NFL

A Gift To You

This is what happens when the NFL announces that it will unleash a few games around the holidays.

TV

Feedback

Pushed also across the usual social media platforms, this campaign performed exceptionally well with hundreds of thousands of organic views and easily overdelivered in engagement
compared to last years’ efforts. These are actual screenshots from actual comments. We especially salute @AprilJeter, @IvanMcGhee and @RyanCollins for participating.
Please click image to enlarge.

Some early stats:
1) 10+ million impressions in the first weeks alone.
2) A startling 42% engagement rate, almost 3x compared to all NFL creative that ran during the same time period.

top

Google Fiber

Together For

This platform campaign for Google Fiber, launched nationally in 8 cities, shows that superfast Internet can create a lasting positive impact:
Bringing everyone and everything closer together through access. Which in turn leads to all kinds of new possibilities.
It's city pride, meeets rallying cry, meets inspiration.

TV

North Carolina's Triangle and Atlanta are known for incredible things. And with the arrival of Google Fiber,
these cities are about to become even more awesome. Please click images to play.

Print

A selection of print executions using Google's product interfaces. The systematic design helps with easy adaptation for different neighborhood rollouts
and future Fiber cities. Please click images to enlarge.

top

Google Fiber

Social

Having some fun with #speedmatters, here’s a selection of posts that were made across the social channels. Please click images to enlarge.

top

Chevrolet Football

Manchester United: Shirt Reveal

Manchester United is the biggest, most popular sports team on the planet. To reach its fans, Chevrolet signed the largest deal ever in sports marketing history
to be the club’s main sponsor. And to officially announce this sponsorship, Chevrolet chose the biggest stage of all—the semi finals of the World Cup—to show
the world the next evolution of one of the most iconic shirts in all of sports, and spread the word through broadcast, digital and social media, building upon
the tagline “What Do You #PlayFor?”

TV

To celebrate the first Manchester United shirt to bear the Chevrolet name—there have only been five sponsors in the clubs' storied 136 year existence— this spot
introduces Chevrolet not just as a faceless sponsor, but rather as a rabid and passionate fan, engaged and very, very knowledgable about the team's rich history.
There are also nine cameo appearances by Man Utd legends, including Sir Bobby Charlton, Denis Law, Gary Pallister and Dennis Irwin. Let’s see if you can spot them!
Please click image to play.

Some early stats on the film:
1) 17+ million views in the first two weeks alone across all social channels.
2) 3+ billion impressions worldwide.
3) The most-viewed, liked and shared video in the history of Chevrolet, General Motors and Manchester United.
4) A staggering 28% engagement rate, also the highest of any video in the history of either of the three brands.

Facebook Experience

Join the squad, lace up your boots and #PlayFor Man Utd. Fans were encouraged to upload their picture to create a video of their first day on the job
in the new shirt and share it on their social networks. Below is the generic one, co-directed by yours truly. To upload your own pic to demo, you can do it here.

Outdoor

This is what it sounds like when 109,318 crazy fans sing along with the spot at the largest match ever attended in US soccer history.
Manchester United vs. Real Madrid in Ann Arbor, MI. Please click image to play.

Press

The spot has also set the record for most amount of earned media amongst all General Motors brands, as well as for Manchester United.
Some kind words from our esteemed journalist friends. Please click images to enlarge.

top

Chevrolet Football

Manchester United: What Do You #PlayFor?

During Chevrolet’s journey around the world to spread goodwill and social change through the power of play (“What Do You #PlayFor?”—more on that further below),
we found eleven young and inspiring children who believe that through play, all things are possible. We gave them the opportunity of a lifetime: to take the field
as honorary mascots alongside their Manchester United heroes during the season opener.

Mini Docs

Prior to the match, each of the eleven kids was introduced to the world at ChevroletFC.com via a set of mini-docs from ESPN Films.
Here’s the story of one of them, Mfanelo, alongside a recap of all the children’s visit to Old Trafford. Please click images to play.

TV

Right after the game, this spot ran across the world. Please click image to play.

top

Chevrolet Football

What Do You #PlayFor?

“What Do You #PlayFor?” is a social and digital global campaign that announces Chevrolet’s commitment to bringing the power of play to football fans
near and far. Translated into eleven different languages, it’s a celebration that play creates a positive and lasting impact. It establishes the Manchester United
sponsorship, other initiatives and partnerships worldwide. Besides some of the content mentioned below, an extensive image library, styleguide, and tool kit
were created for adaption by the regional markets around the world.

Case Study

This way to the case study. Please click image to play.

TV

This is the anthem TV spot to kick off the campaign, which was directed by yours truly. Please click image to play.

Online Films

Over 100 pieces of original content were produced to keep the engagement and #PlayFor conversation going, including videos of Man Utd’s star players
reacting to the power of play. Here are two examples. Please click images to play. Or you can see all of them on ChevroletFC.com.

One World Futbol

In addition to sponsoring Man Utd, Chevrolet is doing everything from donating 1.5 million virtually indestructible soccer balls to children around the world
to restoring and building soccer pitches globally in places where play is needed most. Like in the slums of Bandung, Indonesia or in Kibera, Kenya for example.
All with the help of NGO's and Man Utd legends providing valuable coaching lessons. Please click images to play.

Website

All of this content, along with news and promotions, is displayed on the responsive and playful ChevroletFC.com. Moreover, all the conversations and engagement
containing the #PlayFor hashtag from all the major social networks is aggregated here as well. Given this, the site is always “on” and is constantly updated.
Visitors can also directly interact with the content by filtering it with popular tags that are most relevant to them. And, they can contribute to the conversation
by answering “What Do You #PlayFor?” directly on the site and share with their friends and followers. Please click images to enlarge.

