Prior to becoming WarnerBros. Discovery, WarnerMedia’s brand studios were separated by vertical. Special Projects developed cross-portfolio content partnerships and supported the Portfolio Sales team through pre-sale.

Above is a quick unified showcase of some of our partnerships.

Role: Director of Special Projects / Creative Director / Creative Strategy / Writer

Executed by Fullscreen Creative.

Link: http://www.warnermediaforbrands.com

Courageous is the state-of-the-art brand studio of WarnerBros. Discovery. Drafting off the journalistic heritage of CNN and the bold vision of founder Ted Turner, Courageous specializes in bold, culturally-relevant creative and documentary-style premium storytelling that captivates audiences. Our team of award-winning directors, producers, editors, developers, designers, animators and strategists creates authentic, emotionally-resonant and, often, purpose-driven stories on behalf of brands.

As we grew, so did our partnerships and capabilities. Through repeated successes and the evolution of Turner to WarnerMedia, what began with a focus on News and Sports (CNN, Great Big Story, Bleacher Report, Turner Sports), evolved to portfolio wide integrations including TNT, TBS, Adult Swim, as well as HBO, WarnerBros. and DC Comics.

Capabilities

Short-Form Documentaries, Long-Form Documentaries, Live Video & Streaming, Augmented Reality, Virtual Reality & 360° Video, On-the-Ground Events, Experiential Stunts, Scripted Video, Animation, Digital & Video Interactives, Multimedia Web Experiences, Podcasts, Articles, Photography, Polling & Data Capture, Quizzes, Sweepstakes & Contests, Data Visualization, Environmental Space Design, Gaming, Native Ads, High-Impact Ads

Role: Director of Special Projects / Creative Director

I was recruited to build Special Projects — an agile, cross-functional team responsible for defining Courageous’ voice in the marketplace, developing and managing relationships with partner agencies, and executing complex high-profile projects at speed. Madison Avenue creative capabilities, client management, and top-tier production value for the branded content and modern media company universe.

As a senior leader, I hired and mentored Writers, Directors, Editors, Producers, and Artists, supervised vendors and budgets, and was privileged to help Courageous grew from a start-up to a full-time staff of over seventy with over $100 million in annual revenue contributions.

Special Projects supported the Ad Sales and Content Partnerships teams in Ad Product innovation, marketplace image, and pre-sale creative solutions and pitch.

Special Projects also led Courageous Events and Live Activations.

Awards: 140+ Industry Awards since 2016 // Cannes Lions // One Show // D&AD // Digiday Content Marketing // ProMax // AdWeek ARC // OMMA’s // Digiday Video // EventEx // MediaPost Creative Media // Webby’s // SABRE Innovation Awards // MMA Smarties // Muse Awards 2022 // Edward R. Murrow Award for Execellence and Innovation In Journalism // GLAAD

Link: http://www.courageousstudios.com
http://www.warnermediaforbrands.com

Overview
In a time of deep division in America, the 2017 total solar eclipse stood out as a singular, non-partisan, headline-grabbing event on CNN’s editorial calendar worthy of elevated and innovative coverage across all platforms.

Broadcasting the moments of totality across America was a once in a one-hundred-year opportunity. It also presented an awe-inspiring moment to partner with Volvo to create an amazing experience that made people completely rethink what they know about the brand.

We suggested a first of its kind 360° 4K VR activation — a two hour live-streamed event with three network locations, and four Volvo sponsored sites across the 2500 mile path of totality. Complete with Eclipse Experts, we used 44 satellite feeds to broadcast from key locations, moving cars, and even a helicopter.

Role
Creative Director
Creative Strategy
VR + Live Experience Director

Supervised Courageous’ creative and production teams for each precursor film and each live location. Live Directed all commercial segments — involving a crew of over 200 — during the Eclipse.

Role included extensive interaction with Client, Agency, Network and Special Events teams. Developed VR solution with network technologists.

Strategy
Volvo was launching the redesigned XC60, its bestselling SUV. While the new XC60 elevates the brand’s luxury status, it also includes new technology not seen in previous models. We needed to shatter the perception that Volvos are “old and boxy” and align the XC60 with technological innovation.

The 2017 eclipse not only satisfied the need for wonder, inspiration and the open road, but also represented the first time modern technology could be used to reshape how American’s experienced totality. A perfect fit for Volvo and the XC60’s bold and technology-forward transformation

We sent four XC60’s to meet the eclipse. With a powerful engine, incredible precision control, and panoramic moonroof, the XC60 was the perfect vehicle to race the sun’s shadow. Behind the wheel, expert hosts shared their knowledge and observations. CNN held live viewing parties in three locations, and we completed the broadcast with special guests, corona cameras, and 3D animations. We teased the event with four short films, outdoor, digital, and print activations.

