In the beginning of 2014, Burger King decided it was time to shift it's "HAVE IT YOUR WAY" product-centric line towards a more human-centric territory. That's how "BE YOUR WAY" was born. Together with the client, we figured it would be more impactful (and a lot cheaper) to search for one big idea and surf the PR wave this would this would hopefully generate. That's how the PROUD WHOPPER was born. With over 1 billion media impressions, 7 million views, 450,000 blog mentions, thousands of Instagram photos, and wrappers sold on eBay for up to US$ 1025, we can now say it was a smart choice.
DAVID BOWIE IS HERE took over all of Broadway-Lafayette station, featuring over 40 unique pieces about the music icon’s life in the neighborhood and New York City. The work covered a spectrum as broad as Bowie’s category-defying career, including never-before-seen images from photographers such as Mick Rock and Masayoshi Sukita, personal artifacts from his archive, new commissioned pieces from longtime collaborators, staircases featuring Bowie’s lyrics about New York City, and a 150-ft anamorphic centerpiece that shows Bowie from two eras. Each piece came accompanied with a Spotify code so commuters could listen to the David Bowie song it inspired. At launch, we released 250,000 David Bowie MetroCards—based on five different Bowie musical alter-egos—available only at Broadway-Lafayette.
Converse brings its "Made By You" campaign to Brazil by paying tribute to Brazilian singer and composer Cazuza, who died in 1990. Cazuza was the first public figure in Brazil to come out publicly as HIV positive in 1989. His charismatic persona and powerful lyrics made him one of the most popular rock stars in his country to this day.
The spot shows Chuck Taylor-wearing young men and women walking around Cazuza's native Rio de Janeiro late at night, while an actor with a voice similar to Cazuza's recites some of his famous quotes.
When the sun comes up, they jump into action: kissing a girl in the lips, dancing, playing drums, jumping in the sea at Copacabana beach, flashing drivers on a highway. All the while Cazuza's most famous song "O Tempo Nao Para" ("Time Doesn't Stop") blasts away.
In the summer of 2017, Samsung set out to make everyone rethink the way they capture their experiences with Unframed: the largest 360 and VR content partnership program in history. We worked on the project's naming, branding, and integrated campaign, including a series of virtual reality films/experiences.
How dunks helped Verizon be the center of the NBA Playoffs conversation.
During the NBA Playoffs, one thing stands out as the true crowd-pleaser: DUNKS. Nothing gets more attention on social media, and this year Verizon gave fans an extra reason to cheer when players dunked. With Data Dunk, fans could draft 6 players from any team, and the more the players dunked, the more free data the fans got.
The concept drove over 60.000 fans to create teams in the first week and took them to Twitter to urge “their” players to dunk even more. So when players in the 2016 NBA Playoffs dunked, the fans cheered, and then instantly checked their Data Dunk score. Putting Verizon at the very center of the Playoffs conversation.
I was commissioned to design the package for the Latin Grammy winner rock band Scalene. Magnetite is the stone with the strongest magnitude in nature, and the entire album revolves the same theme - all the energy we put in something will attract something back. Good or bad.
Freshness: that's what separates good food from bad in all aspects, from taste, to form and consistency.
So when Samsung asked us for a global film to promote its Twin-Cooling fridge - which keeps food fresh for longer - we sold an idea that spawned from the thousand year old dichotomy of good versus bad. Or evil, in this case.
A recent research revealed women are 25% less likely to receive a raise after asking. So we turned one of the world’s fiercest female leaders and equal pay advocate into an innovative tool that helps women develop their salary bargaining skills and, most importantly, build a CASE to "Ask For A Raise" and get it.
Burger King searched the globe for the world's biggest fans of the Big Mac. Fans so crazy about it, they've even tattooed it on their bodies. We then invited these people to try the new Big King, a direct competitor to the Big Mac. Those who liked it could ink our sandwiches' signature grill marks on their old tattoo, transforming them into Big King tattoos. All these people are real (yes, there are people in the world with a Big Mac tattooed on their bodies) and so are all their reactions (yes, people aren't all that in love with a brand and if you give them a cool experience they'll dive in, no questions asked).
It's hard to believe more than 100,000 children are reported missing every year in one of the most advanced countries in the world. But it's also true. It's a nationwide problem and to solve it we needed a nationwide solution: Deutschland Findet Euch, Germany's biggest search party. We centralized all efforts on Facebook, where most Germans have accounts, and created various tools to help the search. Brands, celebrities, and football players supported our cause, helping gather 100,000 people on the search for the country's children.
THE MISSING ADD-ON
Part of the "Deutschland Findet Euch" integrated campaign. The MISSING ADD-ON was one of the campaign most powerful tools: a simple browser add-on that blanked out banner ads and replaced them with missing children's notices.
To confirm the Philharmoniker Hamburg's place as the city's most traditional and known orchestra, we incorporated the city into the brand's biggest visual representation: its logo.
Sample of some photography I've done on my down time and during my traveling.
Hamburg is known as the city on water. So when we were tasked to create a poster campaign for the Philharmoniker Hamburg and its 184th season, we decided to honor this concept by shooting the Philharmoniker’s musicians underwater. Really.
I was invited by the LA based band CRUZ to concept and execute the art for their album Cult of Disorder. A great rock album from great musicians. Listen to the album here: https://www.youtube.com/watch?v=IlfJVcsIKHY