Oculus Quest Launch
My partner and I were asked to take over a launch campaign from an agency that was struggling to get traction. We revamped it with a mixed-reality idea and were thrilled when the mad scientists at Psyop NYC sent over a treatment injected with rocket fuel. Given the heavy crunch on time, we embedded ourselves with their team and worked closely to get all the pieces in under the wire. The hustle paid off. In the end, we helped launch a groundbreaking product with the coolness we all thought it deserved.
Partner: Andreas Ekelund
APPLE Watch Launch
An art director and I were working at TBWA\Media Arts Lab when Apple’s internal team asked to borrow two creatives to help launch the Apple Watch. Over four months, we concepted all the scenes, crafted the arcs of each spot and went on production to see them through. My favorite part of this campaign is that it doesn’t scream “NEW,” which is rare for product launches. Instead, it normalizes an innovative product by making it feel as familiar as a fashion accessory.
Partner: Lauren Perlow
The Best Part of Facebook
The main headline for this is among the best I’ve written, and I almost didn’t know it. After a few re-briefs and false starts, my partner went prospecting through old manifestos and stumbled on the phrase, “The best part of Facebook isn’t on Facebook.” He pitched it to me as a new idea, and we blew it out into a campaign that everyone loved. At the time, I thought this concept could have ran for years, branching off into multiple iterations and extensions. Unfortunately, our team’s priorities shifted right after launch and it only ran for a summer. So it goes.
Partner: Andreas Ekelund
Facebook Reactions
This was the launch film for a new product nobody heard of called Reactions. When thinking about becoming a copywriter, I never knew it would include questions like, “Are we sure the dog’s eyebrows aren’t too pandering?” But I asked that one and many more throughout the creation of this spot. We were working with the kind-hearted folks at Animade in London to make a short film introducing the new Facebook Reactions. These days, Reactions seem so inevitable that it’s hard to imagine them needing a demonstration at all.
Partners: Omid Rashidi & Nate Salciccioli