The client wanted to attack Captain Morgan.
I released The Kraken.
The rum category is lousy with Captains, Admirals, and Sailors. Our team figured the world didn’t need another cheesy hero on a party boat — but consumers might just notice a massive sea monster on a mission to devour them all. We conjured a mythological beast to attack the competition, creating an epic world that cleverly represented The Kraken’s core product attributes, like strength and darkness.
The brand’s first national spot was one of the first TV projects I ever worked on. We brought viewers inside the iconic bottle to witness The Captain receive his brutal comeuppance.
I directed this Valentine’s Day digital campaign, which featured a website that let fans send mean cards to their exes. Viral social videos like these took the brand from 0 to 600,000 fans in five years.
Some fun outdoor stuff 👇
This disruptive OOH scored tens of millions of earned media impressions on Buzzfeed and Huffington Post.
This humble bus stop in Chicago won a silver Obie, I'm not sure what that is but it sounds impressive (?)
Thousands of fans Instagrammed themselves in front of this hand-painted Brooklyn installation.
We used simple native tools to produce interactive social. We weren’t the first to gamify the tap-to-advance mechanic of IG stories, but no one did it better.
Deadpool’s Tim Miller directed, Bobby Darin crooned, The Kraken attacked.
Cool digital projects … and also a book, categories are hard?
Clients love when I make things confusing and difficult for their customers—like this unhinged Buzzfeed-style quiz I wrote for the front gate of their website.
Our iPhone “Simulation Application for Nautical Maneuvering” was downloaded over 60,000 times.
I wrote a 24-page hardcover handbook for the “League of Darkness” loyalty program.
My team created mobile-first social assets to help the brand attack 50+ markets around the globe.