50% of gen z want to quit, but aren’t sure where to start. they end up on tiktok trying to find quick quit hacks, and think going cold turkey is only way to quit.

ex program was created by nonprofit truth initiative to help people quit smarter and not harder. with ex program, gen z can outsmart nicotine.

first we developed brand guidelines to speak to a younger audience. then we launched the platform with a supportive anthem film and followed up with olv, paid social, and full tactical plan with scenarios inspired by real quit hacks—all while building an organic social presence from the ground up.

acd team: sal romano & stephen kingslow
senior team: brian marcolini & matt demilner
junior team: alex o’connor & jungmin kim

gen z knows facebook as the place where there mom or grandma posts for her friends. we wanted to prove to gen z that it’s actually the place for social discovery.

we created paid social posts and a library of imagery to show how reels, groups, and marketplace can help you dive into your interests, and answered the question: where will it take you?

acd team: sal romano & stephen kingslow

whirlpool wants you to care less about their products. but only because they take care of everything you have to do, while you spend time doing the stuff you love doing.

we created a new look and feel for the brand, refreshing a decade-old tagline with fast-paced anthem and product tv, plus product-focused social.

partner: silvana meducik
directors: kinopravda
dp: kate arizmendi

garnier needed to make big waves in the curl world with fructis curl products.

to do that, we collaborated with superstar jason derulo to re-record lyrics to one of his songs. jason posted a before and after tiktok using the updated song and challenged followers to #talkcurlytome themselves.

within days of posting the hashtag had over 2 billion views. the hashtag currently has over 8 billion views with over 1 million posts using the hashtag.

partner: lis mery ramirez

in early 2020, garnier got ready to launch a minimalist skincare product. it happened to be perfect for people who were rethinking their multistep skincare and makeup routines during lockdown.

we launched garnier green labs with a 3-in-1 serum cream )serum, moisturizer, and spf) for all skin types and tones. we gave the campaign a modern, minimalist look and feel to compliment the minimalist attitude of the product itself.

remotely shot and edited tv, olv, paid and organic social, ecomm video tutorials for retailers like target, and product image library.

partner: lis mery ramirez

when you open a kinder joy, you open a world of surprise — from the delicious chocolatey treat and mystery toy inside to applaydu, the app where kids and parents can play and explore together.

we launched a new u.s. tagline and filmic look and feel for the global brand with hard-working olv and social for a line of collectible toys, holiday, and every day moments.

partner: erin watson

when venus wanted to get the attention of gen z girls, they identified “getting ready” as a key moment. and how do they get ready? to music.

we partnered with spotify and snapchat to create interactive snap ads targeted to gen z girls to make them feel seen. they could swipe up, answer a few quick questions, and get a customized spotify playlist based on their answers.

partner: sadie thow

walgreens is in the business of care—it’s in everything they do, and they’ve been trusted since 1901.

as walgreens’ agency of record, we launched a brand new tagline and tone for the brand with care at the center.

we developed a platform for the brand’s cause efforts where we showed the impact of the brand in every purchase or flu shot.

and we told stories in unexpected ways when we created pharmacy services campaigns for people with chronic conditions and medicare part d.

partner: sadie thow

kinder bueno is not your average chocolate bar—it’s a taste experience that slows down time as you’re enveloped in the unique sensation. for real, it’s “holy shit” good.

in year two of their u.s. campaign, we showed ordinarily mundane moments where kinder bueno appears and shows you how life gets bueno (even during movie night with kinder bueno minis).

i oversaw the team who took the work from concept through production.

team: alex courtney + nina muzik

suntrust wanted to address the financial hardship facing the average american. but who wants to talk money troubles?

we developed a campaign that spoke to people about money in an approachable way so they wouldn’t feel weird about gaining a little financial confidence.

and as the official bank of the atlanta falcons, we got to make a last-minute local super bowl spot when the falcons played in 2017.

partner: kevin gladwin