Playing in heavy rotation across national networks, this TV spot helped create a high level of awareness for the newest Far Cry title. In just weeks after launch, Far Cry 5 became the fastest selling title in the Far Cry franchise. It is also the second biggest launch ever for a Ubisoft game, earning $310M USD in the first week alone.

The Far Cry franchise is known for its exotic locations and crazy experiences. Speculation for Far Cry 5 included themes like dinosaurs. Or space. Or dinosaurs in space. But instead, Ubisoft decided to bring the game someplace no one expected – America. Specifically, rural Montana.

The concept for this ad juxtaposes the perception that nothing happens in small town, USA with the high-intensity action of Far Cry. Take a closer look and you’ll see that Hope County, Montana is as exciting as it gets and it’s a place you’ll want to visit.

The objective was simple: outsell the original Rocksmith. But a down market, online competition and perceived lack of time for learning would be a challenge. So instead of re-launching Rocksmith 2014 as the next version of the video game, we repositioned it as learning software and offered consumers a promise - Rocksmith is the fastest way to learn guitar.

We issued a 60-day challenge and recruited a group of novice players to take the challenge and prove that it works. From this, we created 6 success story documentaries, a 5-minute launch trailer, and multiple TV spots.

The campaign was a success. In just a few months the game outsold the original and garnered a large number of fans posting their own 60-day challenge success videos on YouTube, proving that Rocksmith really is the fastest way to learn guitar.

Sir Bananas was a US market-first product, made with real bananas and milk. To secure national distribution, we needed to counter the age-old perception that flavored milks are artificial treats and appeal to both moms and kids.

Inspired by GIFs, we created an ingredient-forward, digital content-first campaign with “This milk is bananas” as our anthem. A declaration of nutrition and demonstration of personality, this statement came to life in a series of digital videos, an original branded song, a Tumblr-style website, recipes, influencer and retailer activation kits, and more than 85 pieces of social content.

Within weeks the campaign drove trial, established positive social sentiment, and secured national distribution.

Rainbow Six: Siege was heading into year three. To drive new player acquisition, we had to differentiate R6 from other first person shooters as well as remind lapsed players about the reasons they love to play.

So we created the Six Rules of Siege, grounded in the core tenets of the game. Using these six rules we were able to clearly differentiate the game from the competition while challenging people to enter the Siege for themselves.

The campaign was well received by fans and helped reinvigorate the life of this popular title.

To entice Florida residents to visit Walt Disney World Resort during off-peak season, Disney Parks needed a way to promote their local 3-day ticket offer and it had to showcase all there is to do in the Parks.

Using the beloved Big Thunder Mountain Goat, we created a wish list of all the things the Goat might do if he had the chance to take a break from his mountain duties and roam the Parks.

Fans were invited to make suggestions for the Goat and the list was updated over the promotional period.

Not only did the Goat see his wishes come true (in his own way) but a high number of 3-day ticket sales happened as well.

Silk Beverages wanted a usage campaign, focused on smoothies, to increase sales in Canada. So we needed to convince consumers that they should use Silk instead of water or juice as their smoothie base.

We focused on all the benefits Silk could offer, like lower calories than juice, added protein, and just simply making your smoothie creamier.

We created TV and pre-roll spots for awareness and recipe content to further the engagement.

For the release of Just Dance 3, Ubisoft wanted a global trailer and a broadcast campaign that would work in multiple languages across 9 different countries.

The Just Dance franchise had already amassed a large, enthusiastic, and active fan base. So we invited them to “join the party with over 30 Million players”. We used YouTube to cast an international set of fans in dozens of localized spots that featured fans from each country showcasing how much fun it is to play the game.

The game continues to be a top selling title to this day.

This is a collection of print work I have done over the years. Many are orphan ads that don’t really belong to a larger campaign, but work I value nonetheless.

With the release of the movie, Monsters University, Disney Parks’ summer theme was Monstrous Summer and to help promote their campaign, they wanted to give away a Disney Parks vacation. Thus, the Monstrous Summer Sweepstakes was born.

To create a fully-immersive experience, we invited fans into the world of Monsters University where they took a short quiz to be placed into an MU fraternity or sorority. Then to earn sweepstakes entries, they had to go through MU scare training - just like in the movie.

We designed three interactive games all tied the theme of scaring, yet incorporating key Disney Parks attractions. Once the user had completed their training they could share their results online for additional sweepstakes entries.

A person’s Disney Side is a side of them that comes alive inside a Disney Park. But Disney Parks wanted a way for fans to be able to express their Disney Side outside the parks, too. Inspired by stick family stickers that people place on the back of their minivans, we created a way for fans to create a Disney-fied stick figure family.

The Build Your Disney Side website enabled fans to create a custom image that they could share on their social networks and they could even get a printed decal mailed to them - for free.

The site was such a hit that it lived on for a year beyond the larger Disney Side campaign and Disney issued thousands of custom decals to fans.

From scrappy, low-budget social posts to high-production national TV commercials, I’m proud of my experience in concepting, writing, and sometimes even directing video projects.

People use Pinterest as a planning tool for vacations. Planning a Disney Parks vacation can take a lot of time and effort. So why not help those future Guests out by providing them with useful tips, helpful information, and inspiring fun on a platform they’re already using?

Several times a year SUBWAY uses on-cup Sweepstakes promotions to drive sales. This year, the promotional period coincided with SUBWAY’s birthday and it was time to celebrate.

The SUBWAY Subprize party invited people to join in the celebration with a new grand prize every day. Party goers would be virtually welcomed into the party at SUBWAY, enter their on-cup code and through a series of video reveals find out if they were an instant winner.

Disney Parks was celebrating fans Disney Sides - the side of you that comes alive when you enter a Disney Park. They wanted a social content that highlighted the different types of Guests you see at the Parks so we came up with a set of Disney Guest Personas.

These fun personas were displayed on multiple social channels including Facebook and Pinterest.

Lumin Digital provides customized and branded online banking solutions to credit unions across the United States.

To help introduce their product to the market, Lumin needed a simple explainer video that highlighted the benefits online banking would provide credit union customers.

RunDisney is a group within Disney Parks that organizes and promotes races that take place within Disney Parks.

To give more Disney fans the chance to experience the magic of a RunDisney race, they created virtual races. This video was used to introduce the virtual race format and encourage participation.