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Under Armour / Curry One

ROLE: PRESIDENT / CREATIVE DIRECTOR / STRATEGY DIRECTOR To help launch Stephen’s first signature shoe, we invited the most influential editors in sneaker culture to The Bay in California. We immersed them in a 3-day experience that treated our guests like family, not press. In true Stephen and UA style, we kept it humble. We didn’t rent out the Museum of Modern Art or a fancy night club. Our site was the storied basketball high […]

Samsung / ADD52

ROLE: PRESIDENT / CREATIVE DIRECTOR / STRATEGY DIRECTOR ADD52 is the future of talent discovery — powered by artists, fueled by fans and united by Samsung technology. For 52 consecutive weeks, we gave unsigned artists the opportunity to be discovered and signed by All Def Music, the industry’s most innovative new label. The process of talent discovery is outdated. There are too many stars that may never get discovered. Because they get lost in the noise, don’t understand […]

Beyoncé Parfums / I Rise

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ROLE: PRESIDENT / CREATIVE DIRECTOR / STRATEGY DIRECTOR Inspired by Maya Angelou’s poem, “Still I Rise”, and Gen Y’s unrelenting desire to pursue their dreams, we built a digital campaign for the launch of Beyoncé’s latest fragrance, Rise. Given that this was Beyoncé’s 8th fragrance, the typical formula of traditional communication would’ve come across as outdated and lackluster. An adoring fan base that was hyperactive on Queen Bey’s social channels meant we should seize on […]

Under Armour / Natural Born Hitters

ROLE: PRESIDENT / CREATIVE DIRECTOR / STRATEGY DIRECTOR To help take Under Armour from the field to the streets, we had to come up with a campaign that would help insert UA into a wider cultural conversation. The challenge was how to do it without sacrificing their core messaging to the high-performance athlete. The bridge? Music. Music is and will always be a unifying medium and is most interesting when you can combine unexpected elements. […]

360i / Content Studio

ROLE: FOUNDER + DIRECTOR / CREATIVE DIRECTOR When 360i had me come out for a visit in 2011, I was immediately captivated. They had teams in the building that I had never worked side-by-side within an agency before; developers, influencer marketing, community managers and SEO. They had all the trappings that I thought was missing from a more traditional shop. Although there wasn’t a role for me, with a shared vision, we took a shot […]

TIME Inc / Moment In TIME

ROLE: VP of STRATEGY + CREATIVE DEVELOPMENT / CREATIVE DIRECTOR TIME, once a progressive news source, with the most valuable real estate in publishing, had fallen behind and failed to stay relevant.  In today’s media, weekly doesn’t cut it anymore. To respond, TIME recently made a substantial investment in digital and content to do for the minute what it once did for the week. However, with an influx of a young and digital savvy workforce, […]

HP / Hacking Autism

ROLE: SENIOR CULTURAL STRATEGIST / PRODUCER This project was a labor of love for many of us at GSP. When we found HP’s touch devices were being used by a small school in Palo Alto to help children with autism communicate we knew we had to do something about it. With HP, we rallied corporations, filmmakers, technologists, developers, educators, doctors, parents and children with autism to come together to find ways to give a voice to […]

Chevrolet / Alter Ego

ROLE: DIRECTOR / SENIOR CULTURAL STRATEGIST When ramping up for Camaro, we discovered a rabid fan base in Northern California was organizing a caravan to Arizona for an annual Camaro meet up. We joined them. Rolling 100 Camaros deep with a police escort, we spent three days in the AZ getting to know Camaro owners intimately… and opened up an SS convertible on a wide open freeway.

Chevrolet / Notes from 35

ROLE: DIRECTOR / SENIOR CULTURAL STRATEGIST The second we won the Chevrolet business was the moment my team and I started planning to hit the road. Coming out of the bailout with consumer sentiment and sales down, we wanted find out the state of trucks in America. And forget focus groups, truck insights can not be found within four walls and a two-way mirror. So we flew out to San Antonio, packed up a Silverado and  spent […]