For the first time ever, the entire world experience a total solar eclipse live, as it happened—even if they were nowhere near it. And with more than 8.6 million live streams, Racing The Sun became the biggest live VR event in history.

Agencies
Courageous, Grey, Mindshare

Recognition
Edward R. Murrow Award for Journalistic Excellence
Lions, One Club, D&AD, Creativity, AdWeek, Digiday, Promax, etc…

For the launch of The Handmaid’s Tale, Season 3, Hulu wanted to do something different. Their goal was to spark authentic conversation and to generate action around gender inequality in today’s world.

Digging into the themes of The Handmaid’s Tale we discovered a surprising stat: only 8% of all statues in the US are of women. From there, an incredible idea came to life. What if we could change those numbers with a memorable, buzzworthy installation?

Drawing on the show’s core message — “History is written by those who tell it” — we decided to bring statue parity for one day, in one city. We chose New York City, where 145 statues exist of men and only 5 of women.

On the morning of June 7, 2019, 140 mirrored statues stood tall. From afar, they looked invisible, dramatizing just how fleeting women’s representation can be. Thousands of people walked through the exhibit and commented on the surprising statue disparity. Visitors posted photos thanking Hulu for highlighting the need for equality.

Assets: 140 Statues in New York, 80 in San Francisco, 50 in Boston, 40 in Atlanta. Multiple Short Films.

Based on the tremendous response in New York, Hulu decided to expand the campaign. So on Women’s Equality Day, we took the missing statue initiative to other major cities (Atlanta, San Francisco, Boston) in dire need of representation. Each installation was met with just as much engagement and social buzz, and increasing pressure on elected officials to take action.

While we can’t change history, we could give women the chance to see a new future — all while driving word-of-mouth, social conversations, and Hulu subscriptions.

Role: Creative Director / Creative Strategy / Director

Client: The Handmade’s Tale, Hulu

Agency: Courageous, Direct-To-Client, Publicis (media)

Link: http://www.hulu.com

What’s the origin of an amazing joke?

We went to a bunch of comedy shows in NYC and picked six of the hottest up and coming young comics around, discussed their favorite jokes, and then collaborated on sketches focused on where they got their inspiration.

Part person on the street, part re-enactment, and part creative commentary, the series won several awards and helped launch the careers of some of my favorite comedians.

While this isn’t necessarily a content partnership, I am very proud of the work and it lives here to ensure I don’t come off as too serious. Sometimes just making someone laugh is enough.

Role: Creator. Writer. Director.

Network: MTV Networks

Production Company: TBD NY

Awards
Hollyshorts — Best Web Series (Comedy)
SHOOT New Directors Showcase

The Tour

CNN Politics invited fans to join them on a trip across the country. But not to follow the candidates, CNN wanted to hear from the rest of us, the people. CNN’s Chris Moody and Vanessa Yurkevich visited places where campaigns and political reporters don’t always go for eight weeks leading up to the Presidential Election.

In partnership with Instagram, Facebook and CA Technologies, CNN embarked on this nationwide tour of key swing states, presidential debate locations and destinations around the country on the #MyVote camper and projection tour.

At tour stops, members of the community were invited to enter the #MyVote camper and take a photo with either a red, blue or purple background color, and attach a comment about what their vote meant. They shared those photos on Instagram, using the #MyVote hashtag. The #MyVote camper also served as CNN’s Facebook Live HQ as well as the social media hub on the road-tour and at each presidential debate location stop in New York, Missouri, Virginia and Nevada.

#MyVote integrations were also be found on the CNN Politics app, available for download in the iOS app store. The #MyVote campaign culminated on election night when thousands of posts became a live interactive video projection on the Empire State Building, transforming a mosaic of voter posts into an unprecedented real-time Electoral College scoreboard.

Election Night

The final stop and grand finale of the #MyVote nationwide tour? The Empire State Building in the heart of New York City — and visible from both Candidates campaign headquarters.

“It’s one part news-delivering tool, and one part crowd-sourced art project.”

– The Washington Post

We brought CNN, Instagram, and CA Technologies together in an exclusive partnership with the Empire State Building to light up the NYC skyline with a breathtaking display of photography, real-time election results, maps, voter mosaics and animations.

