My last IKEA project was one of my best. During the pandemic, IKEA wanted to remind it’s most loyal customers of the multi-sensorial experience that is an in-person visit to an IKEA store. So we designed a unique walk-through-the-store experience, put it in a big blue box and delivered it right to their homes.
Role: Executive Creative Director
Production Partner: Unit 9
2022 One Show Merit
2022 Effies Silver
AdWeek
CNN
Fox Business
People
Food&Wine
Food Network
HYPEBEAST
PAPER Magazine
NYPost
The Daily Mail
The Sun
USA Today
Delish
Campaign US
The Drum
Mashable
Travel & Leisure
Apartment Therapy
The Cut
Complex
22Squared has a long, sweet(!) relationship with Baskin-Robbins. The iconic 76-year old ice cream brand wanted to stay relevant to a younger market being wooed on the steady by younger, hipper, gourmet ice cream brands. So for the first time in over two decades, they asked to reposition the brand as a cue for happiness. The Seize the Yay campaign encourages the optimist in all of us to say yes to ice cream no matter what moment life brings you.
Role: Executive Creative Director
Director: Win Bates
Role: Executive Creative Director
Production Partner: Digital Arts NYC
2021 One Show Merit - Online/Branded Podcast - IKEA/”The IKEA Audio Catalog”
2022 Effies Silver - Experiential Marketing - IKEA/”The IKEA Audio Catalog”
CNN
Architectural Digest
USA Today
The Hill
Apartment Therapy
Quartz
GQ
Role: Executive Creative Director
“Autonomous Sensory Meridian Response (ASMR) is an experience characterized by a static-like or tingling sensation on the skin that typically begins on the scalp and moves down the back of the neck and upper spine.”
ASMR is a long-form video phenomenon on YouTube that uses soft whispering and caressing of objects to help people relax. Some people find it creepy. But a lot of people love it. So when IKEA wanted to help stressed-out college students with their new back to college line, ASMR seemed to be the perfect way to advertise for it.
This project was a labor of love. The budget was $0. Remind me to tell you about it.
Role: Group Creative Director
2018 One Show Bronze – Innovation in Branded Entertainment – IKEA/“Oddly IKEA”
2018 One Show Merit – Branded Entertainment Long Form – IKEA/“Oddly IKEA”
2018 One Show Merit – Social Media Single – IKEA/“Oddly IKEA”
2018 Caples Award Silver – Branded Content – IKEA/“Oddly IKEA”
2018 DMA Echo Awards Gold – Retail & Direct Sales – IKEA/“Oddly IKEA”
2018 DMA Echo Awards Bronze – Customer Acquisitions Campaigns – IKEA/“Oddly IKEA”
2018 DMA Echo Awards Bronze – Customer-Centric Campaigns – IKEA/“Oddly IKEA”
2018 DMA Echo Awards Shortlist – Best Use of Social Media – IKEA/“Oddly IKEA”
AdWeek
CNBC
Fast Company
BBC
Today Show
ASMR University
The Verge
The Drum
Design Taxi
PSFK
Digg
New York Post
Architectural Digest
ArkDes Museum
Surface Magazine
IKEA isn’t a retailer that usually has a sale. That’s because their prices are already so low. So when IKEA has a Winter Sale, that means extra low prices, AKA the giving it away for practically free sale.
Role: Group Creative Director
Director: Mike Maguire
IKEA’s mission is ‘to improve the everyday lives of the many people.’ That means, when you run into a problem at home, there’s a pretty good chance IKEA has a solution for you.
Using everyday slice of life scenarios, this humorous campaign wants you to know that IKEA is there for you.
Role: Creative Director
Directors: Brian Aldrich, Brian Billow, Kevin Thomas
An iPhone app we developed for Kodak's "It's Time to Smile" campaign. The SmileMaker allowed people to put a smile on any face and made Apple's Recommended App list in its first week.
Hella old…circa 2009. But it’s here because it was BEFORE Instagram launched and face filters became a thing.
