GE asked us to show the world what they make. Instead of explaining the technology, we chose to imagine it—turning complexity into something emotional and deeply human. By telling the story through a child’s eyes, we moved from product to feeling, creating a connection that lingers long after.

RESULTS
By prioritizing emotional storytelling over technical explanation, we helped reposition GE as a brand driven by possibility and inspiration. The work earned an Emmy nomination and proved that framing innovation through human experience makes it more relatable, memorable, and impactful.

If you want to motivate people, sometimes you have to rile them up. So we created Carl, the broker who embodies everything people distrust about investing. The problem for Carl is that he keeps getting compared to Charles Schwab, and he loses every time. By putting a face to that lack of trust, we didn’t just explain Schwab’s difference, we made people feel it.

RESULTS
The campaign earned an Effie Award and is still running 20+ spots later, proving that a simple, insight-driven idea can outlast the category and continue building the brand over time.

We created a 360 campaign to launch “The Secret Nature of Fruit,” a new brand by Dole Packaged Foods entering functional foods, supplements, and premium beverages. The idea was to bring people inside fruit like never before, uncovering a hidden world of energy, benefits, and vitality that redefines fruit as something powerful, not passive.

RESULTS:
The launch successfully introduced Dole into higher-value categories with a distinctive, ownable platform, helping elevate perception beyond packaged fruit and into a more premium, functional space.

Power generation is often seen as a boring category, so we gave it some energy. Using a Kohler 20kW standby generator and a song from my youth, we turned a power outage into a party, reframing backup power as something people could get excited about, not just rely on.

Results
After the ad ran on YouTube, the generators sold out and went on backorder for six months—proving that the right creative approach can transform even the most functional category into something people genuinely want.

We launched Oscar from scratch in a category people actively distrust. Health insurance is confusing, frustrating, and built on a system that feels stacked against you, so instead of pretending otherwise, we leaned into that truth.

For the New York City launch, we created a campaign that stripped away industry jargon and spoke to people like humans, positioning Oscar as a simpler, smarter alternative in a category full of noise. By focusing on clarity, transparency, and a more modern experience, we reframed what health insurance could feel like, turning something people avoid into something they could actually understand and engage with.

RESULTS:
The launch helped Oscar break through in a crowded market, driving rapid awareness and adoption in NYC. The company scaled quickly, reaching a market capitalization of approximately $3.97 billion in 2026, proving that a clear, consumer-first approach can disrupt even the most entrenched industries.

Working on AT&T and Cricket meant working with established brand characters, which comes with its own challenges. There’s a fine line between staying true to what people recognize and keeping things from feeling stale.

So we created a 360 campaign where the characters could show up in culture, not just in ads. By finding ways for them to live across different channels and contexts, we were able to keep them consistent, but make them feel fresh and relevant.

RESULTS
The work expanded across platforms and partnerships, proving that even well-known brand characters can keep evolving and connecting when they’re part of something bigger.

GE was seen as aging by both the public and the stock market. They needed more than a facelift. They needed a new narrative to position them as a forward-looking digital industrial leader. We created “Brilliant Machines,” a fully integrated 360 campaign showcasing GE’s connected, intelligent technology.

On YouTube, we built intrigue with a series of “leaked” viral films released days before launch, following a mysterious pilgrimage of robots. This sparked curiosity and conversation, setting the stage for a larger story about machines that think, learn, and transform the world around them.

RESULTS:
The campaign helped reinsert GE into the cultural conversation, shifting perception from a legacy manufacturer to a forward-looking leader in connected technology. It generated significant earned media, sparked global conversation, and was successful enough to continue for another year, reinforcing confidence among customers and investors.

Instagram is where small businesses and their customers connect through shared passions. It’s a space where brands can build meaningful relationships with the audiences who care most about what they do.

RESULTS:

With over 25M+ businesses on Instagram, 2020 marked a surge in small business digital adoption, as more brands turned to the platform to reach, engage, and grow their audiences.

This campaign was built on a simple truth: Mondays suck. They mark the end of freedom and the return to routine, something everyone feels but no brand had truly claimed.

For 16 weeks each year, though, Mondays are different. Thanks to ESPN and NFL football, they become something people actually look forward to. People might even ask, “Is it Monday yet?” By tapping into a shared cultural truth, we turned dread into anticipation and gave the brand a role in flipping the emotional script.

RESULTS:
The campaign tapped into a universal insight and drove strong engagement throughout the season, helping the brand own Monday night in culture. It strengthened the association with anticipation and ritual, turning a traditionally negative day into one people looked forward to week after week.

