In a playful nod to childhood nostalgia, I had the honor (and the hilarity) of directed NFL legends, including Travis Kelce, in an intense Paper Football Championship. This unique event transformed 22 football giants into tabletop sports enthusiasts, flicking tiny paper triangles with the same intensity as a real game. The result? Travis Kelce crowned the Paper Football G.O.A.T., a title that humorously hinted at his future Super Bowl success which ultimately led to Travis dating Taylor Swift. See what the power of one idea can do? The campaign was a touchdown that saw over 6.5MM views in the first week and Kelce even appeared on Rich Eisen's show afterwards.

Director: Me & Jesse Louie
Editor: Danny Chamberland
Producer: Paul Rubin

Challenge:
Revitalize Lemonhead's century-old brand for the Millennial audience.

Solution:
We brought to life an extraordinary yet relatable character – a regular guy with a twist: he has a giant lemon for a head. This unique persona, blending in and standing out simultaneously, became an everyday figure engaging in common activities. He cheered at Chicago Blackhawks games, explored new cities, and even ventured into the world of Tinder dating. His occasional indulgence in Taco Bell added to his regular-guy image.

Result:
Constructing this lemon-headed figure was the key. After that, the campaign practically propelled itself, gaining rapid recognition. This fresh approach garnered free media buzz from major outlets, including an unsponsored feature on Comedy Central's @midnight. Our lemon-head's adventures resonated, making a century-old brand newly relevant and visible.

Objective: Help artists and designers launch their own clothing collective, where they control their creativity and reap the full rewards of their efforts. Welcome to Human Robot.

Welcome to Human Robot: Where Art Gets Weird (In a Good Way)

We’re not just artists with sketchbooks full of ideas; we’ve spent years creating for some of the best brands in the world. But after all that time telling their stories, we realized it was time to tell our own. Human Robot is where our art breaks free—bold, unapologetic, and ready to make its mark on your wardrobe. This isn’t art for a gallery; it’s art for the streets, the parties, the moments when you need your shirt to do more than just cover your back. It’s wearable art with a pulse, designed to disrupt, engage, and maybe even cause a double-take or two.

We’re here to make your wardrobe as interesting as your internet search history (no judgment). Our mission? To take wearable art to the next level. Think of it as a party on your shirt, where creativity, fun, and a little bit of “WTF?” all show up uninvited, but you’re glad they did.

At Human Robot, we’re all about expressing yourself in ways that might confuse your grandma but will definitely make your friends take notice. We’ve got everything from clever puns to designs that make you question reality (and maybe your life choices). It’s the kind of stuff that turns heads and raises eyebrows—in a good way.

Step into the world of Human Robot, where your clothing does the talking—and, it’s got a lot to say.

Nothing says holiday tradition quite like a Cardi Claus Twerkshop!

Naughty or Nice makes no difference to Cardi Claus. When Pepsi decided to gift cash for the holidays, Cardi B as Cardi Claus was the money move.

Quarter's Top 10 YouTube Ads,
Chosen by Viewers!

Awarded 2 Clios

Brands spend millions of dollars on Super Bowl ads. JCPenney spent zero dollars, and was the second most-mentioned brand of the night.

Challenge:
Generate buzz for JCPenney's charitable mittens during "The Big Game."

Solution:
We created the illusion that JCPenney’s Twitter account was hijacked, or the social media manager was drunk. Either way it worked and we capitalized on the heightened social media activity surrounding game day. But really we were just tweeting with mittens.

Press:
Buzzfeed,
Mashable,
Business Insider,
Digiday,
CNBC,
Adweek
The Wire,
Flight Path,
Inc,
Huff Post,
Time,
CBS,
Washington Post +

Awards:
2015 Webby,
Clio Silver

Challenge:
Establish RockShox gear as the top choice for serious riders by identifying the ultimate king of the hill.

Solution:
We pioneered a thrilling game of B-I-K-E between professional riders, broadcasted in real-time on Facebook before live streaming was commonplace. Similar to HORSE in basketball, the stakes in this game were high: the winner pocketed $5,000, and the loser received a tattoo chosen by the victor.

Result:
This daring and innovative challenge resulted in a significant surge in our followers, achieved with minimal expense. It was yet another triumphant notch for RockShox, proving our gear is as hardcore and legitimate as our riders.

Challenge:
Amplify JCPenney’s collaboration with Olympic gold medalist Ted Ligety, highlighting their roundup program supporting the USOC, where customers round up their purchase to the nearest dollar.

Solution:
We struck a unique chord by partnering with the original founder of Blackstreet to reimagine the Grammy-winning hit “No Diggity”. Why? It rhymed perfectly with "Ted Ligety." This creative twist brought a fun, musical element to the campaign.