Role: Associate Creative Director
For years, IKEA has printed over 200-million copies of the IKEA Catalog. In 2018, IKEA stopped printing as many catalogs and asked us to engage people where they are today: on social media.
We had to find a different and more inspiring way to engage savvy e-shoppers. That’s why we created the IKEA Kåma Sutra – our ultimate guide to bedroom satisfaction (complete with illustrations).
This integrated campaign consisted of a Youtube video, a direct shoppable e-book, social posts, influencers partnership, and printed playing cards.
I loved the clever interpretation of the word ‘position’ in this work. But if I could go back and redo, there’s one thing I would have loved to push through that we didn’t. Ask me about my regret.
Director: Daniel Iglesias, Jr.
AdWeek
Fast Company
The Drum
Refinery29
The Mirror
The Daily Mail
Esquire
MSN
Yahoo Sports
The Irish Times
Branding in Asia
Mashable Asia
Yahoo Life
Dezeen
Elle Decor Spain
When Coca-Cola wanted to launch its new “Play” campaign for the Fanta brand, it was only natural to allow users to play it.
‘Saving the Source’ was the 52-page interactive graphic novel that sits at the center of the Play Fanta campaign. Built for the web, iOS, and Android, it's a fully playable experience with embedded games, videos, and social components. Launched in 190 countries around the world, it had an average engagement time of over 9 minutes.
The campaign case study, embedded videos, game extensions, and graphic novel below.
Role: Creative Director
Directors: PSYOP & Vectorform
2013 FWA Site of the Day – Fanta/”Saving the Source”
2013 FWA Mobile of the Day – Fanta/”Saving the Source”
"Small Actions, Big Difference" was a Unilever sustainable living plan that set out to separate the company’s growth from environmental impact. We advocated for consumers to make small changes to daily life habits to make a big difference in the world.
Role: Creative Director
Photographer: Christian Stoll
A year-long sleep campaign to address the lack of a good night’s sleep that many people suffer from in the US. The Save Our Sleep campaign started with work that raised awareness. We then pivoted to sleep solutions from IKEA and shot a series of vignettes that drove humor through relevant insights and behavior, ie. sound machines and diffusers.
Director Planet Sleep: Paul Middleditch
Director Sleep Vignettes: Ben Dickinson
COVID-19 disrupted just about everything. In this response campaign, Citizens had to pivot not only their messages but the more empathetic and optimistic tone brands shifted to in the wake of pandemic advertising.
IKEA needed a commercial they could run in any market a new store opened. And they wanted to use the same one over and over. So we needed to make something people would…love.
IKEA fans love IKEA so much, they’re known to camp out when a new store is about to open. So we used that insight to create a spot about the almost unnatural infatuation people have with IKEA.
Directors: Simon Cole, Attaboy
Fun little bedroom campaign for IKEA. There was no real news so we had to work off an interesting insight. Most people hate morning people unless you are a morning person. Now you can become one with the help of an IKEA bedroom.
Director: Jess Coulter
Heinken’s “It’s All About the Beer” campaign exaggerated the undeniable effect a cold beer can have on men, regardless of the situation.
This is….very old. But it’s here because it’s the first TV spot I’d ever written and produced, back in 2003. Not too bad. When I look back at this spot, it’s not the provocative subject matter that I’m proud of but the POV from a woman.
Role: Copywriter/Art Director
Director: Jim Jenkins
Vodka is best served chilled. Everyone knows that. Stolichnaya takes the concept to the next level with their Frozen campaign featuring entire rooms that are frozen.
This TVC, “Frozen Neighbors”, gives you a cheeky twist to the campaign by giving us a glimpse of the neighboring POV of a chilled room
Another oldie but goodie, but shot on a tight budget in Romania. The woman in the bathroom was a PA.
Role: Senior Art Director
Director: Josh & Xander
2007 AdWeek Best Ads – Stolichnaya/”Frozen Neighbors”
