Glade was coming out with a new competitor to Fabreeze called Fabric & Air. They wanted to get the word out to moms in  fun and playful way. We developed an idea where we would work with pre-schools to help promote the new product. The piece included a magnet that originated as kids drawing their favorite yucky smell and ended up as kids drawing their family playing outside. The kit also included a fun storybook that parents could read to their children. The book was about a stinky inky smell that couldn't be found in the house. Finally there was a sample of the product included for the parents to use in the home.

In order to dominate market-share at the lunch table, we had Lunchables partner with a property that was already top-of-mind with kids at school. Before Spiderwick was a popular movie starring the voice of Seth Rogan and the mom from Weeds, it was a celebrated book series for the Lunchables age group. The story lines plays off on mystery and illusion, so we devised a way to add a mystery flavor of Airheads to the Lunchables package. By filling out the Flavor Guide activity, the kids would figure out what flavor Airheads they were eating. They could then use this flavor to unlock a clip from the movie at Lunchables.com.

Some packaging also had a fun "Guide and Seek" game where kids would follow clues to unscramble the name of Characters from the movie. The final push to cross pollinate the brands was through an online instant win game for a grand prize of the complete Spiderwick book and video game series.

For the past 100 years Flexco has been the company behind the patented hooks that connect conveyor belts together. Coming up on their centennial, I wrote an 80-page coffee table book that explored the past, present and future of the impact of their lacing. While the material could have been extremely boring, we pushed ourselves to create an incredible piece of award winning work. Below are a few excerpts from the book.

Good, honest clothes made in the United States by workers being paid above minimum wage plus benefits.

After developing a headline driven campaign that echoed the spirit of the brand, we decided to push it further. We created an American Apparel packet that would be sent to retailers across the country. The packet would include a letter of intent from the company explaining who they were and why they were better than the other t-shirts they were stocking, a blank t-shirt for the retailer to try, plus t-shirt transfers that had the headlines from the campaign. The retailer would iron on the transfer of their choice to the shirt. By wearing the shirt they would not only help promote the  American Apparel brand, they would also experience the comfort and quality they needed to stock in their store.

Indiana Jones and the Kingdom of the Crystal Skull was poised to be the biggest movie opening Memorial Day Weekend of 2008. Lunchables new the Indy property was one they couldn't ignore. Our promotion consisted of winning 1 of 10 "Indy Adventures." This was either an amazing vacation in the Southwestern US or in Mexico. Runner up winners would win the Lego Indian Jones video game. Packaging included fun Indy Trivia that gave information on the filming of the Crystal Skull.

In 2002, While at Miami Ad School we were given an assignment that was to simply "Sell more Coca-Cola." Not an easy task given that Coke is the #1 soft drink and there is no real incentive to sell more of it. Knowing that Coca-Cola also had an insane fanbase that collected memorabilia, we developed a promotional way to sell Coke. Our plan was to create a diversity campaign playing off the fact that while many countries have it, there's still only one coke. Labels on cans would be changed to be the label from a different country. Billboards and print advertising would reflect the different labels while also letting the consumer know there is only one coke. In 2008 to promote the Olympic Games, Coke actually did their own version of the diversity can idea.

What's better than a lunch that every kid wants to have at school? A free ticket to the theme park where every kid wants to be during the summer. To marry the thrills of the theme park and the wet chills of the water park some packaging also included Airheads that made your mouth feel cool.

Lunchables partnered with GameFly, a subscription based rental service for video games. It's sort of like Netflix for gamers.