The client, a real estate developer, wanted a fun way to invoke the building's location in NoMad. The headline does just that, complemented by an image that plays off of the theme of a wanderer in motion who can now just settle down in the perfect home. By deliberately avoiding a typical building shot, we were also able to bring extra early interest to the project.

Crafted the brand story and messaging for a new whiskey line. Copy appears on tags attached to the bottle as well as on the brand's site and Instagram description.

Out in the Boondocks, life is a little simpler. Time-honored traditions are taken seriously. Craftsmanship is respected. Things are not slow, but we leave enough time for things to be done right. And the results show in every bottle.

Also wrote the bio and background of their distiller, used in different ways and places on site and bottle.

Boondocks Whiskey is brought to you by Whisky Advocate Lifetime Achievement Award winner, Dave Scheurich.  And while you may have never heard his name, Dave has helped create some of America’s most recognized whiskeys over the last 40 years.  

But all this talk would make Dave blush.

The real audience Dave cares about has enjoyed the drinks he created and has never given a second thought to the artist behind the scenes.  And that’s just fine with Dave.  

His love, passion and expertise are legendary – and can be found in every bottle of Boondocks, what may well be his crowning achievement

Maskit is a fashion brand that was born in the 50s, grew to become incredibly chic and popular worldwide, and then lost its footing and cachet and ultimately closed. With new owners and a talented lead designer, Maskit is currently undergoing an exciting revival. This presentation outlines the brand's voice and vision, while showcasing a selection of sleek new styles.

Copy reads:

Even in the most cosmopolitan of cities, designs are, at least in part, local.

They speak their own language, are instantly recognizable, and reflect their origins more clearly than any passport stamp.

The Mediterranean is no different, and the accent is equally distinctive, from its choice of materials to its fonts of inspiration.

The climate and history of Tel Aviv can be felt in all of Maskit’s creations, as can the 72 cultures that comprise it and allow it to flourish.

The air, the sun, the light, the waves, the port, even the surprising triad of desert and ocean and mountains living in tight quarters, all climb into the cloth as if to say, see me.

It’s desert chic: the fabrics are soft and natural; the silhouettes, full; the colors, deep and exotic.

The craftsmanship reflects an ancient sensibility with a slight mingling of the new and unexpected snuck in.

There are layers —of history and heritage—buried within the very warp and woof of the collections. If it’s an exaggeration to say that the brand has as much history as the land, it’s a slight one: Maskit boasts a story equal parts charity and charm.

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Maskit is a luxury fashion house with a unique origin.
 

Conceived in 1954 by Ruth Dayan, Maskit made contemporary luxury clothing utilizing traditional embroidery techniques from Hungarian, Yemenite, Bulgarian, Bedouin, Palestinian, Druze, Lebanese and Jewish artisans.

The resulting works of art created more than jobs for immigrants; a brand was born. Maskit wasn’t just any brand, though: its designs were so luxurious and refined that they were treasured by leading ladies (Audrey Hepburn was just one star who wore its famous desert coat) and their fashion-forward followers alike.

Collaborations with Christian Dior, Yves Saint Laurent, and Givenchy followed, as did a flagship store in New York City.

The designs were a staple of the stylish. Bergdorf, Neiman Marcus, Saks – all carried their clothes and admired their vision.

Honoring such a legacy takes talent; building upon it takes guts.

Fortunately, head designer Sharon Tal has both in spades. Formerly head of embroidery at Alexander McQueen, she also interned under Alber Elbaz at Lanvin. Her appreciation for tradition is matched only by her attention to detail and willingness to reinvent.

Since taking over the helm in 2014, with blessing and input from Ms. Dayan, Sharon and Maskit have launched several successful collections and shown internationally. In the process, they have managed to honor and innovate, revitalizing a brand while earning plaudits for their striking designs.

Client Name: CORA

Industry: Retail/Machine Learning/AR/VR/CGI

Execution: (re)Naming; Tagline(s); Brand Video copy; Explainer Video copy; Website copy

Challenge or Business Need: Under its original name, Decora built a nice niche in the design space, helping retailers showcase their furniture online via cutting-edge CGI. After being acquired by CreativeDrive earlier this year Decora had outgrown that name, expanding to fields including CPG, Home Improvement, and Consumer Electronics & Appliances. They also needed a better description of their process and benefits, and to fit in with the overall CreativeDrive branding and voice.

