WE RIDE AT DAWN
“We” is the most important part. This journey takes collaboration, camaraderie and endurance.
We feel most at home far from what’s comfortable—out past the fence line, chasing bigger ideas, meaningful stories, and emotional connection, all with partners who believe in the power of creativity and wonder.
We are on this journey together.
Feed the horses. We Ride At Dawn.
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We bring em’. Big or small it always needs one.
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Exploring the grey matter between brand strategy and creative strategy. All exploration in service of more thoughtful, truthful approaches to connecting with our audience.
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Executive level leadership and experience. Creating and shepherding great ideas. Team building. Mentoring. Brand stewardship.
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A thoughtful and disciplined approach to visual execution, storytelling, design and copy - Best part of my job is partnering with the best talent to execute the project.
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I love to shoot and occasionally clients let me do just that. Click the link above and check out the work.
MONGOOSE BIKES
Welcome to Dirtvana:
COLlISION OF FREESTYLe CULTURE & BMX RACING
A complex challenge met with a simple solution: the tagline “Born In Dirt.” It honors the brand’s 1980s dirt track roots while embracing today’s freestyle athletes, blending old and new BMX cultures into a unique state of mind— ”Welcome To Dirtvana.”
PUMA RUNNING
Experiments in terrain
We had 3.5 weeks to create a thematic campaign wrapper, production approach, and execute a trail shoe launch for Puma.
The shoe: The Nitro Trail series.
The idea: Embrace the ethos and fundamentals of trail running - the varied ground, textures and physical style of movement required in trail.
A PRODUCT INNOVATION STORY.
A summer campaign idea turns into a new product: Introducing the “Run Cannonball Run” short, a hybrid swim trunk + running short made from hydrophobic fabric, designed to shed water (and sweat).
TRACKSMITH
FOUR IS FUN:
RELAY KIT
DROP
Limited series "Relay Kits" inspired by historic relays in the Northeast. The campaign embraced everything fun about relays - the comraderie, energy and competition - creating a summer mini campaign that left no kits in inventory.
TRACKSMITH
MICHAEL’S
MADE BY YOU
A campaign built around the maker, for the maker, and most importantly featuring the maker.
We helped transform a very traditional retail focused client (coupons, in-store and banner ads) into a client dedicated to investing in their brand - telling meaningful, shareable stories and becoming a inspiration and resource for the crafting community.
CANNES LION SILVER - Business Transformation
EFFIE GOLD
LIA GOLD
CERVéLO BIKES
man or machine:
Can’t fake fast
Quick timelines and humble budgets made this effort a race in it’s own. In less than 6 weeks we developed and executed a integrated campaign aimed at Triathletes, with the dual goal of launching the bikes while reinvigorating and reaffirming our commitment and heritage in the world of Triathlon.
Our strategy: “A love letter to Triathlon” - From Cervelo.
NEW YORk STATE ENERGY
how big is your carbon footprint?
As the clean energy agency partner for the State of New York, our team was charged with the promotion of the latest in clean energy technology—the Heat Pump. Why do they matter to New York? Unlike traditional furnaces and boilers, heat pumps don’t require the burning of fossil fuels like natural gas and oil—making them ideal in reducing GHG emissions.
JCPENNEY MEn’s wear
BLUE CHIP &
BLUE COLLAR:
BIG TIME FRANK
Frank "The Tank" Kaminsky is a blue-collar kid from small town Illinois. The idea that Frank's pro ball player status, money, and newfound fame might have changed him angers and saddens the town and his grandparents. He's their "Little Franky" after all. Did he change, or is it just change into some new threads?
HOMEADVISOR.com
DOn’t ASK YOUR NEIGHBORS.
When it comes to home improvement, more than half of us ask friends and neighbors for advice. But HomeAdvisor does things our neighbors just can’t. And, should never be expected to.
IN THE GREEn with 3 pros
Whoop needed to change the conversation. Every one talks about strain, but no one is talking about recovery. And it's WHOOP's belief that recovery is the missing link to unlocking performance, and unmet potential.
WHOOP
IN THE GREEn WITH 3 SEALS
WHOOP
Epic Event. Noble cause.
Three veteran Navy SEALs will skydive from 12,000 feet into the Pacific Ocean, swim 3 miles to shore, then run a 100-mile ultra marathon, all while wearing operational combat gear. WHOOP is helping prepare the SEALs for this grueling task, monitoring their daily strain, sleep and recovery as they raise awareness for the SEAL Future Fund. We'll also be sharing their data live during the event as they push the boundaries of human performance.
