After many disturbing hours of research into the teenage male brain, we uncovered that the one thing Gen-Z guys want more than sex is to actually feel close to someone. And nothing pulls people closer quite like scent.
Post Malone’s love of Bud Light is well known to his legion of fans. So when his favorite beer joined the hard seltzer craze, we knew we needed to find out how his brain was coping.
Axe wanted to launch its new line of premium fragrances by “owning premium,” but not your momma or your daddy’s premium.
We needed to own the world of Gen-Z premium. A world where “premium” is pronounced G.O.A.T.
The campaign marks round two of Axe’s partnership with 4PF (Four Pockets Full) frontman, Lil’ Baby.
A TV campaign we made for Delta.
This also ran on planes before every in-flight movie. 180 million people fly Delta every year so according to the laws of math and butterflies, at least 167 of them watched this spot on a 14+ hour flight as they slipped into an Ambien-induced fugue state and watched Bride Wars 2 on repeat. I love my job.
“In the minutes since I heard Brian Cox ASMR a Mickey D’s commercial, I’ve found a new lease on life. Life can give me the occasional gift. Life can surprise me.” - Esquire
A lot of people had a hand in this campaign, the first McDonald’s work out of the gates from WKNY.
My partner and I jumped in as the creative leads on the production, where we came up with and sold through the idea of Brian Cox as the voice of the campaign.
A great big award-winning effort from team Axe to hijack the “Metaverse” hype train and get every Fortnite fan thinking about their favorite bodyspray.
A lot of creative hands and eyeballs shepherded this work to fruition. I helped at the very beginning to develop and sell in the initial concept.
The Upper East Side isn’t exactly known for its great design scene.
So when the Cooper Hewitt reopened its doors on the Upper East Side, we created a site-specific OOH campaign that gave them a voice and something to say to other neighborhoods.
Turns out, 61% of Seattleites are transplants. So we enlisted the moms of these transplants to talk about all the flights Delta was adding out of Seattle.
We did some stunts, and across the city, we handed over Delta OOH spaces to moms, who eagerly reminded their kids to fly home.
We rolled out a slew of Dilly Dilly content over the course of three NFL games on Thanksgiving day.
As you fall down your next YouTube rabbit hole, you might just see these Delta pre-roll spots down there with you, asking why you're in a rabbit hole and not out experiencing what the world has to offer.
When I arrived at W+K as an intern, one of my first assignments was writing product copy for GAP's website.
Here are some of the lines we managed to sneak through.
Passengers rarely bother to open the airline safety card, despite being asked to by a flight attendant smiling so widely their jaw might dislocate.
So in Delta’s latest Safety Video, we opened up the safety card for everyone and explored the weird little world inside.
During the Oscars, we rolled out the Safetys, a safety video masquerading as an award show awarding the greatest performances in Delta Safety Video history.
2020. A year that can only be described as a dumpster fire of turd sandwiches involved in a train wreck. And for sports fans, it was even worse. So when leagues finally started to return, Bud Light was there to welcome fans back.
This one ran during the Nationals v. Yankees season re-opener, the first major game to be played in the U.S. since the pandemic began.
Delta wanted to promote their Seattle Seahawks sponsorship, so we invented a new product for the most rained-on fanbase in the league.
The Beer Poncho is the only poncho on the market capable of protecting your beer while you sit for hours on end in the rain. In Seattle, a city famous for its rainfall and disdain for umbrellas, it was just what people needed.
Delta wanted a TV spot that showed some love for New York City, their east coast hub. Here's the love letter we wrote.