Gatorade is always looking for new ways to help athletes win from within. So we tapped into a counterintuitive source of inspiration. Rivals. Whether you’re a young athlete or a hall-of-famer, nothing raises your game like the love/hate relationship between you and your rival. They make your life hell, but they also make you great.

You can’t fake the heat of a real rivalry. So we worked with the greatest, real rivals at every level of sports to create a campaign designed to inspire athletes and non athletes to find a rival and up their game.

The campaign was featured in Lürzer’s Archive Magazine’s 05-2019 Issue, went on to be the most viewed video on Gatorade’s YT channel, and even went on to inspire fan recreations.

Agency: TBWA\Chiat\Day
Role: ACD/Lead Writer

GCD: Mark Peters
CD: Doug Menezes
ACDw: Adam Aceino
ACDa: Paulo Cruz
DofArt: Bruno Regalo
Director: AG Rojas
Prod: Chris Spencer

With a deal as good as half priced wireless service, you have to be incredibly lazy or stupid rich to not cut your wireless bill in half. This campaign uses those who are literally too rich to care about saving money to leave the lingering question, “what’s your excuse for not switching?”

Agency: Deutsch
Role: CW

This was one of the rare instances where the client buys and produces the new business pitch work. My partner and I had 13 days to concept and pitch a new brand campaign for Yelp. The review site wanted to inspire a new generation to reviewers to revitalize their site. So we decided to honor the brave Yelpers who came before us and enabled our good times.

Here, you’ll see the brand manifesto and OOH we pitched and the manifesto film and campaign Yelp produced.

Role: CD Copy
Agency: Giant Spoon
Art CD: Emil Nisowski

Nothing helps a Japanese car company ingratiate itself with American culture like college football. But with the campaign in its 9th season, the challenge became topping every previous season. So we somehow convinced the Russo Brothers of Arrested Development and Marvel’s Avenger’s fame to come direct it.

In addition to the TV spots, we also ran native previews on Instagram Stories featuring the players encouraging users to swipe up.

All in all, we created over 150 pieces of unique content, captured over 3 days.

Agency: TBWA\Chiat\Day
Role: ACD/Lead Writer

CDw: Liz Cartwright
CDa: Stephen Lum
ACDa: Josh McCrary
ACDw: Adam Aceino
CW: Ryan Siepert
CW: Stew Tribe
AD: Dan Hales
Prod: Garrison Askew
Prod: Michael Schroepfer

Directors: Anthony Russo, Joe Russo, Ari Costa

Putting off computer upgrades can cost your small business a lot more than money.

Agency: TBWA\Chiat\DAY
Role: ACD writer

I worked with Cashmere to profile gamer developers who are breaking the mold.

Role: ACD Copy
Agency: Cashmere
Sr. AD/Motion Design: Sarah Koteles

Resident Evil 4’s been ported to every gaming console in the known universe. But never to virtual reality. So first, we honored its 16 year legacy by going back to the 2005 basement where it all began.

But gamers can't just grab some herbs and a handgun and go save the president's daughter. First they needed some good old fashioned mandatory government training. So we created a series of VR field training program to ease players into their VR deployments.

We extended the series as training posters in animated and static social posts.

The only problem with playing RE4 in VR, is that no one can see you cry behind the headset. So we changed that by giving fans a peal at the fear lurking behind the Oculus headsets.

Role: Copy ACD
Agency: VML Y&R
ACD Art: Dan Rosenburg
GCD: Megan Steidl
GCD: Kyler Gracey
ECD: Glen Scott

We helped Crate&Barrel turn their iconic packaging into elegant, iconic TV, print and OOH advertising.

Agency: TBWA\Chiat\Day
Role: CW

CD: Holly Hessler
CD: Helena Skonieczny
AD: Brianna Lohr
CW: Adam Aceino

Some people don’t know about the performance-enhancing carbs and electrolytes in Gatorade. So we set out to educate them while bringing Gatorade’s annual sales campaign to new visual heights.

Agency: TBWA\Chiat\Day
Role: ACD, Lead writer

Crate&Barrel came to us with a line of utility products and asked us to create a brand to differentiate them from their competition. We invited everyone to scrap what they think they know about cleaning and start over fresh with Clean Slate. We created the brand identity (even using our own handwriting), look and feel, and in-store experience. The brand launched on April 20th, 2013 online and in select stores. And it made $2 million within its first month.

CD: Holly Hessler
CD: Helena Skonieczny
AD: Brianna Lohr
CW: Adam Aceino

Every year we celebrate the world coming together as one. But why? Because world records aren’t broken in practice. The stakes are higher, and the performances more impressive when the whole world is cheering together.

Agency: TBWA\Chiat\Day
Role: CW

Other Credits
GCD: Becca Morton
GCD: Gage Clegg
ACD: Meghan Deroma
AD: Brianna Lohr
CW: Adam Aceino

We brought back America’s favorite fraternity for its 7th season.

Agency: TBWA\Chiat\Day
Role: ACD/Lead Writer

Fantasy Football is all about competing against your friends. So we used Volkswagen’s banner ads on CBS Sports Fantasy Football to create new ways for fantasy managers to trash talk and battle against their friends

We created a 3D paper-football video game with variable weather conditions and even bonus levels, all stuffed inside a banner ad. The banner tracked players’ performances on an online leaderboard, and even let league leaders use banner to trash talk their league-mates.

We also created a simple Start/Sit Prediction competition that tracked the accuracy of user’s predictions throughout the season.

To launch the 7th generation Volkswagen Golf as the ultimate city car, we partnered with iconic street artists from each major city to create custom Golf artwork for their city. The artists included: Jeff Soto, Jeremy Fish, Jeremyville, Andrew Bannecker and Cody Hudson. The campaign was so popular that artists from other cities contacted us asking for the template so that they could create Golfs for their cities.

We also released templates for papercraft Golf's that people could build with the artists designs and blank templates so that they could design their own.

Somehow this turned into a long-form film produced by FunnyorDie, featuring Rob Huebel racing through a Target in the new Golf.

Agency: Deutsch
Role: CW
AD: Max Hendren

Every gamer looks forward to the moment they’re able to pass Mario Kart down to their children. Until that rite of passage costs you your hair.

This spot was recognized as the most effective commercial of the 2014 Holiday Season.

http://adage.com/article/cmo-strategy/watch-holiday-season-s-effective-ads/296340/

https://blogs.wsj.com/cmo/2014/11/24/in-holiday-ad-race-nintendo-winning-so-far/

Agency: Deutsch
Role: CW

ECD: Matt O’Rourke
AD: Max Hendren

CustomInk needed online content that helped walk customers through the ordering process. So we took inspiration from the company’s logo to create Steve the pun-loving Spoketopus. The campaign was so successful that it also ran as TVC.

Agency: Supermoon
Role: Sr Writer

On Earth Day 2017, scientists from all over the world marched on Washington in the name of science. In the name of public opinion, our client got cold feet about sending drones armed with these nerdy protest signs.

Agency: TBWA\Chiat\DAY
Role: CW
AD: Christian Laniosz

As a junior writer, I helped write, but did not produce the manifesto for this Johnson & Johnson brand campaign. The manifesto became a TV spot and a WSJ print ad.

Agency: TBWA\Chiat\Day
Role: Jr. Writer

I’ve made about a million game trailer commercials for Nintendo. But this one was by far my favorite. It’s also the only game trailer in history to receive positive YouTube comments.

Contact me for more game trailer examples.

Agency: Deutsch
Role: CW

This is a small collection of the many brand manifesto, case study and sizzle films I’ve created over the years.