A day in the life of pants
DICKIES WORKWEAR
(Literal) stick figures face the ELEMENTS
AMERICAN FOREST FOUNDATION
FIGHTING CLIMATE CHANGE and SAVING OUR FORESTS.
We fell in love with London-based, mixed media artist Chris Kenny’s Twig Saints.
His emotive and incredibly gestural figures are made entirely of found twigs. Their expressive nature felt raw and uncomplicated. They were the perfect vessels to tell our story.
The elephant in the room
PECO ENERGY
Noosa Yoghurt
Fandom by the tubful
People are crazy about Noosa. So, we just embraced this “fandom” in everything we did, sharing the creative firepower with the community, and being inspired by yoghurt lovers everywhere.
VENEZUELAN OPPosition
WE WENT TO WAR WITH A DICTATOR
Part of what kept Chavez in power so long was his ability to tell a good story. He was a master orator and his confidence and conviction were certainly impressive. Problem was, his stories had grown increasingly disconnected with the realities of everyday life for Venezuelans.
Rolling blackouts, a sky rocketing murder rate, food shortages, and the exporting of oil to make friends and influence people internationally while regular citizens in Venezuela didn't have access to basic goods and services—these things can’t simply be explained away with rationalizations, clever quips, and a way with words.
The Venezuelan opposition (and Washington DC) asked for our help in engaging with Venezuelan’s across the country.
So we made cartoons!
Enter the playground
This campaign is launching Mongoose’s new retail partnership with Dick’s Sporting Goods. The large retailer will carry a wide range of MTB and BMX bikes for all ages and skill levels.
MONGOOSE
x Dick’s Sporting goods
electrified
We were tasked with creating a big splash for a not so splashy budget. Stack on the challenge of making a 14 mph E-Scooter look cool to 12 year olds.
We landed on an 80’s sci-fi vibe that spoke to the brand’s heritage and gave us an excuse to lean hard into the “electrified” product launch.
MONGOOSE
MONGOOSE
ANything but pavement
WHOOP STRAP transitioned from selling hardware (Buy the strap directly) to monthly membership.
WIth this transition came an all new website, e-commerce platform shift, and light rebrand.
I helped creative direct this process, the creation of new brand assets, and implementation of refreshed brand elements across all media channels.
MEet the “getaway driver”
MICROSOFT’s MILEIQ APP
#adulting
Research said the biggest barrier for energy efficiency adoption was lack of information and support - how to find rebates and incentives that can make the shift away from fossil fuels affordable. The insight - this stuff is complicated, and just one of the many things we have to navigate as adults (and homeowners).
NEW YORK STATE ENERGY
Discomfort’s a beacH
We reminded New Yorkers that a comfortable home is easy to love (and invest in energy upgrades) and hard to leave.
One of three spots here showing no matter where you are, it would be nice to be home and truly comfy.
NEW YORK STATE ENERGY
WHOOP
Meet the new membership model
WHOOP STRAP transitioned from selling hardware (Buy the strap directly) to monthly membership.
WIth this transition came an all new website, e-commerce platform shift, and light rebrand.
I helped creative direct this process, the creation of new brand assets, and implementation of refreshed brand elements across all media channels.
WHOOP
On cycling’s biggest stage, we showed the world the data behind performance
Lawson Craddock returned to cycling's biggest stage, the Tour de France, and we were there every step of the way, with daily updates of his Recovery, Strain, Sleep, HRV and more as he competes in one of the most grueling events in all of sports.
This was a first in the sport, known for keeping athletes biometric data and performance markers secret. Now the world could see what the human body goes through each day, and every hour in between, all tour long.
i am a cyclist
SCHWINN
This is a brand campaign. It is also a strategy exercise. This is a big, scary, transformational exercise that if done right will rattle this sleeping giant and fundamentally change how the brand goes about selling bikes…and to whom.
We started here: For 125 years, Schwinn has made bicycles. What’s not to love about that?
More importantly, what IS THERE to love about that?
ESPRO
FRESH GROUNDS CONTENT SERIES + Brand refresh
Fresh Grounds is an ongoing content series focused on individuals with lifestyles that push the boundaries…all the while never compromising when it comes to enjoying the routine and enjoyment of a great cup of coffee.
Turns out, coffee enthusiasts don’t have to be in the comfort of their home kitchen or local cafe to experience the flavor notes, aroma, and ritual coffee provides.
and…
With the success of Fresh Grounds, we were tasked with a brand refresh. Retooling the overall brand tone, visual direction, and asset template builds.