What happens when the world’s most experienced shopper meets the world’s smooothest shopping platform? A new catchphrase is born! This global campaign, ‘That’s Smoooth’, starring Y2K icon and catchphrase queen, Paris Hilton.

I was the creative lead on Klarna’s 2023 360 global brand campaign. Including broadcast, OOH, social, experiential, and even a velour tracksuit available for purchase. The Klarna app saw a 67.6%* increase in US downloads.

JetBlue brings humanity back to air travel. So, during a divisive 2016 election season, we wanted to show Washington how to agree on important issues. JetBlue gave a plane of people free flights with one catch. They all had to agree on the destination. I was the Sr. AD on this project.

When Costa Rica won, their president shared the campaign.

Awards:

2017 Effies / Bronze - Carpe Diem
2017 One Show / Finalist
2016 Cannes Lions / Shortlist 3X
2016 Hatch Awards / Best of Show
2016 Hatch Awards / Gold - Best Use of Branded Content
2016 Hatch Awards / Silver - Digital: Video Long Form Campaign
2016 Hatch Awards / Gold - Experiential: Guerilla & Street Marketing

I was the CD across this mid-funnel campaign targeting niche audiences. I enjoy the craft by Bine Bach.

No Baking Necessary was the integrated campaign to launch Fudge Brownie M&M’s. I was the ACD AD running this project. We produced broadcast, print, social, and partnerships.

Klarna introduced Shaquille O’Deal as the first expression of their new brand in 2024. The concept was intregrated in the product as well as a full funnel campaign. I was the lead creative across this campaign.

We even inspired this comedian https://www.tiktok.com/@gavinmatts/video/7451620193450691882

Read about the campaign here: https://www.thedrum.com/news/2024/09/17/klarna-s-biggest-holiday-campaign-yet-introduces-consumers-shaquille-o-deals

JetBlue is New York’s hometown airline. Pizza is New York’s hometown dish. So, when jetBlue wanted to promote bicoastal routes, we decided to bring a slice of New York to LA. JetBlue is flying and delivering authentic New York pizza to people out in LA. Coast to coast. Crust to crust. I was the Sr. AD on this project.

Made For TikTok is a multi-year virtual experiential platform teaching and inspiring brands to create work that’s made for the TikTok. That platform launched at TikTok World 2021 as a training series, eventually growing into a TikTok Talk Show. I lead strategy and development. Read more.

Under The Influence is an original content series that traces the effects of history's most interesting music scenes on music and culture. The show is supported by Converse and is fully integrated in the Noisey ecosytem, including social channels and co-promtional advertising, as well as activated across the VICE network. I was the lead creative on the project.

Season two of this series become a broadcast television program on VICELAND.

Film for the relaunch of M&M’s MINIS. I was the ACD AD on this project.

TikTok’s first campaign for small business. I was a creative strategist and lead creative of this campaign.

Nothing is worse than owing money to the government during tax season. Luckily, jetBlue is going to make sure you get the return you deserve. JetBlue is giving people who owed money on their taxes a free return flight this tax season. I was the Sr. AD on this project.

Social campaign for DOVE Ice Cream. I was the ACD AD on this project.

I was the creative director for Klarna’s sports partnerships with the Chicago Bulls and Angel City Field Club LA.

A selection of GIFs from my column on the VICE tech channel: MOTHERBOARD called This Week In Hell. I created and executed this column.

"Ever feel like you can't keep up with all the doom and gloom echoing around the internet?  Motherboard's here to help. With GIFs. Welcome to THIS WEEK IN HELL, a feature that brings you hard-hitting animated coverage of the week's most apocalyptic events, straight from the digital pen of Jay Spahr."

The Butcher The Baker The Belgian Beer Maker is an integrated campaign created for Stella Artois featuring an online video series, broadcast advertising and an events series. I was lead creative on the project.

 

To announce jetBlue's new route from JFK to Palm Springs we took the airline back in time to mid-century. The campaign included a retro jet airplane and an interactive theater travel agency in SOHO. We even created a promotional film for the agency shot on 8MM film. I was the Sr. AD on this project. I also wrote, produced, directed and edited the social film made to promote the experience.

Broadcast campaign for DOVE Chocolate Bars. I was the ACD AD overseeing the development and production of this campaign.

My first broadcast TV spot. I was the Art Director on this project. 

…and yes, that is the kid from True Detective. We totally skyrocketed his career. 

Kill For a Pencil was a promotional campaign for The One Show. The coveted gold pencil is something creatives kill for. So, we used that insight to create an online game and interactive leaderboard. I was the Art Director on the project.

Interactive experience for One Show 2012

Gold Hatch Bowl

The Good Belly Project was part of the 50/50 campaign by Unicef aimed at solving hunger in Africa. We turned instagram posts of food into donations to Unicef. I was an Art Director on the project.

Awards:

Non-event Best social media Campaign
TED finalist for 10 Ads Worth Spreading
Bronze Hatch Bowl

A selection of works from my collection Loom

Featured in the On The Dot show by The Treehouse Boston.