FALL IN LOVE WITH THE PROBLEM, NOT THE SOLUTION

My approach to strategy is grounded in understanding of the human condition. In the unwavering belief that the needs of real people come before those of a business. I help shine a light on people’s unmet, often unstated needs and desires, and then connect them to a brand’s reason to exist in a way that creates a unshakable bond.

L.A. CLIPPERS: LA OUR WAY

In the words of head coach Doc Rivers, “this feels like a movement.” To live up to that promise, L.A. Our Way celebrates a radically inclusive movement, built on civic pride, a pure love of basketball, and the resilient spirit of the city itself. It takes inspiration from the hard-fought and harder-won progress L.A. creates every day and highlights the Clippers’ influence in culture, connection to the community, and grit on the court.

THE NORTH FACE: #sheMOVEsMOUNTAINS

#SheMovesMountains challenged the outdated norms of the explorer as a man on a mountaintop to inspire a new generation of women with aspirational yet relatable stories of powerful female role models moving their own mountains. It made exploration more inclusive by bringing the brand’s purpose to life for women, and more accessible by expanding the definition beyond the mountain.

POKEMON: 20th Anniversary Super Bowl Celebration

Imagine a world in which anyone - at any age - can be a master. That’s Pokémon: a game that empowers adults and kids alike to be their best. With the global franchise's 20th anniversary on the horizon we needed to kick off a year of celebration by getting every fan excited, including the ones who started it all. With 400 million impressions, 30 million views, and voted the YouTube ad of the Super Bowl and one of CBS’s Top 10 Super Bowl spot of all time, it was a fan favorite.

WHOLE FOODS: LOVE LOCAL

"Love Local" addressed the growing concern of many Whole Foods shoppers that the company was becoming a goliath; a more expensive version of the national grocery chains it once railed against. After spending time in the field with Whole Foods foragers, and seeing firsthand how personal their relationships were with local suppliers, it became clear that this was a love story. We just had to shine a light on the real family farmers, craft producers, and small businesses behind the products on the shelves.

LOS ANGELES MAYOR’S OFFICE: #SAVETHEDROPLA

The insight behind this civic campaign was simple: give water a voice in LA. Because the drought isn’t necessarily the problem here. It’s us – the people of Los Angeles. Reality is, water isn’t a top-of-mind, tangible concern for most Angelenos. As long as it's coming out of the hose or the tap, it’s an ideological issue. So we have to make it personal in order to get people to think twice about their ingrained habits and behaviors.

A BETTER LA: SHORT DOCUMENTARY

In the darkest of hours, hope can come from unexpected places. This story of former gang members who are working with the LAPD and community groups as gang interventionists, shows how unlikely heroes are made, and how redemption is earned. In working with Pete Carroll's non-profit organization A Better LA, these men and women have helped significantly reduce gang violence on the streets, and start to heal the communities they once destroyed.

HORMEL: Vote YES on Bacon Wrapped Hot Dog

Let's face it -- elections are painful. Audiences have to endure the never-ending mudslinging, partisan rhetoric, and perhaps worst of all, political advertising. So we added some levity to the occasion with a tongue-in-cheek campaign to name the Bacon Wrapped Hot Dog the Official Hot Dog of Los Angeles. Using mock-political propaganda, and matching each online "vote" with a donation to local food banks, we put Farmer John in the center of the 2010 election conversation.

Hardee’s: biscuit holes

Sometimes, you don’t need a brief. It just writes itself.