In 2021, as the world was just starting to open up again after a global pandemic, New Balance tasked us with creating its first truly global brand campaign.

Impatience is a Virtue was inspired by a generation of young people who are changing the world and their sport every day. Featuring artist and activist Jaden Smith, tennis superstar Coco Gauff, two-time gold medalist Sydney McLaughlin, world-renowned footballer Sadio Mané, and five-time NBA All-Star Kawhi Leonard.

Kids can show the world what it means to believe better than anyone else.

So to celebrate the 5th anniversary of Macy's Believe Campaign we created a new musical based on Macy's animated holiday classic "Yes, Virginia" and gave the show to schools royalty free. 

In the show's inaugural year, more than 1300 schools across the country staged productions and Director Marilyn Agrelo made a documentary called "No Small Parts" about it.  

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Cannes Lion 2013, Gold, Branded Content and Entertainment (Best Integration of Experiential Events)

Cannes Lion 2013, Silver, Branded Content and Entertainment (Best Integration of User Generated Content)

Cannes Lion 2013, Bronze, Outdoor

92nd ADC, Silver, Integrated

92nd ADC, Bronze, Online Content

2013 Clio Awards, Gold, Branded Entertainment & Content (Digital)

2013 Clio Awards, Gold, Branded Entertainment & Content (Live Events) 

2013 Clio Awards, Gold, Content & Contact2013 Clio Awards, Silver, Integrated Campaign

2013 Clio Awards, Bronze, Digital/Mobile (Campaigns)

2013 Clio Awards, Bronze, Engagement (Experiential)

To solve the age-old question "Are we there yet?" our team worked with LEGOLAND Florida and Google to create a GPS for kids.

Quest to LEGOLAND maps a route to LEGOLAND using real-time GPS data to pull in landmarks as kids travel. The landmarks become part of a LEGO themed story, and as kids move on the map, they unlock games and trivia to complete their quest.

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Silver Cannes Lion, 2017 - Entertainment: Brand Experience

Silver Cannes Lion, 2017 - Entertainment: Innovation in Brand

Silver Cannes Lion, 2017 - Mobile: App Games

Bronze Cannes Lion, 2017 - Mobile: Activation by Location 

Bronze Cannes Lion, 2017 - Digital Craft

6 Cannes Lion Shortlist, 2017 

2018 D&AD Pencil

FWA of the day - March 10, 2017

Silver Jay Chiat Award

Bronze Clio - Digital / Mobile Games

Silver LIA, 2017 - Digital - Apps

Finalist LIA, 2017 - Branded Entertainment, Design, Travel 

Gold Ciclope, 2017 - Apps

2018 Webby Awards - Mobile 

2018 Webby Awards - Games

When we were creating this campaign for HeadCount to mobilize voters for the 2018 midterm elections, we were inspired by the generation of young people who were already taking action to build a brighter future. We decided to put these young people and the issues they are leading the charge on front and center. And turn their smartphones into a megaphone.

Kicking off with the rally cry from Cameron Kasky’s March for our Lives speech, the anthem film featured activists and Parkland survivors, X González and David Hogg, actress and activist Yara Shahidi, and songwriter and rapper Kevin Abstract, alongside first-time voters.

Short issues-based films called young voters to the polls to make their voices heard and giphy stickers let them share the reasons they were voting with their followers. HeadCount registered young voters at large events and music festivals around the country. And on National Voter Registration day, everyone from Ellen to Seth Meyers to Jonathan Van Ness, Sheryl Crow and Amandala Stenberg shared our content, encouraging young voters to head to the polls.

For the launch of the all-new Pixel 4, Google wanted to take launch day hype out of the store and bring it straight to the fans. So we teamed up with the delivery pros at Domino’s to reimagine the entire launch experience, serving up the Pixel 4 in a limited edition pizza box that gave new owners a delicious reason to test out the phone’s all-new hands-free features.

Cannes Lions Shortlist

Our team launched Facebook Watch, a mobile-first streaming network of shows for fans based on all of the stuff they like, love, and share on Facebook. From heartwarming docu-style stories in Humans of New York: The Series to scripted belly-laughs in *Loosely Exactly Nicole to all of the big baller antics of Lavar Ball in Ball in the Family.

We created the identity, graphics, and launch videos for the network as well as the entire world surrounding each show– everything from promos and show identity to graphics, title sequences, exclusive bonus content, and a whole bunch of extras for a total of more than 12,000 pieces of content. Here are a few of the highlights.

How do you know when you’ve made it big as a celebrity? When a people buy a fragrance because they want to smell like you.

With events like The Macy's Thanksgiving Day Parade and an entire roster of some of the biggest names in entertainment, Macy's is more than the world's largest store. They're an entertainment brand. 

So it comes as no surprise that when all of those big egos and even bigger personalities work together under the same roof, things can happen that make for good television. That's why our team created a 30 second sitcom about it.

There's only one star big enough to handle these stars. 

When your screen shatters, what happens to your emojis? 

Find out in this series of short films we created with Motorola to launch the DROID Turbo 2, the world's first smartphone with a shatterproof screen. 

We made this spot for Macy's Black Friday when Biebs was just a little babe. 

CCO, JWT NY: Matt MacDonald and Ryan Kutscher
ECD: Ben James
CD: Donnell Johnson
CW: Justine Cotter
AD: Raihana Halim

When Bayer was launching Berocca, their energy drink in the U.S., we gave Brock Spedwell, the most motivational speaker on the planet, one sole mission: to motivate people to buy Berocca. Why was he so motivated to accept our challenge? Because we also gave him stock options. 

If you've ever owned a smartphone, you've probably shattered a smartphone.

More than $4.8 million dollars are spent replacing cracked smartphone screens in the U.S.. Motorola was launching the DROID Turbo 2, the world's first smartphone with a shatterproof screen. To average joe smartphone owner that seemed way too good to be true.

So we dared people to test it. 

We created Drop Sales – a special collection of limited-edition products that could only be unlocked by dropping your phone.

The sale was available on any device. Those with a DROID Turbo 2 dropped their phone and snagged the cool stuff no problem. Anyone without one had to think twice. 

Awarded Bronze Cannes Lion, 2017 - Promo & Activation 

CD: Donnell Johnson
CW: Justine Cotter
AD: Raihana Halim

Lifestyle consultant and TV personality Clinton Kelly was Macy’s style guru in residence. While working on the brand, we had the opportunity to use his expertise to create tutorials and real-time content for fans, offering advice and tips for everything from wedding registries to the age-old question “Are Leggings Pants.”

This isn't the only manifesto I've written that's ended with a drink. 

But it is the only one that actually has a drink inside it.