Levis
The Greatest Story Ever Worn.
Global campaign for Droga5 NY celebrating 150 years of Levis 501. Three Cannes Lions for Film and Film Craft. The Advertising Excellence/Campaign winner for the AICP.
Concept art direction and design.
La Dolce Velveeta
Creative Director, Johannes Leonardo.
Subtle and reductive character vignettes, where each moment in itself, is a study in cool.
May 2020
“Fuck I love NY”
A self initiated project. Writer.
I pitched my script and concept to Biscuit Filmworks, and partnered with directors Joaquin & Lalou. We shot in April 2020 during lockdown in New York City when everything was closed, and released the film in early May. The film struck a chord and was very well received.
May 2020
“Shooters Shoot”
Self initiated project, writer and director.
From Mid March 2020, most agencies enforced a freelance freeze. This proved to be one of the most productive periods of my career.
April 2020.
“The Rooster Crowed”
A self initiated project that was picked up by The Atlantic magazine. Writer and director.
Converse
Anomaly New York, Creative Director.
Picture this, you turn the world upside down and you give it a shake. Watch it's lunch money fall out of it's pockets.
Global Converse Cons sneaker launch and Footlocker collaboration.
CONVERSE WEAPON "SHARKS"
Anomaly New York, Creative Director.
For the release of the classic Weapon Sneaker we wrote metaphors as our rally cry.
AICP award winner.
A mobile studio that made real time OOH.
Our Converse Cons van was fitted with a print studio inside that enabled us to stop and photograph real people on the street, print their images as posters, then put them up as wheat pastings right where they were photographed.
The mobile studio kicked off the larger paid media OOH campaign across the country.
LUNCH MONEY MAKING-OF
Anomaly New York, Creative Director.
"Then the helicopter crashed". The nuts and bolts of how we made a film with the help of the New Jersey Mayor's office, a power plant, and a drone helicopter.
Hourglass
“We Glow”
Direct to Hourglass. Writer and Director.
Hourglass released a line of foundation makeup called Ambient Soft Glow. We cast Julianne Moore and her daughter Liv Freundlich as our ‘two moons’ for a reductive single–shot launch film that I wrote and directed. The launch film, along with the other campaign assets (digital videos, a broadcast spot, and Out–of–Home billboards in key markets), garnered extensive global press from the likes of Vanity Fair, Vogue and the New York Times.
Hourglass
“Red 0”
Direct to client. Writer, Creative Director.
Traditionally the color in all red lipstick is derived from thousands of crushed female Carmine beetles. Hourglass bravely created an important product innovation: a cruelty-free vegan alternative red lipstick.
Volkswagen
Creative Director, Johannes Leonardo.
Volkswagen launched the new Arteon fastback sedan when sales of sedans were declining, because drivers are choosing SUV’s – but not because of how they drive, but because of how they make us feel big and empowered. So we flipped the notion of looking up in awe, to looking down on it.
This is the agency’s first work for the brand. With creatives Lincoln, Gautier and Harry.
We championed the forgotten stick shift in the launch of the Jetta GLI, with a story about the benefit of stopping.
Victoria Beckham
Writer & Director.
Debut season launch film, and season two film working directly for Victoria Beckham and her manager Simon Fuller, creator of Spice Girls and the American Idol franchise.
Hershey’s
Arnold Worldwide. Executive Creative Director.
A new global positioning for Hershey's. Leveraging a real insight this was the brands first work that received successful in-market results –15 million views on Hershey's Facebook alone and thousands of comments.
MY DAD
D&AD Pencil. AICP Winner Performance / Dialogue. AICP finalist Web Film. AICP finalist in Brand Content.
American Eagle
Translation, Group Creative Director.
"I'mperfect"
Keith Haring couldn’t draw. Lou Reed couldn’t sing too good; Kanye definitely can’t. And Bukowski couldn’t spell. Being original is about expression, not perfection. It’s about being different. Like the freckles on your face that look like chocolate chips, your ears that stick out like a VW with it’s doors open, and your ability to always sing the wrong words, “I just met you, this is Tracy…???”.
With John, Ben, Betsy, Marc, Jay and Schuyler.
New Work
Recent projects for Johannes Leonardo, JohnXHannes, and others.
CONVERSE GET LOUD
Anomaly New York, Creative Director.
An invitation film asking people to Get Loud in their sneakers.
CONVERSE COLORS
Anomaly New York, Creative Director.
Neglecting the urge to do product films as CG, we shot colorful and visceral product demos.
Design by Serif and Andrew.
CONVERSE BE A PROBLEM
Anomaly New York, Creative Director.
There's no problem being a problem. Nothing wrong with being wrong. It all starts with a problem. When it get's in your face, bad forces great, and only problems get answers.
CONVERSE PRODUCT SOCIAL GIFS
Anomaly New York, Creative Director.
The earned media potential for viral content made me rethink traditional product films, so instead I enlisted Animation Domination High-Def to make these shareable gifs for Converse's social channels.
http://foxadhd.tumblr.com/
CONVERSE RETAIL
Anomaly New York, Creative Director.
"FLAGS"
Loaded with symbolism, flags a symbol of purpose.
Concept art.
We used the flags without copy and other branding. Wave it or wear it, we asked everyone to use the flag however they wanted.
Nike. Find Your Greatness
Anomaly New York, Creative Director.
Social films and OOH for the Subway, we used real New Yorkers who find their greatness.
