Creative Director | Art. Technology. Story.
PARTNERSHIP + LAUNCH + EXPERIENCE
To launch the Jeep Wrangler Call of Duty Edition, we convinced Jeep to let us take it for a test drive through a (fictional) war zone. We sold this choreographed stunt/experience along side a multi-channel campaign that brought the vehicle’s rugged capabilities to life.
A social game blurred the line between a digital and real-world off-road adventure. Players were recruited through social media and online ads, contacted by a “covert operative,” and tasked with scouting locations for a secret military base --ultimately reinforcing the brand’s connection to exploration and resilience.
This fully immersive activation brought together gamers, Jeep enthusiasts, and adrenaline seekers while driving buzz for COD and the Wrangler MW3 Edition.
E-comm platform, messaging and TVC’s
Launching a new home appliance category is a heroic feat. But Heineken was ready after entrusting Media.Monks with the entire initiative, from an e-commerce platform to the launch TVC’s.
Centred around a convenient and premium experience, I first developed the central messaging platform, “On tap, at home.” I then creatively lead the team, ensuring all content and materials maintained a through line to this thinking.
Original content was conceived to extend the offering, including a beer pairing guide and pro tips that taught you how pull the perfect draught at home. All together, the experience was designed to introduce the product and help customers make the most of their new SUB.
Feature length documentary
To foster relevance with a wider development community, IBM looked to showcase coders using their skills to aid natural disaster first responders. Partnering with Media.Monks, the brief was to tell this story in a documentary format.
I created the original treatment, titled “Lightening in a Bottle,” that told the story of three hackathon teams speaking to scientists and testing their ideas at disaster research facilities around the United States. I then worked with the team across three continents to guide the evolving concept to completion.
The final award-winning film centred around three developers using their projects to help save lives in the aftermath of real-world natural disasters, and demonstrated how powerful storytelling can merge content with strategic marketing.