Quibi (RIP) was created to be a mobile-only streaming platform with bite-sized blockbuster content from the biggest creators in Hollywood. To launch and establish Quibi as a category of one, we made a splash at the biggest night in long-form entertainment: The 2020 Oscars.

We subverted the event by debuting a series of hyperbolic comedy scenarios parodying well-known filmic tropes synonymous with big budget Hollywood flicks. The spots were crafted to establish ‘Quibi’ as a unit of measurement in the modern vernacular as a short period of time where you could be entertained by Quibi content.

Agency: BBH LA

ACD (CW): Me

ACD (AD): Abbas Deidehban

CW: Kevin Tosi

AD: Natalie Seitz

Producers: Peter Williams & Danny Nouri

Director: Tom Kuntz

DP: Hoyte van Hoytema

We are content, but not content. Wise domes will understand these vertical tomes. Fully yeeted and truly each of these are special in their own way. Strategizing, curating, and creating for multiple audiences at once while keeping them guessing what’s next.

Developing weekly social content and product launches with a team using every storytelling tool available to navigate platform restrictions, access to the plant, and a shifting culture.

ACD: Me

CD: Kirk Summers

SR AD: Daniel Paris

SR. PROD: Mo Carpio

PROD: Keely Mettlen; John Manning; Kaitlyn Scannell

SHOOTERS: Gabriel Bienczycki; Daniel Paris; Me

We all know Amazon is slowly taking over the world. After their acquisition of Whole Foods was announced, we jumped on an opportunity to launch a big, dumb idea to promote Carl’s Jr.’s $5 All Star Value Boxes.

We tried to get Amazon to buy Carl’s Jr. and the internet went a little nuts.

Agency: 72andSunny

CW: Alex Schaeffer

AD: Abbas Deidehban

CDS: Jed Cohen & Helena Skonieczny

ECD: Josh Fell

The Peak Pro Daybreak Limited Edition is the highest level of consumption. A gradient sunburst of colors, fluted hand-blown glass with crushed opals, and Gold 3DXL Chamber. We made it a whole vibe capturing the spirit of summer.

Client: Puffco

ACD: Me

CD: Kirk Summers

AD: Daniel Paris

SR. PROD: Mo Carpio

PROD: Keely Mettlen & John Manning

DPS: Brian Beckwith; Gabriel Bienczycki; Rustem Ablyamitov

To celebrate SYFY’s 25th Anniversary, we joined forces with HECHO EN 72 and created SYFY25: Origin Stories, a podcast celebrating the things that make science fiction great. Hosted by Adam Savage, this 15 episode series features some of the biggest names in the genre to discuss the moments, people, and milestones that changed our universe forever.

To get the word out we partnered with Laundry to create eight animated short films to bring even more life the some of the amazing stories that our guests shared in the podcast.

Agency: 72andSunny

CW/Producer: Me

AD/Producer: Abbas Deidehban

Produced By: Laundry / HECHO EN 72

Bliss. A novel concept in a world gone mad. To launch the Bliss colorway of the Peak we captured the simple pleasure of taking a nice glob straight to the dome. Keen viewers will notice yours truly among the guffaws.

While focusing on these very human moments, we showcased the product’s 3D Chamber, Joystick Cap, and real-time temperature control. Demonstrating how the Peak makes enjoying hash easy — every time for every kind of person.

Client: Puffco

ACD: Me

CD: Kirk Summers

AD: Daniel Paris

SR. PROD: Mo Carpio

PROD: Keely Mettlen & Kaitlyn Scannell

DP: Gabriel Bienczycki

After parodying Hollywood genres at The Oscars, we launched a series of Quibi spots featuring talent from Quibi’s own shows. See these celebs spending their downtime by squeezing in a Quibi.

Agency: BBH LA

ACD (CW): Me

ACD (AD): Abbas Deidehban

CW: Kevin Tosi

AD: Natalie Seitz

Producers: Peter Williams & Danny Nouri

Director: Tom Kuntz

For years Carl’s Jr. and Hardee’s oh-so-delicious food was hidden in plain sight. As part of the brand’s relaunch, we led a completely new stylistic approach to fast food advertising.

We put the focus back on the food—creating new and dramatic shots to highlight it. We then concepted unique GIFs, working with artists from a variety of backgrounds to bring them to life.

To kick things up over 9000 we worked with trap music producers to create a series of tracks our audience loved.

Agency: 72andSunny

CW: Me

AD: Abbas Deidehban

CDS: Jed Cohen & Helena Skonieczny

ECD: Josh Fell

The New Puffco Proxy is a revelation in modern cannabis consumption. A perfect balance of performance, control, and versatility to expand your ritual with ease.

For this product launch I directed the retail video, showcasing the New Proxy and the additional accessory pieces for different experiences.

Client: Puffco

ACD: Me

CD: Kirk Summers

SR AD: Daniel Paris

SR PROD: Mo Carpio

PROD: Keely Mettlen; John Manning

DP: Chuck Schwarzbeck

Sometimes your brand's best assets are hiding in plain sight. This was one of those times. Brisk Iced Tea had some seriously cool characters on its product packaging that had never been treated as more than a graphic element. So we created the Brisk: Kinda Out There, a campaign that made them bombastic icons of the brand rather than product wallpaper.

