After a messy split with Diddy, Diageo needed to reinvent DeLeón Tequila. So we repositioned it from high-intensity to high-style, tapping Shay Latukolan (Jungle, “Back on 74”) for an electrifying tequila ad turned music video called Bold Spirits, Rise.
With Super Bowl attendance limited by the pandemic, digital spaces became the new gathering ground. So we made Verizon 5G Stadium in Fortnite—an interactive Super Bowl experience where 40 million fans connected with NFL players, top streamers, and exclusive gameplay.
In 2016, as brands flopped on Snapchat with recycled content, we got Chipotle to treat it like TV—launching “School of Guac,” the platform’s first kids' variety show, where daily skits, stunts, and games turned post-class cravings into must-watch entertainment.
To launch The OA on Netflix, we sparked obsessive fandom with a single haunting image—the hero leaping off a bridge—unleashing a cryptic Instagram grid that turned sci-fi lovers into detectives, fueling viral theories and a blockbuster opening weekend.
To position Boxed as the hassle-free alternative to Costco, we channeled everyday frustration into comedy with a long-gag TV spot—starring an inept dad, an unfazed mom, and a daughter who sees right through it all.
In an era where freedom of information hangs by a thread, we created DEATH Magazine as Espolón Tequila’s tribute to the truth.
Mysterious social teasers and an obit for fake news in the Times.
And an NYC newsstand in SoHo with a secret doorway to a hidden speakeasy to entertain the press.
To make it believable that an NFL quarterback drives a Toyota, we leaned into the absurd—having Eli Manning solve wild problems with telepathic powers, only to drive off in his practical, dependable Toyota.
With in-store visits down and the metaverse rising, Verizon reimagined the iPhone launch with H1DD3N—an AR experience by FriendsWithYou, featuring music by Halsey, where users near 5G hubs in five cities explored a whimsical world for a chance to win an iPhone 13.
To honor Sidney Poitier’s legacy after his passing, we created a raw, moving social video—featuring only the voices of those he inspired—which resonated so deeply that Tim Cook chose it over the official trailer to share in his tribute.
For Harry Styles' Love On Tour, AmEx bought a thousand tickets and asked us to give them away Harry-style—so we launched The Love Bus, a playful mobile ticket giveaway in a VW van, hitting the streets of LA and ending inside the LA Forum as an exclusive merch shop, making AmEx a centerpiece of the tour’s unforgettable start.
Toyota wanted a fresh way to bring personality to their dealerships, so we introduced Jan, the unflappable receptionist, who handled absurd customer antics with perfect comedic timing, making the campaign a long-running cultural hit and turning her into a beloved brand character.
To introduce Charlotte Cho’s Then I Met You line, we created the first ASMR product showcase, turning her gentle cleanser into a sensory experience by capturing every scoop, lather, and rinse in immersive, tingle-inducing auditory detail.
A small sampling of some of my students— brilliant young conceptual thinkers who’ve won top honors at The One Show, ADC, D&AD, and gone on to take posts at Wieden+Kennedy, Mischief, FCB, VML, and a bunch of others.
Before there were binge-worthy TV shows, there were big ass books.
Since, A) the best writers are good readers and B) high school is balls for discussing Serious Literature, my wife and I started the Long Hard Book Club to revisit those classic doorstops we were ashamed to admit we’d never read. Some local journos found out about it and blew us up: