About/Contact
I grew up in Brooklyn, way before it was cool. I studied pre-med in college. But then a different kind of fire was kindled by one amazing English professor, I quickly discovered I was better at dissecting screenplays than lab specimens.
I found my way to advertising, a field where I could tell stories, make people laugh or cry and, in the end, have them feel good about buying stuff.
So, just how do you make them feel good about the stuff they want? You tell the truth. No matter what the product is, I believe there's an insight, an emotional benefit, or a function that will resonate with consumers in an honest, 'yeah, that's me' way.
My first job was at BBDO, where I went Everywhere You Want To Be with Visa, revived the No One Can Eat Just One campaign for Lay’s and brought Mountain Dew out of the country and into urban cool. I was also lucky enough to indulge my passion for photography with work for Polaroid and later, after moving to Grey, Canon.
Moving on to GREY, I fulfilled another lifelong dream by working on Topps Baseball cards, trying to keep an analog brand relevant in a digital world. Subsequently, I did work for Parker Brothers, Nerf and Smucker’s, and most recently helped pitch and win the Red Lobster, National Parks Service and AARP accounts. Then I moved on to the OTC world, as creative lead on Advil Congestion Relief, Emergen-C, and AdvilPM in addition to the14+ brands that make up 3M. Over the years, I’ve won Clio, ADDY, One Show and EFFIE, and London International awards.
The latest chapter has landed me at Wunderman Health, completing the circle that started when I studied biology in college. I work on all things GSK in the consumer space, including Theraflu, Flonase, Aquafresh, parodontax, Polident, Poligrip, Breathe Right, Abreva, Nicoderm and more.
I live in New York City with my wife (who I met at work, when you were still allowed to do that), 2 daughters and a rambunctious Portuguese Water dog. My secret passion is to raise heirloom tomatoes, admittedly a difficult task in NYC. I also bike to work everyday, despite what my wife says.
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Who is this guy?
I grew up in Brooklyn, before it was cool. I studied pre-med in college, but eventually discovered I was more interested in dissecting screenplays than lab specimens.
So found my way to advertising, where I could tell stories, make people laugh or cry and, in the end, have them feel good about buying stuff.
I also discovered the best way to do that: You tell the truth. No matter what the product is, I believe there's an insight—tapping into an emotional benefit—that will resonate with consumers in an honest, 'yeah, that's me' way.
My first job was at BBDO, where I went Everywhere You Want To Be with Visa, revived the No One Can Eat Just One campaign for Lay’s and turned Mountain Dew cool. I was also lucky enough to indulge my passion for photography with work for Polaroid and later, after moving to Grey, Canon.
Also at GREY, I fulfilled another lifelong dream by working on Topps Baseball cards. I did work for Parker Brothers, Nerf and Smucker’s, and the 14+ brands that make up 3M. I helped pitch and win the Red Lobster, National Parks Service and AARP accounts. Then I moved into the newly created GREY Health Agency-within-an-agency as creative lead on Advil Congestion Relief, and AdvilPM.
And now, my career has truly come full circle, finally using my pre-med brain, as I work in the DTC and HCP spaces, satisfying both my science-y left brain with my creative right brain. Starting at CDM, then moving to Wunderman Health, to McCann Health, I have created OTC campaigns for Theraflu, Flonase, parodontax, as well as DTC and HCP work for Entresto, Enfamil, and Bayer, among others.
Over the years, I’ve won Clio, ADDY, One Show and EFFIE, and London International awards.
I live in New York City with my wife, have 2 daughters in college and a lazy Portuguese Water dog. My secret passion is to raise heirloom tomatoes. I also bike to work everyday, despite what my wife says.
