2018

PENN MEDICINE RELAUNCH | ANTHEM TV :60

Nobody doubted their genius.



Quite the contrary: Penn Medicine invented the dialysis machine, the world’s first x-ray and the first commercial gene therapy. Credibility was hardly the issue. In fact, Penn’s daunting reputation was keeping people away.

Penn needed a brand that could translate global leadership into local preference across all parts of a growing system.

Here’s how we did it.

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DIGITAL OUTDOOR

A 4-PANEL SERIES IN PHILADELPHIA’S EAST MARKET

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DIGITAL BUS SHELTER

CINEMAGRAPH WITH WAVING FLAG

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PRINT SERIES

SERVICE LINE EXTENSIONS

CANCER RADIO :60 (IN PRODUCTION)



VO:
Where is it written that humans shall bow down
to the hereditary rule of cancer?

That the lives of our brothers and sisters will be decided
by a disease?

Where is it spelled out that cancer shall destroy people
and not the other way around?

It is written…in the human genome. And today at Penn Medicine, we’re rewriting the rules.

Arming the body with living immunotherapies.

Retraining immune cells to see and attack cancer.




Rewriting billions of years of genetic history.

So the body might one day rise up

and claim its rightful place

as master

of its own destiny.

This is the cancer revolution.

Long live the revolution.

Now rising at PennMedicine.org/cancer.

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OUT OF HOME

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ENVIRONMENTAL SIGNAGE

30TH STREET STATION, PHILADELPHIA

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It lives in your immune system, in its dawning ability to crush the diseases that have crushed human lives for centuries.

This is the Immunorevolution. Living medicines made from the patient’s own immune cells, reprogrammed to seek and attack cancer, reverse genetic blindness, shake off Parkinson’s and make Alzheimer’s a memory. All in progress now. All part of a historic global movement.

The Immunorevolution is upon us.

The revolution is you.



Long live the revolution.

BRAND ACTIVATION

A LIVE ART EVENT AT PHILADELPHIA’S FRINGEFEST

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BRAND ACTIVATION

A BRANDED JUICE BAR AT PHILADELPHIA’S THINKFEST

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PENN MEDICINE HOMEPAGE

CAMPAIGN REDIRECT FOR IMMUNOREVOLUTION.ORG

YOUTUBE CHANNEL

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IMMUNOREVOLUTION.ORG

A LONG-TERM BRAND ASSET, UNDER DEVELOPMENT

AUTOMOTIVE

2016 AUDI A3 E-TRON LAUNCH

NEW OWNER EXPERIENCE

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AUDI’S FIRST ELECTRIC VEHICLE needed a new kind of voice. I developed the said voice across a number of different channels, including this, Audi’s first digital new owner’s kit.


PDF

2016 AUDI E-TRON LAUNCH

NEW OWNER’S KIT WITH ROUND USB DRIVE

2016 AUDI A3 E-TRON LAUNCH

DIRECT MAIL

2016 AUDI A3 E-TRON LAUNCH

DRIVING EVENT INVITATION AND COLLATERAL

2017 AUDI A6

MERCEDES E CLASS LAUNCH DISRUPTION CAMPAIGN

2017 AUDI A6

MERCEDES E CLASS LAUNCH DISRUPTION CAMPAIGN, CRM

2016 AUDI A4

CRM EMAIL

AUDI HOLIDAY CARD

AUDI | HOLIDAY CARD

REJECTED

ADVERTISING

COCA-COLA | RECYCLING CAMPAIGN

THE HOLLYWOOD REPORTER | GLOBAL EDITION B2B LAUNCH

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YMCA OF LANSING | MILLAGE CAMPAIGN

ACCIDENT FUND | BRANDING CAMAPIGN

NONGSHIM RAMEN | ENVIRONMENTAL CAMPAIGN

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McLAREN HEALTH SYSTEM | PRINT INSERT

POTENSA | CONCEPT ROUGHS

.

CONTENT

MYAUDI.COM | LIFESTYLE CONTENT

FINE DINING

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A NATIONAL CONTENT HOUSE delivered 25 lifestyle stories for myAudi.com, four of which were deemed publishable.
Most lacked a discernible hook or story arc, and the voice was inconsistent. I edited a few, rewrote a few more and rebuilt the rest.
These are a few of the rebuilds.

MYAUDI.COM | LIFESTYLE CONTENT

HEALTH & FITNESS

MYAUDI.COM | LIFESTYLE CONTENT

HEALTH & FITNESS

MYAUDI.COM | LIFESTYLE CONTENT

FINE FOOD & DINING

MYAUDI.COM | LIFESTYLE CONTENT

TRAVEL

MYAUDI.COM | LIFESTYLE CONTENT

FINE ART

.

MASHUP

WELLS FARGO INSURANCE | NATIONAL TRADE SHOW

THEME, WRITING, DIRECTION, ON-SITE PRODUCTION

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ELEMENTS
NASCAR theming
Dale Earnhardt appearances
Competitive X-Box racing
Signed helmet and jacket prizes

COMMUNICATIONS
Pre-event promotional mail and email
Hospitality pass giveaway
On-site contest registration
Post-event winners announcement

RESULTS
The heaviest trade show traffic in the history of the brand

# Concept # Theme # Writing # ClientPresentation # CreativeDirection # Budgeting # OnsiteProduction

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WELLS FARGO INSURANCE | NATIONAL SALES MEETING

A THREE-DAY EVENT HOSTED ENTIRELY BY A VIDEO EMCEE

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MICHIGAN ASSN. OF SCHOOL BOARDS | LEGISLATIVE CAMPAIGN

ONLINE PETITION DRIVE TO RESTORE LEGISLATIVE FUNDING FOR PUBLIC SCHOOLS

INFORMATION TECHNOLOGY EDUCATION CENTER

E-BOOOK CAMPAIGN: A 24-HOUR CREATEATHON PROJECT

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ONE OF A DOZEN PROJECTS I wrote and directed during a 24-hour pro-bono Createathon. Our team developed this youth recruitment campaign to promote ITEC’s after-school robotics courses. Students took the test and clicked through to a campaign page where they got their scores and watched robotics videos. An overnight sensation.

# CauseMarketing # Concept # CreativeDirection #Humor

PURE WAVE MASSAGERS

INTERNAL CONCEPT PITCH

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AUDIO

WRITING | DIRECTION | PRODUCTION


Lansing Board of Water & Light, Carlos Con Carne

Accident Fund Insurance, American Bear Trap


Michigan Department of Treasury, The Quick Buck

Wells Fargo Insurance (Presentation Element), The Hedge

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