Blame it on product. Blame it on marketing. Levi’s women’s line of jeans wasn’t working. For anyone.

So, Levi’s completely redesigned the entire product line. But to relaunch the new Women’s Collection with any of credibility, the marketing needed to be as authentic as the historic brand itself.

Enter Alicia Keys. If you’re not familiar with Alicia Keys, she’s down-to-earth, no BS, and vocal leader of the no make up movement. She’s nobody’s shill. And she was the perfect brand ambassador to relaunch the collection.

After extensive research, we found that everybody loves Star Wars. So, we created a campaign for EA's multiplayer video game that celebrates the universal adoration of this storied franchise and invites everyone to join the battle online.

Dead Space is a niche video game. So we used a universal theme that would reach a broader audience. And nothing is broader than a mother’s disapproval.

How do you get consumers to pay a dollar more for a bottle of Kikkoman soy sauce? Create a rebranding event centered around a documentary telling the story of this amazing, 300-year-old brand. The integrated campaign culminated with a multi-city premiere, coordinated PR events, and film festival showings around the country.  

Check out the film if you have 24 minutes to spare.

Levi’s has always stood for authentic self-expression and not trying too hard. But, over the course of several campaigns, the brand had found itself in a hipster niche that alienated a broader audience. To help Levi’s get back to their roots, we created a campaign grounded in authenticity and classic Levi’s storytelling.

The You Rule campaign introduced a 15-years-old game to a whole new group of players.

As Global Creative Director, working closely with offices around the world ensured the brand translated to local markets while maintaining the spirit of Live in Levi’s. This campaign for Chinese New Year was developed with FCB Shanghai and ran throughout China as a bespoke campaign in one of Levi’s largest international markets.

When Electronic Arts announced its new installment in the Battlefield video game franchise, it was met with a collective shrug.

Battlefield Hardline was seen as an old game re-skinned as a cops and robbers FPS.

But it wasn't.

And just showing a trailer featuring gameplay wasn't going to change anyone's mind. 

So, we created an experience that put our audience in control of the action and gave them a taste of what it feels like to rob a bank.

Browser based, mobile first and narratively driven, the interactive film blended technology and storytelling like never before.

Click here to experience the full film. Try it on your mobile first.

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p: BFEA360

Inspired by Japanese aesthetic and driven by the insight that soy sauce is inherently rich with umami, we created a campaign that spans across all of Kikkoman's products. 

We made a series of infomercials featuring David Hasselhoff for the niche RTS game Red Alert 3. The last video sums it up nicely.

Building brand and driving results don’t have to be mutually exclusive. When Metromile went national, they needed a campaign that could clearly communicate the value prop while driving distinction and recall in the car insurance category. But selling a product that doesn’t have a physical product can be challenging.

So, we took a page from the competition’s book and created our own spokesperson, born from the very heart of the value prop itself. Enter Abraham Lincoln on the face of the penny. Abe became Metromile’s brand ambassador. From TV to OOH to product integration, Abe told it straight while building awareness at the same time. Who says direct response marketing has to be boring?

Not everyone thinks a game about city management could be fun. But it is. And to prove it, we created an integrated digital campaign that celebrated what it feels like to wield the power of mayor.

This is a jingle. This is a jingle that got remixed. This is a jingle that got remixed and stated a conversation. This is a jingle that got remixed that started a conversation that we engaged in and created more content because of the dialogue with our audience. This is more than a jingle.

Also, jingles work.