The NBA is an institution. An iconic league. But with the rise of streaming providers, never-ending feeds of sports news, and endless content, the state of media consumption is snippets and seconds across hundreds of apps.

We had to give fans a reason to download the new NBA App and open it instead of the hundreds of other icons on their home screen.

Basketball never stops, and when you live and breathe the NBA, you don’t want your pulse on the sport to stop either.

78% Of sports fans are “dual screening” while watching live games.

This is HAPPening. Position the NBA app as the app that’s as alive and dynamic as the game itself.

Hundreds of consideration and direct response placements - targeted to different audience members by RTBs
- to drive downloads.

Grow the MedMen brand within a regulated category that has been stigmatized for most of our lifetimes.

We needed to bring this brand into the mainstream and establish it as a category leader.

1 in 5 Americans report having used marijuana at least once in the last year, according to the CDC. 

Although the marijuana industry was booming, existing brands focused on fluff benefits and turned a blind eye to the industry’s biggest barrier to long-term growth – stigma. 

The New Normal.

Address the stigma around cannabis head on by taking people on a journey from counterculture to culture, ultimately painting a picture of a brighter future.

The North Face needed to refine “exploration” in 3 key global markets to show that the North Face is for the epic – and the everyday.

In China, The North Face was considered to be a luxury brand, made only for people with the means to afford extreme adventures.

In the UK, brand awareness was low, even though exploration is considered to be a part of everyday culture.

In the US, consumers associated the brand with hardcore outdoors enthusiasts, even though more than half of sales stemmed from parents purchasing puffer jackets.

Never stop exploring.

Exploration is more than climbing a mountain – it’s for the everyday. Inspire people to seek the exhilaration that lives in the intellectual, spiritual, and creative elements inside us.

WHOOP had low awareness.
And those that did know them thought
of them as a “Crossfit” type brand (high-income, straight, white, male).

We had to differentiate in the
crowded wearables market where
the misperception is that all the technologies feel the same.

Obsession is today’s cultural currency. Having an obsession is a badge of honor. WHOOP powers your obsession to unlock your potential.t

“This is an obsession. Talent does not exist; we are all equals as human beings. You could be anyone if you put in the time… I am not talented; I am obsessed.” - Conor McGregor

The Best Obsess. 

WHOOP is not for everyone. WHOOP is for the obsessed. And in our world, they’re not just elite athletes, they’re high achievers in every field there is: art, music, food, science, business, technology.

We enlisted WHOOP’s Brand Ambassadors and used them
to amplify our story full-funnel.

We had to introduce products that were created for the realities of motherhood in a culture that glosses over them.

Frida was launching a new line of breast care products.

Lack of representation around the highs and lows of breastfeeding leaves new moms feeling alone and inadequate in their own experience.

60 of moms stop breastfeeding before they want to.

Care for your breasts, not just your baby.

Focus on the moms, not the babies. Prepare and support moms to care
for their breasts’ realities.

We used a two-pronged approach focused on (1) Demystifying the realities at scale – seeding our video where moms were feeding, watching, searching, connecting, and (2) demonstrating breast care in action by telling a features and benefits story in an authentic way.

Wonder is a vertically integrated food-tech brand along the Northeastern corridor — owning the brands, kitchens, and delivery fleet, and allowing users to order from multiple restaurants in a single delivery.

We needed to build awareness and drive differentiation: helping consumers understand what Wonder is, why it's different, and why it's worth switching for.

When it comes to mealtimes, there is so much people can’t agree on.

Order or cook?
Whose turn is it to pick?
What cuisine?
What dish?

3x The average amount of times a week a couple argues about where to eat.

Even when you can’t agree on anything, you can agree on Wonder— the only app that gets you food from 20+ restaurants in one order. 

Food Without The Fight.

Three hero video spots and in-market OOH, making the MRO benefit tangible in a single line.