Voters around the U.S. could contribute using the #MyVote hashtag, and the activation continued, albeit on a smaller scale, with projections at the Newseum in Washington D.C. and Miracle Mile in Las Vegas. 

Role: Creative Advisor / Creative Strategy

Client: CNN / CA Technologies

Production Company: Obscura Digital

After all the negativity of 2017, we wanted to bring to life a simple truth at the heart of the MassMutual brand: people are looking out for one another all around us.

Enter, The Unsung. Collaborating with MassMutual’s agency, we suggested a “year-in-review” integrated multi-channel partnership. We began by uncovering uplifting stories of people helping people that had been overshadowed by political rancor, global conflict, and natural disasters, then traveled around the country to tell these stories with an anthem broadcast spot. Wanting to go further than typical “found footage” retrospective films, learning on our journalistic strength was our way to reframe the prevailing negative view of 2017.

To give these beautiful stories a chance to inspire America, we partnered with CNN’s Great Big Story to produce short documentaries that dove deeper into each unsung hero. Additionally, we engaged with local and regional newspapers to tell local neighbors’ stories of mutual aid through both paid and earned media.  

To end the year on a high note, we flew our featured heroes to New York City for a special New Year’s Eve performance in their honor.

Broadcast live on CNN in the last moments of the year, we gave MassMutual the last word with the performance inspiring all who saw it to Live Mutual in the new year.

The response was so great, our six groups of heroes were featured in one of the most talks about Super Bowl Spots of the year.

Not only did this partnership inspire audiences, and elevate MassMutual’s voice, it provides a key example of how brand studios can integrate seamlessly with the most talented creative agencies and media agencies in the world.

Oh yeah, we got Sia’s choreographer, the woman who arranged Jersey Boys, and music producer and director Sam Spiegel to join.

Assets: 3 minute Live Ad, 6 films, Microsite, Additional Extensions by Agency of Record.

Role: Creative Director / Director, Special Projects

Client: MassMutual

Agency: Courageous, Johannes Leonardo

Directed by: Sam Spiegel

Bias and discrimination are some of the most pressing issues facing our nation today. And while many people care about inclusion and want to do something, they don’t know how to take action.

Since 2015, the Ad Council’s Love Has No Labels campaign has flooded culture with diverse images of love and acceptance in order to combat bias and promote inclusion across race, age, gender, sexual orientation, religion, and ability. The campaign needed to inspire action and drive consumers to lovehasnolabels.com, where they could learn more about everyday acts of inclusion. So Courageous took on the challenge, in partnership with Facebook Creative Shop, and developed a compelling two-part series designed to inspire action.

The work tapped into a key insight uncovered through Love Has No Labels’ qualitative research, which found that disasters are a key moment when people come together across identity labels and set aside their biases. These moments of togetherness show that we all have an inherent desire for inclusion and connection, but bias and social norms prevent us from acting this way day every day.

Our team tackled tough subject matter and asked, ‘Why Does It Take a Disaster to Bring Us Together?’ Featuring award-winning storyteller and influencer Jay Shetty, we explored what we can all learn from unlikely friendships that were developed in the aftermath of disaster and tragedy. 

In Love Rises in Orlando, two reverends — one straight and one gay connected in the aftermath of the Pulse nightclub shooting to reconsider their biases. And in Love Rises in Houston, we saw how a Jewish and a Muslim woman came together in the wake of Hurricane Harvey to rebuild their community. 

The films were optimized for mobile and launched via a digital and social omni-channel distribution strategy, seeding content across Facebook, Instagram, Twitter, Great Big Story, CNN, Apple News and countless additional content platforms. Host Jay Shetty leveraged his 40 million plus social followers on his channels, too.

With Facebook as our partner, we took advantage of the opportunity for a sophisticated dynamic launch where we tested multiple variations of each film in real time, and tweaked the campaign to maximize audience engagement and film completion while exploring hypothesis about how to craft digital messaging.

While the films were incredibly well received and enjoyed some of the highest completion scores in Facebook Creative’s database, we were also able to capture valuable insights about what motivated viewers to keep watching. These learnings impacted not only my own future creative strategies but changed the way many of our partners tell short form video stories as well.

Client: Ad Council, Great Big Story

Agency Partners: Courageous, Facebook Creative, R/GA

Role: Creative Director / Creative Strategy / Director

Awards: Shorty, Cannes Lions

In 2018, P&G partnered with CNN and Courageous to raise awareness of LGBTQIA+ workplace struggles through an emotional documentary that revealed the company’s own challenges with acceptance.

