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Gillette Styler Launch featuring Andre 3000, who was selected as a celebrity spokesman (along with Adrien Brody and Gael Garcia Bernal) due to his appeal to stylish male audiences worldwide. Andre3k's presence as a "Master Of Style" helped authenticate Gillette's first foray into styling products.

Strategic YouTube and social media placement helped to amplify traditional media and propel awareness. The launch effort resulted in significant shifts in the perception of the Gillette brand as compared to competitors in the men’s style/grooming space.

The "Face-Off" Challengefor Gillette's Fusion ProGlide was a web series hosted on Complex.com to introduce the Fusion ProGlide to urban males. The series was directed by Robert Townsend (Hollywood Shuffle) and featured popular comedian JB Smoove (Curb Your Enthusiasm) and other celebrity influencers. Consumers were surprised live and asked to shave a different body part with the razor to demonstrate and prove its efficacy. 

The five campaign webisodes were hugely successful, generating high awareness for ProGlide, and quickly became the most highly viewed Gillette videos on YouTube and Complex.com.

Healthy Hair Is The Truth.

#Hairwisdom was a campaign marshaling the collective knowledge and expertise of the 4 primary haircare brands in the P&G “Hero Collection” - Pantene, Head & Shoulders, Aussie and Herbal Essences. Bound under the P&G My Black Is Beautiful initiative, this accumulated product knowledge, combined with real-life experience of consumers, was meant to create a hub/community/database where the mysteries of AA haircare could be unraveled for consumer benefit, guiding the consumer towards smart product choices within the P&G product portfolio and ultimately, beautiful healthy hair .

PNC went after a vibrant, diverse consumer, thirsty for knowledge about the best way to utilize their money. PNC positioned itself as a literal and figurative "Knowledge Bank" stocked with tools and advice to help their target prosper across both consumer and small business channels. The campaign stretched across OLV, print, digital and social and provided substantial growth in PNC's awareness and an increase in user enrollment since campaign introduction.

“I’m Just Getting Started” After a 30-year-plus relationship with Leo Burnett, McDonalds sought greener pastures with DDB Chicago. Part of the pitch assignment was to reposition recruitment efforts at McDonald’s. Insights indicated that while McD’s was the launchpad for many a successful management career, neither prospective employees or rank-and-file ever viewed McD’s in that way. The repositioning idea “I’m Just Getting Started” allowed new recruits to see their arrival at McD’s as a pathway to possible greatness (both within and outside the corporation), and empowered current employees to feel good about their choice to work at the golden arches. This work helped win the pitch and launch the DDB spinoff agency Unlimited, specifically designed to maintain the McD’s business in the wake of the pitch.

The 2020 Census presented a number of challenges for residents of Brooklyn. Many residents among the high immigrant population either avoided the process out of fear, or a perception that the census was difficult to access and complete. Part of many citywide initiatives to inspire census completion and change the cycle of declining revenues, the “imagine” campaign ephasized the benefits and simplicity of filling out the census. Created in partnership with non-profit Ifetayo Cultural Academy, the news about a new streamlined census was disseminated to the audience to demystify the process and inspire action. The numbers are still out but Brooklyn is gonna stand up and be counted!

Nissan Pathfinder discovers that select consumers process design as function. Prevailing wisdom dictated that African Americans bought cars on the basis of style alone. Research found that these consumers perceived style as a strong indicator of function and performance.

Armed with this deeper knowledge, Nissan crafted more focused communication utilizing TV, print and digital that significantly enhanced Pathfinder in the consideration set of style-oriented AA’s.

Soulfolk Experience needed a mobile presence. An amazing live act based in NYC with a great reputation and great songs, they were relatively unknown outside of their hardcore fan base, in spite of having played with the likes of Barbra Streisand, Paula Abdul, the Five Blind Boys of Alabama, the Indigo Girls, Daryl Hall, Big Daddy Kane, Me’shell N’degeocello, and Nona Hendryx. A full mobile presence was set up, around a postering campaign describing the members and their attributes. This allowed members to draw their followings to the Facebook, Instagram and Soundcloud pages, resulting in increased head count at live shows and a combined tally of 5k followers across platforms. https://www.soulfolkexperience.com

#GiveGreatness
Ifetayo, a non-profit youth academy for children of African descent located in Brooklyn required a campaign to encourage giving on their charity.gofundme page. The #GiveGreatness campaign leveraged all of their strengths as an organization; a transformative combination of arts instruction and rites-of-passage tutelage that deeply enriched the students who entered their doors since opening in 1985. It featured 4 layers; A video describing the effort, #giveforkwanzaa- a series of daily posts that celebrated the 7 daily principles during the season of Kwanzaa, #yourgift- featuring current students enjoying the benefit of charitable donations and a series of testimonials entitled #IfetayoBios that featured success stories of Ifetayo alumni. The campaign has met their goal of 200k for 2020 . Onward and upward!

Soft & Beautiful Skin Launch: Already a well-established hair brand, Soft & Beautiful made a daring foray into the skin category with a simple premise: What if your skin were so beautiful you didn’t need to wear anything? 

The launch was part of a successful mix of traditional media, including print and radio, that made S&B Skin the most successful launch outside of Soft & Beautiful's core business.

Infiniti sought out a newly affluent target, who for the first time would be able to savor the fruits of their labors. The "New Money" sought out vehicles that escaped the realm of the merely functional into the transcendent. In addition to traditional channels, Infiniti utilized event media for a richer and more personalized engagement experience. 

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The Ford Flex Launch unleashed a new creature of the night. Ford chose an unusual target for their SUV crossover, urban dwellers who craved excitement and adventure and the space to fully enjoy it. Besides print, the Flex campaign also employed TV, radio and a digital contest that leveraged social influencers.