Role: Executive Creative Director & Copywriter
Agency: Prime Weber Shandwick
Role: Copywriter
Agency: BBDO New York
We originally created Brackets by Six-Year-Olds as an integrated AT&T campaign for the NCAA College Basketball tournament also known as “March Madness”.
Each year, millions of Americans fill out a “bracket,” trying to predict the tournament. But since the tournament is so unpredictable, we gave users some expert advise from an equally unpredictable source; the mind of six-year-olds.
Later that year, the concept was developed turned into AT&T’s successful "It's Not Complicated" campaign. And host Beck Bennett went on to join the cast of Saturday Night Live.
PRESS
New York Times – Spokesman Finds Fame
Mashable – AT&T's Secret Weapon
USA Today – Game dribbles down to Six-Year-Olds
Adweek – How AT&T got kids to make some of the year's best ads
Role: Executive Creative Director & Copywriter
Agency: Prime Weber Shandwick
Director: Simon Jung
Production Company: Rio
Role: Creative Director & Copywriter
Agency: Sid Lee New York
Role: Creative & Copywriter
Agency: Wieden+Kennedy New York
Production: Missing Pieces
The idea was simple: Every day, Delta’s planes fill up with some of the smartest people in the world.
What if we could create a new way for them to use their time in the air to meet with someone in their industry who’s up-and-coming. Someone they’d rarely get a chance to meet on the ground. A mentoring program at 35.000 feet.
Through Delta’s many owned platforms and through PR efforts we got the word out about the program. Several high level industry leaders organically reached out wanting to be mentors, and applications to sit next to them came in by the thousands.
The program is ongoing with more mentors to be announced soon.
PRESS
JWT Blog – Insights with the Cannes Jury
Huffington Post – Networking at 35,000ft
The Washington Post – Innovations
The Goods Mag – Interview
Forbes – Reframing an Airline
Role: Copywriter
Agency: Farfar
A 50 meter tall 60 ton interactive structure that towered over central London, right next to the iconic Tower Bridge. The installation showed the distance and direction to some of people’s favorite spots, all over the world.
AWARDS & HONORS
Big Won Report 2010:
Most Awarded Campaign All Categories
Most Awarded Direct Campaign
2nd Most Awarded Innovative Campaign
Gunn Report 2010:
2nd Most Awarded Interactive Campaign
4th Most Awarded Print Campaign
Creativity Report 2010:
3rd Most Awarded Out Of Home Campaign
Role: Lead Creative & Copywriter
Agency: Wieden+Kennedy New York
While most alcohol brands tell you how to drink their spirit, we decided to do the opposite. We handed our website to our drinkers and let them show us (and each other) new ways of drinking Southern Comfort.
Instead of the usual “drink-porn” with frosted glasses and exaggerated garnishes, we made every recipe into a quick-reading infographic. Making User Generated Content finally look good.
The entire site, from the “Age Gate” to the “History Page” (The Page Where We Talk About Ourselves) is written in the carefree, unpretentious tone of the Whatever’s Comfortable campaign – replacing pompous mixology terms with self-deprecation and honesty.
UPDATE: In 2016 Brown Forman sold the Southern Comfort brand and the new owners chose to strip the website of everything but some product shots and a few recipes. All that remains of the website we built is (for some reason) this little paragraph:
"On July 4th, 1850 two people in Ireland had a baby. They named that baby Martin Wilkes Heron. Not long after, they packed up and left for America. A bit later, M.W. began working as a bartender, in a bar, in New Orleans. Dissatisfied with the harsh taste of whiskies at the time, Heron’s customers begged for something a little smoother. Seizing his opportunity, Heron gathered a few of his favorite fruits and spices, and mixed them with whiskey. He named his concoction "Cuffs & Buttons." Turns out Cuffs & Buttons was hard to say, so he renamed it Southern Comfort. A tradition was born and it's been on the label ever since."
PRESS
FWA – Interview
AWARDS & HONORS
D&AD – Wood Pencil
Cannes Lions – Cyber Shortlist
One Show Interactive – Merit
FWA – Site of the Day
Comm Arts – Pick of the Day
Role: Creative Director & Copywriter
Agency: R/GA New York
Brand film launching the positioning platform for Uber’s Self-driving cars.
Role: Strategist & Copywriter
Agency: Trollbäck+Co & The New Division
Role: Lead Creative & Copywriter
Southern Comfort is a liquor brand that does things differently. For example, as an experiment, we asked ourselves; what if we would turn mixing drinks, into mixing sounds? What would a Piña Colada sound like? What would an Old Fashioned sound like? And what would a shot of SoCo with a pickleback sound like? The only way to find out was to build a synth that did just that.
