In 2016, Snickers became the Official Chocolate of the Toronto Raptors. To launch the partnership, we got to use Raptors' point-guard, Cory Joseph.
The challenge was that Joseph is actually a really nice guy, and not the typical hangry celeb found in previous spots (Trejo, Pesci, etc.). But it provided us an opportunity to put a fresh twist on the campaign.
Snickers | Hunger Scale
The hungrier we get, the worse our decisions become.
SKYY | Claim Your Cali
We turned Canadian millennials into California landowners. Check out the case study; it's only a minute and change.
"Claim Your Cali" Launch
Director: Mark Gilbert
Information is Ammunition
Information is ammunition.
Photographer: Todd McLellan
Snickers | Satisfaction
To coincide with the launch of Snickers’ hunger-themed bars in Canada, these point-of-purchase posters were designed as simple reminders that satisfaction begins where hunger ends.
This spot launched Tropicana's first ever global campaign.
Good Morning, Morning
Director: Sean Meehan
New York Fries
New York Fries was launching their new 'Premium Dog.' So, like any other luxury item, you have to watch out for the knockoffs.
Director: Matthew Swanson
We turned a 225 ft wall in New York City into an orange and then 'peeled' it over a two week period.
It was part of a larger campaign using the look we created, which featured tailored messaging in major cities across the U.S.
Excel | Unsexy
Excel's 'bad breath' campaign had been running for about 7 years and it was time for an update. So, we came up with a simple insight and had some fun.
The campaign didn't win any awards. But the target loved it and sales jumped. Plus, I got to cross 'sell through an animated garlic twirling its nipple tassels' off my bucket list.