directing
I'm not a director. But, I’ve always admired the process and jumped at the opportunity when timing is tight and budgets are scrappy. More than anything else, it’s helped me grow as a writer and creative.
This page is a collection of work I have had the chance to write and also direct.
reel
A short compilation of work over the years.
timerbland
In anticipation of Timberland’s Fall 2016 line, they were rolling out a national redesign of all their retail stores. So, we snuck into their flagship Manhattan location at midnight to tear down the old, shoot the new, and put it back together before store opening at 9am.
fidelity
During the briefing, our strategist quietly muttered something like “nobody wants to hear about retirement and planning. Nobody wants to think about it either.” So that was our challenge, start the conversation in a way somebody could relate to.
on pluto: inside the mind of alzheimer’s
My dad was diagnosed with Early Onset Alzheimer's disease in 2010. As a lifelong investigative journalist, he documented his journey and set out to demystify how someone could live with it. I wrote, shot, and produced this to help raise funding for research and awareness for the book.
IBM security
Working in the world of cybersecurity is a stressful existence. You’re either fighting off an attack or waiting for the next one to hit. Training for these scenarios is nearly impossible because they’re nearly impossible to replicate. So, we helped IBM Security launch the first fully integrated cyber simulation range in the U.S., with an interactive, content driven narrative that dramatized the intensity of a real-world cyber attack.
artists for humanity
This is an introductory piece to what will become a short-form documentary about the role of art and creative expression in the at-risk neighborhoods surrounding Boston. Artists for Humanity has been mentoring, employing and supporting teens from these communities for the last 25 years and the impact has been nothing short of groundbreaking.
puma
Puma goes hand-in-hand with football across the world, which makes it hard to imagine them as a challenger brand here at home. With 85% of the US soccer market dominated by Nike and adidas, our challenge was giving Puma a true presence in the youth soccer market. So, we channeled their outsider persona with a gritty youth recruitment campaign, targeting, "The Few."
progress software
easyl launch
The ask was an “explainer” video to help launch a B2B software application. The engineers gave us pages of technical jargon, we gave their new application an endearing personality.
apps by you
Back in 2014, having the tools to develop your own application was little more than a dream for most people. Progress Software was set out to change that.
IBM security
During our briefing, the team told us IBM Security was launching an AI-powered cybersecurity system with the innate instinct of human response to threats. So we took fight or flight into a 360 experience.
IBM commerce
ordinary happens
Granted, we came up with the theme “ordinary happens” long before the world was anything but. That said, the story was unpacking the ways Watson can outthink the ordinary for businesses and consumers alike.
amplify
Another IBM Commerce film to open their annual user conference in 2013.