At the height of the AIDS epidemic, in one of the most conservative cities in America, Michael Chanak spoke out to make sure the LGBTQ+ community was a part of the story. By fighting to include sexual orientation in Procter & Gamble’s diversity statement, Michael helped P&G become one of the first Fortune 500 companies to protect sexual orientation as a status, and left a legacy that lives on 25 years later.

This compelling film, The Words Matter, went on to win a Cannes Silver Lion. 

So, in 2019, on the cusp of the Stonewall Riot’s 50th Anniversary, we teamed up again to continue a partnership that propelled meaningful impact for the LGBTQIA+ community and solidified recognition for P&G as a genuine ally. 

We picked up where The Words Matter left off for part two of the P&G story with Out of the Shadows. This powerful 25-minute film tells the story of a group of gay and lesbian P&G employees who bravely joined forces to fight for equal rights in the workplace in the early 1990s. The film was distributed across our channels: digital, app, social, OTT and was promoted via custom video display units running on CNN.com and received wide praise.

Amplifying the campaign even further, the partnership included sponsorship of CNN’s engaging editorial platform Pride & Progress, commemorating the 50th anniversary of the Stonewall uprising and related curated editorial across CNN Digital. Editorial sponsorship ensured that P&G appeared alongside the platform’s messages of acceptance and celebration. 

The editorial initiative culminated in a carefully curated museum-like experience, Queer City, during National Pride Month. An incredibly ambitious feat, the pop-up event featured 300 personal artifacts commemorating the LGBTQIA+ experience in NYC from the 1940s through today. Out of the Shadows was played in a dedicated screening room at the event. Queer City was recognized as winner of the 2019 ANA Multicultural Marketing & Diversity, Experiential Category and generated significant press including AdWeek, MediaPost, Cynopsis and more.

Role
Creative Director
Creative Strategy
Director, Queer City

Client: P&G

Queer City Additonal Sponsor: BMW

Awards: Cannes Lions, others.

Play full “Out Of The Shadows” Film

Play full “The Words Matter” Film

Land Rover North America was launching its all new Land Rover Discovery, the brand’s most versatile and capable SUV. Constantly breaking new ground, confronting new challenges, and not being content with the expected, Land Rover sought content partnerships where vehicle and driver were united in the pursuit of adventure.

What could be better than pairing the Discovery with the Bad-Ass Chef himself, Anthony Bourdain. Becoming the launch sponsor of “Explore Parts Unknown,” we created a brand-new mobile-first immersive guide including original stories and clips inspired by his hit show “Parts Unknown,” as well as two new new episodic digital video series featuring Bourdain exploring the city and countryside of Catalonia, Spain.

The partnership was so successful, Land Rover returned for a second season, this time we explored the hidden immigrant enclaves of Southern California.

Not only was Land Rover the exclusive advertiser against this content, but Bourdain liked the car so much, he decided to get behind the wheel himself. Vehicle and driver, united.

Role: Creative Strategy, Director of Special Projects

Client: Land Rover

Production Company: Roads and Kingdoms

Awards: Webby, ProMaxBDA, ARC, Digiday, OMMA.

Link: https://explorepartsunknown.com/

AdCouncil and the CDC approached the biggest media companies in the world with a request for inventory and an open brief seeking help with COVID Mask Awareness. We pitched several options targeting different market segments, with a range of budgets and production constraints.

These two were selected out of dozens of other contenders from across WarnerMedia and other media companies.

Utilizing the hashtag’s #ShowUp, #MaskUp, The Mask Entrepreneurs targeted the young, free-spirited, and often irreverent Gen-Z by profiling young entrepreneurs who were making the most of the tragic pandemic by starting mask related businesses. Hosted by social influencer Mitchell Crawford, we not only remotely interviewed four entrepreneurs, but also produced the campaign entirely remotely — practicing the message at all steps.

Since masks were part of the public dress code, these young entrepreneurs were helping their friends and customers stay stylish and express themselves while wearing a face covering. Inventing new styles, discovering new talents, and delivering a core message from a cool and respected set of the Gen-Z and Millenial audience.

Activations: Broadcast, Digital Videos, Microsite, Social.

Role: Creative Director

Client: Ad Council / CDC

Agency: Courageous / WarnerMedia

Link: https://www.cdcfoundation.org/showupmaskup

#MaskUpAmerica targeted older generations who simply may not think masks have much benefit by evoking nostalgia and identifying masks with some of the most iconic characters in WarnerMedia’s content library. Every one should do their part.

If heros, superheros, villains, and even Rick from Casablanca can where a mask, so can you.

