top of page

CASE STUDIES

SUPGV

STATES united
For the 
Prevention of
Gun Violence

HARVEST FILMS
DIRECTOR/Script Doctor

Originally conceived  as a bank robbery scene, the script the creative team sent me was broader and more overtly comedic in tone. 
I rewrote and restaged the spot, placing it in an office and covering the primary action in a single fluid take to make the moment feel found, sudden, and startling, while still maintaining the wit and insight of the original idea.  

The spot became an immediate sensation, with coverage in hundreds of publications, 250 million +  earned broadcast impressions, and has since racked up 180 million views, making it the most organically viewed PSA in history.  


It has also earned numerous awards, 2 compliments from President Obama, and 11 death threats. 
All with zero dollars in media spent.  

 

Asset 1.png
Asset 4.png
Asset 2.png
FedEx

FEDEX
Stolen Idea
00:32
Play Video
Call Center
00:33
Play Video
Problems
00:32
Play Video

FedEx

BBDO/NY 

COPYWRITER

The mandate was to say the offer three times. 

Not the kind of assignment most creatives see as a chance to do something impactful and award-winning.  But exactly the kind of assignment Gerry Graf saw potential in, and asked me to see if I could find a way to do something smart-funny.  

The resulting spot became one of FedEx Chairman Fred Smith's all-time favorites.  Despite having already aired,  the brand team elected to run it on the Super Bowl.  Then they asked us to turn it into a campaign.  

Several years and way too many awards to count later, it's still going strong.  

Asset 3.png
Asset 3.png
Asset 1.png
Asset 1.png
Asset 1.png
Asset 4.png
Asset 2.png
1200px-Super_Bowl_logo.svg.png
Lippert-Adweek.png
Rozerem
Asset 1.png
Asset 3.png
Asset 2.png
Asset 4.png
hbo-now-logo-clipart_edited.png
kisspng-the-new-yorker-magazine-spy-new-
5219475-bart-simpson-png-download-160011
618ecxcT6UL_edited_edited.png

Rozerem

RSA FILMS
DIRECTOR

Still regarded as one of the top pharma campaigns ever, the initial Rozerem spot "Honest Abe" became an early viral sensation,  Combining 3D, animatronics, subtle performances and my own touches of whimsy such as the diving bell guy making a PBJ in the background, my approach was to play the absurdity straight, making the scene at once totally ridiculous and utterly relatable.  
In addition to massive social media interest, the spot was featured in full in The Sopranos, parodied on The Simpsons and the Tonight Show, and referenced in a New Yorker cartoon, and even got a shout out in Billy Crystal's memoir, Still Foolin' Em.

Screen Shot 2020-09-03 at 10.27.21 AM.pn
Screen Shot 2020-09-03 at 10.26.30 AM.pn
WSJ COVER.jpg
Adweek Rozerem.jpg
Rolling Roc