Result:
The campaign was a resounding success, resonating with audiences everywhere. Our catchy, reinvented tune for JCPenney not only garnered widespread affection but also clinched the number one spot on Adweek’s top 5. Achieved without the extravagant budget typically associated with Super Bowl ads, this campaign stood out for its creativity and effectiveness.

Press:
Adweek's top commercial,
Huff Post,
Perez Hilton,
USA Today,
CNBC,
Olympic NBC,
CBS Sports,
Yahoo Sports,
Bethany Show,
Fox Sports,
Bulldog Report +

We took on the challenge of transforming a struggling restaurant into a thriving local brand. Like a real-life "Bar Rescue," we acquired the property and completely overhauled it from the ground up. In just two months, we renovated the space, developed a new brand identity, and crafted a fresh offering—all without any paid media.

Our creative team handled everything from strategy and execution to communications and social media, earning the trust of the community one day at a time. The result? A successful launch that generated $330K in sales in just 60 days.

Challenge:
Boost excitement among riders and grow Rockshox fan base.

Solution:
We introduced 'Moneyshot': an exclusive, magazine-quality action photography service by renowned industry photographer Sterling Lorence. Riders simply had to tackle the hills and then find themselves tagged in their stunning 'Moneyshot' on Facebook.

Result:
This initiative was a hit with all riders, even those sporting gear from our competitors. The excitement and engagement it generated led to a significant 34% increase in our social media followers, underscoring the campaign's widespread appeal and success.

The Opportunity:
Nicki Minaj said, "drop a motha fuckin cookie in my motha fuckin comments," sparking a golden opportunity.

The Solution:
Always Be Listening. So we dropped some cookies in her comments. 'Cause we Chips Ahoy, and we got all the cookies!

The Result:
Instant fanaticism! A sales spike, an influx of followers, and a sweet chance for a partnership.

Challenge:
Tackling the obesity epidemic with a sustainable, long-term approach.

Solution:
Our groundbreaking initiative brought bike-sharing to the forefront in America. In collaboration with Trek, we developed the nation’s first smart-bike transportation system from the ground up. This innovation wasn't just about mobility; it was a step towards healthier lifestyles.

Result:
Our efforts were recognized as we were named among the Top 10 Most Innovative Transportation Companies. We didn't just create a transportation system; we provided an easy-to-use, affordable, and eco-friendly alternative that promotes physical health and is accessible to everyone.

Taking Flight in 2024:

Explore New York City through the eyes of its most ubiquitous residents in Native New Yorkers - A Pigeon Documentary. Follow a captivating family of urban pigeons as their journey intersects with Franklin, a rescue with a unique twist. Discover the highs, lows, and fluttering beats of city life as seen from the wings of these extraordinary birds.

Native New Yorkers - A Pigeon Documentary has been picked up by The Dodo and is a semifinalist at the ScreenCraft Film Festival.

DOCUMENTARY COMING SOON-ISH!

When HBO & Game of Thrones asked the world "What would you sacrifice for the Iron Throne" Mountain Dew responded with A Can Has No Name, a faceless can that would strip away their iconic identity, the most valuable currency we had.

The limited-edition can appears stark ;) when warm, but when ice-cold, it transforms to reveal Arya's kill list—a tribute to those she's defeated and a glance at her remaining targets for the final season. To get one, fans had to locate the Iron Vending Machine and take to social media, demonstrating their loyalty to the throne and what they would sacrifice for a chance at the can.

Forbes + USA Today + Time Out + Hypebeast + Ad Age + The Drum

Joel Embiid's love for Shirley Temples posed a unique challenge, given they're typically made with Sprite, a Coca-Cola product, and he's signed with Mountain Dew, a Pepsi brand. To coincide with the launch of Mountain Dew Ice, Pepsi's counterpart to Sprite, we embarked on a creative solution. We developed the 'Joel Embiid Shirley Temple Making Show,' giving a Mountain Dew twist to an old rival's staple. This venture cleverly combined Embiid's preference with his brand loyalty, all while introducing Mountain Dew Ice in an engaging way.

And as a die-hard Boston Celtics fan, directing the Eastern Conference's top rival 'Joel Embiid' was a unique twist of fate full of irony and excitement.

Remote work offers many benefits, but it often lacks the personal connections that build strong relationships with colleagues and clients. To bridge this gap, we launched Talent on Tap, a unique happy hour experience that brought our global community together without leaving their homes.

Top clients and talent on Upwork were connected through this unique "happy hour in a box" concept, designed by some of the platform's best freelancers. Clients enjoyed brews from Athletic Brewing Co. while discovering the exceptional talent available for hire on Upwork. This experience allowed clients and freelancers to connect as if they were face-to-face, strengthening partnerships and fostering collaboration.