Both ideas were so successful, they were used on additional studio’s, platform’s, and broadcaster’s donated media.

Role: Creative Director (Concept) / Creative Strategy

(Note: Concepted, pitched, sold. Executed later by a different team).

Client: Ad Council / CDC

Impact Agency: Meteorite

Company: WarnerMedia

Production Company: Tenth Street Productions

Link: www.cdc.gov

Set in the year 2029, Deus Ex: Mankind Divided features a world that has become so divided by hatred, prejudice, and fear that many countries in the game are enacting harsh laws aimed at segregating mechanically augmented humans and “Naturals” from each other.

However, this theme isn’t just science fiction, it’s present day fact. The parallels are pervasive. Technology is rapidly shaping the human condition and the ethics of self-regulation. So we created HumanXDesign (human by design), an integrated campaign and partnership surrounding the video game’s launch.

Beginning with a 30 minute documentary film exploring the state of human augmentation with global experts, we continued with social promotion, billboards and activations around NYC.

The campaign culminated in a two-day conference held at the Paley Center for Media exploring the intersection of technology and humanity with the objective of bringing together top minds to debate, question, and challenge what it means to be human.

The conference concluded with the presentation of The Code of Ethics on Human Augmentation. Drafted by the HumanXDesign Board, comprised of conference speakers, The Code is meant to engage a deeper conversation around the issues of human augmentation, while reflecting the specific views of the authors in an effort to help shape the future of the transhumanist industry.

To bring global access to the live event and provocative conversation, we distributed original video of the conference in ad space across CNN’s digital and social footprint, including CNN’s Snapchat Discover channel and Turner’s social distribution platform, Launchpad. We also live streamed the conference on Twitch, and executed a full-day takeover of Amazon Prime on the day of the launch.

Role: Creative Strategy, Creative Advisor

Client: Square Enix / DeusEx

Agency: Courageous

Awards: Cannes Silver Lion + Others

Link: http://www.humanxdesign.com

Better Sleep means better performance, but Americans are sleeping less than ever before. With Sleep Number launching its new Sleep IQ technology and 360 Smart Beds, we decided to pivot the conversation to the critical topic of health and wellness. If we could make sleep famous, the Number #1 name in sleep and established thought leader in the space would see results.

Sleep Science

We began by profiling those who don’t follow the pattern of the sun. A fisherwoman, a fish broker, a Chef. A Hockey Coach, the Zamboni Driver, the Figure Skater.

We gave them each a bed, and let the data speak for itself. In a market crowded by direct-to-consumer start up advertising, our brand storytelling about passionate professionals seeing measurable results resonated with audiences, leading to over 91% recall of the marketing.

Peak Performance

With every season, we kept going to new extremes to find even more demanding and overlooked sleepers.

But what about the peak performers we see every day. We turned to the NFL. With athlete health as top of mind, Sleep Number became Official Wellness Sponsor of the NFL and offers every active NFL player a Sleep Number bed complete with SleepIQ technology.

With our fifth season we pushed even further, supporting everyday heros— our first responders who never know when they’ll be called to perform.

With 87% more interest in Sleep Number, the brand is firmly cemented as the most powerful name in sleep.

Role: Creative Director / Creative Strategy (Original Campaign – Season 1)

Client: Sleep Number

Link: www.sleepnumber.com

Director: Rich Butterworth

During the height of the “Fake News” epidemic and rampant attacks on journalism and truth, Special Projects was tasked with interviewing CNN Network Talent, and given permission to ask the anchors anything about their opinions on the contemporary climate.

The film was deployed as a sales tool throughout Newfronts, Upfronts, Scatter, as well as during agency roadshows and additional trade and industry events.

More of a tactical execution than strategic partnership, I navigated the complexities of sensitive conversations with the Network’s leading stakeholders, including Senior Leadership, Showrunners as well as Talent.

This experience would prove vital to multiple future partnerships as Special Projects purview expanded.

Role: Creative Director / Director

Client: CNN, Ad Sales / Content Partnerships

Agency: Courageous

How does a 140-year-old Fortune 10 company introduce a fresh new start-up committed to making advertising matter again? The answer, provided by Xandr, AT&T’s new advertising company, was as simple as it was audacious: Make it relevant.

Xandr, a name that draws inspiration from AT&T’s rich history including its founder Alexander Graham Bell, promises innovative solutions to the challenges of the future of advertising. Based on revolutionary data analytics integrating audience profiles and preferences with AT&T’s consumer network, Xandr allowed a new level of targeted advertising empowering consumer joy.

