Running R/GA’s Largest Group, Multiple Times
2016 - 2019, multiple contracts
I was brought in a bunch of times over the years to oversee large portions and sometimes all of the Samsung and Samsung Global business at R/GA as Executive Creative Director. I ran both accounts at varying scales, from $10m - $70m (fee) with creative departments as small as 10 and as large as 60. I was involved in all things, from managing high security projects to approving vacation days.
The highest expense-to-sales ratio of any Samsung campaign ever. People who watched these actually went and bought phones.
Samsung /make was recognized as Best in Class and Best Translation of an Audience Insight at the YouTube Awards, and was also named Digiday’s Best Brand/influencer Collab.
Samsung /make
The now-defunct successor to /make, intended to court a gamer audience. What was interesting about this project was how it celebrated gaming as a way to freely explore, define, and re-define your identity. Really amazing stuff that was the accidental casualty of a corporate scandal. Chalk it up to the everyday risks of pitching creative to mega corporations.
Samsung /game
Not exactly one of my favorite Samsung pieces, but pretty good for a few days and archival footage.
And more importantly: we reversed the stock drop in almost immediately.
Note7 Crisis Management
If you liked this work,
you might also like the people who worked on it.
Bryan Gregg, Executive Creative Direction, Samsung /make
Nadia Saccardo, Associate Creative Direction, Samsung /make, Samsung /game
Ben Dean, Conceptual Development, Samsung /game
Rebecca Rumble, Conceptual Development and Design, Samsung /game
Abram Seaman, Conceptual Development, Design, and Editing, Samsung /game
Natalie Kaufman, Creative Direction and Copywriting, Note7 Crisis Management
Shannon Worley, Production, Note7 Crisis Management
Sheena Brady & Mike Warzin, who I’m fairly certain shot the footage we used to cut the Note7 Crisis spots
And you might like these projects:
Wieden + Kennedy’s SWAT team
The multidisciplinary creative team I was part of at Wieden + Kennedy NY.
Strategy for PUMA Hoops
The time I was brought on as a Strategist—not a creative—and it worked.
The most successful virtual telecom event ever
An hour-long live press event that that I was CD, CW, AD, and Designer on.