In the summer of 2013, Y7 opened up their first location in Williamsburg, Brooklyn aiming to be the pioneer studio to merge the worlds of hip hop and yoga. I helped to create the initial branding and communications from the ground up and have since led the creation of everything from retail merch to in-studio artwork, posters, a new website, photography, social content and more. Click any image to enlarge.
At the 2017 GRAMMY Awards when the spotlight is on music's biggest stars, Masterpass is turning the focus to those who really matter...the fans. #ThankTheFans is a program that rewards music fans with amazing prizes for only $1 (via masterpass only) every time an artists takes the stage to accept an award. Bonus prizes are unlocked when an artists actually thank their fans. Everyone's a winner!
In 2016, MasterCard launched #PricelessBoston, a program that includes giving their cardholders exclusive access to various Fenway Park experiences. To spread the word, we teamed up with official Boston Red Sox sponsor jetBlue and Dunkin’ Donuts to give Bostonians arriving home a Priceless Boston welcome. A few lucky cardholders even got some sweet Fenway park experiences from none other than Red Sox legend and Hall-of-Famer Tim Wakefield.
In emerging markets around the world, almost everyone now owns a mobile phone but the cost of data to access the web can be the equivalent of a car payment in the western world. Free Basics by Internet.org is a mobile service that provides data-free access to the internet's basic offerings such as health sites, job searching sites, news/sports updates, weather, Facebook, Messenger, and more. We traveled to South America, Africa, Southeast Asia and India shooting over 30 spots, print and OOH to create awareness about these new services. This is just some of that work.
To inspire and empower all New Yorkers to volunteer, we developed a campaign that grabbed the attention of humans of all stripes across New York. How? By dumping the vanilla and preachy veneer common to public outreach campaigns and being honest. We decided to communicate the benefit to the audience; not the benefit to society. Because society benefits either way.
Illustrations by Verena Michelitsch & Christina Michelitsch
While consumers were actively prepping for the 2014 holiday season, we gave Absolut's social audiences the tools they needed to make their holidays ‘pop’ using the limited edition Warhol bottle and Andy's iconic style as our inspiration to create the ultimate visual how-to guide for holiday parties.
Illustrations by James Joyce
Pocket Avatars is a silly new app developed by Intel that allows you to send messages to your friends as 3D avatars via facial tracking technology. So to launch such a thing, we threw a party called Avataraoke: Live-band karaoke where guests could perform as their chosen avatars.
In our spare time, my girlfriend and I like to paint murals.
Korotkin Insurance Group has been servicing the metro Detroit area with the highest quality of service and protection since 1913. Unfortunately their visual identity had fallen behind the times. I rebranded the company and redesigned their website with a fresh new look in hopes to attract a newer, younger clientele.
Visit the website here: getkig.com
Philips Norelco's electric line of body groomers allows guys to manscape body hair anywhere they can grow it. We worked with Stink Digital to create a microsite that answered the Frequently Asked Questions (FAQ's) about electric – giving guys the confidence to "Go FAQ Themselves" with their own Norelco.
FWA Site of the Day
FWA Mobile of the Day
Google Creative Sandbox Showcase
Had some fun shooting stock-style photos around the office for the @sidleenyc Instagram.
Copy by Michael Grosso
Gap asked us to redefine their "Be Bright" platform for the launch of their Fall '12 Collection. This line revolved around iconic fits, cuts and washes, so we decided to bring back the iconic look and feel of their advertising. Using "bright" and authentic talents of today to represent unique expressions of the clothing, we gave something old a modern twist.
A promotional poster for the New York City Marathon.
Adidas Originals asked us to help them create graphic T's and sweatshirts that encompassed the brash, competitive and in-your-face attitude of street sport culture. They wanted it dirty and full of puns. This project is on-going, and the shirts are available regionally at Champs and Foot Locker stores.
A selection of pictures taken on my travels to Brazil, Kenya, Thailand and India.