Enter WarnerMedia’s Courageous and my Special Projects team. Pitching against multiple A-list Madison Avenue advertising agencies, we won the business with our “Make Advertising Matter” strategy and “Born To Matter” launch tactics and executions.

Twins may look the same, but everyone is different, and effective marketing begins with being able to identify your customer. Designed as a dual lift execution, the above :60 was to be the initial Anthem spot in an on-going integrated umbrella brand-building campaign at trade and industry events.

Xandr announced its launch at the Relevance Conference, a three-day confab of ideas and insights in Santa Barbara featuring media and entertainment luminaries ranging from former Yankees legend Derek Jeter to HBO’s Issa Rae and AT&T Chairman and CEO Randall Stephenson, and many more.

The event was a pinnacle of a three-pronged launch strategy that began with sparking curiosity at the global festival of creativity in Cannes, continued with bringing the best and brightest together in California, and concluded with engaging key stakeholders from customers and partners to employees and industry thought leaders.

Just like Xandr’s approach to advertising, it combined tech-driven precision with old-fashioned creativity, inviting us all to unite and ignite the new golden age of advertising.

Role: Creative Director / Director / Brand Strategist

Client: Xandr

Agency: Courageous / Direct

As Courageous grew, we explored possibilities to increase revenue for our partner networks.

Here are several examples of new strategic offerings and ad products designed to push the envelope of integrated marketing and branded content partnerships.

S.A.M — In consultation with CNN Technology and Engineering, developed strategy and brought to market “Sam,” an AI-powered Brand Semantic Analysis Moderator using IAB taxonomies and natural language processing to allow brands to select what content their ads would be associated with with confidence. Trained on over 40 years of news data, not only did SAM outperform the biggest tech competitors it performed almost as well as a human moderator at much faster speeds. This product was well received by the marketplace, with measurable lift in return to news spending by brands traditionally averse to negative events and wishing to avoid politically polarizing content, as well as a massive decrease in brands which would put advertising on hold during crises. The strategy won a ProMax, and the product received technical awards as well.

That One Thing — In direct response to Ad Sales identifying a need in the market place, we developed a menu of turn-key branded content offerings for advertisers who needed quick turn, budget friendly, or data focused solutions.

Example: Kaiser Permanente

Live Ad — Playing off of CNN’s reputation in Live, we developed the capability to integrate advertisements live into linear and digital, and then developed content partnerships to capitalize. This was the first “live-ad” product to market at the time.

Examples: MassMutual and Volvo

We identified cultural moments like Black History Month, Elections, Earth Day, World Pride, etc… then crafted tent-pole content initiatives surrounding events and themes. Ad Sales brought the opportunities to market. These became major network major revenue drivers, with advertisers often competing for share of voice or exclusivity.

Unequal America

An array of content offerings appealing to any brand interested in addressing inequality in any of its forms.

The 2120 Project

With 100 years having passed since the ratification of the 19th Amendment and the success of the Women’s Suffrage Movement, we invited our journalists to explore what further progress might be made over the next 100 years.

Featured content included the Academy-Award winning documentary RBG chronicling the life of the women’s rights activist and longest-serving female Associate Justice.

Space Inc.

Focusing on the return to the Moon with the Artemis missions, and the increasing commercialization of space, we developed a series of content initiatives with CNN Tech, CNN Business, CNN Originals.

One activation included a unique IMAX pre-roll sponsorship partnering Land Rover with the CNN Originals Film, Apollo 11, featuring digitally remastered 65mm footage of the history-making journey.

Planet Project

Turning our eyes a little closer to home, we developed a variety of content opportunities with Great Big Story, CNN Travel, and CNN Style.

Pride & Progress

With the 50th Anniversary of World Pride scheduled for New York City, and success with several LGBTQIA+ partnerships, we focused on a months long campaign leading up to a day of live broadcasts surrounding the event.

P&G, BMW, and others continued long running partnerships by sponsoring Queer City, a pop-up museum featuring films, artifacts, and artwork from those who experienced the movement first hand.

Content That Pays For Itself introduced many D2C and DR Advertisers to the custom content space. We successfully made the case for taking a chance on branded content, leading to multiyear partnerships and increased spend across all channels. We also created or integrated advanced ad products within our custom content solutions, expanding the efficacy of branded content beyond awareness to include the entire customer acquisition funnel.

We also created agency core-competency focused and brand category specific products, such as a suite designed for data driven clients focused on advanced audience targeting and programmatic, and templated proven strategies for launching entertainment properties like Movies and TV shows.