The best of the NBA doesn’t just stop in the offseason, it goes looking for somewhere else to be played. With players locked out and nothing to do, we saw an opportunity to remind people that basketball isn’t defined by arenas or schedules. It lives wherever there’s a love for the game.

So we created a Jordan spot built on that truth. If there’s no league, no lights, no stage, you still play. Because the need to compete doesn’t stop, it just finds a new court.

RESULTS:
The work tapped into a real cultural moment, reinforcing Jordan’s connection to the pure love of the game. It resonated with players and fans alike, a powerful reminder that the game never stops.

Sports fans can look a little crazy from the outside. The rituals, the superstitions, the emotional highs and lows, it all feels irrational if you’re not part of it. But to fans, it makes perfect sense.

So we created “It’s Not Crazy, It’s Sports” a campaign that reframed that behavior not as something to question, but something to celebrate. By validating the passion and intensity of fandom, we positioned ESPN as the brand that gets it, because it lives in that same world.

I worked on This Is SportsCenter twice, first as an account guy and later as an Art Director. I’m proud to have been part of the legendary campaign, a defining piece of ESPN’s voice and culture.

RESULTS:
Both campaigns resonated deeply with fans, strengthening ESPN’s connection to its audience and reinforcing its role as the home of true sports passion.

Discord grew massively during the pandemic, but many of its employees had never actually met in person. When they finally came together in San Francisco for the first time, we called that out directly, using it to help shape how people showed up with each other and turning those first interactions into something open, expressive, and human.

RESULTS
The event transformed an online-native company into a shared, in-person experience, strengthening internal culture and connection at scale. A cohesive theme and signage system brought thousands of employees together under a single creative vision, making the moment feel as dynamic and expressive as the platform itself. Copy by Scott Cooney.

Produced a campaign for the Summer Olympics that showcased GE’s medical technology through the lens of human performance. Instead of focusing on machines alone, we highlighted how the body evolves, adapts, and pushes limits, and how GE Healthcare helps athletes understand and optimize that performance.

Director John Hillcoat (The Road, Lawless, Triple 9) brought a cinematic, emotional quality to the film, elevating the work beyond typical tech storytelling.

On the web, we delivered daily content tied to the top events, connecting real-time Olympic moments to insights about the human body and the role of GE’s technology in analyzing and improving performance. The entire experience lived on NBC Sports and was designed as a seamless desktop, tablet, and mobile platform.

RESULTS:
The campaign drove strong engagement across platforms, dominated on Instagram, and earned my first Webby, proving that technical storytelling can become powerful, culturally relevant content when rooted in human potential.

The brief was to intrigue recent engineering grads to consider GE, a company many saw as established but not necessarily exciting. So instead of talking about specs or systems, we set out to make the work feel unexpected, intelligent, and worth a closer look.

“Squirrels” turned a small, relatable problem into a bigger story about complexity, infrastructure, and the kind of challenges engineers at GE actually solve. It was designed to spark curiosity first, then reveal the depth behind it.

We brought the idea to life as a college campus campaign across four universities, meeting students where they were and giving them a reason to engage with the brand on their own terms.

RESULTS:
The campaign successfully captured attention and drove interest among engineering grads, repositioning GE as a place where smart, curious people could tackle real-world problems in unexpected ways.

Mobile game advertising was a sea of sameness, loud, generic, and instantly forgettable. So instead of following the category, we reinvented it. In 2015, I created the world’s first spokesgoddess, a character built to command attention, embody power, and give Game of War a distinctive, ownable voice in culture.

She didn’t just show up, she dominated. The campaign turned a mobile game into a cultural force, blending spectacle, celebrity, and storytelling in a way the category had never seen before.

The work culminated in a Super Bowl spot during the New England Patriots vs. Seattle Seahawks game, putting the brand on one of the biggest stages in the world.

RESULTS:
The campaign drove massive awareness and engagement, helping propel Machine Zone’s valuation from $1 billion to $3 billion in just one year. It redefined what mobile game marketing could be and set a new standard for scale, impact, and cultural relevance.

Meijer needed to connect the store to the holidays in a way that felt bigger than promotions or price tags. The challenge was to move beyond retail messaging and make the brand part of what the holidays actually feel like.

We focused on the role Meijer plays in making those moments happen, from the big gatherings to the small traditions. By tying the store directly to the emotion, anticipation, and rituals of the season, we positioned Meijer not just as a place to shop, but as a place that helps create the holidays themselves.

RESULTS:
The campaign strengthened Meijer’s emotional connection to the season, increasing relevance during a highly competitive retail window and reinforcing the brand as an essential part of holiday traditions.

