Choose Gentle

This campaign was a monster.

Over a week of shooting with two crews at 6 locations throughout Amsterdam, we captured 20 videos with nearly 200 setups and over 150 print & digital stills, all shot for 2 campaigns across 5 markets worldwide.

We cast 52 families, including over 70 newborns, infants and children, totaling 204 real people representing a cross-section of the world in areas of faith, race, ethnicity, gender, age, disability and sexual orientation.

We worked with two creative agencies, one media agency, one PR agency to accomplish all of this.

I personally oversaw all of production in the hybrid role of production company EP, agency producer and line producer. Needless to say, there were LOTS of spreadsheets to track everything and I’m proud to say that we delivered everything on time and on budget.

Agency: bbdo (PRINT/VIDEO) & Vayner media (digital)

ECD: Joe loverying

senior art director: marc klein

senior cd: melinda kanipe

Director: joe wright (sibling rivalry)

Editor: chris hellman


Once Upon A Care

When a national survey revealed that people believe the world had become a less caring place, Johnson & Johnson wondered, "are we doing enough to inspire our children to care?"

We decided to visit a school and find out from the horse’s mouth. We asked the children of PS 20 in NYC to tell us what it means to truly care for someone. Then, with the help of renowned children’s author Patricia Larkin, we published their stories in a children’s book. And then we presented it to them.

Agency: JWT

ECD: Eric Weisberg

CD: Dave Wasserman

Copywriter: Carl Mallia

Art Director: Jordan Young

Director: Robert Gilbert (Rooster)

Editor: Georgia Dodson (Cut+Run NY)