Ad Sales and Content Partnerships in developing and bringing to market innovative Ad Products, identifying partnership opportunities with the Solutions team, educating both Sales and Senior leadership on product offerings, and making sure everyone had the tools they needed when engaing potential advertisers,

Kaiser Permanente provides high-quality, affordable health care services to improve the health of its members and the communities it serves. With a regional network footprint but national brand, Kaiser Permanente wanted to explore its options with branded content but on a limited budget as well as position itself as a national thought leader on an issue not yet owned by other healthcare providers.

Mental illness and depression are highly stigmatized in the U.S. and in many other cultures. The unwillingness to talk about this condition leads to very real and life-threatening situations for the afflicted individuals, who often feel isolated and unable to share their struggles without risking embarrassment or stigmatization.

We thought Kaiser Permanente could raise awareness and normalize conversations around depression while also showing their support and advocacy for a more complete view of what it means to be healthy, including mental health. Our team wanted to not only join the conversation but show how Kaiser Permanente could amplify the voices of others and encourage them to join the dialogue as well.

Furthermore, this approach would allow the brand to engage audiences and provide advice and support on a national level even in regions where they didn’t have hospitals. As an under-discussed and misunderstood topic, Kaiser Permanente not would be able to take a leadership position and hopefully make a meaningful impact.

Additionally, we had been developing a new slate of ad products specifically for this type of client. Called “That One Thing” we created it in response to Ad Sales report that advertisers were in search of a quick turn, budget-friendly, almost “turnkey” partnership product.

We produced two branded content videos and two articles that supported Kaiser Permanente’s overall brand objective: to improve the complete well-being and health of individuals in the communities they serve — and we distributed the content against a culturally relevant backdrop: during National Mental Illness Awareness Week.

To show viewers that this topic should not be hidden in the shadows, we leveraged a person-on-the-street format to talk openly and publicly about mental health. We spoke candidly and with a diverse range of subjects. Many had powerful and memorable insights to share about their own battles with and perspectives on depression. We wanted to allow the viewer to reflect on their own situation, as well as empathize with those who are suffering.

The video was paired with another branded content piece featuring experts on depression providing sound advice, as well as additional article content delving into contributors to happiness and mental health. The content was also translated into Spanish, running on CNN en Espanol.

Content was distributed socially and through native units aligned with CNN Health. It was well-received with consumers expressing their thanks for discussion on the topic of depression and mental health with many sharing their own experiences.

The format and approach set the stage for numerous other partnerships, allowing Sales to add an entire new menu of product offerings. Additionally, the delicate touch with which we handled the execution inspired future partnerships with Noom on the topic of mental health, and Cleveland Clinic who admired their peer’s impact.

Activations: Short films, Custom Articles, Microsite

Role: Creative Director / Director

Client: Kaiser Permanente

Agency: Courageous

Link: http://sponsorcontent.cnn.com/interactive/kaiserpermanente

To most, America’s mountain ranges remain a mysterious place where few choose to roam. Those who embrace the mountains are kindred spirits with Coors Brewing Co. and the people who opened the brewery in Golden, CO, over 135 years ago.

In 2018, Coors asked us to drive the message that Coors Light was the beer of choice for whose restless spirits, talent and passions were fueled by the mountains. We created a stunning custom video series spotlighting the explorers who heed the mountains’ call, reap its rewards, and find transformation in the process.

Featuring a cartoonist, photographer, topographer, painter and chef, the breathtaking video series went on to win a number of prestigious awards. But we knew our work was not complete.

Coming off the success of the series, we partnered again in 2019 with our celebration of the mountains, but solving for new objectives: elevating consumer perception through breathtaking content designed to engage viewers with award-worthy cinematography and capitalizing on Coors’ obsession with COLD.

Together, we produced The Art of Cold, an all-new batch of stunning and compelling films, propelling ice as art.

The 3-part series featured the pairing of a painter with the temperature-changing ink used on Coors Light cans; another of a sculptor who freezes moments in time; and another of an ice sculptor creating human figures out of ice in public spaces.

Then, as a true celebration of the series, we brought the films’ “cold art” to life, engaging consumers with the core pillar of cold on a sweltering summer day in NYC. At The Cold Studio, guests were invited to experience and view the one-of-a-kind art while enjoying an ice-cold bottle of Coors Light. 

