From burrito bowls to the Super Bowl, from apps to ads, we took transparency very seriously. Letting the truth and real food shine.

The For Real campaign has built a bedrock of trust for the Chipotle Brand. Helping to regain consumer confidence and maintain its ongoing relevance and success.

So, whether at the New York Stock Exchange, the Cannes Lions, the Effies, or even an appearance on the iconic game show, Jeopardy, it's fair to say that "the work worked", impacting the brand, the bottom line, and culture at large.

With nothing but a name and commodity product we were tasked with a simple challenge: define and launch the Peelz brand into a mandarin market dominated by Halo and Cuties.

So we unapologetically knocked down the door with an absurdly simple, self-aware brand platform: Thiz iz Peelz.

Spearheaded by a hapless product demonstrator, John Birk, Thiz iz Peelz gave the brand license to disrupt the category and steal a big chunk of the mandarin market.

In fact, our integrated campaign of TV, OLV, OOH and social, helped drive significant growth, with a 100% increase in market share. Planting Peelz at 16% by EOY 2022. And critically, we drove a 24% increase in supermarket stockists.

Goodness from Grit is a big brand story told in a million different ways. It captures the essence of the Simi Brand, by bringing to life the legend of its O.G fearless leader, Isabelle Simi.

So from the epic biopic to the bespoke font, from the design system to the social content, everything we crafted in this integrated campaign was telling a story. A timeless untold tale of persistence and tenacity. One that proved even more relevant today than it was a century ago.

Sheraton, one of the oldest and largest hotel chains on the planet, was in need of re-invigoration. So we looked within to find inspiration. From the concierges to the housekeepers, research showed countless stories of Sheraton associates going above and BEYOND for their guests.

And so a new global brand platform - Go Beyond - was born, influencing each and every touch point for the brand from big brand films to social stories, beautifully crafted print and even the hotel room keys.

Tough. Love. is a global brand platform for 3M’s bandage brand, Nexcare.

It celebrates the toughness and resilience of those who are most often coddled in this world: Our Kids.

Positioning the brand in opposition to the boo-boo-kissing, parent-cuddling-tenderness of the Band-Aid behemoth. And informing the tone, look, feel and every touchpoint for the brand from mass media to point of purchase.

One of the most effective ways to create a distinctive brand is to defy category convention. So to own wellness within the world of hotels we knew we needed to lean right in. Avoiding the tropes of travel and building a haven of health.

So wee conceived and created a new global brand platform for Westin: Let’s Rise.

This new positioning gave Westin the glue to bring together the many wellness initiatives that happen within the walls of their hotels. And an uplifting rally cry for employees and guests alike.

Because no matter what obstacles travel puts in your way, Westin helps you rise above it all.

Clean can make your home sparkle, you spirit lift, or even make your morning a little brighter.

Tapping into the transformative effects of cleaning, we paid homage to the millions of folks around the world who clean at night.

You see, advertising would have you believe that cleaning only happens on a sunny spring day. But the reality is very different.

So we spoke to these cleaners of the night who scrub, scrape and mop as an act of care for their families, friends and communities while the world soundly sleeps. All so that the morning might be a little brighter. And a little better.

GLOBAL BRAND PLATFORM.

These ubiquitous sticky little squares have an uncanny way of turning your thoughts into reality. So our global brand platform, Think Loud, was about bringing that thought to life. Defining the look, feel and tone for the brand, and then executing it across a multitude of touch-points, in a simple, colorful and own-able way.

BRAND AND DESIGN SYSTEM.

Bringing an undeniable energy and iconic simplicity to an otherwise staid category. Nexcare’s Ultra-Stretch bandage moves with the body. So we developed a simple graphic approach to match. This dynamic visual system was designed to deliver punch at point of purchase, out of home and in mobile channels.

TACTICAL CAMPAIGNS.

Selling Health Insurance can be pretty serious business. But here are some examples of my work for health insurer HBA. In OOH, Point of Purchase, Digital Display and some rather delightful Radio and Audio ads. They take an otherwise earnest category and functional product offers and find the humor and humanity within.

We transformed our Westin Hotels global brand platform - Let’s Rise - into a big impactful brand action. Developing an ambitious initiative called ThreadForward™.

With the benefits of sleep in mind, we collected, processed and rewove more than 30,000 lbs of discarded bed linen from 50 Westin properties around the world. Turning a waste product into pajamas for children in need.

Living the brand’s ethos of Let’s Rise, while simultaneously diverting a mountain of waste from landfill.

We then distributed the pajamas to low-income homes through a variety of community not-for-profit orgs as well as selling them directly through Westin’s global online store. Raising additional funds for sleep education programs.

LONG TERM BRAND PLATFORM.

It’s a safe bet that whatever you’re doing right now, there’s some place you’d rather be.

And that’s exactly the emotional insight this Corona Extra campaign taps into.

From where you’d rather be takes the implicit physical provenance of the product and turns it into an emotional state.

This campaign has helped cement Corona's position as the No.1 imported beer brand in Australia, all the while behaving like a boutique beer brand.

In this campaign we take a little poetic license to build on the mythology of John West. And the extraordinary effort it takes to source the best tinned salmon money can buy.

To build a brand beyond the transactional nature of most pharmacies, Amcal sought to position themselves as a source of expert health advice. So, timed around a current public debate on the increasing cost of healthcare, we set out to create a conversation. Breaking the ice with an approachable campaign of questions, full of humanity, humor and humility. Encouraging our consumer to reconsider just how much we can help.

BRAND PARTNERSHIP ACTIVATION.

Chipotle wanted to introduce themselves as an official sponsor of the NHL and make an impact in the process. So we conceived a mixed-reality activation to do just that.

The in-game event featured the NHL's first ever use of mixed-reality technology during a live broadcast and lit up twitter in the process.

There are very few products more ubiquitous than Scotch Tape. Nearly 100 years ago it invented and defined a category and has continued to set an unflinching standard for superior quality ever since.

So this campaign, simply and singularly, strips away all the frills and leaves you with only the bare essentials. An icon. Since 1930.

During the global pandemic the world’s obsession with cleaning reached fever pitch. As did people’s hunger for comforting content on their social feeds.

So we put two and two together and made a vast library of ASMR content for OLV, pre-roll and social videos. Filling the feeds, scratching the itch and elevating Scotch-Brite’s category leading product efficacy to a transcendent emotional plane.

Sponges! Who knew?!

Problem: I&J frozen fish wanted to be known as the crunchiest fish on the market.

Solution: We had amateur wrestler 'Iron Jay' (get it?) crunch some hapless opponents to really hammer home the message.

We were briefed to develop a campaign for Mercedes-Benz Finance and Insurance. So the first thing we did? Convince them to change the name. A simple nuance, but by baking the idea of “if” into the very essence of their offering. We gave them a simple and powerful platform.

What if disaster struck? Imagine if you could have the car of your dreams? What if we simply changed your name?

Introducing Mercedes-Benz Insurance... and Finance.

For many years 3M’s Command Adhesive Hooks had been marketed in a purely functional way. So we took on the challenge to create a campaign imbued with the kind of confidence that comes from using the product in your home.

Audi famously made a lot of Super Bowl commercials. But there are other ways to build a brand, and to plant your flag in the ground.

Even if that ground happens to be the surface of the moon.

This full page New York Times ad, was in every way a manifesto. Reminding the world why a bold, audacious commitment to progress is the way forward.

And the essence of what makes Audi, Audi.

Created for very specific Architecture/Art/Fashion publications. This magazine campaign was developed to launch the new range. Because, you can't take your eyes off them.