GE was seen as uncool and increasingly irrelevant, so we paired their technology with iconic machines from pop culture to make the work feel familiar, entertaining, and culturally relevant. The goal was to bridge advanced innovation with things people already loved, making GE’s capabilities easier to engage with and harder to ignore.

We produced a half dozen spots with director David Gordon Green (Pineapple Express, Halloween, East Bound and Down), bringing a distinct comedic tone that helped the work stand out and feel unexpected for the category.

RESULTS:
The campaign helped modernize perception of GE, using humor and cultural references to make complex technology more accessible and memorable, while reintroducing the brand to a broader audience.

Machines actually do rock. Quite literally, when you assemble a band of robots to play heavy metal.

Our brief was to remind New Yorkers that GE’s machines power the city. So we put our machine-made band center stage in Union Square.

RESULTS:
The campaign turned complex infrastructure into something entertaining and shareable, helping humanize GE’s technology and reinforce the “Brilliant Machines” platform in a way that felt unexpected, engaging, and culturally relevant.

Financial services accounts demand disciplined craft, with brand message and visual identity consistently expressed across every touchpoint. Each business pillar operates from a single voice, while maintaining its own distinct point of view.

RESULTS:

Recognized by the Effie Awards for delivering effective, results-driven marketing.

“Keep Climbing” wasn’t just a line, it was a mindset. One that captured Delta’s ambition and the experience they were working to deliver at every level. I love Delta, both as an airline and as a client, so the goal was to create work that lived up to that standard.

We focused on progress, momentum, and the idea that the journey should feel as considered as the destination. I produced the television spot with Lance Acord, one of my favorite directors and DPs, bringing a cinematic, human quality to the story. The print campaign was shot by Christopher Griffith, a world-class photographer and friend, extending the idea into a refined visual system.

RESULTS:
The work reinforced Delta’s premium positioning and helped bring “Keep Climbing” to life in a way that felt both aspirational and authentic, strengthening the brand’s emotional connection with travelers.

I cut my teeth as a senior creative and creative director on T-Mobile, producing over 16 commercials in two years and learning how to move fast without sacrificing the idea. It was a crash course in building a bold, distinctive voice in a crowded, fast-moving category.

I also wrote the “Nocturnal” spot, tapping into the energy and attitude that helped define the brand at the time.

Beyond broadcast, I worked on digital experiences like the Sidekick 3 site. You could wander through an animated city block in 360 degrees, exploring the product in a way that felt immersive and ahead of its time.

RESULTS:
The work helped reinforce T-Mobile’s challenger identity, delivering a steady stream of distinctive, high-impact creative across channels and pushing early digital experiences that engaged people in new ways.

The FDA needed to communicate serious, often life-saving information in a way people would actually pay attention to. Instead of relying on the typical clinical, authoritative tone, we focused on creating work that would break through and demand attention.

By shifting the voice to be clearer, more direct, and at times unexpected, the work cut through the noise and made critical information hard to ignore.

RESULTS:
The campaigns increased engagement and awareness around key health issues, proving that even the most serious messages are more effective when they capture attention and stand out.

I helped pitch and win the Citibank business while at Fallon, then played a key role in shaping the work that followed. Coming out of the pitch, we built a fully integrated campaign, producing six spots, two print campaigns, and an extensive OOH rollout that brought the “Live Richly” platform to life across channels.

Rather than focus on traditional financial messaging, the idea reframed wealth as something more meaningful than money, connecting Citibank to a broader, more human definition of a rich life. It was a shift in tone for the category, moving from transactions to values and creating a platform that could stretch across multiple touchpoints and executions.

RESULTS:
“Live Richly” became one of Citibank’s most iconic campaigns, earning a Gold Effie in 2002 and driving both brand perception and business impact. It helped differentiate Citi in a crowded financial landscape, increased relevance with consumers, and established a long-lasting platform the brand could build on over time.

This was one of the first campaigns I ever made, and one I’ll never forget. We brought in “Pepe the Shrimp” from the Muppets and worked directly with the Jim Henson Company to give the work a bold, irreverent voice that stood out in the category.

It was playful, unexpected, and leaned fully into the indulgent, over-the-top nature of the brand.

RESULTS:
The campaign helped Long John Silver’s break through with a distinctive tone, creating memorable work early in my career and setting the foundation for the kind of character-driven storytelling I’d continue to build on.

We brought Buddy Lee back before the brand slipped into obscurity, reintroducing him to a new generation with the same irreverent energy that made him iconic. By leaning into his larger-than-life personality and putting him in unexpected, high-intensity situations, we turned a heritage mascot into something bold, modern, and impossible to ignore.

RESULTS:
The campaign was featured in The One Show, AICP, and D&AD, and was added to the permanent collection at MoMA, which would make my mom proud if she knew what that was.