First, we created a backstory for each character, used to guide every spot, social post, and real world incarnation. Then, we brought them to life in a host of short, weird, and entertaining five second shorts to promote a contest for a seriously cool clothing line designed in collaboration with МИШКА.

Agency: The Barbarian Group

CW: Me

AD: Abbas Deidehban

CD: Stephen Petronis

ECD: Edu Pou

Producer: Amanda Schultz

Directed By: Aaron Baumle | Produced With: Transistor Studios

1-844-GET-BRISK Directed By: Matt Conboy

Breakfast is a serious matter. A VERY serious matter. For years, the eaters of this nation have had to settle for sad breakfasts. We deserve better. WE deserve real Southern breakfasts. Covered in gravy.

Following in the footsteps of Joel Schumacher’s ‘A Time To Kill’, we helped Hardee’s $3 All Star Breakfast finally put Sad Breakfast on trial to answer for all their sins in the food trial of the century.

Agency: 72andSunny

CW: Me

AD: Abbas Deidehban

CDS: Jed Cohen & Helena Skonieczny

ECD: Josh Fell

Directed By: Ric Cantor | Produced With: Hungry Man

Tacos. I love ‘em, you probably love ‘em, and client partner, Old El Paso, definitely loves them. In fact, they came to us to help nudge their dinner-party-loving audience into making tacos more often. We realized that the humble and accepting taco is a vessel, ready for any cuisine at any time.

Welcome to Old El Paso. A celebration of inclusivity where tacos embrace each other’s differences, and have a better time for it. No matter what your shell is filled with, all tacos are equal. Or as we like to say, “Anything Goes in Old El Paso”.

CW: Me & Samantha Mintz

AD: Abbas Deidehban & Ben Ng

CD: Beau Unruh

ECD: Justin Hooper

Late in 2014, Arby's pulled a fast one on Pepsi. They released a hilariously clever ad that effectively showcased a glorious product shot, a thunderous voice over, and a not-so-subtle poke at their business agreement with Pepsi. The spot made some noise and our client, Pepsi, wanted to fire back on social.

It only made sense to call up Simon Lowden (The Chief Marketing Officer of Pepsi) and convince him to eat an Arby's Roast Beef Sandwich while we filmed the whole glorious meal for our meat-charged response—coming in at five minutes and fourteen seconds of jaw dropping, pulse pounding footage of the Pepsi CMO eating an Arby's Roast Beef Sandwich.

Agency: The Barbarian Group

CW: Me

AD: Abbas Deidehban

CD: Stephen Petronis

ECD: Edu Pou

I’m a huge sci-fi nerd—always have been. So working with the SYFY team to celebrate 25 years of SYFY was a dream. As part of our workstream we created fan debate spots in which Orlando Jones and Felicia Day take on what really matters to sci-fi fans.

We also created a number of ident spots that played between content on SYFY for the whole 25th anniversary year.

Agency: 72andSunny

AD: Abbas Deidehban

Director: Milana Vayntrub

The snack category is a cutthroat jungle, and KIND snacks needed to find a way to increase trial, while staying true to their small-brand feel and social mission to celebrate kindness. So we created #kindawesome: a program that rewards kindness, with KIND bars. We simply asked participants to spot a kind act and send a KIND snack at howkindofyou.com.

CW: Me

ADs: Abbas Deidehban; Kevin Chan; Julia Melograna

CD: Eric Burnett

For Pepsi's Super Bowl 48 Halftime Show, we were asked to get people hyped for halftime. We tracked down a passionate fan who went to Super Bowl 4 and gave him the halftime experience of a lifetime—for a second time.

Agency: The Barbarian Group

CW: Me

CDS: Stephen Petronis & Thom Woodley

YouTube came to us with an assignment to reimagine a classic fairytale using their platform. We seized this opportunity to write, craft, and execute our retelling of the classic Puss In Boots as a short political thriller.

Then, we created :06 teasers and :15 trailers to show off their short form ad units. YouTube featured our short at both Sundance Film Festival and SXSW 2018.

Agency: HECHO EN 72

Collaborators: Abbas Deidehban, Bao Troung, & Evan DeHaven

The Coors Light ‘Climb On’ campaign was all about inspiring people to go out and climb their mountains. The things that push us and make us better.

For the second year of the campaign, we were tasked with connecting our audience’s mountains with the brand’s mountain: making the World’s Most Refreshing Beer. We decided to do that by focusing on strong female characters and a rich cultural tradition.

CW: Me

AD: Abbas Deidehban

CD: Jed Cohen

GCD: Galen Graham

Bloomberg Trading Solutions is an enterprise-grade software suite for traders that helps with front-end portfolio, inventory, sales and trading solutions and middle & back office operations. Basically, it makes their jobs a whole lot easier.

The problem was that traders had never heard of Trading Solutions. This product could potentially make them millions in the market, but they didn't know it.

To get the word out we created Labyrinth, a four week long game to promote Trading Solutions. Each week, we launched 10 challenging levels for them to conquer. Along the way, they could activate power ups to help them out. The power ups represented the product benefits of speed, transparency, and optimization in the market. The game appealed to their extremely competitive nature, letting traders experience the world of Trading Solutions instead of just reading about it.

Agency: JWT NY

CW: Me

AD: Ben Morejon

CD: Josh Shabtai, Tim Nolan

ECD: James Cooper

Director/Editor/Performer: Me