LEAVE THE LAND OF LARGE
My goal was to create a museum without traditional barriers, meeting every visitor on their own level. As founding Artistic Director of Gulliver’s Gate, I guided the $40 million creative development of this miniature world from a business plan to permanent interactive museum in Times Square the size of a football field. Built on four continents with a team of over 600, it earned over 2 billion impressions and coverage in 700+ global media outlets by opening. Cutting edge video mapping, 3D printing, and a personalized interactive RFID key for every guest, created a truly unique digital and physical interface beyond any other NYC destination.

As Creative Director on the Israel Ministry of Tourism account, I wanted to show how the vast sweep of history and landscape took travelers beyond religion and politics to a state of wonder in this polarizing land. We let a family and a couple tell their own stories as they traveled, doubling goals to pull in record numbers of new visitors across all demographics.

Without spending a dime on media, I led the creative development of a new national holiday celebrating the National Coffee Association’s 100th anniversary in 42 states. Local coffee shops across the country used the app, website and in-store collateral to hold their own events, reaching an audience of 11 million.

The complete branding and positioning for this nonprofit was born from a heartfelt story written by a little girl, captured in a childish cartoon and warm website about the difficulty of not being heard. Watch the video, but close your door first so no one sees you cry.

An audacious claim for a scrappy basketball team out on Long Island drove record season ticket sales by telling LIRR commuters to head away from Madison Square Garden for hoops with an attitude. Using posters, TV, billboard, radio, social and LIRR posters, the crowds flocked in. It didn’t hurt that Hofstra had their best season ever.

This unusual insurance plan arose from a strategic development process in response to heightened disaster awareness and a consumer desire for broad-ranging coverage. Redefining the category, it offered a friendly, calming approach to education online and in the mail while addressing a wide range of needs as a first line of defense.

The complete rebranding and relaunch of the site, mobile app, events and materials was driven by a strategic positioning based on a code of conduct unheard of in the boat resale sector. Targeting well-known ethical issues, Yacht Council’s official endorsement exponentially increased sales, especially among high-end boats.

The strategic rebranding of this nonprofit incorporated a revised logo and graphic look, website and collateral, but primarily focused on bringing in a new generation of consultants to support the seasoned executives who have built the reputation of the Corps. Working with NYU, a robust internship recruitment, training and service learning project was designed to ensure every team offered multi-generational perspective.

America’s public school teachers became the inspiration for this new positioning, honoring their service to students. Providing them benefits, ongoing education, and an annual meeting for 15,000 required hundreds of cross-channel creative communications each year. I chose just this one, an interactive game to share the level of enthusiasm we brought to each one.