We created a character—named after a Mentos mint piece—who would embody the positive spirit of Mentos, no matter what.

Digital films showed his journey spreading positivity all over the world.

On Twitter, Dragee destroyed negative tweets (those hashtagged with "hate," "FML," or "fail,") in real time.

On Facebook, users created "life guidance" videos for their boring, vane or lovelorn friends. If they were boring, we tagged them in exciting photos. If they were vain, we showed them how many physical albums their selfies would fill. If they were lovelorn, Dragee ate a candy with their face etched into it, and then sang them a spoken-word balled.

Press: Mashable, PSFK, Time, Creativity, Adweek

Awards:
// Cannes Shortlist, "Blade," Film Category
// Cannes Shortlist, "Cobra," Film Category
// One Show Finalist, "Negative Tweet Eliminator," Innovation in Branded Content
// One Show Finalist, "Cobra," Online Films & Video

GEICO's Emergency Roadside Service is so easy to use, you don't have to say a word.

Press: Creativity, AdAge, GeoMarketing, The Drum

When a pack of gum has 2 flavors to choose from, you play "eenie meenie."

Press: Nielson Top 10 Most Liked Ads

Global brand campaign relaunching Google Chromebooks.

We set out to reposition the Chromebook as a computer built for today—for those who use Netflix, AirBNB, Spotify, Tinder, etc. and don't think twice about it.

Over 75 different TV deliverables and over 2 billion media impressions!

Art director on the team that launched the Pepsi Refresh Project, the campaign that kickstarted "cause advertising" and was touted by AdAge as "a case for marketing textbooks."

Awards:
// Bronze Cannes Lion, Cyber Category
// Grand Prix Disruption Award
// Silver Effie
// Silver Clio
// Bronze Andy
 

Entering the 2017-18 NFL season, we knew there were going to be some ridiculous touchdown celebrations after the league relaxed the rules.

So we hoped to influence the players with some fun content of our own. Did the players copy us? You decide.

Copycats: USA Today, Maxim, SB Nation

Mentos launched a new "Big" bottle that held a ton of gum, so we decided to let students from the best art school in the country make sculptures out of it.

Press: Contagious, Limité, Creativity, AdAge & Trendhunter

Awards:
// One Show Finalist, Online Branded Entertainment

America's most beloved lizard travels the country.
 

Brand campaign for TIAA, an investment bank for teachers, hospital workers and other non-profit employees.

TIAA is helping them write The New Success Story, where success isn't measured by the number of zeros in your bank account.

Press: AdAge

We created an iPhone/iPad game for one of Mentos's commercials about a super-strong spider. We worked with the lead Game Developer of Halo to create a game where you could box spiders with your thumbs.

The app made top 5 in the app store and received over 2 million downloads.

Mobile FWA awarded Spider Swiper Mobile "Site of the Day" honors.

Press: Mashable, PSFK, PSFK Top 5, Creativity, Adweek, AdAge, Smartphone App Review

Awards:
// Mobile FWA "Site of the Day"
// One Show Finalist, Branded Applications

Mentos Gum looks a lot like candy, and candy is not too pleased about it.
 

Most wireless plans are overkill. You end up paying for data and features you don't need. We created over-the-top products to help drill this point home.

To take the story even further, we promoted a stroller called Latot (Total backwards), complete with its own infomercial, preroll ads and social media pages. Users were ultimately driven to a microsite where the stroller exploded and they were told, "If you think this is ridiculous, take a look at your wireless plan."

Press: Creativity, Adweek, Campaign, The Drum

Luminaria are candle-lit bags that people draw on to honor their loved ones with cancer. We created a stop motion film to tell their story.

This was a fun and emotional one—we printed out hundreds of bags and shot them practically, while real survivors walked among them.

Soup-to-nuts brand campaign for Chips Ahoy!

it takes ahoy! means to celebrate the breaking of tiny rules, which Chips Ahoy! does with their innovative products.

We brought ahoy! acts to life in all platforms—a live in-store stunt scared the hell out of consumers, TV featured mischievous cookie characters, and vines hashtagged #ittakesahoy encouraged social followers to create their own mischief.

Because it takes ahoy! to hand-set all of your headlines, we 3D-printed a font to provide the brand's visual language.

Adweek called the campaign "Really dumb and kind of perfect," which for me is as good as it gets!

Press: Archive, New York Times, Adweek, Fast Company, Today

COPY: Forget what you think you think about hummus.

The proof is in the hummus. We created this Instagram/poster series to contradict common hummus myths, using typography made out of different Sabra ingredients.

Site experience that let users be in 2 places at once, because UP2U gives you the choice of 2 flavors. Special Cameo by Naughty by Nature!

FWA awarded chooseup2u.com with "Site of the Day" honors.

Press: Creativity, AdAge, The Inspiration Room

Awards:
// FWA "Site of the Day"

Mentos had offered gum for years, but awareness had been dreadfully low.

We decided to change this by shoehorning our product into fake (and really stupid) magazine content.

Yes, every one of these ran.

Press: Adweek, Communication Arts, Business Insider, AdRants, Branding Magazine

Lexus sponsors the U.S. Open annually, so we worked with manufacturers to create a car covered in tennis ball fur. We also created a 4-page insert surrounding the event.

Press: Business Insider, Cars.com

One of my favorite weird projects ever. We created a hotline to show off that this gum really loves giving you choices. Sometimes a quagmire of them.

Press: Creativity, Adweek