Every 2 minutes a woman in the U.S. is diagnosed with breast cancer. Every 13 minutes a woman in the U.S. loses her battle with breast cancer. The power of this disease and how many people it effects is staggering. So staggering, people feel like they can’t make a real difference in the race to find a cure for it.

As a long-time supporter of The Breast Cancer Research Foundation, Ulta Beauty wanted to do something that would show people the impact they could really have when donating to breast cancer research. So we opened a pop-up store in Soho, NYC where people could actually buy time for women with breast cancer in the form of life-saving research minutes.

The pop-up store was also used as a way to capture video content, showing everyone, near and far the connection between a few dollars and life-saving research minutes. We also used real survivor stories as part of our integrated campaign.

This campaign reached over 22 million impressions, helping Ulta Beauty raise $4+ million for their charity partner, the Breast Cancer Research Foundation.

The icing on top— it won a gold Effie.

With print, tv, radio, tabletop and OOH, we created a little bit of everything for Dunkin' Donuts.

I ran on A LOT of coffee and for 4 1/2 years I wasn't allowed to drink a coffee with a green straw. Well, at least not in public.

Tresemmé is a professional salon brand that isn’t actually sold in salons. So to overcome this challenge and gain credibility they made the kind of partnership the hair gods gush over. They became the official sponsor of Mercedes-Benz Fashion Week.

This partnership put Tresemmé backstage in the hands of the best professional hair stylists at the world's biggest and greatest fashion event. From Times Square to 5th Avenue, we got the word out that Tresemmé was the trusted brand of stylists everywhere.

Featured in Lürzer's archive cannes edition
PDN photography annual winner

Authentic. Real. Relatable.

That’s the power of user-generated content. We amplified the voices of the already passionate 1-800 Contacts customer base by giving them a larger platform to talk about their experience in a pure and genuine way. There were no sets or elaborate backstories, just honest and quirky content threaded together to tell memorable, bitesized stories to fellow contact wearers everywhere.

What if cruising went back to its roots? It wouldn’t be about about having the largest slide aboard a ship, or the biggest buffets full of ho-hum food, or harassing people to play cheesy games.

It would be about the true art of it all.

Princess Cruises decided to protect the purity of what it means to take a voyage at sea. It's not about an adventure you can replicate at any theme park on land. It's about class, service, swagger and sophistication. It’s an experience like no other that sweeps you away on the most memorable of journeys.

For this campaign we established ten declarations that Princess Cruises promises to uphold, to keep alive the very Art of Cruising- everything cruising was meant to be.

The perfect partnership was made with Lil Nas X and Wrangler on the heels of the video release for Old Town Road with Billy Ray Cyrus. Wrangler created a limited-release capsule collection. This collaboration created just as much buzz as the song with the clothes selling out in record breaking time.

1 in 10 women are suffering from HSDD, and yet they don’t even know it has a name. So instead of receiving a legitimate diagnosis, millions of women have been given one faulty remedy after another leaving them to needlessly suffer with this condition.

We created an immersive digital and social campaign to expose the world to the ugly truth behind the misdiagnoses when it comes to low desire by showcasing all the flawed remedies. It’s the kind of pageantry you can’t even begin to imagine.

Visitors to the site were able to learn all about HSDD and most importantly feel like they’re finally part of a supportive community full of women just like them. They could scroll through contestant bios, have a laugh at pageant footage, hear heartfelt stories from real women and talk to the experts. Oh, and we even wrote a song. Every pageant needs one.

While working on Nissan I learned a lot about gas mileage, horsepower and legroom situations. I also learned just how car sick I could get driving backwards while filming cars moving forward and reading a shot list. Oh, and too much craft services. It's a recipe for blech.

Playtex was launching a new intimates line and wanted the world to take notice. But the goal was so much bigger than just selling some underwear. It was about creating a movement- a movement that represented the brand's body positive personality.

We did our homework and after some research, we learned that women were more likely to compliment other women if they first felt good about themselves. 

Annnnnnnd ding, that was our light bulb. When women first feel good about their bodies and celebrate what makes them unique, they can help others do the same. 

To show how easy it is to lift one another up, we partnered with three inspiring body positive influencers to share their self-love journeys. From the long-form video to each social post, with this campaign, we called on all women to join together and spread the positivity, one compliment at a time. 

This project had all the feels and these women were the kind of amazing that is contagious.

Even as America’s largest beauty retailer they still hadn’t become a household name nor did people have a true understanding of Ulta Beauty’s unique brand offerings. How was that possible? Well, the fact that they had never done advertising wasn’t helping.

Through research we discovered Ulta Beauty customers forgot all about carpools, spreadsheets, and to-do lists – they became completely carefree and would lose themselves in this beauty playground. They were like kids in a candy store. So, for Ulta Beauty’s first advertising campaign in the company’s 25-year history, we partnered with the one and only, David LaChapelle to bring that feeling to life.

As a result of our integrated campaign Ulta Beauty saw a 65% increase in brand consideration and ultimately a 25% increase in net new users, upping store traffic to the store.

These days Ulta Beauty is more than household name, they're an obsession for all beauty lovers.

CVS/ pharmacy was on a mission to shine a light on ordinary people doing great things with their Portraits of Caring program. I was lucky enough to meet these incredible people and help tell their stories and hopefully inspire others.

This was one of those projects I'll always remember. It brought the tears, the smiles and the laughs and felt way bigger than advertising.

We had the opportunity to be Ulta Beauty’s partner as they reinvented their brand identity. From new fonts, brand colors and brand philosophy to a consistent voice, look and feel, piece-by-piece we gave the brand an overhaul. Oh, and we also wrote the rule book in the process. We created this coffee table style brand book in addition to an in-depth style guide for their employees and brand partners. The brand book served to educate and inspire employees company-wide on the brand’s exciting new vision and future.

How about actually being able to find hosiery in your skin tone? Seriously, can I get an amen! No more, “two shades too dark” or “two shades too light.” With this new line of sheers, women can find just the right match.

We made sure to introduce each skin tone beautifully.

Small Batch Beer Co. started as a nano brewery and evolved into a full restaurant and a favorite spot for craft beer, burgers and milkshakes.

It’s the kind of place that speaks to your rebellious, tempted side, pushing you over the edge to just go for it. Here you’ll break your diet and maybe a few rules.

This indulgent attitude is celebrated and used as a common thread through all touch points of the brand.

From the interior design concept to the menus, merch, brand beliefs, a website and everything in between, we built a beloved brand from the ground up.

We created a series of social campaigns for Maidenform with minimal budgets. It took some major teamwork, coordinating of vendors, and a lot of creative efficiencies. As a result we were able to up the brand’s social presence and produce evergreen campaigns.