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 more meaningful bond.

MEN’S WEARHOUSE: WHAT TO WEAR TO THIS THING

Men’s Wearhouse is more than just an expert on men’s clothing – it’s a brand that understands men. The confusion and frustration regular guys feel when struggling to figure out what to wear to that thing. They just want to look good without having to think too hard. And Men’s Wearhouse has their backs.

EVERYMAN JACK: STILL SMELL GOOD

Most guys think that choosing an all-natural, better-for-you deodorant means it won’t work as well or last as long as the radioactive sticks and sprays they grew up with. What better way to debunk that myth than by trading woo-woo promises for a shot of testosterone, a stupid-simple jingle, and an angry swarm of hornets? Tough, effective, and full of confidence, Every Man Jack works harder to keep guys smelling naturally good, longer.

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

Impossible foods: DEAD GRANDMA’S KITCHEN

Our grandmothers really made the best food. Chili, meatballs parmesan, and beefy nachos. We’ll cherish the dishes and the memories, but what if our favorite family recipes were made before Impossible Foods? The ghost of Grandma has discovered that her famous recipes taste just as good with Hearth-Healthy Impossible Beef Lite, so she’s back from the dead to re-create said foods in a less-cholesteraly way.

PROXIMO SPIRITS: GRAN CORAMINO LAUNCH

How do you launch a new premium tequila brand with Kevin Hart without being labeled as just another celebrity spirit brand in an already saturated category? You show the passion and the creds. Partner “The Hardest Working Man in Entertainment” with an 11th generation tequila maker, Juan D. Beckmann. Both masters of their craft and known for their innovation and hard work, creating a tequila grounded in their shared values.

JACKBOX GAMES: LET’S MAKE SOME WEIRD MEMORIES

What’s in the box? We launched the Jackbox Party Pack 7 for Jackbox Games with a group of merrymaking misfits. Many weird memories were made during this time.

LIQUID DEATH: CURSED INVENTORY

Halloween is a time for mischief. So we hired a real witch to curse all of Liquid Death's inventory. Drink one during the month of October, you’ll get cursed to become a magnet for demons. But don't fret, we sold the antidote spell in the merch store for .99 cets. It made a bunch of people on the internet upset, so job well done.

PABST BLUE RIBBON: 175TH ANNIVERSARY TALLEST BOY

For PBR’s 175th anniversary we were tasked with creating a bunch of fun projects to keep Pabst’s name in the social conversation. PBR is known for tallboys, so we made the biggest can out there. 175 ounces for 175 years. Besides becoming a cult hit for PBR fans, it outperformed any social initiative they’ve done by 20x.

Liquid Death: greatest hates volume 1

Liquid Death gets a lot of hate mail from some pretty conservative corners of the hate-verse. So we took those voices and wrote a death metal album to them. When the first volume sold out, we made a second. A new collection of real internet hater comments set to that classic punk sound of yesteryear, featuring musicians from bands like The Lawrence Arms, Rise Against, Alkaline Trio, The Bombpops, Anti-Flag, and more. Both albums are entirely too real and can be found on Liquid Death’s webshop for purchase on vinyl.

THE NORTH FACE: SHE MOVES MOUNTAINS

#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.

ATLANTIS BAHAMAS: COME TO LIFE

How do you elevate a mega-resort from a tourist destination to a positive impact platform for a country? As the second-largest employer in the Bahamas after the government, Atlantis was in a unique position to shine a light on the voices of local Bahamian artists, musicians, employees with a powerful story rooted in place and culture.

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.

SONY: FOR THE LISTENERS

To introduce the Sony X Headphones, developed in collaboration with the best ear in the listening business, Simon Cowell, we created a launch campaign that heroes the curators of music, not the creators.

LOS ANGELES MAYOR’S OFFICE: SAVE THE DROP

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.

WALMART: LIVE BETTER SERIES

We started with the truth that what you sell matters, but what you care about matters more. And with more people than ever looking to big companies to make a big impact in our world, Walmart has risen to the occasion. We just had to show it, through the words and actions of real people, not say it.

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.

CARLS JR: MILK SHAKES

When introducing Carl’s Jr.’s new hand-scooped milkshakes, we skipped the romance shots of ice cream being scooped from freeze-dried barrels. Instead, we gave our fans a dose of “Get Busy,” by Sean Paul, set to a choreographed dance routine between a patient bovine and well-intentioned guy who skipped class most of his adolescent and adult life and doesn’t know how these frosty beverages are made.

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.

CA TECHNOLOGIES: SECURITY SOFTWARE

How do you make something as boring as enterprise storage software from a brand as boring as Computer Associates both memorable and meme-able (before that was even a thing)? Workplace head injuries are a good place to start. We added some needed slapstick to the blah of B2B advertising, treating our audience — business decision makers — like actual people who laugh when a middle manager slips on the proverbial banana peel on his way to a big meeting