“Dexter GameOn” was a DEXTER–themed game launched during Comic-con 2010 that challenged fans to score “100,000 kills” in 4 days in order to unlock a never-seen-before exclusive video from the upcoming season of Dexter. Through a geo-location based mobile game partnering with SCVNGR, fans played the DEXTER Game on SCVNGR Treks, and explored the city through DEXTER’s eyes.
In the end, DEXTER GameOn unlocked more than exclusive content from the new season. It brought players to a secret location in San Diego that turned out to be a live installation of a serial killer’s crime scene.
Cadillac launched the new design of the CTS in 2007 and needed a campaign that lived up to the forward design and engineering of its new product. After years of low sales and an average customer age of 70 years old, this campaign reinvigorated the brand and lead to Cadillac's highest volume sales in over a decade. Working with a talented team of creatives, Modernista! hit the high mark with cutting edge art and film direction to create this award winning campaign.
In a world of parody products, GAP needed to stand out as a social and cultural leader, distancing itself from their competition and take the lead as true tastemakers. These campaigns were created with that in mind. That GAP understood the next wave of entertainment and artistic influencers. Will Ferrell, Zoey Deschanel, Kiefer Sutherland, Daft Punk, Scarlett Johansson and many others were featured. And whether these influencers starred in the spots or wrote the music —Ziggy Marley, Heart, Tricky etc. — the GAP campaigns from 2001 to 2003 made a difference. Directed by famed director Paul Hunter and world class print photographer Christian Witkin, these campaigns achieved their goal and then some.
https://www.youtube.com/watch?v=WpIWBYi7uXg
Born In Italy, ReInvented for the World.
FIAT was launching the new 500X Crossover and needed a global campaign that not only introduced the new car but reminded people of the cultural role that FIAT has played in our lives throughout history. This campaign was produced by a small team under my creative partnership and leadership. We developed this relevant and culturally significant campaign by taking a historic brand and mashing it up with a legendary Italian song, Volare. Inspired by and working with Mark Johnson from Playing for Change, along with Publisher and Producer Steve Lindsey, we created a living global version of the song Volare.
The campaign was directed by Douglas Avery and featured some of the best professional and amateur musicians across the globe including, Luke Christopher, Emily Armstrong, Al Fingers, Senri Kawaguchi, Flavio Nati, and others, with social media impressions equally over 100 million. In addition to the three minute video we created a :60 and :30 for broadcast as well as a mixing contest with Indaba Music and Youtube integrated extensions.
As the founding Design Director for Quincy Jones' Vibe Magazine, I was responsible for the look and feel of this groundbreaking cultural publication. From the logo/masthead design, the illustration and photography, and even its own headline font specifically designed for the magazine. In addition to being responsible for the entire production of the publication, I also hired and managed its art department and photography department staff. The magazine won numerous gold, silver and best of show awards at the Art Directors Club of New York, and the Society of Publication Designers, among others.
After meeting with Bobby Shriver and Bono over their upstart business model (RED) Products, they chose to hire my agency Modernista! to launch (RED) in North America. We produced campaigns for Television, Print, Digital, as well as live events and experiences including World Aids Day and (RED) Nights. For World Aids Day we had the great monuments of the World the lit up in the color red, including the Empire State Building, The Eifel Tower, and the Sydney opera house to name a few. (RED) Products has gone on to raise more than $365 million to fight aids in Africa.
As Chief Creative Officer at Sapient and Board Member of the Ad Council, I lead a diverse team of creatives in broadcast, digital, and social to create an awareness campaign for the Natural Resource Defense Council on food waste in America. Sadly, some 40 percent of all food purchased in the U.S. each year goes uneaten, wasting money, water and energy to the tune of $162 billion. This campaign launched with a long format video, depicting the life and travels of a strawberry from the farm to the home, depicting all of the effort and resources required to bring it to a family, yet ultimately the strawberry ends up in the wastebasket.
In 2001 a small management company bought Converse shoe company out of bankruptcy and hired my agency Modernista! to revive the brand. Through thoughtful campaigns and an award-winning television advertisement, the brand was gaining popularity once again. It also caught the eye of Nike founder, Phil Knight who purchased Converse in July of 2002 for $309 million.
Bono called me up and started singing this song over the phone. He then asked me if I would come up with some ideas for a video to go with the song. Knowing the bands and Bono's love for all the great current musicians, and the ones that have come before them I thought that it would make a wonderful video to have all these musicians who have influenced the band to perform this song. Through hours and hours of editing and clearances and approvals from the filmmakers and the permissions of the artists, this video got made. It wasn't an easy task, but in the end, Bono labeled it one of the three best videos he thinks the band has made.
