Goldfish Summer Fun
BRANDED CONTENT Concepts
Get some buzz around goldfish this summer.
on! nicotine pouches
BRANDED CONTENT
The insight: Using on! nicotine pouches is a game-changer for smokers. You miss out on much less and you start living life a little bit better than before.
The idea: Visualize the benefits on! makes in guys’ lives.
Marlboro Menthol Equity Shoot
LEAD Writer
The strategy: Take the mentality of Marlboro and translate it to resonate with a modern audience.
The concept: Be There. We want to invite people out to experience moments - unlocked by Marlboro - that are attainable that night, not someday in the future.
It’s not what you think of when you think of Marlboro. And that’s good. Positivity. Inclusivity. Inspirational.
Senior Copywriter: Matthew Healy
Senior Art Director: Catherine Kesman
Creative Director: Brandon Cox // Dave Kamikow
Marlboro Nights Out - MOVE
BRANDED CONTENT PIECE - LEAD Writer
The strategy: Take something within the nightlife experience, away from the bar scene, that is often overlooked and highlight it.
The concept: Street dance is often looked at as an amateur experience – let’s show all the hard work, skill, and talent that goes into it.
Self confidence, self expression and sociability. Street dance is where movements are created from culture. Where you don’t need to be the perfect form of pretty to turn heads. And where dancers buck trends to move in new ways.
Senior Copywriter: Matthew Healy
Senior Art Director: Catherine Kesman
Creative Director: Brandon Cox // Dave Kamikow
NJOY
CREATIVE DIRECTOR
The insight: Where do people shop for vapes? At the gas station. Let’s takeover gas station pumps with insightful messages.
The idea: Our battery lasts so long that it feels like forever. Much longer than pumping gas can feel.
Marlboro Nights Out - SLAM
BRANDed content piece - lead writer
The strategy: Create a nightlife story based in Chicago that resonates with a creative, urban audience.
The concept: Highlight SLAM Poetry – created in Chicago – as a mix of genres and personalities ranging from raw hip hop to emotional prose.
Sit front row in Chicago to dive deep into the slam poetry scene. Hear from poets both new and old to find out how the rhythm of the city makes its way to the mic. It’s a story of self expression, passion, hustle, and confidence.
Senior Copywriter: Matthew Healy
Senior Art Director: Tuan Huynh // Catherine Kesman
Creative Director: Brandon Cox // Dave Kamikow
Skoal Campaign Evolution
CAMPAIGN EVOLUTION – LEAD WRITER
The Skoal® brand voice was all about the quality of your tobacco… we shifted it to being all about the quality of your friendships. Going from A PINCH BETTER to A PINCH BETTER TOGETHER.
ASSOCIATE CREATIVE DIRECTOR (COPY) – MATTHEW HEALY
ASSOCIATE CREATIVE DIRECTOR (ART) – CHRIS TAPIA
CREATIVE DIRECTOR – SCOTT HAWK
Marlboro Nights Out - CUT ABOVE
Branded content piece - lead writer
The strategy: Get people to appreciate expertise in the nightlife space coming from a person rather than online.
The concept: The barbershop is original internet. Let’s show that the expertise you can gain there is far greater than a google search.
Get fresh. Get the low down. And hit the town. The barbershop is the place for community and conversation. It’s a jumping off point for a night out. We went to Houston to show people that the best way to find out what’s hot is to get out there and talk to people. Because when it comes to the word on the street the barbershop is the best place to hear it.
Senior Copywriter: Matthew Healy
Senior Art Director: Tuan Huynh
Creative Director: Brandon Cox // Dave Kamikow
Marlboro Nights Out - STREET SOUNDS
Branded content piece - lead writer
The strategy: Relate to a broader, more diverse audience in the nightlife space.
The concept: Highlight a culture where nightlife is the way of life.
No lines, no covers, no last call. In search of the spots where nightlife is a way of life, we headed to the streets of Old San Juan, Puerto Rico, to find out what makes the cobble-stoned streets unique after-hours. This was one of Marlboro Menthol’s first ventures out of the contiguous United States and opened the doors for later work to go international.
Copywriter: Matthew Healy
Art Director: Aaron Branch
Creative Director: Brandon Cox // Dave Kamikow
Samsung Add Wash - Surprisingly Clean.
Branded contenT/european trade show - lead writer
The insight: Surprisingly, Samsung makes the world’s cleanest washing machine - the Add Wash. Also surprisingly, the world’s cleanest animal is a pig.
