In March 2020, when the PPE shortage began, I teamed up with an Autonomous Systems expert in Germany and a 3D printing startup founder in Tennessee. Within days, we designed and released a 3D printable mask compatible with any 3D printer.
In the first two weeks:
The site received over 11,000 visits.
Thousands of masks were downloaded.
The mask was featured in 140+ articles.
And, was used on five continents.
All with ZERO media spend.
Our mask was reusable, sanitizable, and available in various sizes. Its innovative Filter Pod worked with readily available home filtering materials. We also designed a see-through version for hearing-impaired patients.
'A Mask For All' shows what can be achieved when creativity, passion, vision, and technology come together.
As a creative leader, sometimes my role is to get out of the way and solely defend and champion an idea. This project, which took over four years to complete, began before I joined GTB, driven by a passionate team that made it happen.
In Brazil, over 46 million people have disabilities, many facing sidewalk accessibility challenges.
GTB Brazil turned the Ford Ecosport car mat into a portable wheelchair ramp.
With a Bluetooth microchip, Ford's City Solutions team identified where ramps were needed, collaborating with local officials.
Promoting independence for disabled people, the mat reflects Ford's mission for smart mobility.
Company: GTB/WPP
Role: Global Chief Creative Officer (Idea Champion)
“This film is a big thank you to truckers for all they do, often without realizing it. While focused on our target audience, it has the potential to thrill everyone with its story and aesthetics.” ~ Rodrigo Strozenberg, Creative Director at GTB Brazil.
To bring ‘GEARS’ to life, ECD Vico Benevides and GTB Brazil collaborated with animation director Bruno Monteiro and Paulo Garcia, co-founder and chief creative of Zombie Studio.
Agency: GTB/WPP
Role: Global Chief Creative Officer
For one important day, Ford seemed to see the future—or so we made people believe.
A week before the 24 Hours of Le Mans race, we created a Twitter account and tweeted every possible scenario. During the live race, we deleted everything that didn’t happen, leaving only the real events. Then we made the account public, showcasing Ford’s astonishing predictive skills.
The message: with Ford’s predictive technology, nothing is unpredictable.
The message: with Ford’s predictive technology, nothing is unpredictable.
Agency: GTB/WPP
Role: Global Chief Creative Officer
To test the Ford Ranger Black Edition, we took it to the darkest place on Earth: Longyearbyen, Svalbard, the northernmost settlement in the Arctic Circle.
Residents of this town live in constant darkness for over 110 days each year.
Who better to test the Ford Ranger Black Edition than those who know how tough darkness can be?
Agency: GTB/WPP
Role: Global Chief Creative Officer
For decades, Ford Mustang fans have customized their cars, but the iconic Pony badge was always off-limits—until now.
With the online Pony Personalizer, owners could design their unique Mustang badge and place it on their cars, hoodies, hats, T-shirts, mugs, and more.
And, because we wanted a platform fueled by social reward, we celebrated the best designs by featuring them in our advertising during a hyper-targeted national rollout.
Company: GTB/WPP
Role: Global Chief Creative Officer
Ford’s SafeCap is a life-saving device designed to keep truck drivers awake at the wheel.
Equipped with sensors, the cap monitors head movements. If it detects drowsiness or inattentiveness, it triggers an alert to warn the driver to pull over.
SafeCap was made available at Ford dealerships in Brazil and was featured in the 'Wired to Wear' exhibit at the Museum of Science and Industry in Chicago.
Feel The View is a groundbreaking device that helps visually impaired people experience the world in a new way. Mounted on a car window, it translates the passing landscape into tactile images, so users can feel and explore the Italian countryside through touch.
Company: GTB/WPP
Role: Global Chief Creative Officer
While most brands focused on Super Bowl spots, we partnered with Ford, the Pro Football Hall of Fame, and the NASCAR Hall of Fame to celebrate the true heroes of sports: the fans.
This multi-year initiative has resulted in the creation of the Ford Hall of Fans, a new addition to both the Pro Football and NASCAR Halls of Fame. This groundbreaking project aims to redefine sports marketing partnerships by honoring the fans who make it all possible.
Company: GTB/WPP
Role: Global Chief Creative Officer
In a market flooded with compact SUVs, Ford was launching its first-ever EcoSport and needed to stand out fast. So, we started with a simple question: “What’s something you’ve always wanted to try for the first time?”
Thousands responded, and we made their first-ever experiences a reality with the First-Ever EcoSport. Before the vehicle even hit the streets, we turned dreams into reality, connecting with people’s hearts and minds.
Company: GTB/WPP
Role: Global Chief Creative Officer
The Olympic Games remind us of the power of coming together as one team—something we wanted to capture with the launch of the all-new Ford Expedition, which seats eight.
We featured inspiring stories from across America, including the Cowgirls of Color, Amaiya and Mohammed Zafar, the Dallas Big D Band, Dotan Negrin, the Utah Junior Grizzlies, and Bridge Lacrosse Dallas. These individuals and groups show us that we’re truly better together, reflecting the spirit of unity we all need.
Company: GTB/WPP
Role: Global Chief Creative Officer
How do you win over the most hostile environment known to brands?
Here’s one way.
Company: TBWA\CHIAT\DAY
Role: Executive Creative Director
When Nissan, PlayStation, and Gran Turismo team up, you get a real-life Cinderella story.
We created a reality TV show that turns top GT gamers into real-life racers. Picture going from gaming in your basement to competing in the 24 Hours of Dubai in just a few months.
Season Two drew over 400,000 entries, making the show a massive hit and the Nismo Athletes a standout success.
The impact? Exponential fanhood growth as GT Academy winners are now scouted by the hottest teams in racing.
