How do go about creating a collab between the largest videogame and restaurant chain in the world?

We decided to create the most playable meal ever made. Each meal came with a real life collectible that could be played virtually in game. Every element took fans deeper into Minecraft lore.

The campaign went live in over 90 markets around the world and became McDonalds biggest campaign to date. And the fans took it to a whole new level. They held ceremonies in restaurants, created their own dupes of our toys, and sold out the meal in record time.

I creative directed Wieden+Kennedy and McDonalds first work for the Canadian market. Here’s a selection of some of that work which lead to the opening of our Toronto office.

Budweiser was FIFA 2022's biggest sponsor. But two days before the World Cup, beer got banned from Qatar.

As close to an advertising emergency as you can get, we were left with a warehouse full of thousands of liters of Bud and a multimillionaire loss.

So on the first day of the tournament, we decided to give a bold answer: we announced that we'd give away our entire Qatar warehouse stock to the winning country for free. And we invited the entire world to #BringHomeTheBud.

Carmela Soprano. Snoop on The Wire. Issa Rae as Issa Dee. HBO has a rich history of strong female leads. Women whose character arcs feel real and unfiltered and complex. For Women's History Month, we wanted to put that kind of complexity front and center.

We created the Inspiration Room: a public archive of women’s diaries, spanning many generations, living and dead, celebrating the diversity and complexity of the authentic female narrative.

Hundreds of women all over the U.S. contributed to this room. The physical space housed these diaries in many forms, including compilation books, large-scale installations, and audio recordings.

Some of HBO’s own talent was also featured in the exhibit, including Lena Dunham, Issa Rae, Game of Thrones director Michelle Maclaren, and several others.

Before there was the film Midsommar, there were this campaign I made for Black Forest gummy bears.

HBO came to us wanting to create a platform celebrating their female creators, stars and characters. So we came up with So She Did: a campaign about women expanding what it means to be a woman just by being herself.

We (as in HBO and us) partnered with the internet-famous card game We’re Not Really Strangers to create a deck all about celebrating and exploring women’s relationships with one another.

On Mother’s Day you only see one type of card that doesn’t truly reflect all the different kinds of mothers out there. So we created our own, inspired by HBO characters.

To celebrate the 75th anniversary of Delta and Coca-Cola as partners in flight, we decided to bring to life the very place where both brands meet — the tray table. We commissioned different artists to give a refreshing take on a different Delta destination. We debuted their work on a 767, creating a gallery in flight and turning each tray table into a canvas. 

The things you commit to are the things that make you. In the case of Rashad Amer, commitment is as simple as finishing a sentence. 

Esquire Magazine wanted us to come up with a way to convince more men to mentor young boys. Why? Because boys without positive mentors are statistically more likely to drop out of school, do drugs, and end up in prison. 

We came up with The Mentor Act – a law that will make being a mentor a legal excusal from jury duty, so at risk boys have more positive mentors, thus reducing crime and future need for jurors to be summoned in the first place. 

Delta wanted to promote their flight routes out of Los Angeles. While we could have written some headlines and matched them to images of exotic looking places, we wanted to give Angelenos an immersive experience using a static billboard. So we recreated street art from all around the world and encouraged people to go see the originals. 

We worked with street artists like Beastman, Findac, SHOK-1, and Curiot to replicate every single detail of their original pieces, from the windows that appeared in Beastman's mural in London to the vandalism that appeared in Nachito's mural of a monkey in Mexico. 

The Community Spirit is a vodka brand aimed to celebrate and give back to local communities. So when asked to launch a limited edition collection of their vodka, we wanted to make sure we celebrated communities at a hyper local level. The Block Bottle collection was born.

Each bottle tells the story of a unique and unsung block - the birth of many African American musicians on Leimert Blvd in LA, the surprising roots of Tex-Mex on Military Plaza in San Antonio, and the invention of community street golf on Minetta lane in NYC. Each bottle’s label is illustrated by an artist residing in these communities, and each comes with its own cocktail recipe inspired by that block.

It's fancy! It's in a can! It's the fanciest soup in a can!

We worked with John Lithgow to do the voiceover on these spots. The same week he won an Emmy for The Crown. Coincidence? Probably.

I got my first job in advertising at Barton F Graf because I made a video with my roommate that ended up going viral. Call it a lucky start. Here’s that video.