Strategy: CreativeDrive aims to “Make Amazing Happen” everyday. We tapped into the wonder behind the technology which allows the platform to delight both customers and retailers by improving upon reality. This set up a fun counterpoint to the general focus on facing reality in a business context while also nodding towards the product’s AR and VR capabilities.

Execution: Renamed CORA, the product name now reflects its Machine-Learning “chops” without limiting it to any sector or use case. The brand video is upbeat and futuristic, ending with the idea that “The Future is Unreal.” The explainer video, meanwhile, covers both the logistics of how CORA works and positions CORA as “the future of retail because CORA brings retail into the future.” A new tagline closes out that video, noting that CORA is “Reality, perfected.”

Creative Drive owns and operates several studios and provides content strategy, creation and execution on behalf of several leading clients. Since they were hosting New York Men's Day (the Monday of Fashion Week), they took advantage of the occasion to brand themselves (there had also been several acquisitions).

Their creative team came up with the concept of three action figure booths, where users could step in and associate with that power phrase and image. It had to be strong and encourage interaction, while also highlighting attributes that visitors could connect with Creative Drive themselves.

Guests instagrammed photos of themselves in character and shared widely across social media.

We created the wording for the three figures as well as inspirational slogans for the same entrance hall, all to be part of a permanent exhibit.

The three main action figures/booths are:

THINKER. YOU CAN PRACTICALLY SEE MY THOUGHTS. 

FRESH. I'M ALWAYS TRENDING.

DRIVE. FROM O TO 100 IN 5 SECONDS.

The main wall motto reads:

TODAY, MEET TOMORROW.

CREATIVE, MEET DRIVE.

CHANGE, MEET WORLD.

Alongside it says:

CREATE.

THINK.

LIVE.

LOVE.

MOVE.

MAKE.

Right below which it says:

CREATORS, MAKERS, DOERS

BE THE ACTION WOU WISH TO SEE IN THE WORLD.

Client Name: The Plaza Hotel (Private Residences)

Industry: Luxury/Real Estate

Execution: Advertising; Coffee table book (editing and introduction); Speechwriting

Challenge or Business Need: In 2005, Elad Properties planned to eliminate most of the Hotel part of The Plaza Hotel, with luxury condominiums and retail set to replace The Grand Ballroom as well as hundreds of guest rooms. The plan was scaled back after some opposition, including from workers’ unions and The Landmarks Preservation commission, but the initial bad press needed to be fully forgotten. At the same time, under earlier owners, some of the hotel’s glory had been allowed to fade. Finally, The Plaza’s Residences were entering a marketplace of other high-end luxury homes, many of which boasted the latest technology and amenities.

Strategy: Fully embrace and elaborate on The Plaza’s singular history as a backdrop for a century of celebrated moments and people. Reinforce the Plaza’s position as the ultimate luxurious destination in New York City.

Execution: Instead of merely referencing The Plaza’s iconic past, we set out to document and preserve it, collecting recollections from famous Plaza guests and residents, alongside rare archival photographs, and publishing them in a stunning coffee table book/ homage, “The Plaza Unveiled.” To add further luster and credibility to the book, we secured an introduction from Michael Gross, legendary for his writings about the heights of Manhattan’s luxury real estate market.

For the advertising campaign, ads in The Economist and other financial outlets positioned The Plaza as something aspirational and ethereal, the ultimate dream, a dream you can “wake up to.”

Client Name: Wonder Melon

Industry: Beverage (cold pressed; healthy)

Execution: Tagline & Package Copy

Challenge or Business Need: Client wanted a memorable launch when entering the crowded healthy drink space with their watermelon-based juice.

Strategy: Capitalize on the name WONDER MELON and extend the sense of curiosity and wonder.

Execution: The tagline, “curiously good” picks up on the theme of wonder and touts the drink’s taste in a believable, fun and understated way.

The body copy uses questions to continue the theme of curiosity, sneaking in health benefits (Why does watermelon have more lycopene than tomatoes? Weird, right?) alongside related humor (How did we get the watermelon into the bottle? We’ll never tell.)

Exude is a lipstick company with a technological advantage. Its positioning centered around the idea of modern glamour and appealed to the woman who wants to have it all, and knows how to get it.

Wrote script for Rachel Zoe brand endorsement video. Script was done in her voice and successfully connected exude lipstick with broader themes of glamour and style. Also wrote all brand identity and copy.