Introducing: The Sound of Comfort.
Role: Digital Creative Director
Agency: R/GA New York
Every year, 40,000 Americans are saved by first responders answering the call. This year that story was told through the personal experiences of 11 NFL players and a head coach.
RESULTS
#1 most talked about — Twitter Brand Bowl
#1 searched and viewed — AdWeek
#1 watched Super Bowl spot — YouTube
#1 overall digital share of voice — AdAge/iSpot
#5 Super Bowl commercial — USA Today Ad Meter
Role: Copywriter
Agency: Farfar
The year is 2009 and every brand, regardless whether it makes sense or not, are opening something called “concept stores.” Shiny beautiful brick and mortar stores that work more as showrooms than shops.
And for no category was this more true than for telecom companies who splurged on beautifully designed, giant stores in prime retail locations, staffed to the gills with hip-looking teens.
Comviq, a low-end pay-as-you-go cell provider with no retail locations of their own, who instead relies on corner-shops, bodegas, news stands and gas stations, saw this as an opportunity to stand out from the competition.
Role: Executive Creative Director & Copywriter
Agency: Prime Weber Shandwick
Role: Copywriter
Agency: Farfar
The year is 2008 and interactive campaigns is just about to become the next big thing.
Comviq Buddy is a pre-paid cell phone plan that lets you call anyone in-network for free.
To market "Buddy" to teenagers we launched Borrow Buddy – an interactive TV show, where Swedish C-list celebrities acted as call center, giving those who didn’t have Comviq Buddy a chance to call for free. We basically let them borrow Buddy.
Naturally, a lot of the calls we placed were prank calls, but some were more serious. Like one where a girl wanted to apologize to her boyfriend for throwing out his favorite pair of sneakers. And another, where a family, who's phone line was dead, wanted to order pizza.
Naturally, a lot of the calls we placed were prank calls, but some were more serious. Like one where a girl wanted to apologize to her boyfriend for throwing out his favorite pair of sneakers. And another, where a family, who's phone line was dead, wanted to order pizza.
AWARDS & HONORS
Meribel Cristal – Grand Prix
Meribel Cristal – Gold
Webby Awards – Winner
London International Awards – Bronze
Epica Awards – Bronze
Role: Lead Creative & Copywriter
Agency: Wieden+Kennedy New York
Heineken wanted to open tennis fans’ worlds to a richer, more engaging US Open experience, even if they didn’t have tickets. We took the world's most popular photo sharing app Instagram, and flipped it on its side – turning the gallery into an interactive Where’s-Waldo-style photo hunt.
The gallery was now a giant panoramic mosaic depicting fans in the stands. Tennis fans were challenged to search for tickets to the Men’s Final what were hidden somewhere in the grid. But the only way to find the tickets was to follow a riddle in the images and in the captions, taking you from one picture, to another, to another, to another and finally to a set of tickets.
With no custom development, we used Instagram in a never-seen-before way, creating not just an interactive game, but also the largest image ever Instagrammed.
Copywriter: Carl Jannerfeldt
Art Director: Mathieu Zarbatany
AWARDS & HONORS
Mashies (Mashable) – Best Use Of Instagram
AICP Next – Social Winner
AICP Next – Mobile Winner
Webby Awards – Native Advertising Nominee
Webby Awards – Promotion Nominee
Cannes Lions – Mobile Shortlist
Cannes Lions – Promo & Activation Shortlist
Young Guns – Shortlist
For a Living Baltic Sea – Print ad for the Word Wildlife Foundation
AWARDS & HONORS
Silver – Resume
Brons – Swedish Press Advertising Awards
Merit – Guldägget
Role: Creative Director & Copywriter
Agency: R/GA New York
LEGO is all about one thing. Kids’ creativity.
So who better to attest to the irreverent, irrational and absolutely amazing imagination of children than whose who have to live through it every day. LEGO minifigures.
In a series of commercials that ran on various streaming platforms, we see what life can be like at the hands of a child playing with LEGO.
In 2006 I was commissioned together with Tim Deneve to create and curate the music for Swedish designer Diana Orving’s autumn / winter show “Collected” and her spring / summer show “Standards.”
The process we used was to mix existing tracks with live effects and recordings. Similar to the process that Diana was using at the time, combining reclaimed details with new ones. Both tracks are one-take recordings done at our studio on the island of Stora Essingen in Stockholm.
Some of the work I did at Berghs School of Communication in Stockholm between 2006 and 2008. They're here mostly for the fun of it. And hey, they helped get me my first job. ¯\_(ツ)_/¯
