Today, 1 in 7 seniors live in poverty. Not in some far off country. Right here in America. And awareness is still dismally low. But with some poignant, eye-opening storytelling, digital activations and a collaboration with legendary portrait photographer/humanitarian Platon, we’re revealing the problem hidden in plain sight.

ROLE: Group Creative Director, Writer.

CREDITS: E. Meyer, Writer. K. Janisch, Art.

CAMPAIGN FUN FACT:

It’s not often that you produce the creative that you pitch to win the business, but this is one of those gems.

Call this campaign my baby, and you’d be right. As Food Fight’s creator and global lead for nearly a decade straight, my boundless passion for this iconic brand has helped it win across the world. In 2019, another billion people across South Africa and India will see it for the first time. Imagine that.

I oversaw the global creative development and implementation of Food Fight across the Grey/WPP Network, led the IAT (partner agency) process and global super-shoots.

CAMPAIGN FUN FACT:

There are more ‘Wilhelm Screams’ buried in the sound design of this campaign than any other in advertising history.

ROLE: Writer, Creator, GCD Global Lead.

Award: Best Global Creative, GSK. 
Industry Recognition: Adweek.  Sports Illustrated Ad of the Day. 

With the sustained success of TUMS “Food Fight”, its sister brand ENO has adopted the campaign across the globe, leveraging its visually-driven humor to reach audiences in both emerging and established markets. From Shrimp fights in Brazil to Squid fights in Thailand, Food Fight is taking over the world one slap at a time.

CAMPAIGN FUN FACT:

In order to create the greasy look we wanted on the chicken, we used countless tubes of KY Jelly. Yikes. Never again.

ROLE: Writer, Creator, Global GCD Lead.

Spring of 2019, in partnership with HunterPark Productions, I began development on a new type of plug and play system to help find missing children. Introducing QR Code Red.

Credits: M. Molina

No other project in my career has touched my heart quite like my philanthropic work for The Hole in the Wall Gang Camp. After its founder Paul Newman’s death, camp was in serious need of marketing itself to donors for the first time in its history. With the help of singer/songwriter Natalie Merchant and the campers themselves, we captured camp’s healing power through song and shared it with the world.

CAMPAIGN FUN FACT:

Our film and song were captured organically over three days, while camp was in regular session.

ROLE: GCD, Writer/Creator.

Meet my father, Bob Sayegh, the inspiration for this digital innovation, concepted and created by my team. My father suffers from age-related macular degeneration, the leading cause of blindness. Here he is testing out the “Line of Sight” proof of concept demo, developed in-house as a plug-in for Google Chrome.

ROLE: Group Creative Director & Director

CREDITS: M. Mackenzie & D. Mirinov, Co-Creators.

Aging is changing. So if you still think AARP is for your grandmother, take a listen to J. Ivy tell it like it is … in spoken word.

Coordinated with google to be highly targeted digital content, J. Ivy’s rhymes capture audiences with themes tied to their search, driving them to relevant tools, resources and in-depth content.

CAMPAIGN FUN FACT:

In the spirit of collaboration and authenticity, our copy was crafted together with J. Ivy over a series of workshop sessions to perfect our message.

ROLE: Group Creative Director, Writer.

CREDITS: T. Davidson, Writer. V. Jorge, Art.

Let’s face it. Breathe right strips aren’t pretty. But the way they make you feel? Now that’s a thing of beauty. See for yourself.

CAMPAIGN FUN FACT:

This sensorial, visually-driven campaign was crafted for North America and launched in fall of 2018. In 2019, it will continue expanding to key European and Asian markets.

ROLE: Writer, Creator, Global Lead.

CREDITS: T. Davidson, Writer. V. Jorge, Art.

What do hugs, hiking and squirrels all have in common? More than you think. Especially when it comes to helping explain all of the various products, tools and resources that AARP provides to millions of Americans everyday.

CAMPAIGN FUN FACT:

In 2018 alone, we produced nearly 400 pieces of unique content for this campaign, across digital, tv, outdoor and radio - both at the national and local level.