Behind each photograph, content is revealed on rollover. It can be filtered by social network activity which is color coded by the type of posts.
Please click images to enlarge.

And this is how the responsive design looks on mobile phones.
Please click images to enlarge.

Outdoor

At Manchester United’s Old Trafford, “What Do You #PlayFor?” got across through a stadium domination at arguably the EPL’s most storied game versus Liverpool.
Everything got covered from billboards, parking lots, stadium hallways and VIP suites, to the on-the-pitch LED boards. Please click image to enlarge.

top

Diet Coke

Stay Extraordinary

Here are a few social media posts out of about 20 supporting Diet Coke's campaign that were pushed out to Facebook, Twitter and Instagram.
Please click images to enlarge or see them on Diet Coke's Facebook page (you need to be logged into your account).

top

Starbucks

Rekindle

The red cups are back! Print concepts reintroducing this annual tradition and rekindling the holiday spirit. Please click images to enlarge.

top

AT&T

Helping Businesses Do What They Do, Even Better.

This TV campaign showcases how AT&T is providing mobile solutions that profoundly impact operations and bottom lines of businesses.
It positions AT&T as an essential catalyst to helping businesses join the mobile realm; providing technology to help them "do what they do, even better."

TV

Online Videos

More detailed and longer versions of these spots are shown as case studies on att.com/smallbiz. Please click images to play.

top

Target

Race to The 2-Day Sale

Target wanted a campaign for their 2-Day sale that would stand out from the door busting/low-price messaging of other retailers.
They also wanted to highlight the fun and design consciousness of the Target brand and get people pumped to get to their sale by 6am.
Meet Cartman. An intrepid little shopper that embarked on exciting pursuits to get to the sale no matter what and encouraged all
to join the fun and get to the sale first.

Case Study

A brief overview of the campaign. Please click image to play.

TV

These spots ran nationally before and during the Sale. Please click images to play.

Target.com Game

Users were introduced to a game featuring Cartman. Made up of 23 animated segments each with their own unique personality, players could decide
how Cartman would get to the sale through a series of choices. At the end of the game, they could enter a sweepstakes to win a $25 Gift Card.
Please click image to play.

target.com game

Web Banners + Viral

Interactive rich media banners gave a sneak peak to the game, while on YouTube, visitors could post their own Cartman adventure of getting
to The 2-Day Sale. The personal clips could also be shared on blogs and Facebook walls. Please click images to play.

2 day banner

Alternative Media Experience

Projected from a moving vehicle onto buildings nationwide in NY, LA, SF and Chicago, among others. Cartman’s five different motions correlated
to the speed of the vehicle. Additionally, Cartman also ran next to commuters in subway tunnels. Please click images to play.

Print

Consecutive strip ads were placed on each section at national and regional newspapers. Please click image to enlarge.

target print

Press

That's nice. Please click image to enlarge.

target adweek
top

MINI

The Clubman

Print, collateral and POS materials for the global launch of MINI’s other MINI: The Clubman. Please click images to enlarge.

mini curves
mini clubdoor
mini urban
mini storms
mini safety
mini stronger brother
mini roundabout
mini cover
top
top

Résumé

This is where and on what I'm currently working or have worked on so far. Please click here to download.

Contact

Please say hi.
If you happen to be a spambot, kindly refrain from this invitation. Thank you.

+ 1 310 920 1680
helloemil [at] gmail.com

Experience

2006 - present
Freelance creative director/ art director

Troika: NFL, PGA Tour
Mother LA: New business
Enso: Google
RPA: ampm, Dole
Enso: Google
Ogilvy: iShares/Black Rock
North Kingdom: New business
72andSunny: Google
Ebay: In-house
Commonwealth//McCann: Chevrolet Football
BBDO: AT&T, Starbucks
Droga5: Diet Coke
Al Jazeera America: In-house
KBS+P: JBL, Harman/Kardon
Havas: New business
360i: Fisher-Price
TrueAction: Wells Fargo, Ahold NV, eBay
BBDO: AT&T, Starbucks, GE
KBS+P: BMW, Target Canada, and new business
Equinox: In-house
BBDO: Target
Dentsu: Toyota, Canon
Euro RSCG: Triscuit, Charles Schwab
TBWA Berlin: BMW, Absolut Vodka, Adidas, and new business
PublicisModem: LG
Nitro: Footlocker
Digitas: American Express
Aimaq-Rapp-Stolle Berlin: MINI, Asics

2001 - 2006
Art director
Ogilvy & Mather: IBM, American Express, SAP, Miller Lite, Delta Air Lines, the NY Mets, and new business

Recent accomplishments

2014: Contributed to the most viewed post ever, most shared post ever, and most viewed-in-full video ever for Chevrolet, GM, and Man Utd
2014: for global launch campaign of Chevrolet/ Manchester United sponsorship
2012: Contributed to AOR win of Wells Fargo Small Business for TrueAction
2012: Contributed to digital AOR win of Ahold/Shop & Stop Supermarket for TrueAction
2010: Contributed to global digital AOR win of LG Electronics for PublicisModem

Awards: Yes

Education

School of Visual Arts, NY
BFA Advertising

Personal

Trilingual german, russian, and english. I can also count to one hundred in japanese. Et mon français est comme ci, comme ça.

Thank you for scrolling aaaaalllllll the way down to here. And thanks for visiting.

top