IT'S TIME FOR A REFRESH.
MY APPROACH TO A BRAND'S SUCCESS IS IN CREATING STRATEGIC ENTERTAINMENT.
Audiences now engage by binge watching their favorite shows on Netflix, Apple+ or Prime and they watch quick hits on Instagram, TikTok or YouTube. Brand engagement needs to emulate this behavior. This is about strategic entertainment. Engage the audience with great stories and developed characters and leave them hanging on each episode. Entice them to come back for more. Integrate the brand seamlessly without hitting someone over the head. These entities can live in their own space, on their own platform.
CREATIVE
I'm a hybrid creative director/director with a humorous approach to problem solving. I learned my craft working for the best advertising agencies in the world, helping build iconic brands. My agency background keeps creativity and strategy top of mind while directing.
I had a leadership role on the 1.7 billion dollar Verizon account, I created a new beverage for Coca Cola, I ran the Popeyes account netting a half billion in increased revenue and I got 25 million impressions in a week for The Weather Channel with my concept and direction.
For Mentos, I wrote and directed 30 videos for an experiential activation that became a global social media sensation. I've also worked with ESPN, Citibank, Mentos, Staples and hundreds more. I think the future for brands is in creating short form episodic content with recurring characters because this is where I believe audience engagement lives.
DIRECTOR
Directing is a passion and it all began with a simple award winning campaign for a New York City chain of pet stores called International Kennel Club. It was international if you consider Jersey international. The campaign won a Clio (beating Cliff Freeman, Goodby Silverstein & Chiat Day), DA&D and an ADDY.
I'm currently developing a college comedy series "Cloning Collin" and a tech comedy titled, "Pasqyra." A documentary about the Father of rock journalism who disappeared at the height of his career while writing for Rolling Stone Magazine only to be found working as a clerk in a West Village video store and for Turner Entertainment I created and directed a comedy series called "Psych Ward".
Prior to advertising, I worked the front lines of Harvard Medical School's most prestigious hospitals including head mental health counselor in a locked psychiatric unit, an emergency room and a neo-natal ICU. I managed one of the great New York City bands, Ahab Seamus As a fine artist, I've shown my paintings at Sotheby's NYC and galleries across the country
