If you don’t have State Street’s low-cost, fixed income ETFs, you may experience shrinking assets. Directed by Björn Rühlman from Smuggler. Filmed on location in Mallorca during Covid. (But I had way more fun connecting remotely from my basement.) Edited by Paul Hardcastle from Trim. With ECDs Eric Silver, Gene Campanelli, and Peter Powell.

As a freelance CD at mcgarrybowen, I got the dreaded "viral" brief for P&G's Aussie brand. Doing research, I found the genius web series Shi*t Girls Say by Graydon Sheppard and Kyle Humphrey, and I was like, "Oh, yeah. That." I was into influencers before they had influence. 😉 Despite plenty of "There's no WAY client will ever buy this!" They did. And the two videos made for this campaign got over 30,000,000 views on YouTube.

Partners in crime: Matt McGregor-Mento, ECD and Mayumi Tatsuta, CD AD.

Throwback to my R/GA days as the lead content/copy creator on Nike+ with Jim Hord as ECD. We launched the world's largest running event in 28 cities worldwide or runners could join from anywhere with Nike+. Along with a race day digital platform, we created loads of original content, music mixes, video kiosks and more. Cannes Media Silver Lion winner.

How to show that the Microsoft Surface Laptop 2 was better than the MacBook Air? Simple. Ask Mac Book. We found a real guy named Mackenzie “Mac” Book, who lives in Sydney, Australia, and asked him which one he preferred. (We actually found two Mac Books in Australia, but the other one was too busy taking final exams to star in our commercial.)

Directed by the very funny JJ Adler. Edited by the equally funny James Duffy @ NO6. Voice over by Dwight Schrute, er, Rainn Wilson. With my McCann pals David Banta & Shayne Millington (ECDs) and my AD partner Daniel KIm.

This one was a fun one. We had a blast creating characters inspired on Microsoft's Remix 3D and crafting a holiday story about inclusion and the power of imagination. So many thanks to Director Roman Coppola (The Directors Bureau) and the insanely talented team at MPC and VFX. Creativity "Pick of the Day" and One Show winner.

Turns out that almost 1/2 of workers are afraid to talk about their mental health at work. So, since May is Mental Health Awareness Month and I had a couple of free days from freelancing, I made some PSAs about the importance of working on your mental health at work. With some help from AI, which I used to be scared of.

I’ve probably made a million banners in my career. But this is the only one that won me and my partner Dominick Baccollo a Webby. From back in the day at BBDO.

Some say it’s one of the rarest advertising awards. From one of the industry’s toughest CMOs. For what might be one of the finest B2B print ads ever made. OK, yeah, nobody said that. But Diego Scotti did once draw a big red smiley face on a four-page spread I did for the WSJ. So don’t ruin this for me, k?

I love this campaign. The brief at BBDO was to raise awareness for how Save The Children trains villagers in some of the world's most remote places to become healthcare workers. Providing some of the simplest cures, which we all take for granted, to save countless kids' lives.

The biggest barrier? People didn't trust that their donations actually went to do good. So we decided to show them exactly where the good goes.

So I traveled to Mali, West Africa, with the agency studio's video camera in hand. I visited two different remote villages, where I spent a couple of days filming two different local healthcare workers - Salif and Aissata - doing all the good that they do. Every day.

At BBDO, my partner was Donovan Goodly and our ECD was Bill Bruce. In partnership with Save the Children and the Ad Council.

Our campaign included digital, print, OOH, and a data-rich website that was like a microblog from all of our featured healthcare workers around the world.

From back in the day at R/GA when I was the content and copy lead on the Nike Running site. I directed this interactive docuseries about Adam and Kara Goucher, a lovely couple of humans who also happen to be seriously badass Nike runners.

Shot with a super scrappy crew: me, DP, sound engineer and my client. One long, crazy day to capture a ton of content: four episodes plus loads of short video content about training and nutrition.

Trigger warning: This content features Alberto Salazar, who used to be a famous runner and coach but then got a lifetime ban for some very infamous deeds indeed. I thought about editing him out of these films, but decided to leave him in as yet another testament to Kara Goucher's strength of character to stand up and be heard.

This was a fun freelance project for The Gray Lady with my AD pal Cristina Marcellini. Brief was to create a local feeling campaign to promote the global prospective of the International New York Times for a massive underground station media buy in London. “Because life gets more global every day” was the line I sold. Writing the headlines let me show off some of the hard-earned “Oi, I can speak like a Brit” skills I picked up when I lived and worked in London.

Back in the day, the powers that be at MSG asked freelance me to hype the crowd at MSG for a Ranger playoff run. On the jumbotron and with bus wraps, posters, even some t-shirts.

Note: I didn't invent the "I Am A Ranger" campaign. Pretty sure that was The Brooklyn Brothers. But I did have a blast messing around with it. Another note: OK, so Rangers didn't win the the Cup that year. Might be my fault.

