To launch GM’s vision of a future with zero crashes, zero emissions and zero congestion, we created this film that gets to the heart of the story: when you wonder what could be, big things happen. And the world changes for the better.
Silver Titanium/Integrated Cannes Lion
Creativity Top 5 Campaigns of the Year
Communication Arts Design Annual- We designed the labels for The Fenway Collection, inspired by the iconic colors and imagery of Fenway Park.
“Innovate” might not be the first word you think of when it comes to paint, but that’s exactly what Benjamin Moore does. They reengineer their products to do things no other paint can do. So it makes you wonder, if Benjamin Moore reimagined paint, is it still paint?
To drive home the benefits, we painted 4-ft. tall practical letters and placed them in relevant situations. New Zealand scenic locales did the rest.
Google does more than provide search results. They also offer free tools and resources to help small businesses thrive and grow. Rather than ‘advertise’ these services, we went the authentic route and created a docu-series profiling some of the success stories and the amazing people at the heart of them.
Creativity Editor's Pick
Century-- the world’s first Soft Touch Matte paint-- brings a new dimension to walls. To dramatize this effect, our campaign includes a stop-motion film using the real paint in full scale and inserts to run in high-end designer pubs utilizing custom matte ink.
We also designed the packaging. Given Century is made in small batches by master craftsmen, the design has a hand-crafted, authentic nature with exposed aluminum, matte stock label, and a dab of the real paint on the seal.
Creativity Editor's Pick
Corotech is the industrial line of Benjamin Moore products. To demonstrate its protective coatings range, we got industrial craftsmen to build a massive structure of the Corotech name, and coated each letter in different variants. The eight letters of its name have a combined weight of 2000 pounds.
Eight videos highlighting each Corotech coating are featured on the Benjamin Moore YouTube channel and the letters themselves serve as installations at trade shows.
This campaign racked up the first major awards for the retail giant: a couple One Show pencils. It was also shortlisted at Cannes, and published in Art Review. The campaign was also winning from a business stand point, helping reverse a consecutive 8-quarter sales decline.
Choosing the right paint color can be an anxiety-ridden experience. So we created some innovative online tools to help make the decision making process more productive and fun.
"Design By What Matters"
Webby Award
FWA Website/Mobile Site of the Day
The One Show, Merit
"Live WIth It First"
Shot on five cameras, guerrilla-style, on the sidewalk outside The New York Public Library, this video promoted a program encouraging people to get screened for skin cancer. It was the first digital effort of it's kind for P&G, opening doors for more non-traditional work.
We needed to spread awareness that Benjamin Moore Arborcoat stain revitalizes old wood. But given all the noise and competition for eyeballs in the digital space, we knew we had to go big.
So using old deck planking, we created a 6 foot tall, 500 pound yo-yo and attached it to a 100 foot crane in Southern California’s Sierra Pelona Valley. Gravity did the rest.
Our microsite detailed the engineering behind the two week build of the yo-yo which involved a team of seven craftsmen, an expert from Duncan Yo-Yos, 500 pounds of reclaimed Douglas Fir and three gallons of Benjamin Moore Arborcoat stain.
In an effort to help revitalize small businesses on Main Streets across North America, we launched a national campaign, including TV, and a full page ad in USA Today, driving users to the website paintwhatmatters.com, where they could vote for their favorite Main Street to receive a Benjamin Moore makeover.
Voiceover: Brad Pitt
Inspired by the screaming goat meme, we created this video for a YouTube takeover initiative. It was so successful, the client decided to run it that same year on the Super Bowl.
Creativity Pick of the Day
Creativity Top 5 of the Week
To promote Benjamin Moore Ultra Spec 500, the paint that goes on fast, we hired real painters for a job they’d want to finish in a hurry – a haunted hotel. Hosted on YouTube and ScaryGoodJob.com, our video scared up over 200k views in just two weeks. As well as a lot of buzz in the trade pubs.
In this retail-focused campaign, we wanted to highlight some of the pain points we have all experienced in big-box stores, but in a way that was humorous and entertaining.
We wanted to congratulate Benjamin Moore for winning two Product of the Year awards for innovation. So we made this victory video seen here featuring celebrating dinsaurs, eagles, pigs, lions and more -- but you have to clap hard to make the online video play. For the full interactive experience, click here.
Webby Award
Adweek Ad of the Day
Creativity Editor's Pick
Creativity Top 5 of the Week
What started out as a simple TV assignment, became contagious across multi-channels. And continents. Case study sums it up best.
To celebrate crushing the curse, we invited fans to #PaintTheW. Our campaign consisted of wild postings through the night of the big win, a full-page ad in the Chicago Tribune, and perforated paint stencils which were handed out at the victory parade. A gif provided some more social buzz.
When you have 3 CMOs in just 4 years, you get the opportunity to launch new campaigns. In case you’re curious, here are the two that preceded “Is It Still Paint?”.
“Only This Can”- We took product demonstrations to the next level in TV and brought the benefits to life using visual metaphors in print.
“For Everything That Matters”- Paint names were used to weave a narrative story that was brought to life with dynamic visuals created with actual paint. The success of this campaign helped us land digital and package design duties, enabling us to make fully integrated, award-winning work.
Here’s a little side project we did for Women Voters USA, a non-partisan organization with the not-so-little mission of empowering women to vote and run for office. In addition to designing a logo, we created a T-shirt with a line I wrote for the good cause.
My inner fashion designer is excited to report that the T-shirt will be available for purchase at select Macy’s stores across the country.
