SUPER BOWL LV
How do you get America to rally behind electric? You create a movement spearheaded by Will Ferrell to take on that lovely Scandinavian country, Norway, who also happen to be the world’s leader in EV sales. Not only did our ad for GM rate as one of America’s favorite commercials from Super Bowl LV, but the buzz generated four different ad campaigns in response: spots from Audi featuring Game of Thrones star, Kristoffer Hivju, videos from the University of Agder, and tweets from the Prime Minister of Norway, Erna Solberg.
“The big game is the perfect venue for the incomparable Will Ferrell to encourage us all to reconsider what we know about electric vehicles, and to invite Everybody In,” GM global Chief Marketing Officer Deborah Wahl.
“I’m excited to be a part of GM’s commitment to EVs. I’ve been driving an EV since the mid-80’s ... well, actually it was a regular car with 4 AA batteries taped to the carburetor, but it felt like an EV! We’re coming for you Norway!!” Will Ferrell.
PRESS
USA Today
Adweek #1
Ad Age #1
USA Today #2: Ad Meter
Ad Ag #2
Adweek #2: The 10 best Super Bowl Ads
People: Top 10 Super Bowl Commercials
Billboard: 12 Best Commercials
Ad Age #3
Mashable
Shoot: Top Spot of the week
Campaign Live
Muse by Clio
Variety
Adweek #3
Ad Age #4
Hypebeast
AWARDS
Andy Award, Gold
D&AD, Shortlist / Impact / Advertising
AICP, Shortlist x 2
Clio Awards, Finalist
One Show, Merit Award x 4
One Show, Shortlist x 2
Epica, Gold
D Show, Best of Show, Best Moving Picture, Best Branded Entertainment.
Every year, a million tons of ‘ghost’ fishing nets enter the ocean. As the biggest mobile manufacturer in the world, Samsung had the responsibility to act by becoming the first mobile producer to incorporate ocean-bound plastics like abandoned nets in its newest S22 phones. Inspired by Bob Dylan’s iconic Subterranean Homesick Blues video, we co-created a music-video with today’s global icons of hope and change, BTS, to raise awareness of the ocean plastic pollution problem. Resulting in 56M+ views at Samsung Unpacked and 4 billion earned impressions with $0 paid media budget.
AMERICAN AIRLINES + FILM INDEPENDENT SPIRIT AWARDS
Many discuss gender disparity in Hollywood, but few brands are brave enough to do something about it. American Airlines was inspired to take action as the first airline to hire a female pilot, Bonnie Tiburzi. As a major partner to Hollywood, American Airlines decided to lead by example and partner with the Film Independent to create an award for female directors called, "The Bonnie Award". American also created the first-and-only in-flight channel dedicated to female directors - The Bonnie Channel. The Bonnie Channel is available across the American fleet, reaching over 500,000 passengers daily.
AWARDS
Graphis: Gold
One Show: Merit Award PR
New York Festivals: Finalist Outdoor
It’s not very often that a new console comes along in the gaming business. Twelve years after the introduction of the Xbox 360, Microsoft was preparing for the biggest launch in Xbox history. The-all-in-one Xbox One. A console that combined games and entertainment into one entertainment unit. Launching at exactly the same time as Sony’s PS4 and retailing at $100 more for something gamers had not asked for, namely entertainment capabilities, in their gaming console. The campaign invited fans to jump ahead and experience tomorrow, today, using cultural icons to generate anticipation and excitement. In the end, Xbox sold 1 million units in the first 24 hours. 3.9 million more were sold in the next 5 weeks. And they beat Sony.
In 2014 CP+B won the luxury automotive account, INFINITI. This was the largest account win in CP+B history. It grew their global network and opened doors to pitch on other global accounts. As Global ECD on the account, I managed teams in EMEA (London), Asia (Hong Kong and Beijing) and South America (Miami). Our first task was to make INFINITI a true player in the luxury automotive sector. So while the other luxury car makers talked about powerful cars, we decided to celebrate powerful drivers, thereby positioning Infiniti to a new audience - we pushed off traditional notions of old luxury, and empowered drivers to start their own legacy.
AWARDS
Graphis: Gold “Vacation”
Graphis: Silver “Legacy”
The entire world relies on and loves their iPhone so much that trying to replace them at scale with some unknown, unwanted, uber-expensive folding novelty from Samsung seemed nigh impossible. But we weren’t fazed by it. We built a new playbook for scaling new technology and evolved our launch strategy yearly like a tiny start-up. Using bold marketing ideas to tackle impossibilities year-by-year, audience-by-audience, we’ve outsold every generation to turn foldables mainstream – reinvigorating not just Samsung’s business and brand, but the entire flat mobile world forever.
In addition to creatively leading the global launch of the Galaxy ZFold and ZFlip in 2021 + 2022, I was responsible for the global creative for Galaxy Buds2, GalaxyWatch5, and Galaxy Privacy.