To celebrate the global community, each kit included a custom watch with "It's always 5 o'clock somewhere" and 5 o'clock hands for each time zone.

Featured in: Dieline, Packaging of the World

Known as the Deep South's oldest rivalry, Auburn and Georgia's fan bases are die-hard supporters who wouldn't be caught dead cheering for the other side. To celebrate their rich 125-year history, we created the Rivalry Restaurant, strategically located on the state line. This venue invites rival fans to set aside their fierce differences and enjoy the game together, transforming historic tension into a shared experience.

Challenge:
Draw attention to Chick-fil-A's new offering, Chick-n-Minis, in a manner that captures public interest and excitement.

Solution:
To achieve this, we orchestrated a delightful surprise on National Pet Day: Mini Dogs delivering Chick-n-Minis. This inventive and heartwarming approach did more than just introduce the new product; it created a memorable experience that resonated with people long after. By blending cuteness with culinary delight, this campaign ensured that the Chick-n-Minis would be unforgettable, effectively fulfilling its goal of drawing lasting awareness to the new product.

When i first shared the first snowflake print concept with Alex Bogusky he ripped it, crumbled it up and threw it in the trash. haha. Somehow it found itself on the wall and we made the campaign.

Challenge:
Craft a holiday campaign for Gap that is inclusive and resonates with a diverse audience, especially during a recession.

Solution:
We encouraged Gap, a brand typically associated with Christmas celebrations, to venture beyond their comfort zone. The goal was to develop a campaign that embraced all beliefs and traditions, reflecting a more inclusive holiday spirit.

Result:
A standout moment was the evolution of the print design. Initially, my first human snowflake concept was quite literally ripped up and tossed in the trash by Alex Bogusky. However, from that dramatic dismissal, something truly special and memorable emerged, showcasing the resilience and creativity of our design process.

Press & Recognition:
The campaign gained notable coverage in prestigious publications like the New York Times and the LA Times.

Our efforts were recognized with an Obie Gold and the Kelly Award for Best Print, a testament to the campaign's creativity and impact.

Challenge:
Demonstrate Best Buy's commitment to exceptional customer service through their "Blue Shirt" employees.

Solution:
In a groundbreaking move for 2010, we harnessed the expertise of Best Buy's knowledgeable staff, enabling them to provide real-time customer service 24/7 via Twitter. This concept, though common now, was a revolutionary approach at the time.

Result:
The initiative was a tremendous success. We significantly increased customer engagement by answering a myriad of queries and earned substantial acclaim for Best Buy. This included being named among USA Today’s most innovative businesses and winning the Titanium Grand Prix at Cannes for pioneering a first-of-its-kind utility in social media.

Press:
USA Today Most Innovative Business Idea of Year, Business Insider, Huff Post.

Awards:
Cannes Titanium Grand Prix
Cannes Bronze
Clio Gold
One Show Silver
Womma Grand Prix
Womma Gold
Andy Gold
Lia Grand Gold
Lia Gold Digital
Creativity Top 10 Digital Ideas

Challenge:
Encourage mothers to choose Best Buy for their back-to-school laptop purchases.

Solution:
We took an endearing approach to highlight the value-added service of Geek Squad support with every laptop purchase. The campaign involved packaging real, live Geeks with the laptops, a creative way to visually underscore the expert assistance provided with each purchase.

Result:
The outcome was a hard-working commercial that cleverly mixed humor with an effective message, resulting in a boost in laptop sales during the back-to-school season. This approach not only increased sales but also reinforced Best Buy's commitment to providing exceptional customer support.

Concept Art & Design for critically acclaimed composer Matthew A.C. Cohen's second album, Elements of Life.

Fostering fun on the go... and let's be honest, no one embodies fun quite like me, Davie G! So, when our client mentioned the budget was tight, I eagerly jumped at the chance to be the face of the campaign. I hopped on my horse and modeled the Tee, all with a smile and at no charge, because who says you can't mix business with pleasure?

When freelancers succeed, we succeed. We brought together some of the top billing and most successful freelancers on Upwork to share their advice. Instead of the company offering tips, we let those who are thriving take the wheel. They provided practical, honest, and helpful advice for others on the platform to benefit from.

Highlight: The entire production was executed remotely in just a few short weeks by real Upwork talent. From illustrators and designers to voice talent and those providing advice, everyone involved was a freelancer on Upwork. This project showcased the power of the Upwork platform to deliver quality work that is cost-effective and professionally executed.

Challenge:
Revitalize the value and appeal of Old Navy's logo.

