A nifty magazine about making stuff with you guessed it...I was a founder as well as creative director, content contributor, copy editor and amateur staff therapist.
Take a peek between the covers.
issuu.com/byhandmagazine/docs/issue1
Let’s say a margarita and a beer have a baby, on second thought let’s not that sounds terrible. Let’s say you love margarita’s but you’re lazy. Or, maybe you’re a lot shy of 21. Who said that?! The ultimate corruptor of course. Could you ask for a better pitchman than the Devil when looking to promote questionable choices?
And yes that’s Vincent Gallo, yes he’s a creep.
Now for something completely serious.
Say It To Our Faces is a group with over 22,000 members started in response to the overwhelming number of mass shootings. In the wake of the Montecito shooting a few friends and I started this group to attempt to persuade our lawmakers to change the “thoughts and prayers” nature of our governments reaction to this ongoing problem. We planned a national photo sharing campaign based on districts and a rally in Washington DC in partnership with the Brady Campaign where participants met with their Senators and or Congressman.
American Express doesn’t just talk the talk when it comes to member privileges they walk the walk with expansive members only 360 activations at different levels across all card premiums.
For the Tribeca Film Festival we set up a partnership with Time Out Magazine to create an NYC film guide focusing on neighborhoods with theaters hosting screenings. Card members attending those screenings then received surprise vouchers for services from participating neighborhood merchants Oprah style (you get free sushi and you get free sushi.)
Delta is an Amex partner and we were charged with finding a way to improve brand engagement across the partnership. We scripted a version of Ellen Degeneres’ show that was all vignettes, much like SNL, which could only be seen during Delta’s in-flight entertainment. Ellen however was out of contracted shooting hours so the concept morphed into Ellen surprising her entire audience with a trip to New York with the taping of her show done on the flight from LAX to NYC.
Walking the tightrope between big hearted nostalgia and creating new traditions isn’t easy. McCormick is a brand built on reverence for the smell of grandma’s cookies fresh from the oven and sitting down to family suppers that needed a breath of new life to speak to a new generation.
Safe to say ladies in white pants joyously riding bicycles didn’t do much to elevate the conversation around this most hush hush feminine situation. So rather than perpetuate that taboo we decided to lift the veil and create a “gals in the know” fun narrative.
If you’re raising a glass with friends best be prepared with a choice set of toasts. Something profound? How about witty? OK maybe topical? Fine, something strategically aligned with your brand’s positioning of being irreverent.
Rovio, of Angry Birds fame, launched a follow up chain reaction puzzle game based on a kid genius who made Rube Goldberg style contraptions. The roll out needed to focus on a specific puzzle that incorporated baseball but they didn’t know a lot about America’s national pastime, neither did, but I do now.
Questioning what beauty truly is, how it’s defined, who’s defining it and why gets to the heart of what it truly is. Something completely individual. In the eye of the beholder as they say.
This was a David and Goliath situation if Goliath was Sirius XM and David was an underfunded start up that quickly faded into the ether. Hence the stick it to the man manifesto style campaign.
