No one can argue that wearing sunscreen isn’t a smart idea, but the reality? Ew. Sticky, chalky, messy. We launched Coppertone Sport Clear with a new visual identity demonstrating how it’s as clear as water and feels as cool as jumping in on a hot, summer day.

Coppertone has a new tone.

Coppertone needed a refresh. This campaign tapped into the brand’s California cool heritage with a modern spin and spans online video, TV and in-store. It features a Grammy winning song, diversity, and a Venice Beach vibe. For baby, we brought back the Coppertone dog for a cameo.

To activate Hellmann’s brand purpose of fighting food waste, we launched “Fridge Hunters”, a grassroots influencer campaign on Instagram and TikTok. Our goal? To save one million meals from the landfill by getting regular people to stop tossing their groceries and instead cook a meal with what they have on hand. After 100 food influencers posted their meals with #FridgeHunters, celeb chef, José Andrés was at the tippy top of this bottom-up effort and added heat to this already burning flame. Complete with microsite, brilliant PR combined with a sweepstakes, we garnered over half million earned impressions in less than week. . .and counting!

To get some buzz for Clairol, a quite-American brand in UK, we launched a new campaign with famed BBC journalist turned dancer turned show host, Stacey Dooley. She’s quite known in UK for being a self-made, self-assured woman who speaks her mind, as well flaunting her brilliant red locks. We teased the campaign during lockdown with Stacey colouring her own hair at home with Nice’n Easy. Then, Stacey hit social media and the telly leading the “She Does” campaign and boosting the brand to the forefront in-store and online.

Inside every box of hair color, there’s a pair of gloves. Exactly what New York hospitals were lacking in the face of the Covid 19 pandemic. Clairol donated gloves to hospitals as many health care heroes were lacking basic personal protective equipment. Who says good hair can’t save lives?

Vaseline wanted to reassure people during the onset of the pandemic, so we created a series of social assets featuring a new way to connect with friends and family. The new gestures series was concepted, created and live in three weeks. An extremely low budget effort with a small, agile team.

When you think of constipation, you think of pruney old people, but the truth is, millennials are the most constipated people on the planet. So Miralax, the number one for number two, needed a new look, tone and feel. We normalized constipation with real speak and the team came up with the insight, pooping is good for you. We created the “Healthy2Go” digital campaign with a consumer journey targeting three separate segments, the traveller, the health foodie, and the reluctant user. The award-winning campaign took our target swirling down the funnel, exceeding the brand’s KPI’s with 2X the ROI, increasing sales by 200%. Millennials were good to go.

Swarovski has been around for over a century and is more recently known for being the ultimate bling. They wanted to elevate their brand, and express a less known, more creative side. To reintroduce Swarovski to the millennial crowd, we featured their more unique pieces with a clear insight. When women wear fine jewelry their attitude changes immediately.

From Emergen-C to Emerge and See

We needed to change Emergen-C from something you drink when you’re getting sick, to something you drink every day to feel healthy. The name posed a bit of a problem, as people think of it only in an “emergency”. But by giving it a new platform and tagline, we essentially changed the way people think about the brand altogether. We re-launched Emergen-C and our healthy active target began to drink it every single day. Double the drinking season and double the sales.  

To promote the new BESPOKE refrigerator, one that you design yourself, Samsung took to Twitter. We announced the customizable message with some demotainment to illustrate the totally unique mix and match doors. A fridge that can be anything you want it to be, the BESPOKE quickly became the “it” fridge in designer kitchen circles.

#MAXXINISTA: BUILDING A COMMUNITY OF BRAND ADVOCATES

How do you turn a forgotten off price retailer into an online success? Let consumers do it for you. We invited Maxxinistas to post their designer finds on Facebook and celebrated them in online videos, contests, TV and print. Before long the brand quickly gained momentum, building a community of hashtagging loyalists buzzing about the brand. While other retailers were dying, T.J.Maxx continually opened new stores throughout the country plus one successful online shopping experience. In 2014, TJX revenue surpassed Macy's. #Maxxinista, indeed.

GLOBAL COSMETIC EXPERIENCE: BORN WITH IT.

A cosmetic brand known for selling mascara to minors, had next to zilch in the way of lip cred. Let alone color. We launched Maybelline Color Sensational above the line, below the line, and even above the ground (sampling program on Jet Blue). Through sultry chic supermodels, Christy Turlington, Julia Stegner, Jessica White, Adriana Lima and the debut of Emily DiDonato, Color Sensational become the number one selling lip color in America in just three months. All at a time when clear gloss was the go-to. Successful launches in Europe, Asia and Latam followed. This pivotal experience was invaluable as I followed a product from concept to launch as well as learning the differences in beauty culture throughout the world. More Maybelline projects included mascara, foundation, nail as well as the launch of skin care. 

Sometimes a client just wants a really good print ad. And, in some cases, an award winning one. For a few months at JWT, I had the pleasure of creating some not so banal print for some really banal paper products. Old school? Maybe. But, completely refreshing and satisfying. After spending years thinking up the big 360 ideas, it was fun to come up with a little something for ink on paper. I‘m a writer who thinks in pictures, and who believes there is no boring assignment. The baby made it into D+AD. 

Doctors are people, too. And, so are patients with the Hep C Virus. This campaign for Epclusa features "tough" people and the tough cure that treats all genotypes. We capture the attention of our HCP target without sacrificing a very clear message about the treatment. This tough virus has met its match. And, another campaign for Gilead, featuring the HCV patients, is definitely out of the ordinary as far as pharma, aiming to remove the stigma of the virus while promising a real cure.

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Blond Ambition

Gwen Stefani, one of the most famous blonds in the world, offers cred in the hair color space along with her massive exposure on The Voice and active Instagram following. Known for her many years as a full-commitment platinum blond, Gwen tells the color and care story, removing a barrier to at-home coloring for the consumer.

Although Juvederm is from the makers of Botox, the original injectable, it now faces competition. To combat this, we treated the brand as mainstream beauty instead of a pharmaceutical. Many women consider this once taboo treatment as a matter of course, while many still want to keep it under wraps. The campaign rolled out to dermatologists and DTC. 

YOU CAN'T ARGUE WITH LUXURY

This is a brand that refuses to roll with the trends, and instead cozies up to royalty, whether it is tennis, riding or jazz. Everything must be written in the Queen's English, so learning a second language to work on this brand was a must. 

SUNSILK:  SOLVING HAIR ISSUES ONE FREAK AT A TIME

To cure a multitude of hair issues, naturally, we turned to a psychohairapist in a series of television spots for Sunsilk. This campaign took a well known global brand and introduced it to the US market with a little hyperbole and a superstar stylist, Oribe, behind the scenes. These wacky spots supported by robust online support gained attention and mass consumer trial. 

Pantene was made famous for its shampoo and conditioners featuring the girl next door with girl-next-door hair. To shake up Pantene's image, we hired photographer, Greg Lotus, to do more a more editorial take with black and white images of sexy women, which added some vavoom to Pantene's virutally unknown styling line. Pantene now had an attitude with matching how-to's online, and the new styling collection literally flew off the shelves. 

Finalist for the Stephen Kelly Award, but didn't win the 50K prize. Darn.

Don't leave home without it. 

People love reading about people. Here, Disney and Hermes talk about quality and what it means to their brand. Creating content-based advertising is a way to draw in the consumer, and apparently, One Show Awards.