased it in the lobby of the Jacob Javitz Center for NY Comic-Con.
The Batbox drew 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.
We are not sure how this impacted the little old ladies and serial killers.
Project:
NY Lottery Cash 4 Life
Role:
ACD
If you won $1,000 a day for life, you'd spend less time struggling to make a buck, and more time indulging in the things that make you happy.
We launched a series of interactive rich media units that let stressed out New Yorkers slip into the carefree shoes of a Cash 4 Life winner.
Users could spend their time studying constellations, catching up on classic literature, or taking that introductory piano lesson they never had the time for.
Project:
A/K Interactive Lookbook
Role:
ACD
Description:
Turned fashion brand A/K Spring lookbook into a hands-on interactive shopping experience by incorporating QR technology and interactive videos that brought each outfit to life and enabled on-the-spot mobile transactions.
Project:
Inferno Crate AR
Role:
ACD
Description:
Created an Augmented Reality experience that introduced prospective customers to three new sizzling flavors for hot sauce subscription service, Inferno Crate. Instant subscription sign-up was enabled right from mobile devices.
Project:
NY Lotto Obnoxious Burger Microsite
Role:
ACD
Description:
The New York Lotto's You'd Make a Way Better Rich Person campaign took aim at the terrible ways rich people spend their money.
We launched an interactive microsite that let New Yorkers 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
Project:
NY Lottery Facebook Live Holiday Giveaway
Role:
ACD
Description:
We live in a world where consumers expect everything in an instant. Luckily, that's exactly how long it takes to enjoy a New York Lottery Holiday Scratch-off Game.
To underscore how New York Lottery Holiday Scratch Off Games are a better way to experience a little holiday magic INSTANTLY, we produced a Facebook Live holiday event featuring an actor suffering through 9 hours of Christmas light untangling.
Project:
Beyond Cubicle AR Collection
Role:
ACD
Description:
Eco-conscious office supply company, Beyond Cubicle, lets users transform their personal workspace by placing the company's newest earth-themed collections directly onto their desk using AR technology. If customers like what they see, one tap can initiate a seamless purchase.
Project:
USPS Mailbox Transformation
Role:
ACD
Every day, the USPS makes great strides in innovation and improving the quality of their service. But you'd never know it by looking at their 190,000+ rusted blue mailboxes—a constant reminder of the Postal Service's inefficient past.
To get Americans to look at the USPS in an entirely different way, I lead a creative initiative to transform the USPS mailbox into a hub of holiday entertainment.
A simple scan with the USPS AR app 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 offered useful holiday services like buying stamps and scheduling a free package pickup at their house, right on their phones.
Over 100k boxes were scanned in a three week time period and tons of positive press circulated.
Webby Honorable Mention for this campaign.
Project:
OPT-1 VR Adventure
Role:
ACD
Description:
Created an intense VR whitewater kayaking adventure for sporting gear company, OPT-1. Specifically targeted sporting enthusiasts received a map in the mail, along with a branded Google Cardboard headset. Once immersed in the adventure, users had to help two stranded kayakers find their way back to the safety of their campsite. Gaze Based Activation allowed users to select various OPT-1 equipment and tools to help navigate them successfully through the wilderness. Finally, users could add OPT-1 gear to their virtual shopping cart right from their headset.
Project:
USPS Dashboard
Role:
ACD
Description:
To combat the perception that USPS is an antiquated organization, we created the Dashboard that showcased the Postal Service's most impressive technological accomplishments.
We included a live Eagle Cam, which connects you to a 24/7 live feed of a Bald Eagle's nest.
Project:
USPS Irresistible Mail
Role:
ACD
Description:
Convinced the world's biggest advertisers to invest more in Direct Marketing and technology with a campaign called IRRESISTIBLE MAIL, consisting of an interactive art book and an award-winning companion website: irresistiblemail.com
IRRESISTIBLE MAIL demonstrated the dramatic transformation that DM has undergone in recent years, evolving from passive "paper in an envelope", to a dynamic interactive medium that launches customers into digital worlds.
In it's first year, IRRESISTIBLE MAIL earned the USPS $6M in DM profits. Years later, the campaign is bigger and more successful than ever.
Project:
Symbi Safari
Role:
Writer, Lead Concept
Serve as the empathetic, inspirational voice for a totally new African safari concept— the world's first symbiotic, socially conscious safari. I wrote the Kickstarter video, copy for the website symbisafari.com, and outdoor posters.
Project:
Verizon Wireless “Office Attack”: 60 sec
Role:
Copywriter | Lead Concept
Description:
Conceptualized and wrote a 60-second theater spot for Verizon Wireless and Pirates of the Caribbean. 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.
Given direct access to the films set and crew in the Bahamas, the result was a spot that looked more like a movie, and was played in theaters nationwide.
Director: Mike Bigelow
Project:
DVF/Amex UNSTAGED x St. Vincent
Role:
Sr. CW
Description:
Wrote the script for a 1-hour pre-show for American Express UNSTAGED Fashion, which brought together DVF and St. Vincent for a unique collaboration during NY Fashion Week. It was hosted by So You Think You Can Dance's Cat Deeley and runway superstar Coco Rocha.
Project:
Race the Sun Interactive Film
Role:
Sr. CW| Lead Concept
Project Description:
Created an interactive film that puts you behind the wheel of the all-new Range Rover Sport, 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.
Interactive digital production by Stink Digital.
Awards:
FWA Site of the Day
FWA Mobile of the Day
FWA Adobe Cutting Edge Award
Project:
The Next Generation Range Rover iAd (iPad & iPhone)
Award:
Bronze iAB MIXX Award for rich mobile media
Role:
Sr. CW | Lead Concept
Range Rover fans can never know too much about their vehicle. Like curious scientists, they are always seeking to understand how their vehicle works, and what makes it a unique machine.
We launched the Next Generation Range Rover with Apple and created an iAd experience called “Elements of a Modern Legend”, which let Range Rover enthusiasts explore five different “elements” that make up the new vehicle.
The iAd was very successful, earning a higher than average click-through rate and won a Bronze iAB MIXX Award for rich mobile media.
Project:
Land Rover Pinterest Campaign
Role:
Sr. CW, Lead Concept
Description:
Partnered with Brooklyn-based terrarium maker, Twig, to inspire the growing female Land Rover Pinterest community.
We created an epic "Land Rover style terrarium", composed of some of the rarest natural ingredients on earth, and encouraged others to make their own.
After the Pinterest campaign's success we created a magazine print ad with award-winning illustrator Lauren Tamaki who crafted a step-by-step guide for creating your own Land Rover terrarium. Land Rover owners were sent to absurdly difficult locations across the globe to collect rock, soil, hydration and moss samples.
Examples include freshly melted arctic iceberg chips and sand from the Gobi Desert.
Project:
Toyota Prius Viral Spec Campaign
Role:
Art/Copy/ Lead Concept
Description:
From electing Donald Trump to creating the McRib, human beings can't help but make terrible life decisions. But by getting behind the wheel of the newest generation eco-friendly Toyota Prius, redeeming ourselves is suddenly a little easier.
I teamed up with photographer Luke Stettner to shoot a controversial spec campaign, "Well, at least he drives a Prius". The result was an unexpectedly viral campaign that spread across the internet and overseas within a week.
"Well, at least (s)he drives a Prius" was spotlighted on many advertising and environmental blogs like Adfreak, TreeHugger, AutoblogGreen, and the Huffington Post.
Art & Copy: David Krulik
Photography: Luke Stettner
Stylist: Hailey Lieberman