The idea: We created buzz around the Samsung Add Wash by matching the surprising fact that Samsung makes washing machines with the surprising fact that pigs are the cleanest animal.
Creative Director: Matthew Healy
Creative Director: Mikey Hester
Wingstop / Draftkings Collab
2022 – CREATIVE DIRECTOR
For March Madness, we wanted to make betting a little bit saucier. From pushing out our chicken sandwich with WINNER WINNER CHICKEN DINNER to wild parlays you can have more fun then ever this March Madness…. and get some wings too.
ASSOCIATE CREATIVE DIRECTOR (COPY) – MATTHEW HEALY
COPYWRITER – MADDIE ARNOLD
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Writing and fashion are very similar. Wearing a fancy dress doesn’t mean you have style and using a fancy word doesn’t mean you have a point.
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Marlboro Promotion – Chasing Midnight
2018 - PROMOTION - lead writer
The strategy: Reach a modern audience while highlighting the idea of experiences over things
The concept: Spin a globe and wherever it lands - that’s where you could end up.
Every great idea starts with a truth. This started with the magic of spinning a globe and letting your finger fall wherever that may be. Come online, spin the globe, and you’re entered to win a trip to wherever it lands. We split the globe up by time zones, finding a nightlife destination in each one, and went out to gather bite-sized content to get you pumped about the trip you could win. Broke the entry record for a Marlboro promotion with roughly 1 million people entering roughly 9 million times.
Senior Copywriter: Matthew Healy
Senior Art Director: Catherine Kesman
Creative Director: Dave Kamikow
Marlboro Nights Out - VINYL
2017 - BRANDED CONTENT Piece - lead writer
The strategy: Highlight a music experience that resonates with a broad audience.
The concept: Every type of music is played on vinyl and everyone appreciates a record - let’s tell all the ways a record comes to life.
Discover music’s most authentic form and track down why in a time when digital music is everywhere - records are still spinning night in and night out. We covered the story from three different angles – the collector, the musician, and the maker – to make sure we told the story front to back.
Senior Copywriter: Matthew Healy
Senior Art Director: Tuan Huynh
Creative Director: Brandon Cox // Dave Kamikow
High Noon
BRANDED ACTIVATIONS
Before they had seltzer beers. Helped concept activations to help spread the word about a campaign built by Mikey Hester, Nick Lipton and Dan Chodrow. American Day Vodka.
on! nicotine pouches - campaign creation - Carry on!
2022 – CAMPAIGN Photo shoot – creative director
Starting with a blank slate, we developed, planned, and captured a campaign that is approachable, diverse and positive to show enjoyment in the every day. In a space dominated by adventure and masculinity, we created an inspirational look at what your life can be when you pick up on! nicotine pouches and remove the social frictions smokers face every day.
CREATIVE DIRECTOR (COPY) – MATTHEW HEALY
CREATIVE DIRECTOR (ART) – BRIAN GOLDEN
CREATIVE DIRECTOR (ART) – ALAN NUZUM
McDonalds – Add Lovin’ to your morning.
2015 - OOh Mcdonalds - writer (SPEC)
The ask: Put loving back into the world.
The idea: Transform our OOH ads into compliment machines to spread the loving.
Copywriter: Matthew Healy
Creative Director: Nuno Ferreira
The City of Chicago - The River Goes “Cubbie Blue”
2016 - TRADition - concept
The Cubs won the World Series… so we dyed the river blue. What started out as a joke over drinks became a reality after many extra innings, a few calls with the mayor, and one or two meetings with the Plumber’s Union. What a journey. It’s what ideas are all about - no one cares who came up with it but no one will forget it. I am honored to be a part of Chicago history. Anyone can win a Lion but very few can say they started a tradition for an entire city… it’s only fitting the idea started in a bar.
Senior Copywriter: Matthew Healy
Senior Copywriter: Alex Walentin
Creative Director: Patrick Rynell
on! nicotine pouches - really small, really satisfying moments.
2023 - ONLINE ADS - CREATIVE DIRECTOR
The strategy: Highlight the fact we’re the smallest nicotine pouches.
The concept: Highlight really small moments that are really satisfying.
The last thing you want to do when you’re enjoying yourself is step outside for a cigarette. With these cuts - we show the moments you might of missed if you stepped outside.
Creative Director: Matthew Healy
Art Director: Brian Golden
Executive Creative Director: Alan Nuzum