Package copy reads: "Forget eyes – we think a woman’s lips are the window to her soul. We watch the mouth as much for what isn’t said as for what is. This is who we are. This is what we exude. What will you exude today?"

This ad announced the launch of The Mandarin Oriental, Dallas featuring private residences for sale. The tone and imagery was upscale and aspirational and the headline delivered the information in a way that underscored the uniqueness of the opportunity.

Client Name: Eurotech

Industry: Seating (Workplace; High-End)

Execution: Catalog

Challenge or Business Need: The existing catalog had been in use for a few years and the client wanted a fresh look and approach. Additionally, the original  cover image and copy (while cute) reflected the theme of business as war and the chair as an ally, something that felt out of touch with current workplace approaches.

Strategy: Embrace a softer, warmer feel while highlighting the importance of the right chair and explaining why Eurotech is ideally suited to deliver “the best seat in the house, wherever you put it.”

Execution: The cover has a playful, almost Dr. Seuss vibe, as different expressions using the word “sit” reinforce all the different ways we can and need to sit. The payoff comes when the red background on top gives way to white space and the only advice that really matters (and their legacy tagline), “sit smarter.”

The catalog notes that Eurotech has spent nearly 40 years working on the perfect chair (42 of them, actually) and suggests the reason “we spend so much time on our chairs is because it’s where you spend your time.”

The copy closes by wryly reminding potential chair buyers “At the end of the day, it’s about how you feel…at the end of the day.”

This mailer picked up on the Uber backlash (#deleteuber) earlier in 2017; at the same time, it provided a way for a local wine bar and restaurant to drum up attention and interest. While very popular among regulars, its side street location meant that many Upper West Siders had never heard of Vino Levantino . This mailer was a reintroduction, combined with a smart offer and mailed to neighboring streets. Within weeks, the restaurant saw a 20% increase in foot traffic and trial.

Created the company's positioning, tag line – "March to Your Own Beet" –  and all package copy.

Package reads:

Beets are almost as good for puns as they are for you:  At Beetology, we’re a “beet” obsessed with beets. Their health benefits can’t be “beet.” And while you may know that they are great for your heart, blood pressure and brain, we “beet” you didn’t know that they are also one of the earliest known aphrodisiacs.  

Beets are like music for your body: they just make everything better, and after you try all five varieties of Beetology juices, we’re sure you ‘ll agree.  

Beetology. March to Your Own Beet.

AJ Madison has a staff who is incredibly knowledgeable. Our goal was to say that in a new and intriguing way while also tying into specific promotional products like a grill that their partners pay to co-promote. That's a fun challenge and these billboards delivered. Variations on the same theme also ran on radio during key hours.

Successfully launched in late 2017, this bar reimagined halva as a Tahini Bar to capitalize on the popularity of tahini.

Tag line: The best-tasting snack, bar none.

Package copy for the package (and the seven-pack) reads: 

Are you fluent in Tahini? If the only tahini you know is the one you use as a dip for pita or as a key ingredient in hummus, prepare yourself for a tasty new treat. Our Tahini Bar borrows from the tradition of ancient halva-makers who first recognized tahini's tantalizing potential as a dessert. Oh, and did we mention it's gluten free? So up your tahini game–or should we say, raise the bar?

Packaging and copy for company that produces macaroons, gluten free brownie crisps, jelly rings, and fruit slices.

"Sweets for my sweet," Grandma Rose used to say, as she rushed to spoil me, her oldest and - let's be honest - favorite grandchild. "Rebecca, you really have to eat more" she'd insist. With the desserts she made, who was I to argue? I obediently sampled all three food groups: candy, cake and chocolate.

Not everyone can grow up with a Grandma Rose, but her simple recipes are as tasty and natural now as they were then. I'm honored to share these timeless treats with you, a taste of one grandmother's love.

This ad, from the 90s, ran in in local indie newspapers, Wired, Playboy and Rolling Stone. At the time, most users accessed the internet through either Compuserve and AOL which charged by the hour. IDT was one of the first companies to charge a fixed monthly fee; a few other companies followed and their ads boasted of "flat fees" which they touted alongside images of flat globes or heads, neither of which were very appealing and all of which assumed consumers knew the business term "flat fee." We took a fun, alternate approach, riffing on the idea of a seedy, by-the-hour motel.