The land of ice and fire is at the heart of the Icelandic Glacial Water brand. So we shot these social shorts in Iceland, starring popular Icelandic personalities Ása Steinars, a photographer and influencer, and Thrainn Vigfússon, a chef and owner of the Michelin Star restaurant ÓX. Directed and produced by my pal Chris Phoenix with his talented team at Phoenix Media Group. And if you're wondering, no, I didn't get to fly to Iceland to help bring my scripts to life. 🥶 Sigh.

Might not seem like it, but these two vids were a big deal for our pals at Verizon. The first time they ever did a social campaign that wasn’t a straight broadcast cutdown at McCann. For a new product called myPlan that allowed, you, the social content viewer, to customize the mobile plan that works best for you. No cookie cutter plans.

Creative team: me, my partner Pebble Goh, with ACDs Courtney Inge, Kyle Provo and John Connor. ECDs were Mike Hahn and Ryan Blank. Edited at NO6.

Some VZ Biz spots I did with my partner John LaMacchia and our ECD pals Mike Hahn and Ryan Blank. Directed by the uncannily chill Paul Hunter with his all star crew at Prettybird.

BTW, ths whole campaign caused some Redditor rage. But Kate lampooning annoying spokespeople with a character that actively annoyed people? I loved it. Plus, our clients never quite got the meta gag of it all. But I hope Kate had a ball cashing those Verizon paychecks.

At McCann, we launched Windows 10 with the strategic insight that kids born today won't know what the world was like without it. So their future starts now.I can’t even remember how many TV/social/digital deliverables we made. Or in how many different languages. It was a lot.

The creative team was massive. ECDs were Bobby Pearce and Yo Umeda. Directed by Eric Joiner at Tool. VO by Ethan Hawke. With epic amounts of editing by Chan Hatcher, Randy Baublis and Andrew Manne. Plus the work of many more people who I’m forgetting and I feel bad about it.

This was a big deal for our Verizon B2B clients. They were getting crushed by competitors who had a product specifically for first responders. Even though Verizon had the best network and technology for those in the front lines. So they asked McCann to build a brand and win those customers back.

We created a new identity platform from scratch, complete with a new product name, logo, brand voice and, of course, a new brand guidebook.

We launched the brand with a spot directed by Julian Marshall at Tool. Edited by at Joe Kriksciun at Friendshop! Music by Found Objects. With my partner John LaMacchia and our ECD pals Mike Hahn and Ryan Blank.

We went on to do a crazy amount of digital and direct marketing up and down the funnel, along with activations and event marketing, including as part of Verizon's NASCAR sponsorship.

We even created a whole new NASCAR tradition. The first lap by first responders. With local first responders taking the honorary first lap at regional races.

Microsoft wanted a competitive, but not too competitive, holiday spot to promote the new Surface Go as the perfect gift.

So we remixed “Grandma Got Run Over By a Reindeer.”

Directed for maximum quirk by Conor Byrne of Hungry Man/Brudder Films. Music by the super talented team at Beacon Street Studios.

From back in the day when I worked in the UK. Starring three white kittens, and a cat wrangler who did magic things on set with her catnip wands.

My partner was Emma Maxwell. Her husband directed it and VO was done by a talented British chap, whose name I sadly cannot remember.

There's nothing artificial about Verizon's B2B expertise. They wanted a platform to differentiate themselves as the go-to tech partner for today’s business leaders. The line I came up with is “Enterprise Intelligence.” More than better AI, Verizon delivers the human intelligence that drives better business.

Plaform lauch spot directed by the always intelligent Terry Timely. Music Found Objects. Made with my partner John LaMacchia and ECDs Mike Hahn and Ryan Blank.

Campaign also include a bunch of digital, event promos, OOH, and NY Times full spread ads. You'll have to trust me that they were all pretty damn enterprise intelligent.

When I was on Microsoft, they sure loved their fancy testimonial adverting campaign. And I sure got to make a bunch of films, digital, and social content starring real people. Some of them turned out pretty damn good. Here's a few that I like.

Directed by Erich Joiner at Tool.

Not gonna lie. This was a surreal experience.

While I was living in Hamburg and running a 360 shop for the quintessential German agency, Jung von Matt, I got briefed on a project that couldn’t be more American: Polly Pocket's first-ever brand TV campaign.

Had fun writing the song. And bringing in the animation gurus at Nathan Love to make it happen. They killed it.

My creative team: ECD Jan Rexhausen, ACDs Irina Schweigert (Art) and Judith Preker (Copy)

How to explain GE's TruCourse Flight Management System, which allows for faster, safer, more fuel efficient landings, to consumers who really have no idea what you’re talking about? Get Kent De Mond, winner of the 2010 Acapulco Championships, to do a bellyflop for you.

Creative team: AD Eric van Skyhawk, ECD Don Schneider. And Don did once tell me that he sometimes judged a script on where he'd get to travel in order to shoot it.