Case Studies: Work I’ve taken from inception to completion

Honda CR-V “Leap List”

Jay Chiat Award for Strategic Excellence - Bronze

How an insight about young buyers' anxiety toward life's milestones gave rise to the "Leap List," a list of things to do before taking that major life step, reframed the CR-V as the vehicle for checking off your list, and helped drive record sales.

A case study in reading an unspoken generational feeling and turning it into a behavior.

Delano Las Vegas

How mining an iconic brand's DNA and its target's desires for a Vegas luxury hotel helped us carve out a unique space in a crowded market.

A case study in decoding an audience’s cultural and visual codes of sophistication to shape advertising and on-property experience.

ampm “Toomgis”

How a spokes-creature with an appetite for everything broke out of advertising and into culture, helping an undifferentiated convenience store brand stand out, connect with a new generation, and anchor 8 years of sales growth.

A case study in creating new DNA for a brand to resonate with its target's cultural sensibilities.