The copy also let us poke fun at other cheap practices of our competitors.

Headline read: We Don't Have Hourly Rates (a second version simply said, no hourly rates)

$15.95 a month. That's all you'll ever pay. No hourly fees. No sign-up fees. No cancellation fees. Because at IDT we think all that's well...kind of sleazy.

Streit's has been making matzo for nearly 100 years and their Rivington Street factory was a local landmark to New York children (who often visited as part of class trips) and adults alike. When Streit's decided they had finally outgrown that building, they knew they had to get their communication "right," letting their loyal supporters know: we are still in New York and more committed than ever to serving you and future generations.

The copy we provided told the story of their past while explaining their goals for the future:

A “Moving” Story

When Aron Streit came to America in the late 1800s, he had little more than a dream and the drive to make it in America – the land of opportunity. Streit’s is the story of one man’s dream, and one family’s dedication to turning that dream into something far greater than anyone could have imagined.

After nearly 100 years making matzo on Manhattan’s Lower East side, we have moved to a new and modern bakery in New York. Technology may have changed but our traditions and dedication to quality have not. We want to ensure that you, your children, your grandchildren, and your friends and neighbors will all be able to enjoy the same great-tasting matzo for centuries to come. 

Every box of Streit’s is fresh, preservative-free, tasty, with lots of love and memories thrown in.

It is still family run with the exacting standards of quality lovingly imposed by Aron Streit, also known as “the man behind the matzo.” And now his dream can continue for generations to come.

Madison Avenue is synonymous with advertising and fashionable boutiques, but for this new luxury construction on Madison, we found inspiration by looking back to the days where a few families and statesmen were fortunate enough to call Madison Avenue their home.

The website and brochure helped imagine a new era where you could find - and expect - More on Madison.

Copy highlights include:

WHEN IS A STREET MORE THAN A STREET? WHEN IT IS ALSO A SYMBOL.

Named after one president, and then home to another, Madison Avenue has always run with a good crowd. By the mid to late 1800s, some of New York City’s first and finest mansions inhabited Madison Avenue, built by notable names like Villard and Vanderbilt.

They preferred the gentle grandeur of Madison to the pomp and flash of Fifth Avenue and their homes bespoke an elegance that echoes to this day.

When JP Morgan chose to build his home, no other location would do: His house at 219 Madison Avenue was the first electrically lit private residence in New York, just one example of many firsts for Madison.

For over 150 years, some of the world’s most remarked upon residences, and some of society’s most valued members, have made Madison Avenue their home.

172 Madison hearkens back to these early days, reimagining The Gilded Age for the 21st Century and beyond.

WELCOME TO THE LAND OF MORE.

The old Stanhope hotel had an amazing location, but lingering recollections of low ceilings and an older hotel were hurting sales of the new condominiums.

As part of a full rebrand, we offered a new name based on an unbeatable address: 995 Fifth Avenue. A coffee table book doubled as a brochure and the cover strongly brought home the association with the address.

Interior copy also played up on the building's Fifth Avenue setting, with the first page reading:

Some streets resonate with history. Others, like Paris’s Champs Elysées or London’s New Bond Street, are cosseted in luxury. There are streets alive with power, the address of presidents and premiers. And then there are streets, rarer still, that embody history, luxury and power all at once. New York City’s Fifth Avenue is one such street. Home to some of Manhattan’s first and finest mansions, Fifth Avenue will forever represent privilege and culture, tradition and strength. Frick, Carnegie, Vanderbilt: before these names graced institutions they were family names, families who chose, as the prerogative of wealth, to literally live large. They established lavish homes on Fifth Avenue facing Central Park, itself both beautiful and vast. But on this renowned street, within this remarkable city, not all numbers were created equal. Some of the more revered buildings were designed by Rosario Candela, with simple understated exteriors and palatial interiors. 834 Fifth Avenue, 960 Fifth Avenue, 1040 Fifth Avenue: all bore Candela’s signature style. More than seven decades later, they still conjure up images of beauty, and many of these structures have acquired their own sheen of history. 995 Fifth was perhaps better known than its siblings, sometimes by its number, sometimes by a name: The Stanhope. Some came for the location, directly opposite the Metropolitan Museum of Art. Some came for the impeccable service. Some for the hotel’s lore and legends. Whatever the reason, for so many well-heeled visitors, The Stanhope was their New York home.