SVP Group Creative Director at Momentum. Revlon was losing credibility in the beauty category. The work was inconsistent. Charged the teams with creating a new campaign with a more contemporary look and tone of voice. Hired Mario Testino, his first mass beauty contract, as well as directors Jake Nava and Johan Renck.
Creative direction on the global print campaign for the relaunch of the QE2. Launched the brand tagline “The Most Famous Ocean Liners In The World” - capitalizing on Cunard's rich history of famous cruises and famous passengers. We aimed to elevate the cruising experience. A combination of stylish people, gorgeous things and exclusive experiences are all aboard ship. Famed nightlife photographer Larry Fink was instrumental in capturing these infamous moments. The team spent four days aboard the QE2 as it set sail on its first leg of an around the world trip.
Creative direction for BloombergBlack, a new prestige investment site. Tasked with creating a unique visual identity to stand apart from traditional financial imagery. Collaborated with Ioulex, a husband and wife photography team specializing in fashion editorial and portraiture. Produced a campaign that would appeal to well-connected, stylish individuals who want to take ownership of their financial future.
Creative direction on Saatchi & Saatchi’s global pitch for Olay. This campaign retained the business for the agency. Object was to recoup Olay’s swagger. Remind women that beauty starts and ends with great, natural skin. Olay is the real beauty behind every beautiful woman. Print, television and digital. Photography by Daniel Jackson.
Art direction on an Ikea outdoor campaign at Deutsch. A simple and whimsical approach with a very limited budget. A big success for the store, it also spawned a parody campaign for a local rock venue.
Produced a brand television campaign that features some unusual and unlivable spaces, dramatically transforming them with an Ikea makeover.
Art direction on a pitch for H&M’s New Beauty launch for Aruliden, NY. An extension of the fashion campaign with a copy twist, an irreverent tone at very low prices. This work helped win the account.
Creative direction at Lloyd & Co. on global launch of Modern Muse La Rouge starring Kendall Jenner and New Dimension with Eva Mendez.
Art direction on Hershey’s Kisses television campaign for Ogilvy, NY. Animated spots playfully showing how the almond gets in the center of a Kiss. The campaign won numerous industry awards.
Art direction on global holiday television spot for Avon at Ogilvy, NY. Most of Avon’s sales occur during the holiday season and their catalogue drives all of it. The spot immerses a woman in it in the most obvious, but rather magical way.
Art direction on a pitch spot for Baskin-Robbins that helped win the business for Deutsch, NY. Rather than the typical ice cream porn we went for a saccharin-colored, polar opposite scenario of a trip to Baskin-Robbins.
Art direction for a campaign for print and digital. This is a tribute to each body part, reminding us how the right vitamins and nutrition can keep our whole system working.
Art direction on Kmart from Chiat/Day, NY. The Snorri Brothers directed short “studies” of everyday truths. This one was based on the short life of a lawn chair and why spending as little as possible on one is a good thing.