naming + framing
The Challenge: Help the Museum of the City of New York secure funding and long-term brand partnerships to support its centennial initiatives.
The Idea: Create a premium platform inviting brands to take part in rebuilding, redefining and resurrecting New York City. reNewYork.city positioned leading companies not just as sponsors but as active participants in the city’s renewal.
My Role: Named, developed and sold the platform concept and narrative. Wrote and directed the accompanying launch video.
Campaign Identity Concept
As Creative Director on the franchise’s anniversary campaign I proposed turning its iconic rallying cry into its anniversary mark.
Proclaiming “not all opinions are created equal” and “understanding” is scarcer than ever, used TIME’s iconic red frame to demonstrate the clarifying power, relevancy & value of TIME’s perspective with an international print, online and outdoor campaign.
[concept, naming, ECD, writer]
More than a name. A call to action and accountability.
The North Star that guided CBS's upfront strategy before a global pandemic eclipsed everything.
9/11 didn’t end on 9/11. Helped unite and focus all of TimeWarner’s divisions including TIME, CNN & HBO to convey the ripple effects of that fateful day. Emmy Award winner, news & documentary*
[creative director, executive producer, writer]
*expanded TIME Magazine's planned photo 9/11 anniversary essay into an Emmy Award winning, multi-platform experience including a full-length HBO documentary with airings on CNN, theatrical screenings, digital screenings on social, an online portrait and interview gallery, a photo exhibition at Milk Gallery, print & digital ads and a hardcover commemorative book. (CEO Jeff Bewkes hailed this as the model for how the company should work together going forward)
Q: What do HBO, CNN, TIME Inc, Warner Bros Film & TV all have in common? A: They tell stories that help people define themselves.
[creative director, writer]
They make “9-to-5” seem like “25 to life”… Office Court brings them to justice.
[concept, ECD, producer, writer]
As a key member of platform’s launch team, named, refined positioning, developed branding & content to attract premium partnerships to help this wildly ambitious predictive tech startup disrupt and dominate a $100 billion market using AI to match restaurants with their next best customer & diners with their next favorite meal.
Helped create this first-of-its-kind editorial platform where award-winning journalists from CNN and Time Inc. united to connect real life stories with real world solutions. Moving 76% of participants to trust B of A as their financial partner.
Say hello to the new kid on the block(chain)
named and framed this anti-gun PSA series developed by HBO & the Warner Music Group brought to life by high profile talent like Allen and Albert Hughes.
Entertainment Weekly praised them as “stunning” calling them “blunt and effective because they succeed first as art.”
Helped conceptualize, name and launch NYXT.nyc a cable channel and digital platform connecting New Yorkers with the tools and voice to make a difference in their communities. Franchises were in development for cities across the country and the world.
Named this event where a good deed was your ticket.
Wrote the tagline and helped refresh the identity and positioning for this wildly ambitious telematics company. "The most valuable things in life are beyond measure. Like earning your trust."
How do you make more bacon lovers? Match people who love bacon!
![CNN / GM: Business Unusual [branded content series]](https://images.squarespace-cdn.com/content/v1/5c7194f2809d8e36ccfdbf69/1551049473907-V0ROQI4G42UV4ZL70N6S/BusinessUnusual.png)
Named and helped frame the worldview behind this salute to business visionaries using their passion, ingenuity and drive to set new standards of success.
A podcast I wrote, hosted and produced before they called them podcasts... the continuing "un-soaped opera" of me and 2 of my best friends / roommates who launched a morning radio show out of our Greenwich Village apartment... which just happened to be a magnet for a mix of high-profile & breaking Atlantic Records' artists. Sparked a bidding war, a TNT development deal and Jimmy Fallon cast to play me.
a feisty division of Delicious Vinyl
The first tagline I ever sold. And still one of my favorites.
