Cats are twice as likely to get cancer if their owner smokes. Less Cats = Less Cat Videos. There are over 1.1 million cat channels on YouTube, making secondhand smoke and the tobacco epidemic a threat to the future of the Internet, as we know it. So on the night of the Grammy’s we rallied teens to prevent #CATmageddon.
The end of the spot that got posted online was tagged with “Retweet to unlock the most epic cat video ever.” Our goal was to hit 2500 RT, we did that in the first two days. We then released our epic cat video with Aaron’s Animals. In the first 24 hours it got 4 million views and over 99,000 shares on Facebook.
Along with the digital engagement we partnered with Petco to create truth SWAG for our pets that was given out at their local stores.
NPR, Mashable, Yahoo!, People, Adweek and Creativity all had nice things to say about our campaign.
Every year truth puts out a new anthem spot they call – Finishers. In 2017, we fought the devastating impact secondhand smoke has on our pets (Yep, it kills them too) and Social Smoking.
This was Toyota Camry’s biggest launch in a decade, we decided to show, rather than tell people how it feels to drive the new Camry. What came out was a visceral, impactful and evocative campaign.
Each piece of communication conveyed a specific feeling generated by some aspect of the Camry’s design, style and engineering.
Apple receives tremendous media coverage along with a lot of eyeballs for its ‘Shot on iPhone’ Billboard Campaign which always portray beautiful landscapes.
We wanted to take advantage of this by pairing two iconic brands - Toyota and Apple, in the same space. The pictures in the iPhone 7 campaign had been shot at gorgeous locations, we took over a billboard nearby with a clever message on one of the most crowded streets in Manhattan.
During my summer internship at JWT we had the opportunity to create social content for Toll House. So we thought, instead of writing their social posts, why don’t we just bake them?
The Toll House Social Media Bakery was born, an actual kitchen where we baked their social updates using real ingredients.
Every post was made from scratch and was completely edible. From handmade fonts to frosting designs to custom cake color shades, each post recipe was unique and painstakingly crafted.
A tribute to all Brazilian Judokas throughout every airport in Brazil.
Judo is the sport in which Brazil won the most medals at the last Olympics. And Infraero, the company that runs all the airports in Brazil, wanted to show its pride in being the first to sponsor these dedicated athletes.
To pay tribute to Judo and the Brazilian Judokas, we went to their training sessions and photographed every move. The pictures were transformed into illustrated letters to create a typography made of will power, hard work and talent. The first typography ever made of judo.
Truth challenged us to reward followers on Twitter who pledged to help us finish smoking in America. So we transformed our Twitter page into a digital graffiti wall for a 48-hour social event. We enlisted the help of Faust to create graffiti art using only a person’s Twitter handle.
In total he made over 1,000 unique pieces of art and we got this fancy article written about the project by Paper Magazine.
You’ve already given your Mom so many reasons to be disappointed in you. So why add a crappy Mother’s Day gift to the list?
We created Intelligift to offer people a chance to test their Mother’s Day gift ideas. On our site, users told us about their Mom and what they were going to give them. We’d then take these different gift ideas and test them out on real moms in focus group. Each user received an indexed score with detailed feedback, along with a video of their session.
Our little service caught the eye of Creativity and made it onto their website.
The Prius Prime is the ultimate life hack. But that doesn't mean your life needs hacking though. Because maybe you're fine just the way you are. These are the highlights from a more than 30 -minute de-motivational talk made in tandem with Funny Or Die.
*1 Million+ views unpaid media*
Truth and Vans wanted to team up and make a limited edition shoe, but first they needed a concept. So we created a sneaker that had as much to say as you do, we called it the #WeThatGeneration shoe. Our Twitter followers were invited to post their own empowering message that would have a chance to be incorporated into the design.
But we wanted this to be more than a sick pair of shoes, we wanted it to be wearable art. So we enlisted the services of renowned artist Kevin Lyons who first brought the idea to life in a mural located in the heart of tobacco country – Raleigh, North Carolina. Once his work of art was completed we used it for the final layout of our shoe.
HYPEBEAST and Sneaker News instantly started talking about us. We even got selected as an editor’s pick on Creativity.
The casual smoker is notorious for giving ridiculous excuses. For instance, “I only smoke when I drink” or “I never buy my own pack.” We decided it was time to call these people out. So using our followers on Instagram and Twitter we asked everyone to share excuse stories that their friends have given them.
Afterwards we compiled our favorite ones and gave them to recording artist NGHTMRE to create a track featuring our fan submissions. The power of absurd lyrics mixed with the heavy trap beat made for a track that got everybody hyped to end smoking for good.
During my time as an Art Director in Brazil I was able to develop several print campaigns that I’m still proud of today.
Some of them are: Fleischmann (Brazilian Cake Mix Brand), Off, Santa Casa (Blood Donation Bank), Elo (Brazilian Credit Card), Sedex (Brazilian Postal Service) and Pan-American Association of Eye Banks.