ROLE: Group Creative Director

CREDITS: R. Fish, Writer. D. Mirinov, Art.

When P&G moved its massive razor business to Grey, the dollar shaves of the world were kicking its ass. We needed to show guys everywhere that Gillette’s pricey razors were worth it. Basically, we needed to make Gillette cool for the first time ever. So we gave the brand an irreverent new voice that never panders, and let those sexy razors do the rest.

CAMPAIGN FUN FACT:

One late night during the creative launch, I learned that when you translate English to Russian, your scripts get insanely long. Damn you, Cyrillic alphabet.

ROLE: Creative Director/Writer

CREDITS: Justin Levine, Art.

In 2019, Hendu’s Sandwich was named NYC’s best grilled cheese, which came as no surprise to its lumbering and ornery proprietor, big Bill Henderson from the Bronx. To celebrate the victory in this launch film for instagram, we captured the stubborn essence of Mr. Hendu himself. Then, we kept the conversation going with “Henduisms” - a series of shorts featuring Hendu’s take on everything from bread to food allergies.

ROLE: Writer, Director, Editor

On taco night, anything goes. Even a talking pinata full of tacos who wants you to crack him open and enjoy all the goodness that’s inside of him. Yep, as far as memorable characters I’ve created, Blu might just be my favorite.

CAMPAIGN FUN FACT:

The cyclops who lost his eye spent eight hours in hair and makeup for a two second cut-away shot. Was it worth it? Undoubtedly.

ROLE: Writer/Creator.

Industry Recognition: Adweek. Ad of the Day. Adfreak. 

CREDITS: J. Levine, F. Sanicola, S. Crane.

Have you ever driven with a cold? Shame on you. Maybe next time, you won’t.

CAMPAIGN FUN FACT:

This activation was filmed in the upper reaches of Canada, but launched in the Czech Republic this January.

ROLE: Writer/Creator

B2B partnerships are key to AARP’s sustained success, but inspiring business leaders and captains of industry to partner with them is no small feat. It takes more than just cold hard facts to convince them. So we created a brand world where logic and curiosity invite you in, and our message unfolds before your eyes to teach you something new.

CAMPAIGN FUN FACT:

During the creative process, I learned way more than I ever needed to know about the taxonomy of butterflies.

ROLE: Creative Director, Writer.

CREDITS: M Mackenzie, D Mirinov, C Patterson, N Hoang.

Regular motor oil pollutes the soil. But not G-Oil. It’s 100% biodegradable. So how did we get a bunch of gearheads to make the change? We raced against them in the LeMans Series. And won.

CAMPAIGN FUN FACT:

To add to the authenticity, the manly voiceover you hear on this film is none other than Duke’s of Hazard’s Tom Wopat. A.K.A. Bo Duke. Yeee-haw.

ROLE: Writer, Creator.

CREDITS: J Levine, Art.

While launching our “Sea Food Differently” campaign featuring the real people of Red Lobster, we dug deep to find the true essence of the brand. And where did we find it? In their restaurants, kitchens, and in the heart of Maine.

Under my creative directing leadership, Red Lobster became the first fully integrated brand at Grey New York - more talked about on social media than McDonald’s and even Starbucks.

ROLE: Creative Director, Writer.

CREDITS: J Levine, Art.

Industry Recognition: Facebook Best Integrated Campaign, NY Times,  Adweek.

If you wear contacts, you know the only thing you want is for them to stay comfortable all day long. Cue…The Man of Comfort.

CAMPAIGN FUN FACT:

In a category beholden to pristine white cleanliness, we were the first brand to buck convention and go modern, sleek and dark.

ROLE: Writer, Creator.

CREDITS: J. Levine, Art.

When British energy company National Grid was establishing itself in the U.S. for the first time, the “grid” was being demonized by conservationists touting the utopian vision of living off the grid . So with simple, rudimentary animation and raw facts, we targeted online audiences with the compelling truth of the Grid Effect.

CAMPAIGN FUN FACT:

This was done from start to finish on a laptop, in under 24 hours.

ROLE: Writer, Creator.