Role: Creative Strategy, Director – Live Event

Director: Ryan Beickert

Client: Coors Light

Agency: Courageous

Awards: Webby Award

91% Positive Emotional Response Rate Primarily Consisting of Enjoyment & Love (Art Of Cold)

Purchase Intent with 11% lifts for ‘Cold Painting’

+6% Above benchmark Video Completion Rate

88.8% Visitors to “The Cold Studio” were ‘Extremely Likely,’ or ‘Likely’ to drink Coors Light after the experience

96% Rated the event: ‘Excellent,’ ‘Very Good’ or ‘Good’

As a global leader in tax, accountancy, and advisory, KPMG’s mission is to turn its knowledge and understanding of information, industries and business trends into value not only for clients, but for its people and the capital markets.

To combine all three we developed The Entrée, a thought leadership platform providing a modern twist on the age-old concept of a power lunch. The partnership revolved around CNN Journalist and host Joie Chen sitting down to eat with a revolving cast of KPMG Partners and Principals, industry thought-leaders and corporate heavy hitters. Whether dining alfresco on an urban “farm” or eating artisanal pasta in a Michelin-starred institution, The Entrée was produced in a sumptuous signature style while delivering smart and thoughtful business ideas and conversation.

The 3-minute films ran as complete ad-pod takeovers instead of six :30 second spots, a first of its kind approach to linear advertising.

While demarcated as paid contented, targeted ad-buys during CNN Business shows, including Closing Bell and The Lead, instead of changing the channel or sitting through boring traditional ads, audiences were treated to engaging, relevant content. The media plan also included CNN Airport network, informing and educating business travelers both on board and in the terminal.

Paired with a micro-site featuring heavily researched articles by scholars and journalists, and a targeted digital media buy, The Entrée served as more than a brand lift for KPMG. By featuring KPMG senior partners, we established the individuals as thought leaders and recognizable figures to their clients and the industry. Furthermore, the segments served as brand building opportunities for client company leaders

KPMG and its partners enjoyed such success with the campaign that it was renewed for four “seasons.”

Role: Creative Director / Creative Strategy / Director

Client: KPMG

Agency: Courageous / J. Walter Thompson

Link: http://www.cnn.com/theentree/

Assets: 12 films, Microsite, Articles

The power of a great story, delivered at just the right moment. That’s the power of a “True Connection.”

This, in essence, is why I do what I do.

In 2019, AT&T began the complex process of integrating WarnerMedia with its telecommunications holdings, opening up a new universe of partnership opportunities.

WarnerMedia’s content, talent, IP, production, digital distribution could be leveraged with Xandr’s advertising data, analytics and tech stack, then combined with AT&T’s physical layer delivery network.

I partnered with AT&T Business’ and WarnerMedia’s Portfolio Solutions and Sales teams to develop successful content strategies and integrated marketing pitches which lived alongside highly technical telecommunications infrastructure proposals.

In parallel, I led business-to-business and direct-to-consumer pre-sale teams consisting of representatives from Sales, Solutions, Special Projects, and drawing in other disciplines when necessary.

For direct-to-consumer brands, we demonstrated how content marketing could pay for itself by expanding beyond top funnel awareness and in to direct conversion, measurable sales and customer retention.

Additional Portfolio wide initiatives included launching WarnerMedia Podcasts including Courageous Sounds, and developing campaigns for brands interested in partnering with WarnerMedia Impact, the evolution of TurnerImpact, created when Ted Turner donated $2 billion to the United Nations to create the UN Sustainable Development Goals.

Role: Creative Director / Creative Strategy

Washers and dryers aren’t exactly a high-interest category. No one really thinks about them until they’re forced to. GE wanted to get homemakers to consider its new models before then. And it really wanted to mine the ubiquitous domestic myth of the missing sock. Not a new notion, but an endlessly relatable one. We knew that we had to go ridiculously big to make it work.

So we created an off-kilter advocacy and research group complete with a board of directors full of oddballs, a partnership with a GE laundry skunkworks, a head-scratching media campaign and even a working telephone hot line. The program was fully integrated with social media (Facebook, Twitter and YouTube) and a sweepstakes. Many called it awesome. Some called it stupid. With hundreds of thousands of tweets, page views, sweepstakes entries, video views and a 10X increase in Facebook “likes,” we like to think of it as stupidly awesome.

Client: GE Appliances

Agency: LBI

Link: http://www.sockloss.com

Honoring five fantastic creatives across multiple industries, we created short films to introduce the honorees to the Lulu & Leo Fund’s live audience.

Assets: 5 films

Role: Creative Director / Director

Client: Lulu & Leo Fund

Agency: Courageous / WarnerMedia

Link: http://www.choosecreativity.com