BROOKLYN LOCAL

It was a lot of fun for me to partner with a passionate young art director (and fellow Brooklynite) to create these market-specific OOH, print and off-premise posters in support of the brand’s new three simple ingredients message. The raw, honest visual approach and copy resonated with an ever-so-jaded Brooklyn audience.

OUTSIDE LANDS MUSIC FESTIVAL

Outside Lands is Heineken’s second biggest music sponsorship behind Coachella. This year, with the brand’s new emphasis on simple, natural ingredients, we were able to create a concept (DRINK BE GO GREEN) and an activation platform (print, digital, social, OOH, on and off-premise POS and promotion) that focused on green initiatives and giving back to the city of San Francisco.

The positive messaging was so beloved by the festival, they finally allowed us to use everyone’s favorite mascot Ranger Dave as a focal point in the creative.

VOLVO OCEAN RACE

We were able to generate new interest and millennial participation for this low-performing sponsorship by creating a promotion that incentivized check-ins at partner on and off-premise locations through the SWARM app.

This became the first year that this sponsorship exceeded its projected sales numbers.

heineken@CANNES

When the brand came to us looking for ideas for their planned presence at the Cannes Lions Festival, I came up with a concept called Heineken 2073, which incorporated cutting-edge tech including robotics, drones, multi-touch interfaces and sustainable energy to help envision how the brand may look and market itself 200 years after its creation.

MARDI GRAS

We recruited New Orleans-based artist Terrance Osborne to help us create some of the most beautiful and culturally astute visuals ever done for the brand in support of its Mardi Gras programming.

I took great pleasure in working with the artist and seeing how he brought my concepts to life with just paint and canvas. The POS pieces we created with his art were in such high-demand; we ended up giving away signed copies of the original paintings in a well-participated consumer promotion.

COACHELLA COLD STORAGE

Perhaps the most recognized music festival in the world, the hardest part of our yearly assignment was not generating awareness of the brand’s sponsorship or promotional ticket giveaways, but rather, ensuring sales in support of their Cold Storage offering.

We used everything in our arsenal to make this happen including POS displays, print, social and digital media, iBotta, Coupons.com and the brand's website. In my three years working on Coachella, I'm proud to say that the brand was able to surpass their targeted sales numbers each year.

MAHALO HAWAII

Too often the message behind a brand’s marketing effort is lost upon its consumers. To make sure that didn’t happen when Heineken launched its signature Honolulu bottle and exclusive Pacific Mele concert, I created a concept called MAHALO HAWAII, which tied the two initiatives together and provided a backstory that defined these efforts as a personal thank you from the brand for being one of its most loyal and profitable markets.

We get the message out through a two-phased campaign that incorporated on and off-premise POS, Bluetooth-enabled OOH, print, and a heavy dose of social media.  Based on sales during the promotion and attendance of the event, it’s safe to say that consumers appreciated the expression.

INTERACTIVE KIOSK

When Heineken recognized an opportunity for growth in the high-end liquor channel, they tasked us with coming up with a solution and provided a substantial budget to make it happen.

My partner and I came back with an idea to create freestanding interactive kiosks that featured brand and product info, coupons, promotions, and original product-infused recipes created by celebrity TV chef Rob McCue.

When the units kicked ass in the northeast, the brand decided to roll them out nationally. As well, they were so impressed by the culinary content that we developed; they awarded our team recipe creation duties for all of their US portfolio brands.

US OPEN

One of New York’s most iconic events and a longstanding Heineken sponsorship, my team and I helped breath new life into the work by incorporating a more modern, action-oriented look and feel via fisheye lens photography that really popped in the print, OOH and on and off-premise POS that we created. The clients really dug the headline I wrote and are still using it in Open collateral.

TRIBECA FILM FESTIVAL

As a long time Tribeca resident and admitted cinephile, this was one of my all-time favorite Heineken sponsorships to work on.

Visually, I helped move the brand away from its usual movie marquee stock shots to a grittier, more film noir space (inspired by Mean Streets, Taxi Driver and Goodfellas) which was intended as a tribute to the works of festival founder Robert De Niro and NYC filmmaking, while still maintaining a strong connection to the brand.