In 2015, CP+B won the global creative duties for American Airlines. As creative lead, I was responsible for the creative output for the U.S. and International markets. This included everything from launching the new strategic and creative platform through OOH, TV and social channels, to reshaping the AAdvantage Program, contributing to the new uniform designs and redesigning elite membership cards.
AWARDS
Graphis: Platinum "World's Greatest Flyers”
Graphis: Platinum "Shadows"
Graphis Design: Gold Branding "Shadows"
Graphis Design: Gold OOH "Shadows"
Graphis Poster: Gold: American Airlines
Obie: Gold “Shadows”
INFINITI PROTOTYPE 9
The Pebble Beach Concourse d'Elegance is a unique and exclusive auto show with a long tradition of legacy brands. Competitors like Mercedes-Benz and BMW have been around for over a 100 years and use their heritage as a way to define their leadership. As a challenger brand with almost no history, INFINITI needed to earn a seat at the luxury table. So for 2017, we asked ourselves, what if INFINITI had a secret history? What would that look like? Together with INFINITI, we created “The Car That Never Was” - The INFINITI Prototype 9. The hypothetical scenario included a timeline of how it existed in history, where it was found, and how it ended up at the car show. Inspired by our idea, Alfonso Albaisa, Global Design Director at INFINITI, and his design team ran with it and built a fully functional sports car.
In addition to being the main feature at the Pebble Beach Concourse d'Elegance, it also gained a ton of press in the auto industry. Although CP+B was not mentioned in the press release, we are grateful and happy to know we played an integral part in all the creation of this car.
“It started as a simple thought – what if we found a car, down at the southern tip of Japan, buried deep in a barn, hidden from all eyes for 70 years? What if in this car we found the seed of passion planted during our first Japanese Grand Prix and the power and artistry of INFINITI today? What would this discovery look like?”
Alfonso Albaisa, Senior Vice President, Global design, INFINITI.
PRESS
The Robb Report
Autoweek
Car and Driver
The Verge
Automobile
Motor Trend
Designboom
UR Design Mag
Uncrate
Tech Crunch
Business Insider
INFINITI / The Dream Road and Pencil to Metal
Pebble Beach is the Westminster Dog Show of automotive events. At an event focused on the past, we looked to the future. So at the 2015 Pebble Beach Automotive Week, we created two immersive virtual reality experiences to create a loophole that put guests behind the wheel of the Q60 and the QX30 concept cars. It was the first time that 360 and VR were merged into one experience. The films could be experienced at home through both Google Cardboard-enhanced mobile app and the first ever YouTube 360 automotive ads, ensuring that viewers everywhere would be able to experience these cars the way they were meant to be experienced – from the driver’s seat.
AWARDS
Shorty Awards: Finalist “Drivers Seat VR Experience”
Shorty Awards: Nominee “Drivers Seat VR Experience
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FWA: Site of the day “Drivers Seat”
KRAFT Macaroni & Cheese is an American icon. But somewhere along the line, they went from America’s favorite family food to just a quick and easy emergency meal for the kids. In fact, KRAFT Mac & Cheese was so simple, there was even a little guilt mixed in when Mom and Dad made it. And before they knew it, Mac & Cheese was off the family dinner menu and out of the cultural conversation. Sure, adults still love it, but they would never admit it. We had to give them permission to feel differently. To unleash their love for Mac & Cheese and make it America’s favorite family food again.
After 75 years, Kraft Mac & Cheese was introducing three new flavors - Cheddar, Three Cheese Jalapeño and Cheesy Southwest Chipotle. Kraft wanted people to accept them as authentic Mac & Cheese flavors. So to make them feel like they've been around forever we invented a whole imagined history around them.
We built a social campaign that included fabricated ads and films from the past featuring these flavors. You could scroll through the historical timeline of vintage photos, videos and ads dating back to 1938, showing milestones in the history of the four flavors in New-staligic.com
The campaign extended to Pandora, where a radio station, New-stalgic Tunes, played new covers of old hits, and of course to Facebook, where the brand is having fun updating past decades of its timeline.
Every Rugby World Cup has priceless moments that define it. In 2011, MasterCard became one of the official partners. The campaign was brought to life in a series of short films, print and OOH that established a place for MasterCard in the hearts of Australian rugby fans. It shed a light on historic events from the angle people had never seen before – by the ones who made it historic.
AWARDS
Spikes: Bronze
“Witnessing History, South Africa”
Spikes: Bronze
“Witnessing History, New Zealand”
Spikes: Bronze
“Witnessing History, Samoa”
Spikes:
Bronze Craft/Direction
“Witnessing History, South Africa”
As Global ECD on American Airlines, I was responsible for helping American rebrand themselves. They had just gone through a merger with US Airways, created a new logo, and now needed restoring the brand to regain its position as a true leader in the category. Here you’ll see our design work for the membership rewards program, the uniforms catalogue, launch website and social media stickies.