Company: TBWA\CHIAT\DAY
Role: Executive Creative Director
College and fraternities go together like Monday night and football.
When it was time to redefine the partnership between ESPN and Nissan, we saw an opportunity to create more than just a campaign—we aimed to build a franchise.
Enter the Heisman House, a fraternity of NFL greats and Heisman Trophy winners. Nissan’s Heisman House has become a staple in college football and a pop culture phenomenon, even catching the attention of the President of The United States.
ESPN also celebrated the franchise with a free to our client prime-time TV special.
Company: TBWA\CHIAT\DAY
Role: Executive Creative Director
The campaign for the Versa Note is all about connecting you to what you love. For our Facebook initiative, we highlighted how shared passions bring people together. After all, it’s friends and passions that make us who we are.
Company: TBWA\CHIAT\DAY
Role: Executive Creative Director
The Versa Note gives you more of what you love, so we chose Amazon—the go-to place for finding what you love—to launch it. We teamed up with Amazon for a landmark collaboration, making the Versa Note the first car ever sold through the platform.
The media buzz was immediate. For the delivery, we went big, using the largest boxes Amazon had ever made and turning it into an internet sensation. We left the box on the street, where Reddit user Listrophy’s photo of it went viral, appearing in newspapers across 50 countries.
To stir up curiosity, we omitted Nissan’s logo, fueling the "What’s in the box?" meme. The reveal video followed, and once again, we made headlines.
Check out the infographic of Nissan’s biggest viral hit and, yes, that Seinfeld moment happened too.
Company: TBWA\CHIAT\DAY
Role: Executive Creative Director
Company: TBWA\CHIAT\DAY
Role: Executive Creative Director
The Nissan Rogue with available Safety Shield Technologies helps keep you safe on the road. Now, the only thing left to fear is your imagination.
Company: TBWA\CHIAT\DAY
Role: Executive Creative Director
Company: TBWA\CHIAT\DAY
Role: Creative Director
A competitor showcased their car’s 0-60 mph time of 6 seconds—exactly the length of a Vine. What they didn’t know is that we have a car that goes from 0-60 in just 2.7 seconds. They found out by noon.
Company: TBWA\CHIAT\DAY
Role: Creative Director
For the launch of Infiniti’s flagship sedan, we needed a campaign that showcased iconic driving settings and resonated across multiple markets. Our goal was to create a message that drivers from various countries and cultures could connect with.
Company: CP+B
Role: Creative Director / Art Director
Apparently, not far.
B2B that stands out from the fray.
Company: Team One
Role: Art Director
For Toyota’s Prius launch, and with the country facing tough times, we aimed to deliver a work that would uplift and inspire.
We teamed up with Sweetshop and Director Mr. Hide to create a standout 360º campaign.
The campaign hit #1 on Creativity and Nielsen’s “Top 10 Most-Liked New Ads,” resonated with Prius fans on social media, and earned FWA Site Of The Day for its impressive site experience by EVB and Laika Entertainment House.
Thanks to ECD Mike McKay, CD Andrew Christou, ACD Art Director Sean Farrell, and the Saatchi LA and Toyota USA teams for bringing our “Harmony” vision to life.
Company: Saatchi & Saatchi
Role: Associate Creative Director / AD
For the Nissan Rogue launch, we wanted a stunt as bold as the car itself. We partnered with Uber to give an unsuspecting passenger an adrenaline-pumping ride in the Rogue.
It’s one thing to be picked up by Uber, but another to experience it in a 'Rogue.'
After the thrilling online video, viewers were directed to a Facebook competition page for the full reveal.
Company: TBWA\CHIAT\DAY
Role: Creative Director
Company: Team One
Role: Art Director
Company: Fallon
Role: Art Director
When BBDO New York asked for our help with a DirecTV assignment, it was their final creative effort for the account. The brief was to pack a bunch of deals and “3-months-everything-for-free” offers into a 30-second spot—a task nobody wanted.
But I saw an opportunity. At the time, Time Warner was secretly switching a vast number of subscribers to become the largest cable provider. This only added to the customer service issues that cable users were already facing.
Our campaign, “Nobody Should Have to Live with Cable,” highlighted these frustrations and resonated with viewers. It earned an Emmy Award and generated $3.5 million in incremental production revenue through funds diverted back from the new agency. They weren’t too happy.
Company: BBDO
Role: Creative Director
What do you do when you get handed a B2B assignment? You give it some tough love, of course.
Company: TBWA\CHIAT\DAY
Role: Creative Director
Company: BBDO
Role: Creative Director / Art Director
Company: TBWA\CHIAT\DAY
Role: Executive Creative Director
Company: Fabrica
Role: Creative Director / Art Director
Company: TBWA\CHIAT\DAY
Role: Executive Creative Director
They asked for an email blast, we gave them a full-blown social program.
Three artists, three driving modes, six weeks of prizes, 17,000 designs created, and one new piece of business for TBWA.
To support this campaign, we created four launch films and a website where users could create their own designs for a chance to win a Nissan Juke wrapped in it.
Company: TBWA\CHIAT\DAY
Role: Creative Director
Company: Fabrica
Role: Creative Director
Company: Fallon
Role: Art Director
Company: BBDO
Role: Creative Director
A father and daughter’s scenic drive takes an unexpected turn when a heavy rainstorm hits. But instead of turning back, they continue their journey thanks to the Nissan Pathfinder’s features. The adventure leads them to conquer the elements and make new friends along the way.
Company: TBWA\CHIAT\DAY
Role: Executive Creative Director
Company: TBWA\CHIAT\DAY
Role: Creative Director
Company: BBDO
Role: Art Director
A long, long time ago, me and some friends had a little fun behind the lens.
Company: BBDO / Self
Role: Director
