Real-time advertising, man. It’s the future. Or… the present, really, if you wanna get all specific about it.

AWARDS:
Bud Light Not All Heroes Wear Capes: Gold Pencil & Silver Lion
The Match: Bronze Clio

Everyone loves a case study. Especially one about a campaign that actually drove tangible business results. But, no one loves a case study when it’s your own voice narrating. It’s science.

Thanksgiving is the NUMBER ONE running day of the year. For real. And as the beer of fitness and fun, we just needed to give this day the respect and reverence it deserves.

Busch Beer made a light beer one time. And that’s about all she wrote for product innovations in its decades-long run. But, that all changed with Busch Light Apple. We trolled big tech and launched our revolutionary product just like St*ve Jobs would. Ah, shit, legal said we couldn’t mention names. From a countdown clock tease, to a 3-minute keynote speech, to Busch Light Apple Care, we left no stone unturned in roasting Ap-le. Dang, I did it again.

AWARD: Webby Winner

After a thirty year decline in alcohol-related fatalities, progress has stalled out entirely. Anheuser Busch has tried dozens of campaigns filled with shock, shame, statistics, even comedy to generate real results. But, there’s one simple fact we couldn’t overlook. No one really ever intends to drive drunk. So… what if driving wasn’t even an option? What if we reached consumers before they took that first sip? Because you can’t drive drunk if you don’t drive there, right?

We partnered with Uber and Mother Against Drunk Driving to really make our impact felt.

These spots are the most effective spots I've ever created. I know this because I sold myself a whole lot of cheeseburgers, so it must have worked on other people, too... I would assume.

When Covid-19 hit, the beer of good times wanted to highlight that fun always prevails, no matter the circumstance. So, we spotlighted the most ridiculous ways people were socializing responsibly. And we did it by reviving an epically historical campaign.

What happens here eventually moves back to the New York ad market.

Michelob ULTRA Organic Seltzer declared that it’s the enemy of artificial. And AI took offense…

Because sometimes your clients have a next-to-nothing budget and you've got an extraordinarily electric love for sloths. 

Bonus: Check out MiO's website to see some exemplary "brand tone" mumbo jumbo and some longer form writing from yours truly.

This was spec work for a pitch. I know, I know, I’m pretty senior to have spec work in my book. But, c’mon. This would’ve been a smart rebrand for an aging product in a sea of Greek, Icelandic, Turkish, and Wherever-else yogurts. If you work for Dannon, you can just have this. Take it.

Sorry. I don't paint ironic things. Or upcycle vintage garbage. But I have been working on growing a mustache for over 30 years.

This my personal highlight reel, including but not limited to:
- An awkward photo with some coworkers that reached the top of Reddit
- A Cosmopolitan magazine article I starred in
- My own home-brewed beer labels
- And that time I made my old boss look like a cult leader at a company outing