DON’T HATE ME BECAUSE I’M STRONG. 💪 Pantene flipped their iconic ‘80s tagline “Don’t hate me because I’m beautiful” on its head and stepped outside their Beauty Category comfort zone. We signed a UFC fighter instead of a hair model. A woman who loves tearing down stereotypes with her bare hands. 👊 Ronda Rousey. A woman who can flip her long, beautiful hair as she flips you over her shoulder. 🔥🔥🔥

So grateful for my time on Joyce King Thomas’s crack creative team. A trusting client gave us the freedom to make a vast range of spots that felt more like short films with character development and story arcs. And the viewer love was truly #priceless. There was so much smart, entertaining work done for this campaign by Joyce’s group — here is some of mine…

DIRECTORS: Tony Kaye, Phil Joanou, Dominic Murphy, Guy Manwaring, Jaume Serra. Jim Sheridan, Scott Hicks, Peggy Sirota, Brian Henson.

Pantene was their mom’s shampoo. The bottle in their grandma’s shower.  But Millennials weren’t reaching for it. Pantene needed to reinvent itself in the same moment Selena Gomez was stepping out of the Disney box to become her own independent woman. It was the perfect pairing to bring our “Strong Is Beautiful” message to girls around the world — and get them reaching for Pantene. Pretty soon, they couldn’t keep their hands to themselves.

Gotta love George Clooney, Whoppers, cute kids singing about boo-boos, and those who sacrifice to defend our freedom.

Fun fact: I tried to get them to hire MISS PIGGY as the Weight Watchers spokesperson — spokespig! Because she would have been AMAZING. But everybody else wanted Jennifer Hudson.

Dowdy middle-aged ladies sitting on folding chairs in a church basement. That’s how people thought of Weight Watchers. Jennifer Hudson elevated the brand for women. We gave the online program a modern vibe with engaging, intuitive graphics — and even the men joined WeightWatchers.com! Signed up from the comfort of their lazy-boy recliners.

Social online video series that puts Pantene protected hair through real life torture tests using playful faux environments. The snackable science of how Pro-Vitamins beat Mother Nature. ☃️☀️☔️

Kmart was stuck in the ‘70s. Nothing retro cool about it. But they do have an iconic, ownable device. The “ATTENTION KMART SHOPPERS” PA system. So we pressed the button on that vintage microphone and announced a more modern, cool, fun Kmart (with great deals!) to people who never go near the place. It was our ‘Attention NOT Kmart shoppers’ pitch campaign.

Everyone knows about hot flashes. But nobody tells you that with menopause, your body starts to run dry too. You need to use eyedrops. Your skin loses its dewiness. Your hair never gets oily anymore. And your body even drys up ‘down there’. So we created a beautiful, provocative older woman ‘boudoir’ campaign to educate her on this completely normal. but painful, physiological process. And her about a medication that helps a woman’s body produce its own natural lubrication. So she can feel like herself again... Sexy as hell. 

Many people with diabetes don’t want to face the needle. They are worried it will be painful. They are embarrassed to ‘shoot up’ like some drug addict. So we wanted to remove the fear and STIGMA of insulin injections. To help patients understand the positive power of getting your body back in rhythm — and your life back in the groove. / Unproduced New Business Pitch Campaign /

From the dead idea pile. It’s so fun to write with Christopher Walken in your head…

HEY HOLLYWOOD, GIVE ME A CALL!

Please forgive any racist/sexist dialogue — these guys are MOBSTERS. Not exactly the cream of the ethical, enlightened crop ;)

"Follow your inner moonlight; Don't hide the madness." - Allen Ginsberg to the writer

PLATFORM PITCH for cosmetic pharma client ‘BTX’. Millennials are starting to look at their selfies and be like “That’s not me!” #YOUDOYOU is a fun, freeing rally cry that works on two levels… 1) Empowerment: Don’t let anyone tell you not to get ‘Btx’ if you want it. And don’t let us tell you to get it if you don’t! You do what you want. Not what you’re told. 2) Authenticity: This is not cosmetic surgery. It’s not about trying to look like somebody else. It’s just about looking more like… you.

NOTE: REDACTED FOR CLIENT CONFIDENTIALITY