Solution:
To breathe new life into Old Navy's logo at a time when many brands were updating or giving their logos a cosmetic facelift, we harnessed the power of Augmented Reality (AR) in a way that not only refreshed the design but also created an innovative and interactive experience. This wasn’t just a cosmetic change; it was a strategic move to reengage customers. We introduced a groundbreaking feature that allowed smartphone users to engage with the logo using their device's camera to scan real-world objects. This innovative use of AR activated hidden content and unlocked exciting prizes, transforming the logo from a static image into a dynamic gateway to a world of surprises. Furthermore, we programmed the system to recognize our competitors' logos, ensuring that users who tested the limits of the system were met with unique messages that cleverly redirected their focus back to Old Navy. Notably, this effort was conceived well before the success of applications like Pokémon Go, showcasing our pioneering approach to AR technology.

Result:
The outcome was extraordinary. Old Navy logos were scanned at an astonishing rate, from ubiquitous to unexpected places – even from bathtubs! This led to an engaging experience and a practical utility that kept Old Navy fans delighted and sales buoyant.

Press & Recognition:
This campaign especially resonated with our most valuable demographic: Moms. It caught the eye of influential platforms like Gossip, The Krazy Coupon Lady, The Frugal Family, Mamas Spot, Wheel N Deal Mama, Hip to Save, Coupon Karma, The Thrifty Couple, and numerous other mom-centric coupon and blogger sites.

Challenge:
Effectively advertise Burger King's dollar value menu through online banners.

Solution:
Innovating ahead of the curve, we developed a program that transformed a simple dollar bill into a showcase of Burger King's dollar value menu items. To deepen engagement, we employed facial recognition technology, morphing fans into the iconic Burger King. This was a pioneering use of AR and facial recognition in marketing, well before giants like Snapchat and Facebook entered the arena.

Result:
Our approach achieved the seemingly impossible: getting people to interact with banner ads. In an online landscape where banner ads are often ignored, our campaign not only captured attention but also encouraged active participation.

Challenge:
Deliver what Applebee's customers genuinely desire, cutting through unnecessary complexities and fluff.

Solution:
We brought on board Jason Sudeikis, known for his straightforward and relatable charm, to help Applebee's cut to the chase. Our focus was on presenting the food in an appetizing and authentic way, a first in the brand's history.

Result:
This strategy resulted in a refreshing new tone for Applebee's. The commercials, infused with fun and honesty, not only resonated with our audience but also redefined the brand's approach to communication, emphasizing a down-to-earth, hardworking ethos.

And, just for laughs, we're not saying that the success of this campaign directly led to Jason Sudeikis becoming Ted Lasso... but we're also not not saying it.

Challenge:
Encourage consideration of PC purchases despite the absence of a physical store for demonstrations.

Solution:
During a time when PC's were only sold in big box retailers, and Microsoft didn't have their own stores, we innovated for Microsoft by bypassing the traditional big box retail in-store experience. Instead, we transformed banner ads and online media space into a cutting-edge, fully functional e-commerce platform. This digital-first approach allowed customers to explore Microsoft's latest line of redesigned computers directly through their existing devices.

Result:
This strategy led to increased engagement with Microsoft's newly designed computers, fostering significant customer interaction and a renewed appreciation for their products. Our approach not only showcased the new line but also redefined how technology can be experienced and purchased online.

My first print campaign for a Fortune 500 company. I keep this in for nostalgia purposes :)

Challenge:
Effectively market Microsoft's user-friendly photo software.

Solution:
As an extension of the successful 'I'm a PC' campaign, we employed an endearing strategy: showcasing cute kids using the software with ease. My role was focused on selecting the right photography and designing the print materials, ensuring the campaign's visuals were as appealing and straightforward as the product itself.

Result:
The campaign underscored a simple truth: simplicity sells. By demonstrating the ease of use through the innocent and unscripted actions of children, we effectively communicated the software's accessibility and appeal.

Initial Leap:
Venturing into unknown waters, we boldly set out to establish a seafood company.

Challenge:
Our goal was to innovate in the seafood delivery industry, providing enthusiasts with the freshest catch straight from the ocean.

Solution:
We bridged the gap between the sea and the table by connecting customers directly to fishing boats. This allowed seafood lovers to reserve their catch while it was still at sea, ensuring delivery within 24 hours of dock arrival.

Result:
The venture was met with enthusiastic praise from customers and an array of learning experiences for us. It was a journey filled with struggles but also rewarding insights into starting a new business. Remarkably, we turned a profit from day one. Even two years after concluding operations, the demand persists, with people still reaching out to place orders.

This should give you a little idea of what you're dealing with.