Created for the 2017 Stanley Cup Playoffs, the "In Our Blood" campaign uses the deeply-rooted history of Boston hockey culture as it's cornerstone. The faces, stories, images and headlines are all natural and organic, using real people and found objects to convey a genuine sense of authenticity.
The campaign includes tv, online video, social, digital, out of home and the citywide distribution of more than 150,000 limited edition posters.
Communication Arts Advertising Annual
Communication Arts Photography Annual
Project SCUM was a plan proposed in 1995 by RJ Reynolds Tobacco Company to sell cigarettes to members of the "alternative lifestyle" areas of San Francisco– in particular the large number of gay people in the Castro and homeless people in the Tenderloin. The acronym "SCUM" stood for "Subculture Urban Marketing." They targeted minority and female audiences in a similar fashion as well.
Thanks to the Master Settlement Agreement through an act of Congress, the internal documents and memos of the four largest tobacco companies were made public. We scoured these documents and then used the words from private, corporate communications to make public-facing ads. People freaked.
CANNES LION x 2
ADC: Silver Cube
CLIO x 3
COMMUNICATION ARTS: Design Annual
COMMUNICATION ARTS: Advertising Annual
AD AGE: Top 15 Ad Campaigns of the 21st Century
For Independence Day, we created a poster series honoring the legacy of Jack Daniel. We paid incredible attention to every detail and the unique craft of each composition. Our methods included carving letterforms from the charred staves of used whiskey barrels, traditional sign-painting on the door of a '54 Chevy, hand-stitched typography from fabric dyed with whiskey and a mishmash of paint pen, watercolor and screenprinting.
Each finished piece was photographed and used to create media placements across America, including a unique configuration of 5 different billboards in Times Square. Our bloody fingers and blistered hands were recognized and awarded by some of the best international shows.
CANNES LION x 3 : Press | Typography | Design
ONE SHOW : Design
TYPE DIRECTORS CLUB : Typography
COMMUNICATION ARTS : Design
COMMUNICATION ARTS : Typography
HATCH AWARDS: Best in Show
To launch the new packaging for Sam Adams Summer Ale, we fused the aesthetic of Toy Story with the music of Wu-Tang, in a Jamaican dancehall paradise– all drenched in the refreshing taste of a summer ale.
In the course of three years, we managed to help grow New Balance from a $1 billion business to over $3.1 billion in revenue. Through a strategic rebrand, we were able to position New Balance as the #3 player in the category.
2016 EFFIE AWARD
Created using archival footage, band stickers, bathroom graffiti, concert flyers, sheet music, ticket stubs and venue marquees. Rather than the typical glamorous pack shot, the Jack bottle was shot on 16mm Bolex film backstage at the Roseland Ballroom by legendary rock photographer Danny Clinch.
As one of the oldest and most iconic brands in the world, Jack Daniel’s is revered for both the quality of it’s whiskey and for it’s authenticity. We chose to highlight that authentic spirit by documenting true bar stories from the establishments that have helped make the brand what it is today. Stories from the greatest dive bars, honkey-tonks, corner pubs and cocktail bars in America.
We traveled the country from coast to coast in search of the authentic, and often unbelievable, bar stories that make our favorite watering holes what they are. "The Few and Far Between: Tales of Revelry, Mischief and Whiskey" is an immersive, organic collage of mixed-media designed to break the convention of the overused grid-like interface. Users can explore cinemagraphs, short films, audio stories, written anecdotes and even tales from remote locations captured using analogue telephones.
View the site at The Few & Far Between.
NEW YORK FESTIVALS: In-Book Finalist
AWWWards: "Site of the Day"
FWA: "Site of the Day"
FWA: "Mobile Site of the Day"
WEBBY x 5
WEB AWARD: Outstanding Website
W3 AWARD: Gold, Silver (3)
MITX: Best of 2015
GRAPHIS: Design Annual
COMMUNICATION ARTS: "Web Pick of the Week"
LUERZER'S ARCHIVE: "Digital Pick. Issue 1/15"
W3 Award x 4
We were tasked with announcing a popular Mexican beer brand's recent arrival in America. Seemed simple enough.
Work created for the Boston Bruins and the 2014 NHL Playoffs. Written and Directed by myself and Greg Almeida. Narrated by Glenn Fleshler (True Detective). Poem by Rudyard Kipling.
EMMY: 2015 Best Promo
EMMY: 2015 Best Commercial
CLIO x 3
Everyone knows the classic tale of Little Red Riding Hood. There’s a little girl, a red coat, the woods and, of course, a wolf. And while the story has been retold and re-written numerous times since Charles Perrault first published it in 1697, we’re pretty sure it’s never been told like this. With a red, 325 horsepower Volvo S60 playing a leading role.
Jack has always been an iconic symbol of the independent spirit. To reinforce that ideology, we created a campaign that championed the independent spirit of Americans. We launched it right before the 4th of July. The campaign featured a woodcut poster series, several documentaries, print, hand-painted OOH installations and broadcast.
COMMUNICATION ARTS: Advertising Annual
COMMUNICATION ARTS: Typography Annual
HPA: Outstanding Color Grading
ADWEEK: Ad of the Day
People know Lynchburg, Tennessee as the place where every drop of Jack Daniel’s is made. Yet, few know about the interesting men and women who call this small mountain town home. Through broadcast, documentary film and online content, we take a closer look at the people, behind the town, behind the whiskey.
INDIE MEMPHIS FILM FESTIVAL: Official Selection
LOUISVILLE INTERNATIONAL FILM FESTIVAL: Official Selection
A holiday campaign for Jack Daniel's glorifying terrible Christmas gifts. The campaign featured an online contest where users could win a hand-knit Jack Daniel's Christmas sweater and a sled made from the used staves of an actual whiskey barrel.
A poster series created for NHL team, the Boston Bruins. Working in collaboration with the curators of The Sports Museum of New England, we delved deep into the team’s rich history for photographic assets, typographic inspiration and physical remnants of a bygone era in sports.
Each poster was assembled from archival photography, negative scans, vintage hockey programs and early architectural schematics of the original Boston Garden.
The posters are a salute to the legacy and heritage of the team’s storied 92 year history– marrying both old and new imagery in a composed, yet chaotic collage. Over 45,000 of these posters were distributed across Boston during the 2015-2016 season.
CLIO AWARD: Silver
COMMUNICATION ARTS: Design Annual 2016
Going where no professional sports franchise has ever gone before, we partnered with SNL and Adult Swim alum J.J. Sedelmaier, to create a downright bizarre series of animated shorts for NHL team, The Boston Bruins.
The series featured a yogurt-making robot gone haywire, an opera singer in outer space, two angry falcons, a bear wearing a jetpack and a levitating Mayor of Boston outfitted with a laser-eye.
EMMY AWARD: "Best Animation"
EMMY AWARD: "Best Promo"
The Drum "Ad of the Week"