Levitra

While pitching the Levitra account at Saatchi & Saatchi Wellness, we wanted to differentiate the Levitra man from Viagra's macho man and the super-sensitive outdoor bathtub man of Cialis. My art director and I hit on the insight that for 99% of American men, good old-fashioned regular sex is pretty incredible just the way it is. Harleys, bathtubs and chandeliers are strictly optional.

Our "Real Guys, Real Sex" campaign celebrates everyday sex - and how Levitra can bring it back - with humor and honesty absent in other brands in the category.

Citibank "Live Richly" Campaign

Of the many campaigns I have worked on in my career, the “Live Richly” campaign for Citibank may be my favorite. The brand voice was an excellent match for my dry, keep-everything-in-perspective worldview. It was a particularly challenging and stimulating campaign for a copywriter, as the lines did much of the heavy lifting creatively. One of the other benefits of working on "Live Richly" was its national exposure. It was a thrill to see one’s ideas all over New York City and in much of the country as well.

AT&T WorldNet

This spot uses computer animation and a character whose drawings come to life to illustrate all the amazing (at the time) things one can make happen with AT&T WorldNet internet service. VO is by actor Tate Donovan, who has the distinction of having been engaged to both Sandra Bullock and Jennifer Aniston (though not at the same time).

Cancer Treatment Centers of America

Cancer Treatment Centers of America (CTCA) is a privately owned network of hospitals for late-stage cancer patients. The ideal CTCA patient is someone who has been told by their doctors that there’s nothing more they can do — but aren’t willing to accept that answer. CTCA provides unique treatments to heal the body and soul, from advanced radiation therapies to eastern medicine to nutrition to spiritual guidance. This multimedia campaign included print, outdoor and broadcast.

Central Park: A Little Green Goes A Long Way

As a onetime New York City resident, it was truly an honor to do pro bono work for the Central Park Conservancy. The print and mail campaign was unified under our tagline "A little green goes a long way." The postcard was sent to residents in zip codes surrounding the park and showed that compared to their rent or mortgage, donating $35 to keep the park beautiful was a true bargain. The print portion of the campaign asked New Yorkers to imagine life without Central Park. (It's no picnic.)

coloncancernews.org

coloncancernews.org is an unbranded site I helped create for Sanofi Aventis, who also makes the chemotherapy drug Eloxatin. coloncancernews.org was created to be a first resource for someone who has just been diagnosed with colon cancer and wants to learn about the disease, what they can expect, and what questions to ask their doctor.

As the lead creative on the re-launch of the site, I proposed giving the site a more personal feeling, so people in this difficult, crucial time could feel like they’re getting advice from someone they know. So conducted extensive on-camera interviews with several colon cancer survivors who were eager to share their experiences. They shared their wisdom on everything from diagnosis to chemotherapy to the importance of a positive attitude.

We also filmed them doing something they love, such as cooking, to give the visitor a sense of these people beyond them being cancer patients. The re-launched site went live in June 2009.

Link: coloncancernews.org

Plavix

Plavix has been proven to help prevent heart attacks in those who have already had one (or more). This print advertisement (which has run in Newsweek and People among other pubs) captures the terrifying feeling of a first heart attack as an urgent call to do everything possible to ensure it never happens again.