Writer. Creative Director.

some advertising work

Four documentary films celebrating real-life friendships. This one features Francesco & Mr. D, a Sicilian hazelnut farmer and the neighbor who hunts for mushrooms on his land.

Client
Facebook

Role
Creative Director

Project
Friends Day

Chris & Ann are complete opposites, yet they are best friends. They run together, play pickleball together, and pick each other up when things get hard.

Project
Friends Day

Client
Facebook

Role
Creative Director

A series of documentary films celebrating Mac’s 30th birthday and featuring 12 creators (like Nike shoe god Tinker Hatfield, designer Iris van Herpen, and photographer Nick Knight) who all use Mac to enhance their creativity.

Agency
TBWA\Media Arts Lab

Role
Writer, Creative Director

Client
Apple

Project
Mac’s 30th Birthday

For the launch of XQ: The Superschool Project, we created broadcast & digital spots, OOH, and social media, and a docu-style film, all designed to raise of the issues with the current education system and to announce a contest to reimagine high school.

Agency
TBWA\MAL for Good

Role
Writer, Creative Director

Client
Emerson Collective

Project
The XQ Superschool launch

Full brand refresh including broadcast and digital spots, taglines, on-air graphics.

Client
MSNBC

Project
Brand Refresh

Agency
Arts & Letters

Role
Writer, Creative Director

We made a series of in-feed films featuring products like Groups, News, and Events. This one is for Events.

Client
Facebook

Role
Writer, Creative Director

Project
What’s on Your Mind

To launch Tom Ford’s first fragrance, Gucci Envy, I was enlisted first to conceptualize and name it, and then to make the (NSFW) European broadcast spots.

Agency
Lloyd & Co

Role
Writer, Creative Director

Client
Gucci

Project
Gucci Envy

For Facebook’s Live! feature, an enormous cross functional team created a broadcast, social, and digital OOH campaign that even included a Times Square New Year’s Eve activation timed to the ball drop.

Client
Facebook

Role
Writer/Creative Director

Project
Facebook Live!

I named this first ever fragrance made for a man or a woman. It was sold in unconventional spots like Tower Records and the iconic TV spot is heralded by Allure as the most memorable fragrance ad ever. The launch of CK One is, to this day, still the most successful fragrance launch in history, selling $400 million in the first year.

Project
CK One fragrance

Client
Calvin Klein

Role
Writer, Namer

For Tom Ford’s second fragrance at Gucci, we wanted to create a heady feeling, almost like a drug trip. But the fragrance was the drug that transported you to somewhere otherworldly.

Client
Gucci

Project
Gucci Rush fragrance

Agency
LLoyd & Co

Role
Writer, Creative Director, Namer

Chef Josh Rosenstein created the first wine spritzer made from sustainably grown American grapes and all natural ingredients. Lucky me, he asked me to name it. I also did all the original brand voice work.

Project
Hoxie launch

Client
Hoxie Spritzer

Role
Writer, Namer

TV shows in development

In Beverly Hills, Family Law means one thing: DIVORCE. And Mallory Jones is one of the most sought after attorneys in the Golden Triangle. She’s just taken over the family business from her father and installed two other badass female lawyers to take on the uncouplings—conscious or not—of the ultra wealthy and famous. And what we find out is that from rockstars to athletes, actors to Instagram models, everybody is ugly when they’re getting divorced.

Upon the death of their guru, a modern day cult seeks to stay alive by opening a wellness center in the South of France. Here they peddle their message of inclusive love and attract well-connected members. But before long, they find themselves in over their heads in a seedy underworld of drug trafficking and money laundering. 

some magazine articles

I wrote an entire feature section in C Magazine about Big Sur. Everyone drives by on Highway 1 and wonders if they’ve missed something. After six months of researching and trying to get a feel for the place, photographer Lisa Eisner and I finally cracked the inner sanctum of artists and hippies who call it home.

Teaming up with Lisa Eisner again to take the photographs, I wrote a series of articles about unsung California artists, starting with this article about JB Blunk. JB was an artist who worked mostly with a chainsaw, crafting enormous and beautiful sculptures. He also hand-built his home in the most magical spot in Inverness. Today, his work is much more well-known, thanks in great part to his daughter Mariah Nielson’s work with the JB Blunk Foundation.

just a few more things

  • Height of Fashion

    A collection of my interviews appears in this fashion classic published by Greybull Press.

  • Harpers Bazaar

    An article about me…by me. Mostly I write about getting custom leather pants made and how they made me feel like a badass. High recommend!

  • CK Be

    I named and conceptualized this follow-up to CK One a couple of years after the original launched.

  • Smart Water

    I first met Darius Bikoff, the founder of Glacier when he saw an ad I wrote for Barneys New York. We worked together on Smart Water for years after that. I did all the original naming, bottle copy and advertising work.

  • Vitamin Water

    I did all the original brand voice work, label copy and advertising work. In 2007, Coca-Cola bought the parent company, Glacier for $4.3 billion. Not bad.

  • Davi Skincare

    Brand book for Davi Skincare, an all natural line of beauty products made from the grapes of the Mondavi family wineries.